Brandwave

How popular isCitadel?

In September 2026, people searched for Citadel by name about 140 times in New Zealand, a 17.6% decrease from the previous year. These searches made up 10.1% of all New Zealand model paint brand searches, placing Citadel third out of five brands. When we asked both ChatGPT and Google AI Overviews about model paint brands, Citadel appeared in three of the five answers and was the fifth most recommended of the five.

Search and AI answers in September 2026

Citadel is the third most searched of 5 competitors and the fifth most recommended in AI answers.

  1. TamiyaShare of searches 52.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  2. VallejoShare of searches 29%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. CitadelShare of searches 10.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  4. AK InteractiveShare of searches 5.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  5. Mr. HobbyShare of searches 3.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
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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.

Most recommended by AI

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

  1. Vallejo1st
  2. Tamiya2nd
  3. AK Interactive3rd
  4. Mr. Hobby4th
  5. Citadel5th

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
  • Vallejo5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • AK Interactive5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Citadel3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mr. Hobby3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about model paint 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 paint brands compete with Citadel?

Citadel against model paint brands in New Zealand, by month

Share of searches by month for Tamiya, Vallejo, Citadel, AK Interactive, Mr. Hobby. The figures are in the table below the chart.

View monthly share of searches table
MonthTamiyaVallejoCitadelAK InteractiveMr. Hobby
Oct 202546.8%30.2%13.5%5.6%4%
Nov 202549.6%28.6%11.8%7.6%2.5%
Dec 202549.7%29%14.5%4.8%2.1%
Jan 202646.5%33.5%13.5%3.2%3.2%
Feb 202649.2%28.3%14.2%4.2%4.2%
Mar 202642.4%35.3%15.1%5%2.2%
Apr 202645.7%29.5%13.2%7%4.7%
May 202647.1%34.6%11.1%4.6%2.6%
Jun 202650%26.3%14.4%5.9%3.4%
Jul 202651.1%27%12.1%6.4%3.5%
Aug 202648.3%31.5%11.4%6%2.7%
Sep 202652.2%29%10.1%5.1%3.6%

  1. 1.Tamiya

    52.2%

    Held 1st. 720 estimated branded searches, 0% vs prior month. Share +3.9 points.

  2. 2.Vallejo

    29%

    Held 2nd. 400 estimated branded searches, -14.9% vs prior month. Share -2.6 points.

  3. 3.Citadel

    10.1%

    Held 3rd. 140 estimated branded searches, -17.6% vs prior month. Share -1.3 points.

  4. 4.AK Interactive

    5.1%

    Held 4th. 70 estimated branded searches, -22.2% vs prior month. Share -1 points.

  5. 5.Mr. Hobby

    3.6%

    Held 5th. 50 estimated branded searches, +25% vs prior month. Share +0.9 points.

Compare popularity between Citadel and its closest rivals

Every comparison with Citadel

3 comparisons

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

3 findings
  • 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?

5 changes

  1. In September 2026, Tamiya gained share of searches among model paint brands in New Zealand, from 48.3% to 52.2%.

  2. In September 2026, Mr. Hobby gained share of searches among model paint brands in New Zealand, from 2.7% to 3.6%.

  3. In September 2026, Vallejo lost share of searches among model paint brands in New Zealand, from 31.5% to 29%.

  4. In September 2026, Citadel lost share of searches among model paint brands in New Zealand, from 11.4% to 10.1%.

  5. In September 2026, AK Interactive lost share of searches among model paint brands in New Zealand, from 6% to 5.1%.

How are Citadel’s branded searches counted?

1 search term

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

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How the Brand Demand Index is measured

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