Brandwave

How popular isParker?

In September 2026, people searched for Parker by name about 1,000 times in New Zealand, a 13.6% increase from the previous year. These searches made up 11.3% of all New Zealand pen and stationery brand searches, placing Parker fourth out of ten brands. When we asked both ChatGPT and Google AI Overviews about pen and stationery brands, Parker appeared in two of the five answers and was the fourth most recommended of the ten.

Search and AI answers in September 2026

Parker is the fourth most searched of 10 competitors and the fourth most recommended in AI answers.

  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. uni-ballShare of searches 11%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd

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Top pen and stationery brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Parker was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Parker is the fourth most recommended of the ten.

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 Parker?

Parker 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 Parker and its closest rivals

Every comparison with Parker

10 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Parker in New Zealand rose from 880 to 1K.
  • Across the 12 months ending September 2026, Parker’s share of searches among pen and stationery brands in New Zealand peaked at 13.7% in December 2025 and was lowest at 7.9% in January 2026.

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 Parker’s branded searches counted?

1 search term

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

  • parker pen

How the Brand Demand Index is measured

Who owns Parker?

Parker is owned by Newell Brands. Brandwave does not track any other brands owned by Newell Brands.

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

Where does Parker compete?

Parker 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 brands4th of 1011.3%Shown above
Ballpoint pen brands3rd of 518.8%Show ranking
Creator with pink hair and a pink jacket

Is Parker your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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