Brandwave

H&M vs Zara Home:Which is more popular?

In September 2026, H&M had more branded searches than Zara Home among homewares retailers in Australia. H&M had about 9,900 branded searches, while Zara Home had 8,100. H&M made up 0.47% of all homewares retailer searches we track, and Zara Home accounted for 0.38%. When we asked ChatGPT and Google AI Overviews about homewares retailers, neither H&M nor Zara Home appeared in any of the four answers.

Among homewares retailers in Australia in September 2026

Who do people search for more?

H&M, about 22% more searches than Zara Home

H&M 9.9K searchesZara Home 8.1K searches

Who does AI mention more?

Both were mentioned in 0 of 4 answers.

H&M in 0 of 4Zara Home in 0 of 4

Follow H&M vs Zara Home and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top homewares retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, neither H&M nor Zara Home showed up in any of the four answers.

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 H&M or Zara Home more popular in search?

This chart shows how often people search Google for H&M and Zara Home 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.

H&M and Zara Home among homewares retailers in Australia, by month

Share of searches by month for H&M, Zara Home. 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 H&M and Zara Home comparison changed over the last 12 months?

3 findings
  • H&M was ahead of Zara Home in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, H&M’s share of searches among homewares retailers in Australia moved from 0.46% to 0.47%, and its estimated monthly branded searches moved from 12.1K to 9.9K.
  • Across the 12 months ending September 2026, Zara Home’s share of searches among homewares retailers in Australia moved from 0.25% to 0.38%, and its estimated monthly branded searches moved from 6.6K to 8.1K.

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

2 changes

  1. 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.

  2. Estimated monthly branded searches for H&M in Australia fell 18.2% over 12 measured months, from 12.1K to 9.9K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using H&M’s and Zara Home’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.

H&M

1 branded search term

  • h&m home

Zara Home

1 branded search term

  • zara home

How the Brand Demand Index is measured

Other head-to-heads among homewares retailers

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free