BIC vs Staedtler:Which is more popular?
In September 2026, BIC had more branded searches than Staedtler among pen and stationery brands in New Zealand. BIC had about 1,670 branded searches, while Staedtler had 1,130. BIC made up 18.9% of all pen and stationery brand searches we track, and Staedtler accounted for 12.8%. When we asked ChatGPT and Google AI Overviews about pen and stationery brands, neither BIC nor Staedtler appeared in any of the five answers.
Who do people search for more?
BIC, about 48% more searches than Staedtler
Who does AI mention more?
Both were mentioned in 0 of 5 answers.
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Top pen and stationery brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, neither BIC nor Staedtler showed up in any of the five answers.
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.
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
Asked ChatGPT
“Which pen or stationery brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best pen and stationery brands in New Zealand?”
Asked ChatGPT
“What's the best pen or stationery brand in New Zealand for everyday writing?”
Searched Google, AI Overview
“best pen brand”
Searched Google, AI Overview
“stationery brands nz”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is BIC or Staedtler more popular in search?
This chart shows how often people search Google for BIC and Staedtler by name. Each line represents a brand's share of searches for all ten pen and stationery brands we track, month by month, from searches in New Zealand.
Share of searches by month for BIC, Staedtler. The figures are in the table below the chart.
View monthly share of searches table
| Month | Sharpie | BIC | Staedtler | Parker | uni-ball | Pilot | Moleskine | IRO | Lamy | Zebra |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 23.6% | 18.8% | 11.8% | 11.2% | 7.2% | 7.5% | 10% | 4.9% | 2.7% | 2.3% |
| Nov 2025 | 20.9% | 17.2% | 11.7% | 11.9% | 7.2% | 6.6% | 12.1% | 6.5% | 3.5% | 2.4% |
| Dec 2025 | 19.9% | 15.8% | 11.7% | 13.7% | 5.8% | 5.5% | 16.1% | 6.6% | 3.6% | 1.4% |
| Jan 2026 | 21.3% | 17.1% | 19.2% | 7.9% | 8.2% | 6.5% | 11.2% | 5.2% | 2.3% | 1.1% |
| Feb 2026 | 23.5% | 16% | 13.4% | 9.8% | 13.2% | 7.7% | 6.9% | 5.3% | 2.8% | 1.4% |
| Mar 2026 | 23.9% | 18.9% | 10.7% | 10% | 10.4% | 9% | 7% | 4.4% | 2.4% | 3.2% |
| Apr 2026 | 21.5% | 24.5% | 10.7% | 9.8% | 9.7% | 7.4% | 7.3% | 4.4% | 2.9% | 1.9% |
| May 2026 | 21.1% | 20.5% | 12.6% | 10.6% | 9.8% | 10.4% | 6% | 4.7% | 2.5% | 1.7% |
| Jun 2026 | 22.2% | 18.8% | 13.9% | 11% | 9.1% | 8.3% | 6.9% | 4.9% | 2.6% | 2.3% |
| Jul 2026 | 20.3% | 19.5% | 12.3% | 10.7% | 11.1% | 7.8% | 8.5% | 4.8% | 3.2% | 1.7% |
| Aug 2026 | 19.5% | 19.2% | 12.6% | 10.7% | 13.3% | 8.2% | 8.1% | 4.2% | 2.2% | 1.9% |
| Sep 2026 | 21.8% | 18.9% | 12.8% | 11.3% | 11% | 8% | 7.5% | 4.4% | 2.4% | 2% |
How has the BIC and Staedtler comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Staedtler took it in January 2026, BIC took it in February 2026.
- Across the 12 months ending September 2026, BIC’s share of searches among pen and stationery brands in New Zealand moved from 18.8% to 18.9%, and its estimated monthly branded searches moved from 1.5K to 1.7K.
- Across the 12 months ending September 2026, Staedtler’s share of searches among pen and stationery brands in New Zealand moved from 11.8% to 12.8%, and its estimated monthly branded searches moved from 930 to 1.1K.
How did search popularity change for New Zealand pen and stationery brands in September 2026?
2 changes
In September 2026, Staedtler rose from 4th to 3rd among pen and stationery brands in New Zealand.
Estimated monthly branded searches for BIC in New Zealand rose 12.8% over 12 measured months, from 1.5K to 1.7K in September 2026.
How are branded searches counted?
21 search terms
Brandwave collects information about searches that people make online using BIC’s and Staedtler’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
10 branded search terms
- bic ballpoint pens
- bic cristal pens
- bic gelocity pens
- bic highlighters
- bic lighter
- bic markers
- bic pen
- bic pen clic
- bic pencils
- bic whiteboard pens
Staedtler
11 branded search terms
- staedtler
- staedtler colored pencils
- staedtler eraser
- staedtler fineliner
- staedtler highlighters
- staedtler markers
- staedtler pencils
- staedtler pens
- staedtler plastic eraser
- staedtler triplus fineliner
- staedtler whiteboard markers
Other head-to-heads among pen and stationery brands
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