Citadel vs Vallejo:Which is more popular?
In September 2026, Vallejo had more branded searches than Citadel among model paint brands in New Zealand. Vallejo had about 400 branded searches, while Citadel had 140. Vallejo made up 29% of all model paint brand searches we track, and Citadel accounted for 10.1%. When we asked ChatGPT and Google AI Overviews about model paint brands, Vallejo appeared in all five answers and Citadel in three. Vallejo was mentioned before Citadel in every answer.
Who do people search for more?
Vallejo, about 3 searches for every 1 for Citadel
Who does AI mention more?
Vallejo, mentioned in every answer we collected
Who does AI recommend more?
Vallejo, named ahead of Citadel in every answer
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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. Citadel was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Vallejo was listed before Citadel in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Vallejo1st
Tamiya2nd
AK Interactive3rd- Mr. Hobby4th
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
Asked ChatGPT
“Which model paint brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best model paint brands in New Zealand?”
Asked ChatGPT
“What's the best model paint brand in New Zealand for a hobby project?”
Searched Google, AI Overview
“best model paint”
Searched Google, AI Overview
“model paint brands nz”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Citadel or Vallejo more popular in search?
This chart shows how often people search Google for Citadel and Vallejo by name. Each line represents a brand's share of searches for all five model paint brands we track, month by month, from searches in New Zealand.
Share of searches by month for Vallejo, Citadel. The figures are in the table below the chart.
View monthly share of searches table
| Month | Tamiya | Vallejo | Citadel | AK Interactive | Mr. Hobby |
|---|---|---|---|---|---|
| Oct 2025 | 46.8% | 30.2% | 13.5% | 5.6% | 4% |
| Nov 2025 | 49.6% | 28.6% | 11.8% | 7.6% | 2.5% |
| Dec 2025 | 49.7% | 29% | 14.5% | 4.8% | 2.1% |
| Jan 2026 | 46.5% | 33.5% | 13.5% | 3.2% | 3.2% |
| Feb 2026 | 49.2% | 28.3% | 14.2% | 4.2% | 4.2% |
| Mar 2026 | 42.4% | 35.3% | 15.1% | 5% | 2.2% |
| Apr 2026 | 45.7% | 29.5% | 13.2% | 7% | 4.7% |
| May 2026 | 47.1% | 34.6% | 11.1% | 4.6% | 2.6% |
| Jun 2026 | 50% | 26.3% | 14.4% | 5.9% | 3.4% |
| Jul 2026 | 51.1% | 27% | 12.1% | 6.4% | 3.5% |
| Aug 2026 | 48.3% | 31.5% | 11.4% | 6% | 2.7% |
| Sep 2026 | 52.2% | 29% | 10.1% | 5.1% | 3.6% |
How has the Citadel and Vallejo comparison changed over the last 12 months?
3 findings
- Vallejo was ahead of Citadel in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Citadel’s share of searches among model paint brands in New Zealand moved from 13.5% to 10.1%, and its estimated monthly branded searches moved from 170 to 140.
- Across the 12 months ending September 2026, Vallejo’s share of searches among model paint brands in New Zealand moved from 30.2% to 29%, and its estimated monthly branded searches moved from 380 to 400.
How did search popularity change for New Zealand model paint brands in September 2026?
2 changes
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%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Citadel’s and Vallejo’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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