Brandwave

Leuchtturm1917 vs Spirax:Which is more popular?

In September 2026, Leuchtturm1917 had more branded searches than Spirax among notebook brands in New Zealand. Leuchtturm1917 had about 700 branded searches, while Spirax had 70. Leuchtturm1917 made up 31% of all notebook brand searches we track, and Spirax accounted for 3.1%. When we asked ChatGPT and Google AI Overviews about notebook brands, Leuchtturm1917 appeared in all five answers and Spirax in three. Leuchtturm1917 was mentioned before Spirax in every answer.

Among notebook brands in New Zealand in September 2026

Who do people search for more?

Leuchtturm1917, about 10 searches for every 1 for Spirax

Leuchtturm1917 700 searchesSpirax 70 searches

Who does AI mention more?

Leuchtturm1917, mentioned in every answer we collected

Leuchtturm1917 in 5 of 5Spirax in 3 of 5

Who does AI recommend more?

Leuchtturm1917, named ahead of Spirax in every answer

Leuchtturm1917 first in 5Spirax never first

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Top notebook brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Leuchtturm1917 appeared in all five answers. Spirax was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Leuchtturm1917 was listed before Spirax in every answer.

Most recommended by AI

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

  1. Leuchtturm19171st
  2. Rhodia2nd
  3. Moleskine3rd
  4. Paperblanks4th
  5. Spirax5th

Mentioned by AI

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

  • Leuchtturm19175 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Moleskine4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Paperblanks3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rhodia3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Spirax3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about notebook brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Is Leuchtturm1917 or Spirax more popular in search?

This chart shows how often people search Google for Leuchtturm1917 and Spirax by name. Each line represents a brand's share of searches for all five notebook brands we track, month by month, from searches in New Zealand.

Leuchtturm1917 and Spirax among notebook brands in New Zealand, by month

Share of searches by month for Leuchtturm1917, Spirax. The figures are in the table below the chart.

View monthly share of searches table
MonthMoleskineLeuchtturm1917PaperblanksRhodiaSpirax
Oct 202555.7%28.7%9.1%4.8%1.7%
Nov 202554.3%26.8%12.6%4.3%2%
Dec 202552.8%31%10.9%3.9%1.4%
Jan 202652.9%29.9%7.9%6.6%2.7%
Feb 202653.2%28.2%7.4%7.4%3.7%
Mar 202655.3%26.6%8.5%6%3.5%
Apr 202655.4%25%9.2%7.6%2.7%
May 202655%26.2%8.4%6.9%3.5%
Jun 202662.6%20.6%7.9%5.6%3.3%
Jul 202658.4%25.3%7.8%5.2%3.3%
Aug 202654.3%26.4%8.1%8.5%2.7%
Sep 202650.4%31%9.3%6.2%3.1%

How has the Leuchtturm1917 and Spirax comparison changed over the last 12 months?

3 findings
  • Leuchtturm1917 was ahead of Spirax in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Leuchtturm1917’s share of searches among notebook brands in New Zealand moved from 28.7% to 31%, and its estimated monthly branded searches moved from 660 to 700.
  • Across the 12 months ending September 2026, Spirax’s share of searches among notebook brands in New Zealand moved from 1.7% to 3.1%, and its estimated monthly branded searches moved from 40 to 70.

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

2 changes

  1. In September 2026, Leuchtturm1917 gained share of searches among notebook brands in New Zealand, from 26.4% to 31%.

  2. Estimated monthly branded searches for Spirax in New Zealand rose 75% over 12 measured months, from 40 to 70 in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Leuchtturm1917’s and Spirax’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.

Leuchtturm1917

2 branded search terms

  • leuchtturm notebook
  • leuchtturm1917

Spirax

1 branded search term

  • spirax notebook

How the Brand Demand Index is measured

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