BIC vs Pilot:Which is more popular?
In September 2026, BIC had more branded searches than Pilot among pen brands in New Zealand. BIC had about 1,400 branded searches, while Pilot had 640. BIC made up 31% of all pen brand searches we track, and Pilot accounted for 14.2%. When we asked ChatGPT and Google AI Overviews about pen brands, Pilot appeared in four of the five answers and BIC in three. Pilot was mentioned before BIC in four out of five answers.
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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. BIC was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Pilot was listed before BIC in four out of 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-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
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.
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 six pen brands we track, month by month, from searches in New Zealand.
Share of searches by month for BIC, Pilot. The figures are in the table below the chart.
View monthly share of searches table
| Month | Faber-Castell | BIC | uni-ball | Pilot | Pentel | Zebra |
|---|---|---|---|---|---|---|
| Oct 2025 | 29.3% | 34.6% | 14.6% | 14.9% | 3.9% | 2.5% |
| Nov 2025 | 36.9% | 31.1% | 14% | 12.8% | 2.6% | 2.6% |
| Dec 2025 | 44.6% | 29.9% | 11.1% | 10.8% | 2.1% | 1.5% |
| Jan 2026 | 33.8% | 32.3% | 17% | 13.5% | 2.3% | 1.3% |
| Feb 2026 | 29.8% | 26.5% | 25.6% | 14.2% | 2.5% | 1.4% |
| Mar 2026 | 26.1% | 32.9% | 20% | 15.7% | 2.1% | 3.3% |
| Apr 2026 | 31.9% | 36.8% | 15.7% | 11.8% | 2.2% | 1.7% |
| May 2026 | 30.2% | 31.8% | 16.6% | 17.7% | 2% | 1.6% |
| Jun 2026 | 29.8% | 32.2% | 17.5% | 15.2% | 2.9% | 2.4% |
| Jul 2026 | 27.9% | 33.5% | 21.2% | 13.8% | 1.8% | 1.8% |
| Aug 2026 | 28% | 29.3% | 24.3% | 14.2% | 2.3% | 1.9% |
| Sep 2026 | 31.5% | 31% | 19.3% | 14.2% | 2% | 2% |
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 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, Pilot’s share of searches among pen brands in New Zealand moved from 14.9% to 14.2%, and its estimated monthly branded searches moved from 530 to 640.
How did search popularity change for New Zealand pen brands in September 2026?
3 changes
In September 2026, Faber-Castell overtook BIC to become the leader among pen brands in New Zealand, with 31.5% of the searches.
In September 2026, BIC gained share of searches among pen brands in New Zealand, from 29.3% to 31%.
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.
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