BIC vs Leuchtturm1917:Which is more popular?
In September 2026, BIC had more branded searches than Leuchtturm1917 among pen and stationery brands worldwide. BIC had about 503,000 branded searches, while Leuchtturm1917 had 90,500. BIC made up 28.5% of all pen and stationery brand searches we track, and Leuchtturm1917 accounted for 5.1%. When we asked ChatGPT and Google AI Overviews about pen and stationery brands, Leuchtturm1917 appeared in two of the five answers and BIC in one. Leuchtturm1917 was mentioned before BIC in two out of three answers that named either.
Who do people search for more?
BIC, about 6 searches for every 1 for Leuchtturm1917
Who does AI mention more?
Leuchtturm1917, mentioned in 2 of 5 answers, BIC in 1
Who does AI recommend more?
Leuchtturm1917, named ahead of BIC in 2 of 3 answers
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Top pen and stationery brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Leuchtturm1917 was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. BIC was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Leuchtturm1917 was listed before BIC in two out of three answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
Pentel4 of 5Named in 2 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
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
- BIC1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about pen and stationery brands
5 answers
Asked ChatGPT
“Which pen or stationery brand should I buy?”
Asked ChatGPT
“What are the best pen and stationery brands?”
Asked ChatGPT
“What's the best pen or stationery brand for everyday writing?”
Searched Google, AI Overview
“pen brands”
Searched Google, AI Overview
“stationery brands”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is BIC or Leuchtturm1917 more popular in search?
This chart shows how often people search Google for BIC and Leuchtturm1917 by name. Each line represents a brand's share of searches for all 13 pen and stationery brands we track, month by month, from English-language searches worldwide.
Share of searches by month for BIC, Leuchtturm1917. The figures are in the table below the chart.
View monthly share of searches table
| Month | BIC | Parker | Moleskine | Pilot | Sharpie | Muji | Leuchtturm1917 | Staedtler | Lamy | Pentel | Zebra | Rhodia | uni-ball |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 29.8% | 12.5% | 12.5% | 8.8% | 10.3% | 4.6% | 5.6% | 5.6% | 3.1% | 3.1% | 1.7% | 1.4% | 0.92% |
| Nov 2025 | 28.4% | 11.9% | 14.6% | 8.5% | 9.8% | 6.2% | 6.5% | 4.4% | 2.9% | 2.9% | 1.6% | 1.3% | 0.88% |
| Dec 2025 | 25.7% | 13.1% | 16% | 8.6% | 8.8% | 5.7% | 8.8% | 3.9% | 3.2% | 2.6% | 1.4% | 1.2% | 0.79% |
| Jan 2026 | 27.6% | 11.3% | 13.8% | 8.3% | 9.3% | 5.6% | 9.3% | 5.1% | 2.8% | 3.4% | 1.5% | 1.2% | 0.83% |
| Feb 2026 | 28.2% | 13.8% | 11.3% | 10.2% | 9.3% | 5.1% | 6.2% | 5.1% | 3.4% | 3.4% | 1.5% | 1.2% | 1.2% |
| Mar 2026 | 29.8% | 12.5% | 10.3% | 8.8% | 12.5% | 5.8% | 4.6% | 4.6% | 3.1% | 3.8% | 1.7% | 1.4% | 1.1% |
| Apr 2026 | 32.3% | 11.1% | 11.1% | 10.3% | 11.1% | 5.2% | 5% | 4.1% | 2.7% | 3.3% | 1.5% | 1.2% | 1% |
| May 2026 | 29.1% | 11.7% | 11.7% | 10.8% | 11.7% | 5.4% | 5.2% | 4.3% | 2.9% | 3.5% | 1.6% | 1.3% | 1% |
| Jun 2026 | 28.9% | 14.5% | 11.9% | 9.9% | 9.7% | 5.5% | 5.3% | 4.4% | 2.9% | 3.6% | 1.3% | 1.3% | 0.87% |
| Jul 2026 | 26.5% | 16.2% | 10.9% | 11.1% | 8.9% | 5.4% | 6% | 4% | 4% | 3.3% | 1.5% | 1.2% | 0.98% |
| Aug 2026 | 28.5% | 13.9% | 11.4% | 10.3% | 9.3% | 6.3% | 6.2% | 4.2% | 3.4% | 2.8% | 1.5% | 1.3% | 0.84% |
| Sep 2026 | 28.5% | 17.1% | 11.4% | 9.8% | 9.4% | 5.2% | 5.1% | 4.2% | 2.8% | 2.8% | 1.5% | 1.3% | 0.84% |
How has the BIC and Leuchtturm1917 comparison changed over the last 12 months?
3 findings
- BIC was ahead of Leuchtturm1917 in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, BIC’s share of searches among pen and stationery brands worldwide moved from 29.8% to 28.5%, and its estimated monthly branded searches moved from 478K to 503K.
- Across the 12 months ending September 2026, Leuchtturm1917’s share of searches among pen and stationery brands worldwide moved from 5.6% to 5.1%, and its estimated monthly branded searches held steady at 90.5K.
How did search popularity change for pen and stationery brands worldwide in September 2026?
1 change
In September 2026, Leuchtturm1917 lost share of searches among pen and stationery brands worldwide, from 6.2% to 5.1%.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using BIC’s and Leuchtturm1917’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.
BIC
3 branded search terms
- bic
- bic lighter
- bic pen
Leuchtturm1917
1 branded search term
- leuchtturm1917
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