Brandwave

Citadel vs Vallejo:Which is more popular?

In October 2026, Vallejo had more branded searches than Citadel among miniature paint brands worldwide. Vallejo had about 24,700 branded searches, while Citadel had 12,100. Vallejo made up 16.9% of all miniature paint brand searches we track, and Citadel accounted for 8.3%. When we asked ChatGPT and Google AI Overviews about miniature paint brands, Vallejo appeared in all four answers and Citadel in three. Vallejo was mentioned before Citadel in three out of four answers.

Among miniature paint brands worldwide in October 2026

Who do people search for more?

Vallejo, about 2 searches for every 1 for Citadel

Vallejo 24.7K searchesCitadel 12.1K searches

Who does AI mention more?

Vallejo, mentioned in every answer we collected

Vallejo in 4 of 4Citadel in 3 of 4

Who does AI recommend more?

Vallejo, named ahead of Citadel in 3 of 4 answers

Vallejo first in 3Citadel first in 1

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Top miniature paint brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Vallejo 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. Vallejo was listed before Citadel in three out of 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 Vallejo more popular in search?

This chart shows how often people search Google for Citadel and Vallejo 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 Vallejo among miniature paint brands worldwide, by month

Share of searches by month for Vallejo, Citadel. 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 Vallejo changed worldwide over the last 12 months?

3 findings
  • Vallejo was ahead of Citadel in every measured month of the 12 months ending October 2026.
  • Across the 12 months ending October 2026, Citadel’s share of searches among miniature paint brands worldwide moved from 11.6% to 8.3%, and its estimated monthly branded searches moved from 22.2K to 12.1K.
  • Across the 12 months ending October 2026, Vallejo’s share of searches among miniature paint brands worldwide moved from 13.9% to 16.9%, and its estimated monthly branded searches moved from 26.6K to 24.7K.

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

2 changes

  1. In October 2026, Vallejo gained share of searches among miniature paint brands worldwide, from 16.1% to 16.9%.

  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 Vallejo’s branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Citadel’s and Vallejo’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

Vallejo

2 branded search terms

  • vallejo model color
  • vallejo paint

How the Brand Demand Index is measured

Other head-to-heads among miniature paint brands

Creator with pink hair and a pink jacket

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