Brandwave

BIC vs Faber-Castell:Which is more popular?

In September 2026, BIC and Faber-Castell were level in searches among pen brands in New Zealand, with an estimated 1.4K branded searches each, at 31% and 31.5% of the total. When we asked ChatGPT and Google AI Overviews about pen brands, BIC appeared in three of the five answers and Faber-Castell in none.

Among pen brands in New Zealand in September 2026

Who do people search for more?

Faber-Castell and BIC are searched for about as often as each other.

Faber-Castell 1.4K searchesBIC 1.4K searches

Who does AI mention more?

BIC, mentioned in 3 of 5 answers, Faber-Castell in 0

BIC in 3 of 5Faber-Castell in 0 of 5

Who does AI recommend more?

BIC, the only one of the two named

BIC first in 3Faber-Castell never named

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Top pen brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, BIC was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Faber-Castell did not appear in any of the five 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. 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.

Is BIC or Faber-Castell more popular in search?

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

BIC and Faber-Castell among pen brands in New Zealand, by month

Share of searches by month for Faber-Castell, BIC. 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%

How has the BIC and Faber-Castell comparison changed over the last 12 months?

3 findings
  • The lead changed hands 3 times in the 12 months ending September 2026: Faber-Castell took it in November 2025, BIC took it in March 2026, Faber-Castell took it in September 2026.
  • Across the 12 months ending September 2026, BIC’s share of searches among pen brands in New Zealand moved from 34.6% to 31%, and its estimated monthly branded searches moved from 1.2K to 1.4K.
  • Across the 12 months ending September 2026, Faber-Castell’s share of searches among pen brands in New Zealand moved from 29.3% to 31.5%, and its estimated monthly branded searches moved from 1K to 1.4K.

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

2 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%.

How are branded searches counted?

8 search terms

Brandwave collects information about searches that people make online using BIC’s and Faber-Castell’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

Faber-Castell

5 branded search terms

  • faber castell
  • faber castell erasers
  • faber castell pen
  • faber castell polychromos
  • fabercastell

How the Brand Demand Index is measured

Other head-to-heads among pen brands

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