---
title: "Model paint brands in New Zealand: Which are searched most?"
description: "Compare the model paint brands New Zealanders buy. Share of Search among Tamiya, Vallejo, Citadel, AK Interactive and Mr. Hobby, the model paint 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-paint-brands"
publisher: "Brandwave"
---

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

Compare the model paint brands New Zealanders buy. Share of Search among Tamiya, Vallejo, Citadel, AK Interactive and Mr. Hobby, the model paint 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 paint brands
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Sep 2026
- **Highest Share of Search**: Tamiya, 52.2%

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

- In September 2026, Tamiya was the most searched among model paint brands in New Zealand, with an estimated 720 branded searches, 52.2% of all searches for the five we track.
- Vallejo is in 2nd place, 23.2 percentage points behind at 29%.
- Across the 12 months ending September 2026, Tamiya’s share of searches among model paint brands in New Zealand increased from 46.8% to 52.2%.
- 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, 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, Tamiya’s share of searches among model paint brands in New Zealand peaked at 52.2% in September 2026 and was lowest at 42.4% in March 2026.
- 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.
- 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.
- Across the 12 months ending September 2026, AK Interactive’s share of searches among model paint brands in New Zealand peaked at 7.6% in November 2025 and was lowest at 3.2% in January 2026.
- Across the 12 months ending September 2026, Mr. Hobby’s share of searches among model paint brands in New Zealand peaked at 4.7% in April 2026 and was lowest at 2.1% in December 2025.
- Across the 12 months ending September 2026, AK Interactive and Mr. Hobby held steady: their share of searches among model paint brands in New Zealand each moved less than 0.5 percentage points.

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

In Brandwave's three ChatGPT questions and two Google AI Overviews, Tamiya, Vallejo and AK Interactive appeared every time. Vallejo was recommended most often, coming first in three out of five answers. Tamiya was second, and AK Interactive 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 |
| --- | --- | --- | --- | --- |
| 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.

## Compare search popularity between leading brands

- [Tamiya vs Vallejo: compare search popularity](/demand/nz/compare/tamiya-vs-vallejo): 52.2% against 29% Share of Search.
- [Tamiya vs Citadel: compare search popularity](/demand/nz/compare/citadel-vs-tamiya): 52.2% against 10.1% Share of Search.
- [Tamiya vs AK Interactive: compare search popularity](/demand/nz/compare/ak-interactive-vs-tamiya): 52.2% against 5.1% Share of Search.
- [Tamiya vs Mr. Hobby: compare search popularity](/demand/nz/compare/mr-hobby-vs-tamiya): 52.2% against 3.6% Share of Search.
- [Vallejo vs Citadel: compare search popularity](/demand/nz/compare/citadel-vs-vallejo): 29% against 10.1% Share of Search.
- [Vallejo vs AK Interactive: compare search popularity](/demand/nz/compare/ak-interactive-vs-vallejo): 29% against 5.1% Share of Search.
- [Vallejo vs Mr. Hobby: compare search popularity](/demand/nz/compare/mr-hobby-vs-vallejo): 29% against 3.6% Share of Search.
- [Citadel vs AK Interactive: compare search popularity](/demand/nz/compare/ak-interactive-vs-citadel): 10.1% against 5.1% Share of Search.
- [Citadel vs Mr. Hobby: compare search popularity](/demand/nz/compare/citadel-vs-mr-hobby): 10.1% against 3.6% Share of Search.
- [AK Interactive vs Mr. Hobby: compare search popularity](/demand/nz/compare/ak-interactive-vs-mr-hobby): 5.1% against 3.6% Share of Search.

## 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%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Tamiya | 52.2% | 720 | 0.0% | Tamiya |
| 2 | Vallejo | 29% | 400 | -14.9% | Vallejo |
| 3 | Citadel | 10.1% | 140 | -17.6% | Citadel |
| 4 | AK Interactive | 5.1% | 70 | -22.2% | AK Interactive |
| 5 | Mr. Hobby | 3.6% | 50 | +25.0% | Mr. Hobby |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Tamiya | 590 | 46.8% | 1 |
| Oct 2025 | Vallejo | 380 | 30.2% | 2 |
| Oct 2025 | Citadel | 170 | 13.5% | 3 |
| Oct 2025 | AK Interactive | 70 | 5.6% | 4 |
| Oct 2025 | Mr. Hobby | 50 | 4% | 5 |
| Nov 2025 | Tamiya | 590 | 49.6% | 1 |
| Nov 2025 | Vallejo | 340 | 28.6% | 2 |
| Nov 2025 | Citadel | 140 | 11.8% | 3 |
| Nov 2025 | AK Interactive | 90 | 7.6% | 4 |
| Nov 2025 | Mr. Hobby | 30 | 2.5% | 5 |
| Dec 2025 | Tamiya | 720 | 49.7% | 1 |
| Dec 2025 | Vallejo | 420 | 29% | 2 |
| Dec 2025 | Citadel | 210 | 14.5% | 3 |
| Dec 2025 | AK Interactive | 70 | 4.8% | 4 |
| Dec 2025 | Mr. Hobby | 30 | 2.1% | 5 |
| Jan 2026 | Tamiya | 720 | 46.5% | 1 |
| Jan 2026 | Vallejo | 520 | 33.5% | 2 |
| Jan 2026 | Citadel | 210 | 13.5% | 3 |
| Jan 2026 | AK Interactive | 50 | 3.2% | 4 |
| Jan 2026 | Mr. Hobby | 50 | 3.2% | 5 |
| Feb 2026 | Tamiya | 590 | 49.2% | 1 |
| Feb 2026 | Vallejo | 340 | 28.3% | 2 |
| Feb 2026 | Citadel | 170 | 14.2% | 3 |
| Feb 2026 | AK Interactive | 50 | 4.2% | 4 |
| Feb 2026 | Mr. Hobby | 50 | 4.2% | 5 |
| Mar 2026 | Tamiya | 590 | 42.4% | 1 |
| Mar 2026 | Vallejo | 490 | 35.3% | 2 |
| Mar 2026 | Citadel | 210 | 15.1% | 3 |
| Mar 2026 | AK Interactive | 70 | 5% | 4 |
| Mar 2026 | Mr. Hobby | 30 | 2.2% | 5 |
| Apr 2026 | Tamiya | 590 | 45.7% | 1 |
| Apr 2026 | Vallejo | 380 | 29.5% | 2 |
| Apr 2026 | Citadel | 170 | 13.2% | 3 |
| Apr 2026 | AK Interactive | 90 | 7% | 4 |
| Apr 2026 | Mr. Hobby | 60 | 4.7% | 5 |
| May 2026 | Tamiya | 720 | 47.1% | 1 |
| May 2026 | Vallejo | 530 | 34.6% | 2 |
| May 2026 | Citadel | 170 | 11.1% | 3 |
| May 2026 | AK Interactive | 70 | 4.6% | 4 |
| May 2026 | Mr. Hobby | 40 | 2.6% | 5 |
| Jun 2026 | Tamiya | 590 | 50% | 1 |
| Jun 2026 | Vallejo | 310 | 26.3% | 2 |
| Jun 2026 | Citadel | 170 | 14.4% | 3 |
| Jun 2026 | AK Interactive | 70 | 5.9% | 4 |
| Jun 2026 | Mr. Hobby | 40 | 3.4% | 5 |
| Jul 2026 | Tamiya | 720 | 51.1% | 1 |
| Jul 2026 | Vallejo | 380 | 27% | 2 |
| Jul 2026 | Citadel | 170 | 12.1% | 3 |
| Jul 2026 | AK Interactive | 90 | 6.4% | 4 |
| Jul 2026 | Mr. Hobby | 50 | 3.5% | 5 |
| Aug 2026 | Tamiya | 720 | 48.3% | 1 |
| Aug 2026 | Vallejo | 470 | 31.5% | 2 |
| Aug 2026 | Citadel | 170 | 11.4% | 3 |
| Aug 2026 | AK Interactive | 90 | 6% | 4 |
| Aug 2026 | Mr. Hobby | 40 | 2.7% | 5 |
| Sep 2026 | Tamiya | 720 | 52.2% | 1 |
| Sep 2026 | Vallejo | 400 | 29% | 2 |
| Sep 2026 | Citadel | 140 | 10.1% | 3 |
| Sep 2026 | AK Interactive | 70 | 5.1% | 4 |
| Sep 2026 | Mr. Hobby | 50 | 3.6% | 5 |

## What is being compared

- **AK Interactive**: Measured on the search term “ak interactive”.
- **Citadel**: Measured on the search term “citadel paint”.
- **Mr. Hobby**: Measured on the search terms “mr hobby” and “mr hobby paint”, summed into one figure.
- **Tamiya**: Measured on the search term “tamiya”.
- **Vallejo**: Measured on the search terms “vallejo” and “vallejo paint”, summed into one figure.

- [AK Interactive](/demand/nz/brands/ak-interactive)
- [Citadel](/demand/nz/brands/citadel)
- [Mr. Hobby](/demand/nz/brands/mr-hobby)
- [Tamiya](/demand/nz/brands/tamiya)
- [Vallejo](/demand/nz/brands/vallejo)

## 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 paint brands in New Zealand?

In September 2026, Tamiya was the most searched among model paint brands in New Zealand, with an estimated 720 branded searches, 52.2% of all searches for the five we track.

## Cite this page

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

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