Brandwave

BIC vs Pilot:Which is more popular?

In September 2026, BIC had more branded searches than Pilot among ballpoint pen brands in New Zealand. BIC had about 1,400 branded searches, while Pilot had 640. BIC made up 26.3% of all ballpoint pen brand searches we track, and Pilot accounted for 12%. When we asked ChatGPT and Google AI Overviews about ballpoint pen brands, Pilot appeared in four of the five answers and BIC in three. Pilot was mentioned before BIC in three out of four answers.

Among ballpoint pen brands in New Zealand in September 2026

Who do people search for more?

BIC, about 2 searches for every 1 for Pilot

BIC 1.4K searchesPilot 640 searches

Who does AI mention more?

Pilot, mentioned in 4 of 5 answers, BIC in 3

Pilot in 4 of 5BIC in 3 of 5

Who does AI recommend more?

Pilot, named ahead of BIC in 3 of 4 answers

Pilot first in 3BIC first in 1

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Top ballpoint 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. BIC was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Pilot was listed before BIC in three out of four answers.

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. Parker4th
  5. Faber-Castell5th

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
  • BIC3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Parker3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Faber-Castell2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about ballpoint pen brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Is BIC or Pilot more popular in search?

This chart shows how often people search Google for BIC and Pilot by name. Each line represents a brand's share of searches for all five ballpoint pen brands we track, month by month, from searches in New Zealand.

BIC and Pilot among ballpoint pen brands in New Zealand, by month

Share of searches by month for BIC, Pilot. The figures are in the table below the chart.

View monthly share of searches table
MonthFaber-CastellBICParkeruni-ballPilot
Oct 202524.8%29.3%21%12.4%12.6%
Nov 202530.7%25.8%21.3%11.6%10.6%
Dec 202535.3%23.7%23.7%8.8%8.5%
Jan 202629.5%28.2%15.7%14.8%11.8%
Feb 202625.7%22.8%17.3%22.1%12.2%
Mar 202622.6%28.5%17.9%17.3%13.6%
Apr 202628%32.3%15.5%13.8%10.3%
May 202626%27.3%17.2%14.3%15.2%
Jun 202625.3%27.3%19.6%14.9%12.9%
Jul 202623.4%28.2%18.9%17.8%11.6%
Aug 202624%25.1%17.9%20.8%12.2%
Sep 202626.6%26.3%18.8%16.3%12%

How has the BIC and Pilot comparison changed over the last 12 months?

3 findings
  • BIC was ahead of Pilot in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, BIC’s share of searches among ballpoint pen brands in New Zealand moved from 29.3% to 26.3%, and its estimated monthly branded searches moved from 1.2K to 1.4K.
  • Across the 12 months ending September 2026, Pilot’s share of searches among ballpoint pen brands in New Zealand moved from 12.6% to 12%, and its estimated monthly branded searches moved from 530 to 640.

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

3 changes

  1. In September 2026, Faber-Castell overtook BIC to become the leader among ballpoint pen brands in New Zealand, with 26.6% of the searches.

  2. In September 2026, BIC gained share of searches among ballpoint pen brands in New Zealand, from 25.1% to 26.3%.

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

How are branded searches counted?

7 search terms

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

BIC

3 branded search terms

  • bic lighter
  • bic pen
  • bic pen clic

Pilot

4 branded search terms

  • gel pilot pen
  • pilot frixion
  • pilot frixion pen
  • pilot pen

How the Brand Demand Index is measured

Other head-to-heads among ballpoint pen brands

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