---
title: "Gouache brands: Which are most popular?"
description: "Compare the gouache paint brands artists and illustrators buy. Share of Search among Himi, Holbein, Winsor & Newton, Caran d’Ache, Schmincke, Arteza, M. Graham and Turner, the gouache brands Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/global-en/categories/gouache-brands"
publisher: "Brandwave"
---

# Gouache brands: Which are most popular?

Compare the gouache paint brands artists and illustrators buy. Share of Search among Himi, Holbein, Winsor & Newton, Caran d’Ache, Schmincke, Arteza, M. Graham and Turner, the gouache brands Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Gouache brands
- **Market**: Global
- **Brands compared**: 8
- **Month measured**: Oct 2026
- **Highest Share of Search**: Himi, 55.5%

## Which brand is most popular in search among gouache brands worldwide?

- In October 2026, Himi was the most searched among gouache brands worldwide, with an estimated 18.4K branded searches, 55.5% of all searches for the eight tracked by the Brandwave Brand Demand Index.
- Holbein is in 2nd place, 35.6 percentage points behind at 19.9%.
- Across the 12 months ending October 2026, Caran d’Ache’s share of searches among gouache brands worldwide increased from 2.4% to 3%.
- Across the 12 months ending October 2026, Arteza’s share of searches among gouache brands worldwide decreased from 2.4% to 1.8%.
- Across the 12 months ending October 2026, Turner’s share of searches among gouache brands worldwide increased from 1.2% to 1.8%.
- Across the 12 months ending October 2026, Himi’s share of searches among gouache brands worldwide peaked at 57.5% in July 2026 and was lowest at 47.2% in January 2026.
- Across the 12 months ending October 2026, Holbein’s share of searches among gouache brands worldwide peaked at 25.3% in January 2026 and was lowest at 19.8% in November 2025.
- Across the 12 months ending October 2026, Winsor & Newton’s share of searches among gouache brands worldwide peaked at 17.6% in February 2026 and was lowest at 11.2% in July 2026.
- Across the 12 months ending October 2026, Caran d’Ache’s share of searches among gouache brands worldwide peaked at 3.9% in June 2026 and was lowest at 2.4% in November 2025.
- Across the 12 months ending October 2026, Schmincke’s share of searches among gouache brands worldwide peaked at 3.7% in March 2026 and was lowest at 2.4% in December 2025.
- Across the 12 months ending October 2026, Caran d’Ache rose from 6th to 4th among gouache brands worldwide.
- Across the 12 months ending October 2026, Schmincke fell from 4th to 5th among gouache brands worldwide.
- Across the 12 months ending October 2026, Arteza fell from 5th to 6th among gouache brands worldwide.
- Across the 12 months ending October 2026, Himi, Holbein, Winsor & Newton and M. Graham held steady: their share of searches among gouache brands worldwide each moved less than 0.5 percentage points.

## Top gouache brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Winsor & Newton appeared every time. Winsor & Newton was recommended most often, coming first in three out of five answers. Holbein was second, and M. Graham was third. Caran d’Ache, which ranked fourth in searches, was not mentioned at all.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Winsor & Newton | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Holbein | 2nd | 2 of 3 | 2 of 2 | 4 of 5 |
| M. Graham | 3rd | 1 of 3 | 1 of 2 | 2 of 5 |
| Schmincke | 4th | 2 of 3 | 1 of 2 | 3 of 5 |
| Arteza | 5th | 2 of 3 | 1 of 2 | 3 of 5 |
| Himi | 6th | 1 of 3 | 1 of 2 | 2 of 5 |
| Caran d’Ache | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Turner | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about gouache brands

- Asked ChatGPT "What's the best gouache paint brand?": 1. Winsor & Newton, 2. Holbein, 3. Schmincke
- Asked ChatGPT "Which gouache should a beginner buy?": 1. Himi, 2. Arteza, 3. Winsor & Newton
- Asked ChatGPT "What gouache do illustrators use?": 1. Holbein, 2. Winsor & Newton, 3. M. Graham, 4. Schmincke, 5. Arteza
- Searched Google, AI Overview "gouache paint": 1. Winsor & Newton, 2. Holbein
- Searched Google, AI Overview "best gouache": 1. Winsor & Newton, 2. Holbein, 3. M. Graham, 4. Schmincke, 5. Arteza, 6. Himi

Not named in any answer: Caran d’Ache and Turner.

Brands are listed in the order each answer named them. The answers were collected in the United States on October 27, 2026.

## Compare search popularity between leading brands

- [Himi vs Holbein: compare search popularity](/demand/global-en/compare/himi-vs-holbein): 55.5% against 19.9% Share of Search.
- [Himi vs Winsor & Newton: compare search popularity](/demand/global-en/compare/himi-vs-winsor-and-newton): 55.5% against 13.3% Share of Search.
- [Himi vs Caran d’Ache: compare search popularity](/demand/global-en/compare/caran-d-ache-vs-himi): 55.5% against 3% Share of Search.
- [Himi vs Schmincke: compare search popularity](/demand/global-en/compare/himi-vs-schmincke): 55.5% against 3% Share of Search.
- [Holbein vs Winsor & Newton: compare search popularity](/demand/global-en/compare/holbein-vs-winsor-and-newton): 19.9% against 13.3% Share of Search.
- [Holbein vs Caran d’Ache: compare search popularity](/demand/global-en/compare/caran-d-ache-vs-holbein): 19.9% against 3% Share of Search.
- [Holbein vs Schmincke: compare search popularity](/demand/global-en/compare/holbein-vs-schmincke): 19.9% against 3% Share of Search.
- [Winsor & Newton vs Caran d’Ache: compare search popularity](/demand/global-en/compare/caran-d-ache-vs-winsor-and-newton): 13.3% against 3% Share of Search.
- [Winsor & Newton vs Schmincke: compare search popularity](/demand/global-en/compare/schmincke-vs-winsor-and-newton): 13.3% against 3% Share of Search.
- [Caran d’Ache vs Schmincke: compare search popularity](/demand/global-en/compare/caran-d-ache-vs-schmincke): 3% Share of Search each.

## How did search popularity change for gouache brands worldwide in October 2026?

- In October 2026, Caran d’Ache lost share of searches among gouache brands worldwide, from 3.9% to 3%.
- Estimated monthly branded searches for Turner worldwide rose 22.9% over 12 measured months, from 480 to 590 in October 2026.
- Estimated monthly branded searches for Arteza worldwide fell 41% over 12 measured months, from 1K to 590 in October 2026.
- Estimated monthly branded searches for M. Graham worldwide fell 33% over 12 measured months, from 880 to 590 in October 2026.
- Estimated monthly branded searches for Schmincke worldwide fell 23.1% over 12 measured months, from 1.3K to 1K in October 2026.
- Estimated monthly branded searches for Himi worldwide fell 19.2% over 12 measured months, from 22.8K to 18.4K in October 2026.
- Estimated monthly branded searches for Holbein worldwide fell 18.5% over 12 measured months, from 8.1K to 6.6K in October 2026.
- Estimated monthly branded searches for Winsor & Newton worldwide fell 18.5% over 12 measured months, from 5.4K to 4.4K in October 2026.

## Which gouache brands do people search for most?

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Himi | 55.5% | 18.4K | 0.0% | Miya Art |
| 2 | Holbein | 19.9% | 6.6K | 0.0% | Holbein |
| 3 | Winsor & Newton | 13.3% | 4.4K | 0.0% | Winsor & Newton |
| 4 | Caran d’Ache | 3% | 1K | -23.1% | Caran d’Ache |
| 5 | Schmincke | 3% | 1K | +13.6% | Schmincke |
| 6 | Arteza | 1.8% | 590 | 0.0% | Arteza |
| 7 | M. Graham | 1.8% | 590 | 0.0% | M. Graham |
| 8 | Turner | 1.8% | 590 | +22.9% | Turner |

Caran d’Ache and M. Graham sell other things too, so only their searches that name this product count here, like “caran d ache gouache”.

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Nov 2025 | Himi | 22.8K | 55.7% | 1 |
| Nov 2025 | Holbein | 8.1K | 19.8% | 2 |
| Nov 2025 | Winsor & Newton | 5.4K | 13.2% | 3 |
| Nov 2025 | Schmincke | 1.3K | 3.2% | 4 |
| Nov 2025 | Arteza | 1K | 2.4% | 5 |
| Nov 2025 | Caran d’Ache | 1K | 2.4% | 6 |
| Nov 2025 | M. Graham | 880 | 2.1% | 7 |
| Nov 2025 | Turner | 480 | 1.2% | 8 |
| Dec 2025 | Himi | 22.7K | 53.4% | 1 |
| Dec 2025 | Holbein | 9.9K | 23.3% | 2 |
| Dec 2025 | Winsor & Newton | 5.4K | 12.7% | 3 |
| Dec 2025 | Caran d’Ache | 1.3K | 3.1% | 4 |
| Dec 2025 | Arteza | 1K | 2.4% | 5 |
| Dec 2025 | Schmincke | 1K | 2.4% | 6 |
| Dec 2025 | M. Graham | 720 | 1.7% | 7 |
| Dec 2025 | Turner | 480 | 1.1% | 8 |
| Jan 2026 | Himi | 18.5K | 47.2% | 1 |
| Jan 2026 | Holbein | 9.9K | 25.3% | 2 |
| Jan 2026 | Winsor & Newton | 6.6K | 16.8% | 3 |
| Jan 2026 | Arteza | 1K | 2.6% | 4 |
| Jan 2026 | Caran d’Ache | 1K | 2.6% | 5 |
| Jan 2026 | Schmincke | 1K | 2.6% | 6 |
| Jan 2026 | M. Graham | 720 | 1.8% | 7 |
| Jan 2026 | Turner | 480 | 1.2% | 8 |
| Feb 2026 | Himi | 18.4K | 49.2% | 1 |
| Feb 2026 | Holbein | 8.1K | 21.7% | 2 |
| Feb 2026 | Winsor & Newton | 6.6K | 17.6% | 3 |
| Feb 2026 | Schmincke | 1.3K | 3.5% | 4 |
| Feb 2026 | Caran d’Ache | 1K | 2.7% | 5 |
| Feb 2026 | Arteza | 880 | 2.4% | 6 |
| Feb 2026 | M. Graham | 720 | 1.9% | 7 |
| Feb 2026 | Turner | 390 | 1% | 8 |
| Mar 2026 | Himi | 18.5K | 52.4% | 1 |
| Mar 2026 | Holbein | 8.1K | 23% | 2 |
| Mar 2026 | Winsor & Newton | 4.4K | 12.5% | 3 |
| Mar 2026 | Schmincke | 1.3K | 3.7% | 4 |
| Mar 2026 | Caran d’Ache | 1K | 2.8% | 5 |
| Mar 2026 | Arteza | 880 | 2.5% | 6 |
| Mar 2026 | M. Graham | 720 | 2% | 7 |
| Mar 2026 | Turner | 390 | 1.1% | 8 |
| Apr 2026 | Himi | 18.5K | 51.4% | 1 |
| Apr 2026 | Holbein | 8.1K | 22.5% | 2 |
| Apr 2026 | Winsor & Newton | 5.4K | 15% | 3 |
| Apr 2026 | Caran d’Ache | 1K | 2.8% | 4 |
| Apr 2026 | Schmincke | 1K | 2.8% | 5 |
| Apr 2026 | Arteza | 880 | 2.4% | 6 |
| Apr 2026 | M. Graham | 590 | 1.6% | 7 |
| Apr 2026 | Turner | 480 | 1.3% | 8 |
| May 2026 | Himi | 18.6K | 51.5% | 1 |
| May 2026 | Holbein | 8.1K | 22.4% | 2 |
| May 2026 | Winsor & Newton | 5.4K | 15% | 3 |
| May 2026 | Caran d’Ache | 1K | 2.8% | 4 |
| May 2026 | Schmincke | 1K | 2.8% | 5 |
| May 2026 | Arteza | 720 | 2% | 6 |
| May 2026 | M. Graham | 720 | 2% | 7 |
| May 2026 | Turner | 590 | 1.6% | 8 |
| Jun 2026 | Himi | 18.5K | 55.6% | 1 |
| Jun 2026 | Holbein | 6.6K | 19.9% | 2 |
| Jun 2026 | Winsor & Newton | 4.4K | 13.2% | 3 |
| Jun 2026 | Caran d’Ache | 1.3K | 3.9% | 4 |
| Jun 2026 | Schmincke | 880 | 2.6% | 5 |
| Jun 2026 | Arteza | 590 | 1.8% | 6 |
| Jun 2026 | M. Graham | 590 | 1.8% | 7 |
| Jun 2026 | Turner | 390 | 1.2% | 8 |
| Jul 2026 | Himi | 22.6K | 57.5% | 1 |
| Jul 2026 | Holbein | 8.1K | 20.6% | 2 |
| Jul 2026 | Winsor & Newton | 4.4K | 11.2% | 3 |
| Jul 2026 | Caran d’Ache | 1.3K | 3.3% | 4 |
| Jul 2026 | Schmincke | 1K | 2.5% | 5 |
| Jul 2026 | Arteza | 720 | 1.8% | 6 |
| Jul 2026 | M. Graham | 720 | 1.8% | 7 |
| Jul 2026 | Turner | 480 | 1.2% | 8 |
| Aug 2026 | Himi | 22.7K | 56% | 1 |
| Aug 2026 | Holbein | 8.1K | 20% | 2 |
| Aug 2026 | Winsor & Newton | 5.4K | 13.3% | 3 |
| Aug 2026 | Caran d’Ache | 1.3K | 3.2% | 4 |
| Aug 2026 | Schmincke | 1K | 2.5% | 5 |
| Aug 2026 | Arteza | 720 | 1.8% | 6 |
| Aug 2026 | M. Graham | 720 | 1.8% | 7 |
| Aug 2026 | Turner | 590 | 1.5% | 8 |
| Sep 2026 | Himi | 18.4K | 55.4% | 1 |
| Sep 2026 | Holbein | 6.6K | 19.8% | 2 |
| Sep 2026 | Winsor & Newton | 4.4K | 13.2% | 3 |
| Sep 2026 | Caran d’Ache | 1.3K | 3.9% | 4 |
| Sep 2026 | Schmincke | 880 | 2.6% | 5 |
| Sep 2026 | Arteza | 590 | 1.8% | 6 |
| Sep 2026 | M. Graham | 590 | 1.8% | 7 |
| Sep 2026 | Turner | 480 | 1.4% | 8 |
| Oct 2026 | Himi | 18.4K | 55.5% | 1 |
| Oct 2026 | Holbein | 6.6K | 19.9% | 2 |
| Oct 2026 | Winsor & Newton | 4.4K | 13.3% | 3 |
| Oct 2026 | Caran d’Ache | 1K | 3% | 4 |
| Oct 2026 | Schmincke | 1K | 3% | 5 |
| Oct 2026 | Arteza | 590 | 1.8% | 6 |
| Oct 2026 | M. Graham | 590 | 1.8% | 7 |
| Oct 2026 | Turner | 590 | 1.8% | 8 |

## How are branded searches counted for gouache brands?

- **Arteza**: Measured on the search term “arteza gouache”.
- **Caran d’Ache**: Measured on the search term “caran d ache gouache”.
- **Himi**: Measured on the search terms “himi gouache” and “miya himi”, summed into one figure.
- **Holbein**: Measured on the search term “holbein gouache”.
- **M. Graham**: Measured on the search term “m graham gouache”.
- **Schmincke**: Measured on the search term “schmincke gouache”.
- **Turner**: Measured on the search term “turner gouache”.
- **Winsor & Newton**: Measured on the search term “winsor and newton gouache”.

- [Arteza](/demand/global-en/brands/arteza)
- [Caran d’Ache](/demand/global-en/brands/caran-d-ache)
- [Himi](/demand/global-en/brands/himi)
- [Holbein](/demand/global-en/brands/holbein)
- [M. Graham](/demand/global-en/brands/m-graham)
- [Schmincke](/demand/global-en/brands/schmincke)
- [Turner](/demand/global-en/brands/turner-colour-works)
- [Winsor & Newton](/demand/global-en/brands/winsor-and-newton)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among gouache brands worldwide?

In October 2026, Himi was the most searched among gouache brands worldwide, with an estimated 18.4K branded searches, 55.5% of all searches for the eight tracked by the Brandwave Brand Demand Index. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Gouache brands: Which are most popular?". https://gobrandwave.com/demand/global-en/categories/gouache-brands

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/gouache-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.