Brandwave

Hobonichi vs Passion Planner:Which is more popular?

In September 2026, Hobonichi had more branded searches than Passion Planner among planner brands worldwide. Hobonichi had about 368,000 branded searches, while Passion Planner had 22,200. Hobonichi made up 60.7% of all planner brand searches we track, and Passion Planner accounted for 3.7%. When we asked ChatGPT and Google AI Overviews about planner brands, Passion Planner appeared in four of the five answers and Hobonichi in two. Passion Planner was mentioned before Hobonichi in two out of three answers that named either.

Among planner brands worldwide in September 2026

Who do people search for more?

Hobonichi, about 17 searches for every 1 for Passion Planner

Hobonichi 368K searchesPassion Planner 22.2K searches

Who does AI mention more?

Passion Planner, mentioned in 4 of 5 answers, Hobonichi in 2

Passion Planner in 4 of 5Hobonichi in 2 of 5

Who does AI recommend more?

Passion Planner, named ahead of Hobonichi in 2 of 3 answers

Passion Planner first in 2Hobonichi first in 1

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Top planner brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Passion Planner was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Hobonichi was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Passion Planner was listed before Hobonichi 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.

  1. Passion Planner1st
  2. Erin Condren2nd
  3. Hobonichi3rd
  4. Full Focus4th
  5. Leuchtturm19175th
  6. The Happy Planner6th
  7. Panda Planner–
  8. Blue Sky–
  9. Day Designer–
  10. Clever Fox–

Mentioned by AI

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

  • Passion Planner4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Erin Condren3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hobonichi2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • The Happy Planner2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Full Focus2 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
  • Panda Planner0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Blue Sky0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Day Designer0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Clever Fox0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about planner 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 22, 2026.

Is Hobonichi or Passion Planner more popular in search?

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

Hobonichi and Passion Planner among planner brands worldwide, by month

Share of searches by month for Hobonichi, Passion Planner. The figures are in the table below the chart.

View monthly share of searches table
MonthHobonichiThe Happy PlannerErin CondrenPanda PlannerPassion PlannerBlue SkyFull FocusDay DesignerClever FoxLeuchtturm1917
Oct 202542.6%23.4%12.8%8.5%5.7%2.1%2.1%1.4%1.1%0.26%
Nov 202539.6%21.7%14.6%11.9%5.3%2%2%1.3%1.3%0.32%
Dec 202545.6%20.5%13.7%5%6.1%2.7%2.7%1.2%1.8%0.44%
Jan 202646%20.5%11.3%7.6%6.2%2.3%2.8%1.2%1.5%0.67%
Feb 202631.3%21%11.5%25.6%4.2%1.5%2.3%1%1.2%0.35%
Mar 202623.6%23.6%12.9%28.9%3.9%1.4%2.6%1.4%1.4%0.23%
Apr 202622%22%22%22%5.4%2%2%1.6%1.1%0.26%
May 202617.8%26.6%17.8%26.6%4.4%1.9%2.4%1.3%1.1%0.21%
Jun 202618.7%28%18.7%22.9%4.6%1.7%2.5%1.1%1.4%0.49%
Jul 202623.7%28.8%19.4%15.8%4.7%2.1%2.6%1.2%1.4%0.26%
Aug 202656.3%16.8%11.3%7.6%3.4%1.5%1.2%0.83%0.83%0.24%
Sep 202660.7%18.1%8.2%5.5%3.7%1.1%1.1%0.89%0.59%0.21%

How has the Hobonichi and Passion Planner comparison changed over the last 12 months?

3 findings
  • Hobonichi was ahead of Passion Planner in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Hobonichi’s share of searches among planner brands worldwide moved from 42.6% to 60.7%, and its estimated monthly branded searches moved from 165K to 368K.
  • Across the 12 months ending September 2026, Passion Planner’s share of searches among planner brands worldwide moved from 5.7% to 3.7%, and its estimated monthly branded searches held steady at 22.2K.

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

1 change

  1. In September 2026, Hobonichi gained share of searches among planner brands worldwide, from 56.3% to 60.7%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Hobonichi’s and Passion Planner’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.

Hobonichi

1 branded search term

  • hobonichi

Passion Planner

1 branded search term

  • passion planner

How the Brand Demand Index is measured

Other head-to-heads among planner brands

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