How popular isFarmers in search?
In September 2026, there were an estimated 1M branded searches for Farmers worldwide which is down 18% over the last 12 months. Farmers holds 1.6% estimated Share of Search among homeware brands worldwide and is ranked 4th of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.
IKEA87.8%Kmart NZ8.3%
The Warehouse2.4%
Farmers1.6%
Habitat0.02%
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Which homeware brands compete with Farmers?
Share of Search by month for IKEA, Kmart NZ, The Warehouse, Farmers. The figures are in the table below the chart.
View monthly share of search table
| Month | IKEA | Kmart NZ | The Warehouse | Farmers | Habitat |
|---|---|---|---|---|---|
| Oct 2025 | 84.3% | 11.6% | 2.3% | 1.8% | 0.02% |
| Nov 2025 | 84.2% | 11.6% | 2.3% | 1.8% | 0.02% |
| Dec 2025 | 81.8% | 13.7% | 2.7% | 1.8% | 0.02% |
| Jan 2026 | 84.1% | 11.6% | 2.8% | 1.5% | 0.02% |
| Feb 2026 | 83.8% | 11.5% | 2.8% | 1.8% | 0.02% |
| Mar 2026 | 83.8% | 11.6% | 2.8% | 1.8% | 0.02% |
| Apr 2026 | 83.3% | 11.5% | 3.4% | 1.8% | 0.02% |
| May 2026 | 83.8% | 11.6% | 2.8% | 1.8% | 0.02% |
| Jun 2026 | 85.4% | 9.9% | 2.8% | 1.9% | 0.02% |
| Jul 2026 | 83.7% | 11.6% | 2.8% | 1.8% | 0.02% |
| Aug 2026 | 85.9% | 9.8% | 2.3% | 1.9% | 0.02% |
| Sep 2026 | 87.8% | 8.3% | 2.4% | 1.6% | 0.02% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 87.8% | 55.6M | 0% | +1.8 points | |
| 2, held 2nd | 8.3% | 5.2M | -17.6% | -1.6 points | |
| 3, held 3rd | 2.4% | 1.5M | 0% | 0 points | |
| 4, held 4th | 1.6% | 1M | -18% | -0.3 points | |
| 5, held 5th | 0.02% | 11.7K | +6.4% | 0 points |
1.
IKEA87.8%
Held 1st. 55.6M estimated branded searches, 0% vs prior month. Share +1.8 points.
2.
8.3%
Held 2nd. 5.2M estimated branded searches, -17.6% vs prior month. Share -1.6 points.
2.4%
Held 3rd. 1.5M estimated branded searches, 0% vs prior month. Share 0 points.
4.
Farmers1.6%
Held 4th. 1M estimated branded searches, -18% vs prior month. Share -0.3 points.
5.
Habitat0.02%
Held 5th. 11.7K estimated branded searches, +6.4% vs prior month. Share 0 points.
Compare search popularity between Farmers and its closest rivals
Every comparison with Farmers
4 comparisons
How has branded search demand for Farmers changed worldwide over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Farmers worldwide fell from 1.2M to 1M.
- Across the 12 months ending September 2026, Farmers’ estimated Share of Search among homeware brands worldwide held steady, from 1.8% to 1.6%.
How did search popularity change for homeware brands worldwide in September 2026?
3 changes
In September 2026, IKEA gained estimated Share of Search among homeware brands worldwide, from 85.9% to 87.8%.
In September 2026, Kmart NZ lost estimated Share of Search among homeware brands worldwide, from 9.8% to 8.3%.
Estimated monthly branded searches for Farmers worldwide fell 18% over 12 measured months, from 1.2M to 1M in September 2026.
How is Farmers measured?
Brandwave collects information about searches that people make online using Farmers’ 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.
1 branded search term
- farmers
Who owns Farmers?
Farmers is owned by The Farmers' Trading Company Limited. Brandwave does not track any other brands owned by The Farmers' Trading Company Limited.
Do you work for Farmers? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Farmers 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.