How popular isParker?
In October 2026, people searched for Parker by name about 880 times in New Zealand, about the same as the previous year. These searches made up 32.2% of all New Zealand pen brand searches, placing Parker first out of seven brands. When we asked both ChatGPT and Google AI Overviews about pen brands, Parker appeared in three of the five answers and was the sixth most recommended of the seven.
Parker is the most searched of 7 competitors and the sixth most recommended in the AI answers we collected.
ParkerShare of searches 32.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
BICShare of searches 26.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
PilotShare of searches 17.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
uni-ballShare of searches 9.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
Faber-CastellShare of searches 7.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top pen brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Parker was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Parker is the sixth most recommended of the seven.
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.
- Pilot4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- uni-ball4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Pentel4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Parker3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- BIC3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Zebra3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Faber-Castell0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about pen brands
5 answers
Asked ChatGPT
“Which pen brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best pen brands in New Zealand?”
Asked ChatGPT
“What's the best pen brand in New Zealand for everyday writing?”
Searched Google, AI Overview
“pen brands”
Searched Google, AI Overview
“ballpoint pens nz”
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.
How often do people search for Parker compared with other New Zealand pen brands?
Share of searches by month for Parker, BIC, Pilot, uni-ball, Faber-Castell, Pentel, Zebra. The figures are in the table below the chart.
View monthly share of searches table
| Month | Parker | BIC | Pilot | uni-ball | Faber-Castell | Pentel | Zebra |
|---|---|---|---|---|---|---|---|
| Nov 2025 | 42.7% | 15.5% | 15.5% | 10.2% | 8.3% | 3.4% | 4.4% |
| Dec 2025 | 49% | 12.7% | 12.7% | 8.3% | 10.3% | 4.4% | 2.5% |
| Jan 2026 | 32.7% | 21.8% | 17.7% | 11.8% | 9.5% | 4.1% | 2.3% |
| Feb 2026 | 37.9% | 16.8% | 16.8% | 13.7% | 7.4% | 4.7% | 2.6% |
| Mar 2026 | 34.9% | 19% | 19% | 10.3% | 6.7% | 4.4% | 5.6% |
| Apr 2026 | 33.2% | 27.2% | 14.7% | 7.8% | 9.7% | 4.1% | 3.2% |
| May 2026 | 34.8% | 19% | 23.3% | 8.3% | 8.3% | 3.6% | 2.8% |
| Jun 2026 | 38.1% | 20.8% | 16.9% | 9.1% | 7.4% | 3.9% | 3.9% |
| Jul 2026 | 39.1% | 17.3% | 17.3% | 11.6% | 7.6% | 4% | 3.1% |
| Aug 2026 | 36.5% | 17.5% | 17.5% | 14.2% | 7.7% | 3.3% | 3.3% |
| Sep 2026 | 38% | 18.3% | 18.3% | 12.2% | 6.5% | 3.4% | 3.4% |
| Oct 2026 | 32.2% | 26.4% | 17.6% | 9.5% | 7.7% | 4% | 2.6% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | ParkerNewell Brands | 32.2% | 880 | -12% | -5.8 points |
| 2, held 2nd | 26.4% | 720 | +50% | +8.1 points | |
| 3, held 3rd | 17.6% | 480 | 0% | -0.7 points | |
| 4, held 4th | 9.5% | 260 | -18.8% | -2.6 points | |
| 5, held 5th | 7.7% | 210 | +23.5% | +1.2 points | |
| 6, held 6th | 4% | 110 | +22.2% | +0.6 points | |
| 7, held 7th | ZebraZebra Pen | 2.6% | 70 | -22.2% | -0.9 points |
1.
Parker32.2%
Held 1st. 880 estimated branded searches, -12% vs prior month. Share -5.8 points.
2.
BIC26.4%
Held 2nd. 720 estimated branded searches, +50% vs prior month. Share +8.1 points.
3.
Pilot17.6%
Held 3rd. 480 estimated branded searches, 0% vs prior month. Share -0.7 points.
4.
uni-ball9.5%
Held 4th. 260 estimated branded searches, -18.8% vs prior month. Share -2.6 points.
7.7%
Held 5th. 210 estimated branded searches, +23.5% vs prior month. Share +1.2 points.
6.
Pentel4%
Held 6th. 110 estimated branded searches, +22.2% vs prior month. Share +0.6 points.
7.
Zebra2.6%
Held 7th. 70 estimated branded searches, -22.2% vs prior month. Share -0.9 points.
uni-ball, Faber-Castell and Pentel sell other things too, so only their searches that name this product count here, like “uni ball pen”.
Compare popularity between Parker and its closest rivals
Every comparison with Parker
11 comparisons
How has branded search demand for Parker changed in New Zealand over the last 12 months?
3 findings
- Across the 12 months ending October 2026, estimated monthly branded searches for Parker in New Zealand held steady at 880.
- Across the 12 months ending October 2026, Parker’s share of searches among pen brands in New Zealand decreased from 42.7% to 32.2%.
- Across the 12 months ending October 2026, Parker’s share of searches among pen brands in New Zealand peaked at 49% in December 2025 and was lowest at 32.2% in October 2026.
How did search popularity change for New Zealand pen brands in October 2026?
6 changes
In October 2026, BIC gained share of searches among pen brands in New Zealand, from 18.3% to 26.4%.
In October 2026, Faber-Castell gained share of searches among pen brands in New Zealand, from 6.5% to 7.7%.
In October 2026, Pentel gained share of searches among pen brands in New Zealand, from 3.4% to 4%.
In October 2026, Parker lost share of searches among pen brands in New Zealand, from 38% to 32.2%.
In October 2026, uni-ball lost share of searches among pen brands in New Zealand, from 12.2% to 9.5%.
In October 2026, Zebra lost share of searches among pen brands in New Zealand, from 3.4% to 2.6%.
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
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?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Pen and stationery brands | 5th of 10 | 8.5% | Show ranking |
| Pen brands | 1st of 7 | 32.2% | Shown above |
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.