Brandwave

How popular isIKEA in search?

In September 2026, there were an estimated 55.6M branded searches for IKEA worldwide which held steady over the last 12 months. IKEA holds 87.8% estimated Share of Search among homeware brands worldwide and is ranked 1st of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. IKEA87.8%
  2. Kmart NZ8.3%
  3. The Warehouse2.4%
  4. Farmers1.6%
  5. Habitat0.01%
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Where does IKEA compete?

IKEA is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Homeware brands1st of 587.8%Shown below
Curtain brands1st of 690%Show ranking
Cushion brands1st of 691.9%Show ranking
Furniture brands1st of 596.8%Show ranking

Which homeware brands compete with IKEA?

IKEA against homeware brands worldwide, by month

Share of Search by month for IKEA, Kmart NZ, The Warehouse. The figures are in the table below the chart.

View monthly share of search table
MonthIKEAKmart NZThe WarehouseFarmersHabitat
Oct 202584.3%11.6%2.3%1.8%0.01%
Nov 202584.2%11.6%2.3%1.8%0.01%
Dec 202581.8%13.7%2.7%1.8%0.01%
Jan 202684.1%11.6%2.8%1.5%0.01%
Feb 202683.9%11.5%2.8%1.8%0.01%
Mar 202683.8%11.6%2.8%1.8%0.01%
Apr 202683.3%11.5%3.4%1.8%0.01%
May 202683.8%11.6%2.8%1.8%0.01%
Jun 202685.4%9.9%2.8%1.9%0.01%
Jul 202683.8%11.6%2.8%1.8%0.01%
Aug 202685.9%9.8%2.3%1.9%0.01%
Sep 202687.8%8.3%2.4%1.6%0.01%

  1. 1.IKEA

    87.8%

    Held 1st. 55.6M estimated branded searches, 0% vs prior month. Share +1.8 points.

  2. 2.Kmart NZ

    8.3%

    Held 2nd. 5.2M estimated branded searches, -17.6% vs prior month. Share -1.6 points.

  3. 3.The Warehouse

    2.4%

    Held 3rd. 1.5M estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Farmers

    1.6%

    Held 4th. 1M estimated branded searches, -18% vs prior month. Share -0.3 points.

  5. 5.Habitat

    0.01%

    Held 5th. 8.1K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between IKEA and its closest rivals

Every comparison with IKEA

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for IKEA worldwide held steady at 55.6M.
  • Across the 12 months ending September 2026, IKEA’s estimated Share of Search among homeware brands worldwide increased from 84.3% to 87.8%.
  • Across the 12 months ending September 2026, IKEA’s estimated Share of Search among homeware brands worldwide peaked at 87.8% in September 2026 and was lowest at 81.8% in December 2025.

How did search popularity change for homeware brands worldwide in September 2026?

  1. In September 2026, IKEA gained estimated Share of Search among homeware brands worldwide, from 85.9% to 87.8%.

  2. In September 2026, Kmart NZ lost estimated Share of Search among homeware brands worldwide, from 9.8% to 8.3%.

  3. Estimated monthly branded searches for Farmers worldwide fell 18% over 12 measured months, from 1.2M to 1M in September 2026.

How is IKEA measured?

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.

1 branded search term

  • ikea

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How the Brand Demand Index is measured

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