Brandwave

How popular isVallejo?

In September 2026, people searched for Vallejo by name about 400 times in New Zealand, a 5.3% increase from the previous year. These searches made up 29% of all New Zealand model paint brand searches, placing Vallejo second out of five brands. When we asked both ChatGPT and Google AI Overviews about model paint brands, Vallejo appeared in all answers and was the most recommended of the five.

Search and AI answers in September 2026

Vallejo is the second most searched of 5 competitors and the 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, Vallejo appeared in all five answers. Vallejo is the 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 Vallejo?

Vallejo 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 Vallejo and its closest rivals

Every comparison with Vallejo

3 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Vallejo in New Zealand rose from 380 to 400.
  • Across the 12 months ending September 2026, Vallejo’s share of searches among model paint brands in New Zealand decreased from 30.2% to 29%.
  • Across the 12 months ending September 2026, Vallejo’s share of searches among model paint brands in New Zealand peaked at 35.3% in March 2026 and was lowest at 26.3% in June 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 Vallejo’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Vallejo’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.

  • vallejo
  • vallejo paint

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How the Brand Demand Index is measured

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