Brandwave

Field Notes vs Moleskine:Which is more popular?

In September 2026, Moleskine had more branded searches than Field Notes among notebook brands worldwide. Moleskine had about 201,000 branded searches, while Field Notes had 113,000. Moleskine made up 22% of all notebook brand searches we track, and Field Notes accounted for 12.3%. When we asked ChatGPT and Google AI Overviews about notebook brands, Moleskine appeared in two of the five answers and Field Notes in one. Moleskine was mentioned before Field Notes in every answer that named either.

Among notebook brands worldwide in September 2026

Who do people search for more?

Moleskine, about 78% more searches than Field Notes

Moleskine 201K searchesField Notes 113K searches

Who does AI mention more?

Moleskine, mentioned in 2 of 5 answers, Field Notes in 1

Moleskine in 2 of 5Field Notes in 1 of 5

Who does AI recommend more?

Moleskine, named ahead of Field Notes in 2 of 2 answers

Moleskine first in 2Field Notes never first

Follow Field Notes vs Moleskine and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top notebook brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Moleskine was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Field Notes was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Moleskine was listed before Field Notes in every answer that named either.

Most recommended by AI

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

  1. Leuchtturm19171st
  2. Midori2nd
  3. Rhodia3rd
  4. Five Star4th
  5. Hobonichi5th
  6. Kokuyo6th
  7. Moleskine7th
  8. Clairefontaine8th
  9. Field Notes9th
  10. Oxford–

Mentioned by AI

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

  • Leuchtturm19175 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Midori4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rhodia4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hobonichi3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kokuyo3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Five Star3 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
  • Field Notes1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Clairefontaine1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Oxford0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about notebook 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.

Is Field Notes or Moleskine more popular in search?

This chart shows how often people search Google for Field Notes and Moleskine by name. Each line represents a brand's share of searches for all ten notebook brands we track, month by month, from English-language searches worldwide.

Field Notes and Moleskine among notebook brands worldwide, by month

Share of searches by month for Moleskine, Field Notes. The figures are in the table below the chart.

View monthly share of searches table
MonthHobonichiMoleskineField NotesLeuchtturm1917KokuyoMidoriRhodiaFive StarClairefontaineOxford
Oct 202525.9%31.5%11.8%14.2%7.2%3.5%3.5%1.3%0.56%0.69%
Nov 202527.1%33.2%10.2%14.8%6.1%3.6%3%0.89%0.59%0.49%
Dec 202531.3%31.3%8.2%17.2%4.8%3.5%2.3%0.69%0.46%0.3%
Jan 202628.3%28.3%8.7%19%5.4%4.6%2.6%2.1%0.62%0.51%
Feb 202617.6%32.1%14.1%17.6%7.5%4.6%3.5%1.6%0.7%0.7%
Mar 202614.9%33.3%15.2%14.9%9.5%5%4.5%1.1%0.89%0.73%
Apr 202613%35.4%13.8%15.9%10.1%5.3%3.9%1.2%0.94%0.62%
May 202613%35.4%14.5%15.9%10.1%4.6%3.9%1.2%0.94%0.62%
Jun 202612.8%34.9%13.6%15.6%11.9%4.3%3.8%1.7%0.76%0.61%
Jul 202616.7%30.5%11.9%16.7%11%4.6%3.3%3.3%0.81%1.2%
Aug 202639%21.3%8.3%11.6%8%3.7%2.4%4.3%0.57%0.86%
Sep 202640.2%22%12.3%9.9%6.5%3.9%2.4%1.6%0.59%0.59%

How has the Field Notes and Moleskine comparison changed over the last 12 months?

3 findings
  • Moleskine was ahead of Field Notes in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Field Notes’ share of searches among notebook brands worldwide moved from 11.8% to 12.3%, and its estimated monthly branded searches moved from 75.3K to 113K.
  • Across the 12 months ending September 2026, Moleskine’s share of searches among notebook brands worldwide moved from 31.5% to 22%, and its estimated monthly branded searches held steady at 201K.

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

2 changes

  1. In September 2026, Field Notes overtook Leuchtturm1917 to rank 3rd among notebook brands worldwide, with 12.3% of the searches.

  2. In September 2026, Moleskine gained share of searches among notebook brands worldwide, from 21.3% to 22%.

How are branded searches counted?

3 search terms

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

Field Notes

2 branded search terms

  • field notes
  • fieldnotes

Moleskine

1 branded search term

  • moleskine

How the Brand Demand Index is measured

Other head-to-heads among notebook brands

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free