Brandwave

Crayola vs Derwent:Which is more popular?

In September 2026, Crayola had more branded searches than Derwent among art supply brands in New Zealand. Crayola had about 2,570 branded searches, while Derwent had 310. Crayola made up 25.5% of all art supply brand searches we track, and Derwent accounted for 3.1%. When we asked ChatGPT and Google AI Overviews about art supply brands, Derwent appeared in three of the five answers and Crayola in one. Derwent was mentioned before Crayola in three out of four answers that named either.

Among art supply brands in New Zealand in September 2026

Who do people search for more?

Crayola, about 8 searches for every 1 for Derwent

Crayola 2.6K searchesDerwent 310 searches

Who does AI mention more?

Derwent, mentioned in 3 of 5 answers, Crayola in 1

Derwent in 3 of 5Crayola in 1 of 5

Who does AI recommend more?

Derwent, named ahead of Crayola in 3 of 4 answers

Derwent first in 3Crayola first in 1

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Top art supply brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Derwent was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Crayola was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Derwent was listed before Crayola in three out of four answers that named either.

Most recommended by AI

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

  1. Mont Marte1st
  2. Winsor & Newton2nd
  3. Faber-Castell3rd
  4. Posca4th
  5. Derwent4th
  6. Liquitex4th
  7. Crayola7th
  8. Copic8th
  9. Pentel–
  10. Prismacolor–

Mentioned by AI

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

  • Faber-Castell4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Winsor & Newton4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Liquitex4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mont Marte4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Derwent3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Posca2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Crayola1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Copic1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Pentel0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Prismacolor0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about art supply brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Is Crayola or Derwent more popular in search?

This chart shows how often people search Google for Crayola and Derwent by name. Each line represents a brand's share of searches for all ten art supply brands we track, month by month, from searches in New Zealand.

Crayola and Derwent among art supply brands in New Zealand, by month

Share of searches by month for Crayola, Derwent. The figures are in the table below the chart.

View monthly share of searches table
MonthPoscaCrayolaFaber-CastellPentelPrismacolorCopicDerwentWinsor & NewtonLiquitexMont Marte
Oct 202531.1%21.7%13.4%9.1%7%8%4.4%3.4%1.1%0.87%
Nov 202537.1%24.1%13.1%6.6%5%7%3.1%2.7%0.9%0.5%
Dec 202536.8%25.3%14.3%4.6%5.7%6.5%2.6%2.5%1%0.65%
Jan 202629.6%20.7%17.1%8.1%7.4%6.9%3.8%3.9%1.7%0.83%
Feb 202635.9%18.7%14.6%7.6%7.3%6.8%4.3%2.7%1.4%0.65%
Mar 202635%22.8%11.8%8.3%6.2%8%3.5%2.8%0.93%0.72%
Apr 202631.7%29.1%12%6.7%4.5%8.7%2.9%2.6%0.85%0.85%
May 202631.5%29%11.8%7.8%5.9%7.4%2.5%2.4%0.97%0.79%
Jun 202632.6%26.7%11.3%8.6%6.3%7.3%2.7%2.5%1%1%
Jul 202632.8%25.5%10.8%8.9%7.3%6.6%3%2.6%1.3%1.3%
Aug 202631.4%24.8%13.3%9.2%5.8%6.4%3.4%3.2%1.3%1.1%
Sep 202632.6%25.5%14.8%7.4%6.7%5.7%3.1%2.7%0.89%0.7%

How has the Crayola and Derwent comparison changed over the last 12 months?

3 findings
  • Crayola was ahead of Derwent in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Crayola’s share of searches among art supply brands in New Zealand moved from 21.7% to 25.5%, and its estimated monthly branded searches moved from 1.7K to 2.6K.
  • Across the 12 months ending September 2026, Derwent’s share of searches among art supply brands in New Zealand moved from 4.4% to 3.1%, and its estimated monthly branded searches moved from 350 to 310.

How did search popularity change for New Zealand art supply brands in September 2026?

2 changes

  1. In September 2026, Crayola gained share of searches among art supply brands in New Zealand, from 24.8% to 25.5%.

  2. Estimated monthly branded searches for Derwent in New Zealand fell 11.4% over 12 measured months, from 350 to 310 in September 2026.

How are branded searches counted?

20 search terms

Brandwave collects information about searches that people make online using Crayola’s and Derwent’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.

Crayola

12 branded search terms

  • crayola
  • crayola art set
  • crayola chalk
  • crayola chalkboard
  • crayola colored pencils
  • crayola coloring pages
  • crayola crayons
  • crayola globbles
  • crayola markers
  • crayola paints
  • crayola washable markers
  • crayola washable paints

Derwent

8 branded search terms

  • derwent
  • derwent art supplies
  • derwent drawing pencils
  • derwent inktense pencils
  • derwent markers
  • derwent paint
  • derwent pastel pencils
  • derwent pencils

How the Brand Demand Index is measured

Other head-to-heads among art supply brands

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