--- title: "IKEA vs Thuma: Which is searched more?" description: "Is IKEA or Thuma more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Bed frames set worldwide. 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." canonical: "https://gobrandwave.com/demand/global-en/compare/ikea-vs-thuma" publisher: "Brandwave" --- # IKEA vs Thuma: Which is searched more? Is IKEA or Thuma more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Bed frames set worldwide. 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. ## Key facts - **Compared**: IKEA and Thuma - **Competitive set**: Bed frames - **Market**: Global - **Month measured**: Sep 2026 - **IKEA Share of Search**: 47.8% - **Thuma Share of Search**: 36.5% ## Is IKEA or Thuma more popular in search? - In September 2026, IKEA had more branded searches than Thuma among bed frames worldwide. IKEA had about 162,000 branded searches, while Thuma had 124,000. IKEA made up 47.8% of all bed frame searches we track, and Thuma accounted for 36.5%. - IKEA was ahead of Thuma in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, IKEA’s share of searches among bed frames worldwide moved from 48.1% to 47.8%, and its estimated monthly branded searches moved from 168K to 162K. - Across the 12 months ending September 2026, Thuma’s share of searches among bed frames worldwide moved from 35.4% to 36.5%, and its estimated monthly branded searches held steady at 124K. ## Top bed frames in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, IKEA was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Thuma was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Thuma was listed before IKEA in every answer. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Thuma | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Saatva | 2nd | 1 of 3 | 1 of 2 | 2 of 5 | | IKEA | 3rd | 2 of 3 | 2 of 2 | 4 of 5 | | Zinus | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | Article | 5th | 1 of 3 | 1 of 2 | 2 of 5 | | Floyd | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Nectar Sleep | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Castlery | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Sleep Number | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Avocado | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Emma Sleep | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Mellow | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Novilla | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about bed frames - Asked ChatGPT "Which bed frame brand should I buy?": 1. Thuma, 2. IKEA, 3. Zinus - Asked ChatGPT "What are the best bed frame brands?": 1. Thuma, 2. Saatva, 3. Article, 4. IKEA - Asked ChatGPT "What's the best bed frame brand for a sturdy, quiet frame?": 1. Thuma, 2. Zinus - Searched Google, AI Overview "bed frame": 1. IKEA - Searched Google, AI Overview "best bed frame": 1. Saatva, 2. Thuma, 3. IKEA, 4. Article, 5. Zinus Not named in any answer: Floyd, Nectar Sleep, Castlery, Sleep Number, Avocado, Emma Sleep, Mellow and Novilla. Brands are listed in the order each answer named them. The answers were collected in the United States on October 22, 2026. ## How did search popularity change for bed frames worldwide in September 2026? - In September 2026, Thuma gained share of searches among bed frames worldwide, from 33.1% to 36.5%. - In September 2026, IKEA lost share of searches among bed frames worldwide, from 50.1% to 47.8%. ## Month by month | Month | IKEA estimated searches | IKEA Share of Search | IKEA rank | Thuma estimated searches | Thuma Share of Search | Thuma rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 168K | 48.1% | 1 | 124K | 35.4% | 2 | | Nov 2025 | 168K | 43.8% | 1 | 151K | 39.2% | 2 | | Dec 2025 | 137K | 44.2% | 1 | 118K | 37.9% | 2 | | Jan 2026 | 198K | 51.3% | 1 | 124K | 32% | 2 | | Feb 2026 | 137K | 43.3% | 1 | 124K | 39% | 2 | | Mar 2026 | 137K | 41.4% | 1 | 124K | 37.3% | 2 | | Apr 2026 | 137K | 44.3% | 1 | 118K | 38% | 2 | | May 2026 | 192K | 50.9% | 1 | 124K | 32.8% | 2 | | Jun 2026 | 198K | 52.5% | 1 | 124K | 32.8% | 2 | | Jul 2026 | 198K | 51.1% | 1 | 131K | 33.8% | 2 | | Aug 2026 | 198K | 50.1% | 1 | 131K | 33.1% | 2 | | Sep 2026 | 162K | 47.8% | 1 | 124K | 36.5% | 2 | ## How each brand is measured Brandwave collects information about searches that people make online using IKEA’s and Thuma’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. - **IKEA**: Measured on the search terms “ikea bed frame” and “ikea malm bed”, summed into one figure. - **Thuma**: Measured on the search terms “thuma” and “thuma bed”, summed into one figure. - [IKEA profile](/demand/global-en/brands/ikea) - [Thuma profile](/demand/global-en/brands/thuma) - [All bed frames worldwide](/demand/global-en/categories/bed-frames): The set both shares are measured inside, 13 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is IKEA or Thuma more popular in search? In September 2026, IKEA had more branded searches than Thuma among bed frames worldwide. IKEA had about 162,000 branded searches, while Thuma had 124,000. IKEA made up 47.8% of all bed frame searches we track, and Thuma accounted for 36.5%. ## Cite this page Brandwave. "IKEA vs Thuma: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/ikea-vs-thuma This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/ikea-vs-thuma. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.