Brandwave

Citadel vs The Army Painter:Which is more popular?

In October 2026, Citadel had more branded searches than The Army Painter among miniature paint brands worldwide. Citadel had about 12,100 branded searches, while The Army Painter had 9,900. Citadel made up 8.3% of all miniature paint brand searches we track, and The Army Painter accounted for 6.8%. When we asked ChatGPT and Google AI Overviews about miniature paint brands, The Army Painter appeared in all four answers and Citadel in three. Citadel and The Army Painter were each mentioned first in two of the four answers.

Among miniature paint brands worldwide in October 2026

Who do people search for more?

Citadel, about 22% more searches than The Army Painter

Citadel 12.1K searchesThe Army Painter 9.9K searches

Who does AI mention more?

The Army Painter, mentioned in every answer we collected

The Army Painter in 4 of 4Citadel in 3 of 4

Who does AI recommend more?

Each is named first in 2 of 4 answers.

Citadel first in 2The Army Painter first in 2

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Top miniature paint brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, The Army Painter appeared in all four answers. Citadel was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Citadel and The Army Painter were each listed first in two of the four answers.

Most recommended by AI

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

  1. Vallejo1st
  2. The Army Painter2nd
  3. Citadel3rd
  4. AK Interactive4th
  5. Monument Hobbies4th
  6. Tamiya6th
  7. Green Stuff World–
  8. Scale75–
  9. AMMO by Mig Jimenez–
  10. Reaper Miniatures–

Mentioned by AI

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

  • Vallejo4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • The Army Painter4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Citadel3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Monument Hobbies2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • AK Interactive1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Tamiya1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Green Stuff World0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Scale750 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • AMMO by Mig Jimenez0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Reaper Miniatures0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about miniature paint brands

4 answers

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 Citadel or The Army Painter more popular in search?

This chart shows how often people search Google for Citadel and The Army Painter by name. Each line represents a brand's share of searches for all ten miniature paint brands we track, month by month, from English-language searches worldwide.

Citadel and The Army Painter among miniature paint brands worldwide, by month

Share of searches by month for Citadel, The Army Painter. The figures are in the table below the chart.

View monthly share of searches table
MonthGreen Stuff WorldAK InteractiveVallejoMonument HobbiesCitadelTamiyaThe Army PainterScale75AMMO by Mig JimenezReaper Miniatures
Nov 202531.5%17.2%13.9%7.7%11.6%5.2%7.7%3.3%1.5%0.49%
Dec 202529.3%16%16.3%7.8%13.1%7.2%5.9%2.6%1.1%0.62%
Jan 202626.5%17.7%17.4%7.1%14.5%6.5%6.5%2.4%0.86%0.56%
Feb 202631.3%17.1%16.8%6.8%11.4%6.3%6.3%2.7%0.82%0.52%
Mar 202630.1%16.5%16.2%8%13.5%6%6%2.2%0.79%0.64%
Apr 202631.8%17.4%14.4%9.4%11.6%6.4%5.2%2.3%0.83%0.57%
May 202633.2%14.9%15.1%9.9%9.9%6.6%6.6%2.3%0.87%0.49%
Jun 202634.2%15.3%15.5%9.1%10.2%6.8%5.6%2.1%0.69%0.46%
Jul 202633.1%14.9%15.7%8.8%9.9%6.6%5.4%4.1%0.87%0.56%
Aug 202630.8%16.9%17.9%9.1%9.2%6.2%6.2%2.7%0.62%0.45%
Sep 202627.8%18.6%16.1%11.3%10.2%6.8%5.6%2.1%0.89%0.57%
Oct 202627.7%18.5%16.9%11.3%8.3%6.8%6.8%2.4%0.89%0.57%

How has branded search for Citadel and The Army Painter changed worldwide over the last 12 months?

3 findings

How did search popularity change for miniature paint brands worldwide in October 2026?

2 changes

  1. In October 2026, The Army Painter gained share of searches among miniature paint brands worldwide, from 5.6% to 6.8%.

  2. In October 2026, Citadel lost share of searches among miniature paint brands worldwide, from 10.2% to 8.3%.

How are Citadel’s and The Army Painter’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Citadel’s and The Army Painter’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.

Citadel

1 branded search term

  • citadel paint

The Army Painter

1 branded search term

  • the army painter

How the Brand Demand Index is measured

Other head-to-heads among miniature paint brands

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