Citadel vs Mr. Hobby:Which is more popular?

In September 2026, Citadel had more branded searches than Mr. Hobby among model paint brands in New Zealand. Citadel had about 140 branded searches, while Mr. Hobby had 50. Citadel made up 10.1% of all model paint brand searches we track, and Mr. Hobby accounted for 3.6%. When we asked ChatGPT and Google AI Overviews about model paint brands, Citadel and Mr. Hobby each appeared in three of the five answers. Citadel was mentioned before Mr. Hobby in three out of five answers.

Among model paint brands in New Zealand in September 2026

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Top model paint brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Citadel and Mr. Hobby were each mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Citadel was listed before Mr. Hobby in three out of five answers.

Most recommended by AI

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

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Tamiya	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
Vallejo	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
AK Interactive	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
Citadel	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Mr. Hobby	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5

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?”
1. 1Tamiya
2. 2Vallejo
3. 3Mr. Hobby
4. 4AK Interactive
Asked ChatGPT
“What are the best model paint brands in New Zealand?”
1. 1Vallejo
2. 2Tamiya
3. 3AK Interactive
4. 4Citadel
5. 5Mr. Hobby
Asked ChatGPT
“What's the best model paint brand in New Zealand for a hobby project?”
1. 1Vallejo
2. 2Tamiya
3. 3Citadel
4. 4AK Interactive
Searched Google, AI Overview
“best model paint”
1. 1Vallejo
2. 2Tamiya
3. 3Mr. Hobby
4. 4AK Interactive
Searched Google, AI Overview
“model paint brands nz”
1. 1Tamiya
2. 2Vallejo
3. 3AK Interactive
4. 4Citadel

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Is Citadel or Mr. Hobby more popular in search?

This chart shows how often people search Google for Citadel and Mr. Hobby 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.

Citadel and Mr. Hobby among model paint brands in New Zealand, by month

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 Mr. Hobby comparison changed over the last 12 months?

3 findings

Citadel was ahead of Mr. Hobby 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, Mr. Hobby’s share of searches among model paint brands in New Zealand moved from 4% to 3.6%, and its estimated monthly branded searches held steady at 50.

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

2 changes

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, 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 Mr. Hobby’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.