Farmers vs Kmart NZ:Which is searched more?
In September 2026, Kmart NZ had more branded searches than Farmers among homeware brands worldwide. Kmart NZ was estimated to have 5.2M branded searches compared to Farmers’ 1M, and held an 8.3% Share of Search versus Farmers’ 1.6%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Farmers or Kmart NZ?
Compare the homeware brands people buy. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Kmart NZ, 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% | 0.01% |
| Nov 2025 | 84.2% | 11.6% | 2.3% | 1.8% | 0.01% |
| Dec 2025 | 81.8% | 13.7% | 2.7% | 1.8% | 0.01% |
| Jan 2026 | 84.1% | 11.6% | 2.8% | 1.5% | 0.01% |
| Feb 2026 | 83.9% | 11.5% | 2.8% | 1.8% | 0.01% |
| Mar 2026 | 83.8% | 11.6% | 2.8% | 1.8% | 0.01% |
| Apr 2026 | 83.3% | 11.5% | 3.4% | 1.8% | 0.01% |
| May 2026 | 83.8% | 11.6% | 2.8% | 1.8% | 0.01% |
| Jun 2026 | 85.4% | 9.9% | 2.8% | 1.9% | 0.01% |
| Jul 2026 | 83.8% | 11.6% | 2.8% | 1.8% | 0.01% |
| Aug 2026 | 85.9% | 9.8% | 2.3% | 1.9% | 0.01% |
| Sep 2026 | 87.8% | 8.3% | 2.4% | 1.6% | 0.01% |
How has the Farmers and Kmart NZ comparison changed over the last 12 months?
3 findings
- Kmart NZ was ahead of Farmers in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Farmers’ estimated Share of Search among homeware brands worldwide moved from 1.8% to 1.6%, and its estimated monthly branded searches moved from 1.2M to 1M.
- Across the 12 months ending September 2026, Kmart NZ’s estimated Share of Search among homeware brands worldwide moved from 11.6% to 8.3%, and its estimated monthly branded searches moved from 7.6M to 5.2M.
How did search popularity change for homeware brands worldwide in September 2026?
2 changes
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.
Other head-to-heads among homeware brands
How each brand is measured
Brandwave collects information about searches that people make online using Farmers’ and Kmart NZ’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.
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.