Brandwave

How popular isAirfix?

In September 2026, people searched for Airfix by name about 270 times in New Zealand, a 34.1% decrease from the previous year. These searches made up 21.6% of all New Zealand model kit brand searches, placing Airfix second out of six brands. When we asked both ChatGPT and Google AI Overviews about model kit brands, Airfix appeared in four of the five answers and was the third most recommended of the six.

Search and AI answers in September 2026

Airfix is the second most searched of 6 competitors and the third most recommended in AI answers.

  1. TamiyaShare of searches 57.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. AirfixShare of searches 21.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  3. HasegawaShare of searches 8.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. RevellShare of searches 8.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  5. BandaiShare of searches 1.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd

+1 more

Airfix website (opens in a new tab)

Follow Airfix and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top model kit brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Airfix was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Airfix is the third most recommended of the six.

Most recommended by AI

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

  1. Tamiya1st
  2. Bandai2nd
  3. Airfix3rd
  4. Hasegawa4th
  5. Revell5th
  6. Meng Model6th

Mentioned by AI

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

  • Tamiya5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Airfix4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hasegawa3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Revell3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bandai3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Meng Model2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about model kit brands

5 answers

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

Which model kit brands compete with Airfix?

Airfix against model kit brands in New Zealand, by month

Share of searches by month for Tamiya, Airfix, Hasegawa, Revell. The figures are in the table below the chart.

View monthly share of searches table
MonthTamiyaAirfixHasegawaRevellBandaiMeng Model
Oct 202545.7%31.8%8.5%10.1%3.1%0.78%
Nov 202543.1%36.5%8%8.8%2.2%1.5%
Dec 202548.6%33.1%6.1%8.1%2%2%
Jan 202644.4%37%6.8%8.6%1.9%1.2%
Feb 202648%32.5%7.3%8.1%2.4%1.6%
Mar 202645.7%31%8.5%11.6%2.3%0.78%
Apr 202642.8%35.5%8%8.7%3.6%1.4%
May 202650.3%28%7.7%9.8%3.5%0.7%
Jun 202653.6%24.5%8.2%9.1%2.7%1.8%
Jul 202650.7%29.6%7.7%7%2.8%2.1%
Aug 202651.4%29.3%7.9%7.9%2.1%1.4%
Sep 202657.6%21.6%8.8%8.8%1.6%1.6%

  1. 1.Tamiya

    57.6%

    Held 1st. 720 estimated branded searches, 0% vs prior month. Share +6.2 points.

  2. 2.Airfix

    21.6%

    Held 2nd. 270 estimated branded searches, -34.1% vs prior month. Share -7.7 points.

  3. 3.Hasegawa

    8.8%

    Held 3rd. 110 estimated branded searches, 0% vs prior month. Share +0.9 points.

  4. 4.Revell

    8.8%

    Held 4th. 110 estimated branded searches, 0% vs prior month. Share +0.9 points.

  5. 5.Bandai

    1.6%

    Held 5th. 20 estimated branded searches, -33.3% vs prior month. Share -0.5 points.

  6. 6.Meng Model

    1.6%

    Held 6th. 20 estimated branded searches, 0% vs prior month. Share +0.2 points.

Compare popularity between Airfix and its closest rivals

Every comparison with Airfix

3 comparisons

How has branded search demand for Airfix changed in New Zealand over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Airfix in New Zealand fell from 410 to 270.
  • Across the 12 months ending September 2026, Airfix’s share of searches among model kit brands in New Zealand decreased from 31.8% to 21.6%.
  • Across the 12 months ending September 2026, Airfix’s share of searches among model kit brands in New Zealand peaked at 37% in January 2026 and was lowest at 21.6% in September 2026.

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

6 changes

  1. In September 2026, Tamiya gained share of searches among model kit brands in New Zealand, from 51.4% to 57.6%.

  2. In September 2026, Hasegawa gained share of searches among model kit brands in New Zealand, from 7.9% to 8.8%.

  3. In September 2026, Revell gained share of searches among model kit brands in New Zealand, from 7.9% to 8.8%.

  4. In September 2026, Airfix lost share of searches among model kit brands in New Zealand, from 29.3% to 21.6%.

  5. In September 2026, Bandai lost share of searches among model kit brands in New Zealand, from 2.1% to 1.6%.

  6. Estimated monthly branded searches for Meng Model in New Zealand rose 100% over 12 measured months, from 10 to 20 in September 2026.

How are Airfix’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Airfix’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • airfix
  • airfix model kit

Do you work for Airfix? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

Is Airfix your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free