Brandwave

Five Star vs Leuchtturm1917:Which is more popular?

In September 2026, Leuchtturm1917 had more branded searches than Five Star among notebook brands worldwide. Leuchtturm1917 had about 90,500 branded searches, while Five Star had 14,800. Leuchtturm1917 made up 9.9% of all notebook brand searches we track, and Five Star accounted for 1.6%. When we asked ChatGPT and Google AI Overviews about notebook brands, Leuchtturm1917 appeared in all five answers and Five Star in three. Leuchtturm1917 was mentioned before Five Star in four out of five answers.

Among notebook brands worldwide in September 2026

Who do people search for more?

Leuchtturm1917, about 6 searches for every 1 for Five Star

Leuchtturm1917 90.5K searchesFive Star 14.8K searches

Who does AI mention more?

Leuchtturm1917, mentioned in every answer we collected

Leuchtturm1917 in 5 of 5Five Star in 3 of 5

Who does AI recommend more?

Leuchtturm1917, named ahead of Five Star in 4 of 5 answers

Leuchtturm1917 first in 4Five Star first in 1

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Top notebook brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Leuchtturm1917 appeared in all five answers. Five Star was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Leuchtturm1917 was listed before Five Star in four out of five answers.

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 Five Star or Leuchtturm1917 more popular in search?

This chart shows how often people search Google for Five Star and Leuchtturm1917 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.

Five Star and Leuchtturm1917 among notebook brands worldwide, by month

Share of searches by month for Leuchtturm1917, Five Star. 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 Five Star and Leuchtturm1917 comparison changed over the last 12 months?

3 findings
  • Leuchtturm1917 was ahead of Five Star in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Five Star’s share of searches among notebook brands worldwide moved from 1.3% to 1.6%, and its estimated monthly branded searches moved from 8.1K to 14.8K.
  • Across the 12 months ending September 2026, Leuchtturm1917’s share of searches among notebook brands worldwide moved from 14.2% to 9.9%, and its estimated monthly branded searches held steady at 90.5K.

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

3 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, Five Star lost share of searches among notebook brands worldwide, from 4.3% to 1.6%.

  3. In September 2026, Leuchtturm1917 lost share of searches among notebook brands worldwide, from 11.6% to 9.9%.

How are branded searches counted?

3 search terms

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

Five Star

2 branded search terms

  • five star notebook
  • five star notebooks

Leuchtturm1917

1 branded search term

  • leuchtturm1917

How the Brand Demand Index is measured

Other head-to-heads among notebook brands

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