How popular isLamy?
In September 2026, people searched for Lamy by name about 210 times in New Zealand, about the same as the previous year. These searches made up 2.4% of all New Zealand pen and stationery brand searches, placing Lamy ninth out of ten brands. When we asked both ChatGPT and Google AI Overviews about pen and stationery brands, Lamy appeared in four of the five answers and was the third most recommended of the ten.
Lamy is the ninth most searched of 10 competitors and the third most recommended in AI answers.
SharpieShare of searches 21.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
BICShare of searches 18.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
StaedtlerShare of searches 12.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
ParkerShare of searches 11.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
LamyShare of searches 2.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
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Top pen and stationery brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Lamy was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Lamy is the third most recommended of the ten.
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.
uni-ball5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Pilot5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Lamy4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- IRO3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Parker2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Zebra2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Sharpie0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- BIC0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Staedtler0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Moleskine0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about pen and stationery brands
5 answers
Asked ChatGPT
“Which pen or stationery brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best pen and stationery brands in New Zealand?”
Asked ChatGPT
“What's the best pen or stationery brand in New Zealand for everyday writing?”
Searched Google, AI Overview
“best pen brand”
Searched Google, AI Overview
“stationery brands nz”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Which pen and stationery brands compete with Lamy?
Share of searches by month for Sharpie, BIC, Staedtler, Parker, uni-ball, Pilot, Moleskine, IRO, Lamy, Zebra. The figures are in the table below the chart.
View monthly share of searches table
| Month | Sharpie | BIC | Staedtler | Parker | uni-ball | Pilot | Moleskine | IRO | Lamy | Zebra |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 23.6% | 18.8% | 11.8% | 11.2% | 7.2% | 7.5% | 10% | 4.9% | 2.7% | 2.3% |
| Nov 2025 | 20.9% | 17.2% | 11.7% | 11.9% | 7.2% | 6.6% | 12.1% | 6.5% | 3.5% | 2.4% |
| Dec 2025 | 19.9% | 15.8% | 11.7% | 13.7% | 5.8% | 5.5% | 16.1% | 6.6% | 3.6% | 1.4% |
| Jan 2026 | 21.3% | 17.1% | 19.2% | 7.9% | 8.2% | 6.5% | 11.2% | 5.2% | 2.3% | 1.1% |
| Feb 2026 | 23.5% | 16% | 13.4% | 9.8% | 13.2% | 7.7% | 6.9% | 5.3% | 2.8% | 1.4% |
| Mar 2026 | 23.9% | 18.9% | 10.7% | 10% | 10.4% | 9% | 7% | 4.4% | 2.4% | 3.2% |
| Apr 2026 | 21.5% | 24.5% | 10.7% | 9.8% | 9.7% | 7.4% | 7.3% | 4.4% | 2.9% | 1.9% |
| May 2026 | 21.1% | 20.5% | 12.6% | 10.6% | 9.8% | 10.4% | 6% | 4.7% | 2.5% | 1.7% |
| Jun 2026 | 22.2% | 18.8% | 13.9% | 11% | 9.1% | 8.3% | 6.9% | 4.9% | 2.6% | 2.3% |
| Jul 2026 | 20.3% | 19.5% | 12.3% | 10.7% | 11.1% | 7.8% | 8.5% | 4.8% | 3.2% | 1.7% |
| Aug 2026 | 19.5% | 19.2% | 12.6% | 10.7% | 13.3% | 8.2% | 8.1% | 4.2% | 2.2% | 1.9% |
| Sep 2026 | 21.8% | 18.9% | 12.8% | 11.3% | 11% | 8% | 7.5% | 4.4% | 2.4% | 2% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 21.8% | 1.9K | +6% | +2.3 points | |
| 2, held 2nd | 18.9% | 1.7K | -6.7% | -0.3 points | |
| 3, moved from 4th to 3rd | 12.8% | 1.1K | -4.2% | +0.1 pointsmoved from 4th to 3rd | |
| 4, moved from 5th to 4th | 11.3% | 1K | 0% | +0.6 pointsmoved from 5th to 4th | |
| 5, moved from 3rd to 5th | 11% | 970 | -21.8% | -2.3 pointsmoved from 3rd to 5th | |
| 6, held 6th | 8% | 710 | -7.8% | -0.2 points | |
| 7, held 7th | 7.5% | 660 | -13.2% | -0.7 points | |
| 8, held 8th | 4.4% | 390 | 0% | +0.2 points | |
| 9, held 9th | 2.4% | 210 | 0% | +0.1 points | |
| 10, held 10th | 2% | 180 | 0% | +0.1 points |
1.
Sharpie21.8%
Held 1st. 1.9K estimated branded searches, +6% vs prior month. Share +2.3 points.
2.
BIC18.9%
Held 2nd. 1.7K estimated branded searches, -6.7% vs prior month. Share -0.3 points.
12.8%
Moved from 4th to 3rd. 1.1K estimated branded searches, -4.2% vs prior month. Share +0.1 points.
4.
Parker11.3%
Moved from 5th to 4th. 1K estimated branded searches, 0% vs prior month. Share +0.6 points.
5.
uni-ball11%
Moved from 3rd to 5th. 970 estimated branded searches, -21.8% vs prior month. Share -2.3 points.
6.
Pilot8%
Held 6th. 710 estimated branded searches, -7.8% vs prior month. Share -0.2 points.
7.5%
Held 7th. 660 estimated branded searches, -13.2% vs prior month. Share -0.7 points.
8.IRO
4.4%
Held 8th. 390 estimated branded searches, 0% vs prior month. Share +0.2 points.
9.
Lamy2.4%
Held 9th. 210 estimated branded searches, 0% vs prior month. Share +0.1 points.
10.
Zebra2%
Held 10th. 180 estimated branded searches, 0% vs prior month. Share +0.1 points.
Compare popularity between Lamy and its closest rivals
Every comparison with Lamy
9 comparisons
How has branded search demand for Lamy changed in New Zealand over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Lamy in New Zealand held steady at 210.
- Across the 12 months ending September 2026, Lamy’s share of searches among pen and stationery brands in New Zealand peaked at 3.6% in December 2025 and was lowest at 2.2% in August 2026.
How did search popularity change for New Zealand pen and stationery brands in September 2026?
6 changes
In September 2026, Parker overtook uni-ball to rank 4th among pen and stationery brands in New Zealand, with 11.3% of the searches.
In September 2026, Sharpie gained share of searches among pen and stationery brands in New Zealand, from 19.5% to 21.8%.
In September 2026, uni-ball lost share of searches among pen and stationery brands in New Zealand, from 13.3% to 11%.
In September 2026, Moleskine lost share of searches among pen and stationery brands in New Zealand, from 8.1% to 7.5%.
In September 2026, Staedtler rose from 4th to 3rd among pen and stationery brands in New Zealand.
Estimated monthly branded searches for Pilot in New Zealand rose 20.3% over 12 measured months, from 590 to 710 in September 2026.
How are Lamy’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Lamy’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- lamy
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Is Lamy your brand?
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