Brandwave

How popular isMoleskine?

In September 2026, people searched for Moleskine by name about 1,150 times in New Zealand, a 10.2% decrease from the previous year. These searches made up 50.4% of all New Zealand notebook brand searches, placing Moleskine first out of five brands. When we asked both ChatGPT and Google AI Overviews about notebook brands, Moleskine appeared in four of the five answers and was the third most recommended of the five.

Search and AI answers in September 2026

Moleskine is the most searched of 5 competitors and the third most recommended in AI answers.

  1. MoleskineShare of searches 50.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  2. Leuchtturm1917Share of searches 31%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. PaperblanksShare of searches 9.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. RhodiaShare of searches 6.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  5. SpiraxShare of searches 3.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
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Top notebook brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Moleskine was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Moleskine is the third most recommended of the five.

Most recommended by AI

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

  1. Leuchtturm19171st
  2. Rhodia2nd
  3. Moleskine3rd
  4. Paperblanks4th
  5. Spirax5th

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
  • Moleskine4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Paperblanks3 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
  • Spirax3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about notebook brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which notebook brands compete with Moleskine?

Moleskine against notebook brands in New Zealand, by month

Share of searches by month for Moleskine, Leuchtturm1917, Paperblanks, Rhodia, Spirax. The figures are in the table below the chart.

View monthly share of searches table
MonthMoleskineLeuchtturm1917PaperblanksRhodiaSpirax
Oct 202555.7%28.7%9.1%4.8%1.7%
Nov 202554.3%26.8%12.6%4.3%2%
Dec 202552.8%31%10.9%3.9%1.4%
Jan 202652.9%29.9%7.9%6.6%2.7%
Feb 202653.2%28.2%7.4%7.4%3.7%
Mar 202655.3%26.6%8.5%6%3.5%
Apr 202655.4%25%9.2%7.6%2.7%
May 202655%26.2%8.4%6.9%3.5%
Jun 202662.6%20.6%7.9%5.6%3.3%
Jul 202658.4%25.3%7.8%5.2%3.3%
Aug 202654.3%26.4%8.1%8.5%2.7%
Sep 202650.4%31%9.3%6.2%3.1%

  1. 1.Moleskine

    50.4%

    Held 1st. 1.1K estimated branded searches, -18.6% vs prior month. Share -3.8 points.

  2. 2.Leuchtturm1917

    31%

    Held 2nd. 700 estimated branded searches, +2.9% vs prior month. Share +4.6 points.

  3. 3.Paperblanks

    9.3%

    Moved from 4th to 3rd. 210 estimated branded searches, 0% vs prior month. Share +1.2 points.

  4. 4.Rhodia

    6.2%

    Moved from 3rd to 4th. 140 estimated branded searches, -36.4% vs prior month. Share -2.3 points.

  5. 5.Spirax

    3.1%

    Held 5th. 70 estimated branded searches, 0% vs prior month. Share +0.4 points.

Compare popularity between Moleskine and its closest rivals

Every comparison with Moleskine

13 comparisons

How has branded search demand for Moleskine changed in New Zealand over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Moleskine in New Zealand fell from 1.3K to 1.1K.
  • Across the 12 months ending September 2026, Moleskine’s share of searches among notebook brands in New Zealand decreased from 55.7% to 50.4%.
  • Across the 12 months ending September 2026, Moleskine’s share of searches among notebook brands in New Zealand peaked at 62.6% in June 2026 and was lowest at 50.4% in September 2026.

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

5 changes

  1. In September 2026, Paperblanks overtook Rhodia to rank 3rd among notebook brands in New Zealand, with 9.3% of the searches.

  2. In September 2026, Leuchtturm1917 gained share of searches among notebook brands in New Zealand, from 26.4% to 31%.

  3. In September 2026, Moleskine lost share of searches among notebook brands in New Zealand, from 54.3% to 50.4%.

  4. In September 2026, Rhodia lost share of searches among notebook brands in New Zealand, from 8.5% to 6.2%.

  5. Estimated monthly branded searches for Spirax in New Zealand rose 75% over 12 measured months, from 40 to 70 in September 2026.

How are Moleskine’s branded searches counted?

8 search terms

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

  • moleskine
  • moleskine books
  • moleskine classic notebook
  • moleskine diary
  • moleskine journal
  • moleskine notebook
  • moleskine pencils
  • moleskine sketchbook

Do you work for Moleskine? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Moleskine compete?

Moleskine is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Pen and stationery brands7th of 107.5%Show ranking
Notebook brands1st of 550.4%Shown above
Creator with pink hair and a pink jacket

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