Brandwave

How popular isBIC?

In September 2026, people searched for BIC by name about 505,000 times worldwide, a 5.2% increase from the previous year. These searches made up 0.66% of all global highlighter brand searches, placing BIC fourth out of five brands. When we asked both ChatGPT and Google AI Overviews about highlighter brands, BIC appeared in one of the four answers.

Search and AI answers in September 2026

BIC is the fourth most searched of 5 competitors.

  1. SharpieShare of searches 45.2%Mentioned in 1 of 4 AI answers
  2. StabiloShare of searches 45.2%Mentioned in 1 of 4 AI answers
  3. ZebraShare of searches 8.2%Mentioned in 1 of 4 AI answers
  4. BICShare of searches 0.66%Mentioned in 1 of 4 AI answers
  5. Mr. PenShare of searches 0.66%Mentioned in 0 of 4 AI answers
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Top highlighter brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, BIC was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview.

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Sharpie1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Stabilo1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Zebra1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • BIC1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Mr. Pen0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about highlighter brands

4 answers

  • Asked ChatGPT

    “Which highlighter brand should I buy?”

    1. Asked ChatGPT

      “What are the best highlighter brands?”

      1. Asked ChatGPT

        “What's the best highlighter brand for school notes?”

        1. 1Zebra
        2. 2Stabilo
        3. 3BIC
        4. 4Sharpie

      2. Searched Google, AI Overview

        “best highlighters”

        1. Searched Google, AI Overview

          “pastel highlighters”

          Google showed no AI Overview for this search.

        Not named in any answer:

        Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

        Which highlighter brands compete with BIC?

        BIC against highlighter brands worldwide, by month

        Share of searches by month for Sharpie, Stabilo, Zebra, BIC. The figures are in the table below the chart.

        View monthly share of searches table
        MonthSharpieStabiloZebraBICMr. Pen
        Oct 202545.9%45.9%7%0.53%0.81%
        Nov 202544.8%44.8%9%0.43%0.98%
        Dec 202544.8%44.8%9%0.43%0.98%
        Jan 202640%48.8%9.9%0.46%0.87%
        Feb 202640.8%49.8%8.2%0.48%0.72%
        Mar 202650.6%41.5%6.9%0.4%0.6%
        Apr 202650.6%41.4%6.8%0.49%0.74%
        May 202649.9%40.8%8.2%0.48%0.57%
        Jun 202649%39.9%9.9%0.47%0.69%
        Jul 202643.9%43.9%10.8%0.62%0.78%
        Aug 202639.4%48.1%10.9%0.86%0.69%
        Sep 202645.2%45.2%8.2%0.66%0.66%

        1. 1.Sharpie

          45.2%

          Moved from 2nd to 1st. 165K estimated branded searches, 0% vs prior month. Share +5.8 points.

        2. 2.Stabilo

          45.2%

          Moved from 1st to 2nd. 165K estimated branded searches, -17.9% vs prior month. Share -2.8 points.

        3. 3.Zebra

          8.2%

          Held 3rd. 29.9K estimated branded searches, -34.7% vs prior month. Share -2.7 points.

        4. 4.BIC

          0.66%

          Held 4th. 2.4K estimated branded searches, -33.3% vs prior month. Share -0.2 points.

        5. 5.Mr. Pen

          0.66%

          Held 5th. 2.4K estimated branded searches, -17.2% vs prior month. Share 0 points.

        Compare popularity between BIC and its closest rivals

        Every comparison with BIC

        25 comparisons

        How has branded search demand for BIC changed worldwide over the last 12 months?

        2 findings
        • Across the 12 months ending September 2026, estimated monthly branded searches for BIC worldwide rose from 480K to 505K.
        • Across the 12 months ending September 2026, BIC rose from 5th to 4th among highlighter brands worldwide.

        How did search popularity change for highlighter brands worldwide in September 2026?

        5 changes

        1. In September 2026, Sharpie overtook Stabilo to become the leader among highlighter brands worldwide, with 45.2% of the searches.

        2. In September 2026, Stabilo lost share of searches among highlighter brands worldwide, from 48.1% to 45.2%.

        3. In September 2026, Zebra lost share of searches among highlighter brands worldwide, from 10.9% to 8.2%.

        4. Estimated monthly branded searches for BIC worldwide rose 26.3% over 12 measured months, from 1.9K to 2.4K in September 2026.

        5. Estimated monthly branded searches for Mr. Pen worldwide fell 17.2% over 12 measured months, from 2.9K to 2.4K in September 2026.

        How are BIC’s branded searches counted?

        4 search terms

        Brandwave collects information about searches that people make online using BIC’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

        • bic
        • bic highlighter pens
        • bic lighter
        • bic pen

        Do you work for BIC? To request corrections or removal please contact us via our support page and we will be happy to assist.

        How the Brand Demand Index is measured

        Where does BIC compete?

        BIC is ranked in six competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
        Competitor setRankShare of searchesRanking
        Pen and stationery brands1st of 1328.1%Show ranking
        Pen brands1st of 932.7%Show ranking
        Ballpoint pen brands1st of 1030%Show ranking
        Razor blade brands2nd of 731%Show ranking
        Stationery1st of 942.2%Show ranking
        Highlighter brands4th of 50.66%Shown above
        Creator with pink hair and a pink jacket

        Is BIC your brand?

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