---
title: "Model kit brands in New Zealand: Which are searched most?"
description: "Compare the model kit brands New Zealanders buy. Share of Search among Tamiya, Airfix, Hasegawa, Revell, Bandai and Meng Model, the model kit brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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/categories/nz-model-kit-brands"
publisher: "Brandwave"
---

# Model kit brands in New Zealand: Which are searched most?

Compare the model kit brands New Zealanders buy. Share of Search among Tamiya, Airfix, Hasegawa, Revell, Bandai and Meng Model, the model kit brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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

- **Competitive set**: Model kit brands
- **Market**: New Zealand
- **Brands compared**: 6
- **Month measured**: Sep 2026
- **Highest Share of Search**: Tamiya, 57.6%

## Which brand is most popular in search among model kit brands in New Zealand?

- In September 2026, Tamiya was the most searched among model kit brands in New Zealand, with an estimated 720 branded searches, 57.6% of all searches for the six we track.
- Airfix is in 2nd place, 36 percentage points behind at 21.6%.
- Across the 12 months ending September 2026, Tamiya’s share of searches among model kit brands in New Zealand increased from 45.7% to 57.6%.
- 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, Revell’s share of searches among model kit brands in New Zealand decreased from 10.1% to 8.8%.
- Across the 12 months ending September 2026, Bandai’s share of searches among model kit brands in New Zealand decreased from 3.1% to 1.6%.
- Across the 12 months ending September 2026, Meng Model’s share of searches among model kit brands in New Zealand increased from 0.78% to 1.6%.
- Across the 12 months ending September 2026, Tamiya’s share of searches among model kit brands in New Zealand peaked at 57.6% in September 2026 and was lowest at 42.8% in April 2026.
- 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.
- Across the 12 months ending September 2026, Hasegawa’s share of searches among model kit brands in New Zealand peaked at 8.8% in September 2026 and was lowest at 6.1% in December 2025.
- Across the 12 months ending September 2026, Revell’s share of searches among model kit brands in New Zealand peaked at 11.6% in March 2026 and was lowest at 7% in July 2026.
- Across the 12 months ending September 2026, Bandai’s share of searches among model kit brands in New Zealand peaked at 3.6% in April 2026 and was lowest at 1.6% in September 2026.
- Across the 12 months ending September 2026, Meng Model’s share of searches among model kit brands in New Zealand peaked at 2.1% in July 2026 and was lowest at 0.7% in May 2026.
- Across the 12 months ending September 2026, Hasegawa rose from 4th to 3rd among model kit brands in New Zealand.
- Across the 12 months ending September 2026, Revell fell from 3rd to 4th among model kit brands in New Zealand.

## Top model kit brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Tamiya appeared every time. Tamiya was recommended most often, coming first in all three answers that gave a list. Bandai was second, and Airfix was third.

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 |
| --- | --- | --- | --- | --- |
| Tamiya | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Bandai | 2nd | 3 of 3 | 0 of 2 | 3 of 5 |
| Airfix | 3rd | 3 of 3 | 1 of 2 | 4 of 5 |
| Hasegawa | 4th | 3 of 3 | 0 of 2 | 3 of 5 |
| Revell | 5th | 2 of 3 | 1 of 2 | 3 of 5 |
| Meng Model | 6th | 2 of 3 | 0 of 2 | 2 of 5 |

## Every AI answer about model kit brands

- Asked ChatGPT "Which model kit brand should I buy in New Zealand?": 1. Tamiya, 2. Bandai, 3. Airfix, 4. Hasegawa, 5. Meng Model
- Asked ChatGPT "What are the best model kit brands in New Zealand?": 1. Tamiya, 2. Bandai, 3. Airfix, 4. Hasegawa, 5. Revell, 6. Meng Model
- Asked ChatGPT "What's the best model kit brand in New Zealand for a hobby project?": 1. Tamiya, 2. Bandai, 3. Airfix, 4. Hasegawa, 5. Revell
- Searched Google, AI Overview "plastic model kits nz": 1. Tamiya, 2. Airfix
- Searched Google, AI Overview "scale model kits": 1. Tamiya, 2. Revell

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026.

## Compare search popularity between leading brands

- [Tamiya vs Airfix: compare search popularity](/demand/nz/compare/airfix-vs-tamiya): 57.6% against 21.6% Share of Search.
- [Tamiya vs Hasegawa: compare search popularity](/demand/nz/compare/hasegawa-vs-tamiya): 57.6% against 8.8% Share of Search.
- [Tamiya vs Revell: compare search popularity](/demand/nz/compare/revell-vs-tamiya): 57.6% against 8.8% Share of Search.
- [Airfix vs Hasegawa: compare search popularity](/demand/nz/compare/airfix-vs-hasegawa): 21.6% against 8.8% Share of Search.
- [Airfix vs Revell: compare search popularity](/demand/nz/compare/airfix-vs-revell): 21.6% against 8.8% Share of Search.
- [Hasegawa vs Revell: compare search popularity](/demand/nz/compare/hasegawa-vs-revell): 8.8% Share of Search each.

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

- In September 2026, Tamiya gained share of searches among model kit brands in New Zealand, from 51.4% to 57.6%.
- In September 2026, Hasegawa gained share of searches among model kit brands in New Zealand, from 7.9% to 8.8%.
- In September 2026, Revell gained share of searches among model kit brands in New Zealand, from 7.9% to 8.8%.
- In September 2026, Airfix lost share of searches among model kit brands in New Zealand, from 29.3% to 21.6%.
- In September 2026, Bandai lost share of searches among model kit brands in New Zealand, from 2.1% to 1.6%.
- Estimated monthly branded searches for Meng Model in New Zealand rose 100% over 12 measured months, from 10 to 20 in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Tamiya | 57.6% | 720 | 0.0% | Tamiya |
| 2 | Airfix | 21.6% | 270 | -34.1% | Airfix |
| 3 | Hasegawa | 8.8% | 110 | 0.0% | Hasegawa |
| 4 | Revell | 8.8% | 110 | 0.0% | Revell |
| 5 | Bandai | 1.6% | 20 | -33.3% | Bandai |
| 6 | Meng Model | 1.6% | 20 | 0.0% | Meng Model |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Tamiya | 590 | 45.7% | 1 |
| Oct 2025 | Airfix | 410 | 31.8% | 2 |
| Oct 2025 | Revell | 130 | 10.1% | 3 |
| Oct 2025 | Hasegawa | 110 | 8.5% | 4 |
| Oct 2025 | Bandai | 40 | 3.1% | 5 |
| Oct 2025 | Meng Model | 10 | 0.78% | 6 |
| Nov 2025 | Tamiya | 590 | 43.1% | 1 |
| Nov 2025 | Airfix | 500 | 36.5% | 2 |
| Nov 2025 | Revell | 120 | 8.8% | 3 |
| Nov 2025 | Hasegawa | 110 | 8% | 4 |
| Nov 2025 | Bandai | 30 | 2.2% | 5 |
| Nov 2025 | Meng Model | 20 | 1.5% | 6 |
| Dec 2025 | Tamiya | 720 | 48.6% | 1 |
| Dec 2025 | Airfix | 490 | 33.1% | 2 |
| Dec 2025 | Revell | 120 | 8.1% | 3 |
| Dec 2025 | Hasegawa | 90 | 6.1% | 4 |
| Dec 2025 | Bandai | 30 | 2% | 5 |
| Dec 2025 | Meng Model | 30 | 2% | 6 |
| Jan 2026 | Tamiya | 720 | 44.4% | 1 |
| Jan 2026 | Airfix | 600 | 37% | 2 |
| Jan 2026 | Revell | 140 | 8.6% | 3 |
| Jan 2026 | Hasegawa | 110 | 6.8% | 4 |
| Jan 2026 | Bandai | 30 | 1.9% | 5 |
| Jan 2026 | Meng Model | 20 | 1.2% | 6 |
| Feb 2026 | Tamiya | 590 | 48% | 1 |
| Feb 2026 | Airfix | 400 | 32.5% | 2 |
| Feb 2026 | Revell | 100 | 8.1% | 3 |
| Feb 2026 | Hasegawa | 90 | 7.3% | 4 |
| Feb 2026 | Bandai | 30 | 2.4% | 5 |
| Feb 2026 | Meng Model | 20 | 1.6% | 6 |
| Mar 2026 | Tamiya | 590 | 45.7% | 1 |
| Mar 2026 | Airfix | 400 | 31% | 2 |
| Mar 2026 | Revell | 150 | 11.6% | 3 |
| Mar 2026 | Hasegawa | 110 | 8.5% | 4 |
| Mar 2026 | Bandai | 30 | 2.3% | 5 |
| Mar 2026 | Meng Model | 10 | 0.78% | 6 |
| Apr 2026 | Tamiya | 590 | 42.8% | 1 |
| Apr 2026 | Airfix | 490 | 35.5% | 2 |
| Apr 2026 | Revell | 120 | 8.7% | 3 |
| Apr 2026 | Hasegawa | 110 | 8% | 4 |
| Apr 2026 | Bandai | 50 | 3.6% | 5 |
| Apr 2026 | Meng Model | 20 | 1.4% | 6 |
| May 2026 | Tamiya | 720 | 50.3% | 1 |
| May 2026 | Airfix | 400 | 28% | 2 |
| May 2026 | Revell | 140 | 9.8% | 3 |
| May 2026 | Hasegawa | 110 | 7.7% | 4 |
| May 2026 | Bandai | 50 | 3.5% | 5 |
| May 2026 | Meng Model | 10 | 0.7% | 6 |
| Jun 2026 | Tamiya | 590 | 53.6% | 1 |
| Jun 2026 | Airfix | 270 | 24.5% | 2 |
| Jun 2026 | Revell | 100 | 9.1% | 3 |
| Jun 2026 | Hasegawa | 90 | 8.2% | 4 |
| Jun 2026 | Bandai | 30 | 2.7% | 5 |
| Jun 2026 | Meng Model | 20 | 1.8% | 6 |
| Jul 2026 | Tamiya | 720 | 50.7% | 1 |
| Jul 2026 | Airfix | 420 | 29.6% | 2 |
| Jul 2026 | Hasegawa | 110 | 7.7% | 3 |
| Jul 2026 | Revell | 100 | 7% | 4 |
| Jul 2026 | Bandai | 40 | 2.8% | 5 |
| Jul 2026 | Meng Model | 30 | 2.1% | 6 |
| Aug 2026 | Tamiya | 720 | 51.4% | 1 |
| Aug 2026 | Airfix | 410 | 29.3% | 2 |
| Aug 2026 | Hasegawa | 110 | 7.9% | 3 |
| Aug 2026 | Revell | 110 | 7.9% | 4 |
| Aug 2026 | Bandai | 30 | 2.1% | 5 |
| Aug 2026 | Meng Model | 20 | 1.4% | 6 |
| Sep 2026 | Tamiya | 720 | 57.6% | 1 |
| Sep 2026 | Airfix | 270 | 21.6% | 2 |
| Sep 2026 | Hasegawa | 110 | 8.8% | 3 |
| Sep 2026 | Revell | 110 | 8.8% | 4 |
| Sep 2026 | Bandai | 20 | 1.6% | 5 |
| Sep 2026 | Meng Model | 20 | 1.6% | 6 |

## What is being compared

- **Airfix**: Measured on the search terms “airfix” and “airfix model kit”, summed into one figure.
- **Bandai**: Measured on the search terms “bandai gunpla” and “bandai model kit”, summed into one figure.
- **Hasegawa**: Measured on the search term “hasegawa”.
- **Meng Model**: Measured on the search term “meng model”.
- **Revell**: Measured on the search terms “revell” and “revell model kit”, summed into one figure.
- **Tamiya**: Measured on the search term “tamiya”.

- [Airfix](/demand/nz/brands/airfix)
- [Bandai](/demand/nz/brands/bandai)
- [Hasegawa](/demand/nz/brands/hasegawa)
- [Meng Model](/demand/nz/brands/meng-model)
- [Revell](/demand/nz/brands/revell)
- [Tamiya](/demand/nz/brands/tamiya)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among model kit brands in New Zealand?

In September 2026, Tamiya was the most searched among model kit brands in New Zealand, with an estimated 720 branded searches, 57.6% of all searches for the six we track.

## Cite this page

Brandwave. "Model kit brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-model-kit-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-model-kit-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.