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 7.5% of all New Zealand pen and stationery brand searches, placing Moleskine seventh out of ten brands. When we asked both ChatGPT and Google AI Overviews about pen and stationery brands, Moleskine did not appear in any of the answers.

Search and AI answers in September 2026

Moleskine is the seventh most searched of 10 competitors and not listed in any AI answer.

  1. SharpieShare of searches 21.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. BICShare of searches 18.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. StaedtlerShare of searches 12.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. ParkerShare of searches 11.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  5. MoleskineShare of searches 7.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top pen and stationery brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Moleskine did not appear in any of the five answers.

Most recommended by AI

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

  1. Pilot1st
  2. uni-ball2nd
  3. Lamy3rd
  4. Parker4th
  5. Zebra5th
  6. IRO6th
  7. Sharpie–
  8. BIC–
  9. Staedtler–
  10. Moleskine–

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

Not named in any answer:

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 Moleskine?

Moleskine against pen and stationery brands in New Zealand, by month

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
MonthSharpieBICStaedtlerParkeruni-ballPilotMoleskineIROLamyZebra
Oct 202523.6%18.8%11.8%11.2%7.2%7.5%10%4.9%2.7%2.3%
Nov 202520.9%17.2%11.7%11.9%7.2%6.6%12.1%6.5%3.5%2.4%
Dec 202519.9%15.8%11.7%13.7%5.8%5.5%16.1%6.6%3.6%1.4%
Jan 202621.3%17.1%19.2%7.9%8.2%6.5%11.2%5.2%2.3%1.1%
Feb 202623.5%16%13.4%9.8%13.2%7.7%6.9%5.3%2.8%1.4%
Mar 202623.9%18.9%10.7%10%10.4%9%7%4.4%2.4%3.2%
Apr 202621.5%24.5%10.7%9.8%9.7%7.4%7.3%4.4%2.9%1.9%
May 202621.1%20.5%12.6%10.6%9.8%10.4%6%4.7%2.5%1.7%
Jun 202622.2%18.8%13.9%11%9.1%8.3%6.9%4.9%2.6%2.3%
Jul 202620.3%19.5%12.3%10.7%11.1%7.8%8.5%4.8%3.2%1.7%
Aug 202619.5%19.2%12.6%10.7%13.3%8.2%8.1%4.2%2.2%1.9%
Sep 202621.8%18.9%12.8%11.3%11%8%7.5%4.4%2.4%2%

  1. 1.Sharpie

    21.8%

    Held 1st. 1.9K estimated branded searches, +6% vs prior month. Share +2.3 points.

  2. 2.BIC

    18.9%

    Held 2nd. 1.7K estimated branded searches, -6.7% vs prior month. Share -0.3 points.

  3. 3.Staedtler

    12.8%

    Moved from 4th to 3rd. 1.1K estimated branded searches, -4.2% vs prior month. Share +0.1 points.

  4. 4.Parker

    11.3%

    Moved from 5th to 4th. 1K estimated branded searches, 0% vs prior month. Share +0.6 points.

  5. 5.uni-ball

    11%

    Moved from 3rd to 5th. 970 estimated branded searches, -21.8% vs prior month. Share -2.3 points.

  6. 6.Pilot

    8%

    Held 6th. 710 estimated branded searches, -7.8% vs prior month. Share -0.2 points.

  7. 7.Moleskine

    7.5%

    Held 7th. 660 estimated branded searches, -13.2% vs prior month. Share -0.7 points.

  8. 8.IRO

    4.4%

    Held 8th. 390 estimated branded searches, 0% vs prior month. Share +0.2 points.

  9. 9.Lamy

    2.4%

    Held 9th. 210 estimated branded searches, 0% vs prior month. Share +0.1 points.

  10. 10.Zebra

    2%

    Held 10th. 180 estimated branded searches, 0% vs prior month. Share +0.1 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?

4 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 pen and stationery brands in New Zealand decreased from 10% to 7.5%.
  • Across the 12 months ending September 2026, Moleskine’s share of searches among pen and stationery brands in New Zealand peaked at 16.1% in December 2025 and was lowest at 6% in May 2026.
  • Across the 12 months ending September 2026, Moleskine fell from 5th to 7th among pen and stationery brands in New Zealand.

How did search popularity change for New Zealand pen and stationery brands in September 2026?

6 changes

  1. In September 2026, Parker overtook uni-ball to rank 4th among pen and stationery brands in New Zealand, with 11.3% of the searches.

  2. In September 2026, Sharpie gained share of searches among pen and stationery brands in New Zealand, from 19.5% to 21.8%.

  3. In September 2026, uni-ball lost share of searches among pen and stationery brands in New Zealand, from 13.3% to 11%.

  4. In September 2026, Moleskine lost share of searches among pen and stationery brands in New Zealand, from 8.1% to 7.5%.

  5. In September 2026, Staedtler rose from 4th to 3rd among pen and stationery brands in New Zealand.

  6. 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 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%Shown above
Notebook brands1st of 550.4%Show ranking
Creator with pink hair and a pink jacket

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