Brandwave

How popular isIKEA?

In September 2026, people searched for IKEA by name about 1.2 million times in Australia, an 18.7% decrease from the previous year. These searches made up 57.8% of all Australia homewares retailer searches, placing IKEA first out of nine retailers. When we asked both ChatGPT and Google AI Overviews about homewares retailers, IKEA appeared in two of the four answers and was the fifth most recommended of the nine.

Search and AI answers in September 2026

IKEA is the most searched of 9 competitors and the fifth most recommended in AI answers.

  1. IKEAShare of searches 57.8%Mentioned in 2 of 4 AI answersPlace in AI recommendations 5th
  2. Temple & WebsterShare of searches 17.4%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  3. AdairsShare of searches 14.3%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  4. FreedomShare of searches 6.4%Mentioned in 2 of 4 AI answersPlace in AI recommendations 1st
  5. Bed Bath N' TableShare of searches 1.9%Mentioned in 2 of 4 AI answersPlace in AI recommendations 6th

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Top homewares retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, IKEA was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. IKEA is the fifth most recommended of the nine.

Most recommended by AI

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

  1. Freedom1st
  2. Country Road2nd
  3. Adairs3rd
  4. Temple & Webster4th
  5. IKEA5th
  6. Bed Bath N' Table6th
  7. Kmart–
  8. H&M–
  9. Zara Home–

Mentioned by AI

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

  • Adairs3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • IKEA2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Temple & Webster2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Freedom2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Bed Bath N' Table2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Country Road2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Kmart0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • H&M0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Zara Home0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about homewares retailers

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.

Which homewares retailers compete with IKEA?

IKEA against homewares retailers in Australia, by month

Share of searches by month for IKEA, Temple & Webster, Adairs, Freedom. The figures are in the table below the chart.

View monthly share of searches table
MonthIKEATemple & WebsterAdairsFreedomBed Bath N' TableKmartH&MZara HomeCountry Road
Oct 202557%17.1%17.1%6.3%1.5%0.11%0.46%0.25%0.25%
Nov 202556.2%20.7%13.8%6.2%2.3%0.07%0.3%0.2%0.3%
Dec 202561.1%15%15%5.5%2.5%0.08%0.33%0.18%0.27%
Jan 202668.1%13.7%11.2%5%1.2%0.16%0.37%0.16%0.13%
Feb 202665.7%16.1%10.8%4.8%1.5%0.19%0.43%0.29%0.19%
Mar 202661.3%15%15%5.5%2%0.15%0.49%0.27%0.18%
Apr 202667.7%13.6%11.1%5%1.5%0.11%0.45%0.24%0.2%
May 202660.5%14.8%14.8%6.7%2%0.15%0.49%0.27%0.22%
Jun 202656.5%16.9%13.9%6.2%1.5%4.1%0.46%0.25%0.17%
Jul 202661.7%15.1%12.4%5.6%1.7%2.5%0.5%0.33%0.18%
Aug 202662.3%15.3%12.5%5.6%1.7%1.7%0.5%0.34%0.18%
Sep 202657.8%17.4%14.3%6.4%1.9%1.1%0.47%0.38%0.21%

  1. 1.IKEA

    57.8%

    Held 1st. 1.2M estimated branded searches, -18.7% vs prior month. Share -4.4 points.

  2. 2.Temple & Webster

    17.4%

    Held 2nd. 368K estimated branded searches, 0% vs prior month. Share +2.2 points.

  3. 3.Adairs

    14.3%

    Held 3rd. 301K estimated branded searches, 0% vs prior month. Share +1.8 points.

  4. 4.Freedom

    6.4%

    Held 4th. 135K estimated branded searches, 0% vs prior month. Share +0.8 points.

  5. 5.Bed Bath N' Table

    1.9%

    Held 5th. 40.5K estimated branded searches, 0% vs prior month. Share +0.2 points.

  6. 6.Kmart

    1.1%

    Held 6th. 22.2K estimated branded searches, -45.2% vs prior month. Share -0.6 points.

  7. 7.H&M

    0.47%

    Held 7th. 9.9K estimated branded searches, -18.2% vs prior month. Share 0 points.

  8. 8.Zara Home

    0.38%

    Held 8th. 8.1K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Country Road

    0.21%

    Held 9th. 4.4K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between IKEA and its closest rivals

Every comparison with IKEA

16 comparisons

How has branded search demand for IKEA changed in Australia over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for IKEA in Australia fell from 1.5M to 1.2M.
  • Across the 12 months ending September 2026, IKEA’s share of searches among homewares retailers in Australia increased from 57% to 57.8%.
  • Across the 12 months ending September 2026, IKEA’s share of searches among homewares retailers in Australia peaked at 68.1% in January 2026 and was lowest at 56.2% in November 2025.

How did search popularity change for Australia homewares retailers in September 2026?

6 changes

  1. In September 2026, Temple & Webster gained share of searches among homewares retailers in Australia, from 15.3% to 17.4%.

  2. In September 2026, Adairs gained share of searches among homewares retailers in Australia, from 12.5% to 14.3%.

  3. In September 2026, Freedom gained share of searches among homewares retailers in Australia, from 5.6% to 6.4%.

  4. In September 2026, IKEA lost share of searches among homewares retailers in Australia, from 62.3% to 57.8%.

  5. In September 2026, Kmart lost share of searches among homewares retailers in Australia, from 1.7% to 1.1%.

  6. Estimated monthly branded searches for Zara Home in Australia rose 22.7% over 12 measured months, from 6.6K to 8.1K in September 2026.

How are IKEA’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using IKEA’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • ikea

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How the Brand Demand Index is measured

Where does IKEA compete?

IKEA is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Furniture retailers1st of 1046.6%Show ranking
Homewares retailers1st of 957.8%Shown above
Creator with pink hair and a pink jacket

Is IKEA your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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