Holbein vs Winsor & Newton:Which is more popular?
In October 2026, Holbein had more branded searches than Winsor & Newton among gouache brands worldwide. Holbein had about 6,600 branded searches, while Winsor & Newton had 4,400. Holbein made up 19.9% of all gouache brand searches we track, and Winsor & Newton accounted for 13.3%. When we asked ChatGPT and Google AI Overviews about gouache brands, Winsor & Newton appeared in all five answers and Holbein in four. Winsor & Newton was mentioned before Holbein in four out of five answers.
Who do people search for more?
Holbein, about 50% more searches than Winsor & Newton
Who does AI mention more?
Winsor & Newton, mentioned in every answer we collected
Who does AI recommend more?
Winsor & Newton, named ahead of Holbein in 4 of 5 answers
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Top gouache brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Winsor & Newton appeared in all five answers. Holbein was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Winsor & Newton was listed before Holbein in four out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Winsor & Newton1st
- Holbein2nd
M. Graham3rd
Schmincke4th
Arteza5th
Himi6th
Caran d’Ache–
Turner–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Winsor & Newton5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Holbein4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Schmincke3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Arteza3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Himi2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- M. Graham2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Caran d’Ache0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Turner0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about gouache brands
5 answers
Asked ChatGPT
“What's the best gouache paint brand?”
Asked ChatGPT
“Which gouache should a beginner buy?”
Asked ChatGPT
“What gouache do illustrators use?”
Searched Google, AI Overview
“gouache paint”
Searched Google, AI Overview
“best gouache”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 27, 2026.
Is Holbein or Winsor & Newton more popular in search?
This chart shows how often people search Google for Holbein and Winsor & Newton by name. Each line represents a brand's share of searches for all eight gouache brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Holbein, Winsor & Newton. The figures are in the table below the chart.
View monthly share of searches table
| Month | Himi | Holbein | Winsor & Newton | Caran d’Ache | Schmincke | Arteza | M. Graham | Turner |
|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 55.7% | 19.8% | 13.2% | 2.4% | 3.2% | 2.4% | 2.1% | 1.2% |
| Dec 2025 | 53.4% | 23.3% | 12.7% | 3.1% | 2.4% | 2.4% | 1.7% | 1.1% |
| Jan 2026 | 47.2% | 25.3% | 16.8% | 2.6% | 2.6% | 2.6% | 1.8% | 1.2% |
| Feb 2026 | 49.2% | 21.7% | 17.6% | 2.7% | 3.5% | 2.4% | 1.9% | 1% |
| Mar 2026 | 52.4% | 23% | 12.5% | 2.8% | 3.7% | 2.5% | 2% | 1.1% |
| Apr 2026 | 51.4% | 22.5% | 15% | 2.8% | 2.8% | 2.4% | 1.6% | 1.3% |
| May 2026 | 51.5% | 22.4% | 15% | 2.8% | 2.8% | 2% | 2% | 1.6% |
| Jun 2026 | 55.6% | 19.9% | 13.2% | 3.9% | 2.6% | 1.8% | 1.8% | 1.2% |
| Jul 2026 | 57.5% | 20.6% | 11.2% | 3.3% | 2.5% | 1.8% | 1.8% | 1.2% |
| Aug 2026 | 56% | 20% | 13.3% | 3.2% | 2.5% | 1.8% | 1.8% | 1.5% |
| Sep 2026 | 55.4% | 19.8% | 13.2% | 3.9% | 2.6% | 1.8% | 1.8% | 1.4% |
| Oct 2026 | 55.5% | 19.9% | 13.3% | 3% | 3% | 1.8% | 1.8% | 1.8% |
How has branded search for Holbein and Winsor & Newton changed worldwide over the last 12 months?
3 findings
- Holbein was ahead of Winsor & Newton in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, Holbein’s share of searches among gouache brands worldwide moved from 19.8% to 19.9%, and its estimated monthly branded searches moved from 8.1K to 6.6K.
- Across the 12 months ending October 2026, Winsor & Newton’s share of searches among gouache brands worldwide moved from 13.2% to 13.3%, and its estimated monthly branded searches moved from 5.4K to 4.4K.
How did search popularity change for gouache brands worldwide in October 2026?
2 changes
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.
How are Holbein’s and Winsor & Newton’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Holbein’s and Winsor & Newton’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.
Holbein
1 branded search term
- holbein gouache
Winsor & Newton
1 branded search term
- winsor and newton gouache
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