How popular isIKEA?
In September 2026, people searched for IKEA by name about 1.3 million times in Australia, an 18.4% decrease from the previous year. These searches made up 8% of all Australia mattress brand searches, placing IKEA fourth out of nine brands. When we asked both ChatGPT and Google AI Overviews about mattress brands, IKEA did not appear in any of the answers.
IKEA is the fourth most searched of 9 competitors and not listed in any AI answer.
EcosaShare of searches 32.7%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
KoalaShare of searches 26.7%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
Sleeping DuckShare of searches 17.9%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
IKEAShare of searches 8%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
Emma SleepShare of searches 6.5%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
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Top mattress brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, IKEA did not appear in any of the four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Koala1st
- Sleeping Duck2nd
- Ecosa3rd
- Emma Sleep4th
Sealy5th
Eva6th
A.H. Beard7th- IKEA–
Sleepmaker–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Koala4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Sleeping Duck4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Ecosa3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Emma Sleep2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Sealy1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- A.H. Beard1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Eva1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- IKEA0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Sleepmaker0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about mattress brands
4 answers
Asked ChatGPT
“Which mattress brand should I buy in Australia?”
Asked ChatGPT
“What are the best mattress brands in Australia?”
Asked ChatGPT
“What's the best mattress in a box in Australia for back pain?”
Searched Google, AI Overview
“best mattress australia”
Searched Google, AI Overview
“mattress”
Google showed no AI Overview for this search.
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 mattress brands compete with IKEA?
Share of searches by month for Ecosa, Koala, Sleeping Duck, IKEA, Emma Sleep, Sealy, A.H. Beard. The figures are in the table below the chart.
View monthly share of searches table
| Month | Ecosa | Koala | Sleeping Duck | IKEA | Emma Sleep | Sealy | A.H. Beard | Eva | Sleepmaker |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 28.9% | 28.9% | 15.8% | 7.1% | 8.6% | 3.9% | 2.7% | 2.1% | 2.1% |
| Nov 2025 | 29.8% | 29.8% | 16.3% | 6% | 8.9% | 3.3% | 1.9% | 2.2% | 1.8% |
| Dec 2025 | 29.1% | 29.1% | 15.9% | 8.7% | 8.7% | 3.2% | 1.6% | 2.1% | 1.7% |
| Jan 2026 | 31.9% | 26.1% | 17.4% | 7.8% | 7.8% | 3.5% | 1.9% | 1.9% | 1.9% |
| Feb 2026 | 29% | 29% | 15.9% | 8.7% | 7.1% | 3.9% | 2.3% | 2.1% | 2.1% |
| Mar 2026 | 29.9% | 29.9% | 16.4% | 7.3% | 7.3% | 3.3% | 1.9% | 2.1% | 1.8% |
| Apr 2026 | 28.3% | 28.3% | 15.5% | 6.9% | 6.9% | 3.1% | 7.3% | 2% | 1.7% |
| May 2026 | 27.4% | 33.4% | 15% | 6.7% | 6.7% | 3% | 4.3% | 2% | 1.6% |
| Jun 2026 | 28.8% | 28.8% | 19.2% | 5.8% | 8.6% | 3.1% | 2.2% | 2.1% | 1.4% |
| Jul 2026 | 31.9% | 26.1% | 17.5% | 7.8% | 7.8% | 2.8% | 2.3% | 1.9% | 1.9% |
| Aug 2026 | 31.9% | 26.1% | 17.5% | 7.8% | 7.8% | 2.8% | 2.3% | 1.9% | 1.9% |
| Sep 2026 | 32.7% | 26.7% | 17.9% | 8% | 6.5% | 2.9% | 2.1% | 1.5% | 1.5% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 32.7% | 40.5K | 0% | +0.8 points | |
| 2, held 2nd | 26.7% | 33.1K | 0% | +0.7 points | |
| 3, held 3rd | 17.9% | 22.2K | 0% | +0.4 points | |
| 4, moved from 5th to 4th | 8% | 9.9K | 0% | +0.2 pointsmoved from 5th to 4th | |
| 5, moved from 4th to 5th | 6.5% | 8.1K | -18.2% | -1.3 pointsmoved from 4th to 5th | |
| 6, held 6th | 2.9% | 3.6K | 0% | +0.1 points | |
| 7, held 7th | 2.1% | 2.6K | -10.3% | -0.2 points | |
| 8, held 8th | 1.5% | 1.9K | -20.8% | -0.4 points | |
| 9, held 9th | 1.5% | 1.9K | -20.8% | -0.4 points |
1.
Ecosa32.7%
Held 1st. 40.5K estimated branded searches, 0% vs prior month. Share +0.8 points.
2.
Koala26.7%
Held 2nd. 33.1K estimated branded searches, 0% vs prior month. Share +0.7 points.
17.9%
Held 3rd. 22.2K estimated branded searches, 0% vs prior month. Share +0.4 points.
4.
IKEA8%
Moved from 5th to 4th. 9.9K estimated branded searches, 0% vs prior month. Share +0.2 points.
6.5%
Moved from 4th to 5th. 8.1K estimated branded searches, -18.2% vs prior month. Share -1.3 points.
6.
Sealy2.9%
Held 6th. 3.6K estimated branded searches, 0% vs prior month. Share +0.1 points.
2.1%
Held 7th. 2.6K estimated branded searches, -10.3% vs prior month. Share -0.2 points.
8.
Eva1.5%
Held 8th. 1.9K estimated branded searches, -20.8% vs prior month. Share -0.4 points.
1.5%
Held 9th. 1.9K estimated branded searches, -20.8% vs prior month. Share -0.4 points.
IKEA sells other things too, so only its searches that name this product count here, like “ikea mattress”.
Compare popularity between IKEA and its closest rivals
Every comparison with IKEA
40 comparisons
- Fantastic Furniture vs IKEA
- IKEA vs Temple & Webster
- Adairs vs IKEA
- Amart Furniture vs IKEA
- Freedom vs IKEA
- IKEA vs Nick Scali
- Bed Bath N' Table vs IKEA
- IKEA vs King Living
- IKEA vs Mocka
- Castlery vs IKEA
- IKEA vs Kmart
- IKEA vs Koala
- IKEA vs Ruggable
- IKEA vs Kaboodle
- IKEA vs Miss Amara
- IKEA vs Spotlight
- Ecosa vs IKEA
- IKEA vs Sleeping Duck
- H&M vs IKEA
- Emma Sleep vs IKEA
- IKEA vs Zara Home
- IKEA vs Kinsman
- Country Road vs IKEA
- Blinds Online vs IKEA
- Bunnings vs IKEA
- Freedom Kitchens vs IKEA
- IKEA vs Kitchen Connection
- IKEA vs Sealy
- IKEA vs Wynstan
- IKEA vs Luxaflex
- A.H. Beard vs IKEA
- Brosa vs IKEA
- Eva vs IKEA
- IKEA vs Sleepmaker
- IKEA vs The Blind Factory
- IKEA vs Rug Culture
- IKEA vs Rugs a Million
- IKEA vs KitchenKraft
- IKEA vs Blinds by Peter Meyer
- Dan Kitchens vs IKEA
How has branded search demand for IKEA changed in Australia over the last 12 months?
4 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for IKEA in Australia fell from 1.6M to 1.3M.
- Across the 12 months ending September 2026, IKEA’s share of searches among mattress brands in Australia increased from 7.1% to 8%.
- Across the 12 months ending September 2026, IKEA’s share of searches among mattress brands in Australia peaked at 8.7% in December 2025 and was lowest at 5.8% in June 2026.
- Across the 12 months ending September 2026, IKEA rose from 5th to 4th among mattress brands in Australia.
How did search popularity change for Australia mattress brands in September 2026?
6 changes
In September 2026, Ecosa gained share of searches among mattress brands in Australia, from 31.9% to 32.7%.
In September 2026, Koala gained share of searches among mattress brands in Australia, from 26.1% to 26.7%.
In September 2026, Emma Sleep lost share of searches among mattress brands in Australia, from 7.8% to 6.5%.
In September 2026, IKEA rose from 5th to 4th among mattress brands in Australia.
Estimated monthly branded searches for Eva in Australia fell 34.5% over 12 measured months, from 2.9K to 1.9K in September 2026.
Estimated monthly branded searches for Sleepmaker in Australia fell 34.5% over 12 measured months, from 2.9K to 1.9K in September 2026.
How are IKEA’s branded searches counted?
5 search terms
Brandwave collects information about searches that people make online using IKEA’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
- ikea
- ikea blinds
- ikea kitchen
- ikea mattress
- ikea rugs
Do you work for IKEA? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does IKEA compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Furniture retailers | 1st of 10 | 46.6% | Show ranking |
| Homewares retailers | 1st of 9 | 57.8% | Show ranking |
| Mattress brands | 4th of 9 | 8% | Shown above |
| Rug retailers | 1st of 7 | 35.1% | Show ranking |
| Blinds retailers | 5th of 8 | 6.8% | Show ranking |
| Kitchen retailers | 1st of 7 | 36.7% | Show ranking |
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.