Brandwave

Country Road vs IKEA:Which is more popular?

In September 2026, IKEA had more branded searches than Country Road among homewares retailers in Australia. IKEA had about 1.2 million branded searches, while Country Road had 4,400. IKEA made up 57.8% of all homewares retailer searches we track, and Country Road accounted for 0.21%. When we asked ChatGPT and Google AI Overviews about homewares retailers, Country Road and IKEA each appeared in two of the four answers. Country Road was mentioned before IKEA in every answer.

Among homewares retailers in Australia in September 2026

Who do people search for more?

IKEA, about 277 searches for every 1 for Country Road

IKEA 1.2M searchesCountry Road 4.4K searches

Who does AI mention more?

Both were mentioned in 2 of 4 answers.

Country Road in 2 of 4IKEA in 2 of 4

Who does AI recommend more?

Country Road, named ahead of IKEA in every answer

Country Road first in 2IKEA never first

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Top homewares retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Country Road and IKEA were each mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Country Road was listed before IKEA in every answer.

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.

Is Country Road or IKEA more popular in search?

This chart shows how often people search Google for Country Road and IKEA by name. Each line represents a brand's share of searches for all nine homewares retailers we track, month by month, from searches in Australia.

Country Road and IKEA among homewares retailers in Australia, by month

Share of searches by month for IKEA, Country Road. 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%

How has the Country Road and IKEA comparison changed over the last 12 months?

3 findings
  • IKEA was ahead of Country Road in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Country Road’s share of searches among homewares retailers in Australia moved from 0.25% to 0.21%, and its estimated monthly branded searches moved from 6.6K to 4.4K.
  • Across the 12 months ending September 2026, IKEA’s share of searches among homewares retailers in Australia moved from 57% to 57.8%, and its estimated monthly branded searches moved from 1.5M to 1.2M.

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

2 changes

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

  2. Estimated monthly branded searches for Country Road in Australia fell 33.3% over 12 measured months, from 6.6K to 4.4K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Country Road’s and IKEA’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.

Country Road

1 branded search term

  • country road home

IKEA

1 branded search term

  • ikea

How the Brand Demand Index is measured

Other head-to-heads among homewares retailers

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