Brandwave

How popular isPilot?

In September 2026, people searched for Pilot by name about 710 times in New Zealand, a 20.3% increase from the previous year. These searches made up 14.2% of all New Zealand pen brand searches, placing Pilot fourth out of six brands. When we asked both ChatGPT and Google AI Overviews about pen brands, Pilot appeared in four of the five answers and was the second most recommended of the six.

Search and AI answers in September 2026

Pilot is the fourth most searched of 6 competitors and the second most recommended in AI answers.

  1. Faber-CastellShare of searches 31.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. BICShare of searches 31%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  3. uni-ballShare of searches 19.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. PilotShare of searches 14.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  5. PentelShare of searches 2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th

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Top pen brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Pilot was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Pilot is the second most recommended of the six.

Most recommended by AI

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

  1. uni-ball1st
  2. Pilot2nd
  3. BIC3rd
  4. Pentel4th
  5. Zebra5th
  6. Faber-Castell–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • uni-ball4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Pilot4 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
  • 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

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 brands compete with Pilot?

Pilot against pen brands in New Zealand, by month

Share of searches by month for Faber-Castell, BIC, uni-ball, Pilot. The figures are in the table below the chart.

View monthly share of searches table
MonthFaber-CastellBICuni-ballPilotPentelZebra
Oct 202529.3%34.6%14.6%14.9%3.9%2.5%
Nov 202536.9%31.1%14%12.8%2.6%2.6%
Dec 202544.6%29.9%11.1%10.8%2.1%1.5%
Jan 202633.8%32.3%17%13.5%2.3%1.3%
Feb 202629.8%26.5%25.6%14.2%2.5%1.4%
Mar 202626.1%32.9%20%15.7%2.1%3.3%
Apr 202631.9%36.8%15.7%11.8%2.2%1.7%
May 202630.2%31.8%16.6%17.7%2%1.6%
Jun 202629.8%32.2%17.5%15.2%2.9%2.4%
Jul 202627.9%33.5%21.2%13.8%1.8%1.8%
Aug 202628%29.3%24.3%14.2%2.3%1.9%
Sep 202631.5%31%19.3%14.2%2%2%

  1. 1.Faber-Castell

    31.5%

    Moved from 2nd to 1st. 1.4K estimated branded searches, +6% vs prior month. Share +3.5 points.

  2. 2.BIC

    31%

    Moved from 1st to 2nd. 1.4K estimated branded searches, 0% vs prior month. Share +1.8 points.

  3. 3.uni-ball

    19.3%

    Held 3rd. 870 estimated branded searches, -25% vs prior month. Share -5 points.

  4. 4.Pilot

    14.2%

    Held 4th. 640 estimated branded searches, -5.9% vs prior month. Share 0 points.

  5. 5.Pentel

    2%

    Held 5th. 90 estimated branded searches, -18.2% vs prior month. Share -0.3 points.

  6. 6.Zebra

    2%

    Held 6th. 90 estimated branded searches, 0% vs prior month. Share +0.1 points.

Compare popularity between Pilot and its closest rivals

Every comparison with Pilot

11 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Pilot in New Zealand rose from 590 to 710.
  • Across the 12 months ending September 2026, Pilot’s share of searches among pen brands in New Zealand decreased from 14.9% to 14.2%.
  • Across the 12 months ending September 2026, Pilot’s share of searches among pen brands in New Zealand peaked at 17.7% in May 2026 and was lowest at 10.8% in December 2025.
  • Across the 12 months ending September 2026, Pilot fell from 3rd to 4th among pen brands in New Zealand.

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

5 changes

  1. In September 2026, Faber-Castell overtook BIC to become the leader among pen brands in New Zealand, with 31.5% of the searches.

  2. In September 2026, BIC gained share of searches among pen brands in New Zealand, from 29.3% to 31%.

  3. In September 2026, uni-ball lost share of searches among pen brands in New Zealand, from 24.3% to 19.3%.

  4. Estimated monthly branded searches for Pilot in New Zealand rose 20.8% over 12 measured months, from 530 to 640 in September 2026.

  5. Estimated monthly branded searches for Pentel in New Zealand fell 35.7% over 12 measured months, from 140 to 90 in September 2026.

How are Pilot’s branded searches counted?

7 search terms

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

  • gel pilot pen
  • pilot frixion
  • pilot frixion pen
  • pilot juice pens
  • pilot markers
  • pilot pen
  • pilot pencils

Do you work for Pilot? 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 Pilot compete?

Pilot is ranked in three 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 brands6th of 108%Show ranking
Ballpoint pen brands5th of 512%Show ranking
Pen brands4th of 614.2%Shown above
Creator with pink hair and a pink jacket

Is Pilot 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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