Brandwave

How popular isZebra?

In September 2026, people searched for Zebra by name about 84,100 times worldwide, a 6.2% increase from the previous year. These searches made up 3% of all global pen and stationery brand searches, placing Zebra ninth out of 13 brands. When we asked both ChatGPT and Google AI Overviews about pen and stationery brands, Zebra appeared in four of the five answers and was the third most recommended of the 13.

Search and AI answers in September 2026

Zebra is the ninth most searched of 13 competitors and the third most recommended in AI answers.

  1. BICShare of searches 28.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 11th
  2. ParkerShare of searches 16.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  3. MoleskineShare of searches 11.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  4. PilotShare of searches 9.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  5. ZebraShare of searches 3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd

+8 more

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Top pen and stationery brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Zebra was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Zebra is the third most recommended of the 13.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Pilot1st
  2. uni-ball2nd
  3. Zebra3rd
  4. Pentel4th
  5. Parker5th
  6. Moleskine6th
  7. Rhodia7th
  8. Muji8th
  9. Lamy9th
  10. Leuchtturm191710th
  11. +3 more

Mentioned by AI

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

  • Pilot5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Zebra4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Pentel4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • uni-ball4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Parker3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Muji3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rhodia3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Moleskine2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Leuchtturm19172 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Lamy2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers

+3 more

See every answer about pen and stationery brands

5 answers

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 pen and stationery brands compete with Zebra?

Zebra against pen and stationery brands worldwide, by month

Share of searches by month for BIC, Parker, Moleskine, Pilot, Sharpie, Muji, Leuchtturm1917, Staedtler, Zebra, Lamy, Pentel. The figures are in the table below the chart.

View monthly share of searches table
MonthBICParkerMoleskinePilotSharpieMujiLeuchtturm1917StaedtlerZebraLamyPentelRhodiauni-ball
Oct 202529.3%12.3%12.3%8.7%10.1%4.5%5.5%5.5%3.3%3%3%1.4%0.91%
Nov 202527.9%11.7%14.4%8.4%9.6%6.1%6.4%4.3%3.2%2.9%2.9%1.3%0.86%
Dec 202525.4%12.9%15.8%8.5%8.7%5.6%8.7%3.9%2.8%3.2%2.6%1.2%0.78%
Jan 202627.2%11.1%13.6%8.2%9.1%5.5%9.1%5%3%2.7%3.3%1.2%0.82%
Feb 202627.8%13.6%11.2%10%9.1%5%6.1%5%3%3.3%3.3%1.2%1.2%
Mar 202629.3%12.3%10.1%8.7%12.3%5.7%4.5%4.5%3.3%3%3.7%1.4%1.1%
Apr 202631.8%11%11%10.1%11%5.1%4.9%4%3%2.7%3.3%1.2%0.98%
May 202628.6%11.5%11.5%10.6%11.5%5.3%5.2%4.2%3.1%2.8%3.4%1.3%1%
Jun 202628.6%14.3%11.7%9.7%9.6%5.4%5.3%4.3%2.6%2.9%3.5%1.3%0.86%
Jul 202626.2%16%10.7%10.9%8.8%5.4%5.9%3.9%2.9%3.9%3.2%1.2%0.96%
Aug 202628%13.7%11.2%10.1%9.2%6.2%6.1%4.1%3%3.4%2.8%1.2%0.83%
Sep 202628.1%16.8%11.2%9.7%9.2%5.1%5.1%4.1%3%2.8%2.8%1.2%0.83%

  1. 1.BIC

    28.1%

    Held 1st. 503K estimated branded searches, 0% vs prior month. Share +0.1 points.

  2. 2.Parker

    16.8%

    Held 2nd. 301K estimated branded searches, +22.4% vs prior month. Share +3.1 points.

  3. 3.Moleskine

    11.2%

    Held 3rd. 201K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Pilot

    9.7%

    Held 4th. 173K estimated branded searches, -4.5% vs prior month. Share -0.4 points.

  5. 5.Sharpie

    9.2%

    Held 5th. 165K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Muji

    5.1%

    Held 6th. 90.7K estimated branded searches, -18.3% vs prior month. Share -1.1 points.

  7. 7.Leuchtturm1917

    5.1%

    Held 7th. 90.5K estimated branded searches, -17.7% vs prior month. Share -1.1 points.

  8. 8.Staedtler

    4.1%

    Held 8th. 74K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Zebra

    3%

    Moved from 10th to 9th. 54.2K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Lamy

    2.8%

    Moved from 9th to 10th. 49.5K estimated branded searches, -18.2% vs prior month. Share -0.6 points.

  11. 11.Pentel

    2.8%

    Held 11th. 49.5K estimated branded searches, 0% vs prior month. Share 0 points.

  12. 12.Rhodia

    1.2%

    Held 12th. 22.2K estimated branded searches, 0% vs prior month. Share 0 points.

  13. 13.uni-ball

    0.83%

    Held 13th. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Zebra and its closest rivals

Every comparison with Zebra

17 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Zebra worldwide rose from 79.2K to 84.1K.
  • Across the 12 months ending September 2026, Zebra’s share of searches among pen and stationery brands worldwide held steady, from 3.3% to 3%.

How did search popularity change for pen and stationery brands worldwide in September 2026?

6 changes

  1. In September 2026, Parker gained share of searches among pen and stationery brands worldwide, from 13.7% to 16.8%.

  2. In September 2026, Muji lost share of searches among pen and stationery brands worldwide, from 6.2% to 5.1%.

  3. In September 2026, Leuchtturm1917 lost share of searches among pen and stationery brands worldwide, from 6.1% to 5.1%.

  4. In September 2026, Lamy lost share of searches among pen and stationery brands worldwide, from 3.4% to 2.8%.

  5. In September 2026, Zebra rose from 10th to 9th among pen and stationery brands worldwide.

  6. Estimated monthly branded searches for Pilot worldwide rose 22.2% over 12 measured months, from 142K to 173K in September 2026.

How are Zebra’s branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using Zebra’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.

  • mildliner
  • zebra highlighter
  • zebra mildliner
  • zebra pen
  • zebra pens

Do you work for Zebra? 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 Zebra compete?

Zebra is ranked in four 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 brands9th of 133%Shown above
Pen brands8th of 91.8%Show ranking
Ballpoint pen brands8th of 101.8%Show ranking
Highlighter brands3rd of 58.2%Show ranking
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Is Zebra your brand?

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