--- title: "Citadel: search popularity in New Zealand" description: "Citadel makes miniature paint. 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/nz/brands/citadel" publisher: "Brandwave" --- # Citadel: search popularity in New Zealand Citadel makes miniature paint. 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 - **Brand**: Citadel - **Market**: New Zealand - **Measured month**: Sep 2026 - **Share of Search among model paint brands**: 10.1% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Model paint brands | 3 | 10.1% | 140 | - [Model paint brands](/demand/nz/categories/nz-model-paint-brands) ## Top model paint brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Citadel was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Citadel is the fifth most recommended of the five. 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 | | --- | --- | --- | --- | --- | | Vallejo | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Tamiya | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | AK Interactive | 3rd | 3 of 3 | 2 of 2 | 5 of 5 | | Mr. Hobby | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | Citadel | 5th | 2 of 3 | 1 of 2 | 3 of 5 | ## Every AI answer about model paint brands - Asked ChatGPT "Which model paint brand should I buy in New Zealand?": 1. Tamiya, 2. Vallejo, 3. Mr. Hobby, 4. AK Interactive - Asked ChatGPT "What are the best model paint brands in New Zealand?": 1. Vallejo, 2. Tamiya, 3. AK Interactive, 4. Citadel, 5. Mr. Hobby - Asked ChatGPT "What's the best model paint brand in New Zealand for a hobby project?": 1. Vallejo, 2. Tamiya, 3. Citadel, 4. AK Interactive - Searched Google, AI Overview "best model paint": 1. Vallejo, 2. Tamiya, 3. Mr. Hobby, 4. AK Interactive - Searched Google, AI Overview "model paint brands nz": 1. Tamiya, 2. Vallejo, 3. AK Interactive, 4. Citadel Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How has branded search demand for Citadel changed in New Zealand over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Citadel in New Zealand fell from 170 to 140. - Across the 12 months ending September 2026, Citadel’s share of searches among model paint brands in New Zealand decreased from 13.5% to 10.1%. - Across the 12 months ending September 2026, Citadel’s share of searches among model paint brands in New Zealand peaked at 15.1% in March 2026 and was lowest at 10.1% in September 2026. ## How did search popularity change for New Zealand model paint brands in September 2026? - In September 2026, Tamiya gained share of searches among model paint brands in New Zealand, from 48.3% to 52.2%. - In September 2026, Mr. Hobby gained share of searches among model paint brands in New Zealand, from 2.7% to 3.6%. - In September 2026, Vallejo lost share of searches among model paint brands in New Zealand, from 31.5% to 29%. - In September 2026, Citadel lost share of searches among model paint brands in New Zealand, from 11.4% to 10.1%. - In September 2026, AK Interactive lost share of searches among model paint brands in New Zealand, from 6% to 5.1%. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Model paint brands | 170 | 13.5% | 3 | | Nov 2025 | Model paint brands | 140 | 11.8% | 3 | | Dec 2025 | Model paint brands | 210 | 14.5% | 3 | | Jan 2026 | Model paint brands | 210 | 13.5% | 3 | | Feb 2026 | Model paint brands | 170 | 14.2% | 3 | | Mar 2026 | Model paint brands | 210 | 15.1% | 3 | | Apr 2026 | Model paint brands | 170 | 13.2% | 3 | | May 2026 | Model paint brands | 170 | 11.1% | 3 | | Jun 2026 | Model paint brands | 170 | 14.4% | 3 | | Jul 2026 | Model paint brands | 170 | 12.1% | 3 | | Aug 2026 | Model paint brands | 170 | 11.4% | 3 | | Sep 2026 | Model paint brands | 140 | 10.1% | 3 | ## How are Citadel’s branded searches counted? Brandwave collects information about searches that people make online using Citadel’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading. - “citadel paint” ## Which model paint brands compete with Citadel? - [Tamiya](/demand/nz/brands/tamiya): Head-to-head: /demand/nz/compare/citadel-vs-tamiya - [Vallejo](/demand/nz/brands/vallejo): Head-to-head: /demand/nz/compare/citadel-vs-vallejo - [AK Interactive](/demand/nz/brands/ak-interactive): Head-to-head: /demand/nz/compare/ak-interactive-vs-citadel - [Mr. Hobby](/demand/nz/brands/mr-hobby): Head-to-head: /demand/nz/compare/citadel-vs-mr-hobby ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Citadel: search popularity in New Zealand". https://gobrandwave.com/demand/nz/brands/citadel This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/citadel. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.