Brandwave

How popular isBuro?

In September 2026, people searched for Buro by name about 510 times in New Zealand, a 12.1% decrease from the previous year. These searches made up 13.7% of all New Zealand ergonomic office chair brand searches, placing Buro second out of six brands. When we asked both ChatGPT and Google AI Overviews about ergonomic office chair brands, Buro appeared in all answers and was the most recommended of the six.

Search and AI answers in September 2026

Buro is the second most searched of 6 competitors and the most recommended in AI answers.

  1. Herman MillerShare of searches 61.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  2. BuroShare of searches 13.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. SihooShare of searches 10.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  4. SteelcaseShare of searches 8.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  5. HumanscaleShare of searches 3.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top ergonomic office chair brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Buro appeared in all five answers. Buro is the most recommended of the six.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Buro1st
  2. Herman Miller2nd
  3. Steelcase3rd
  4. Sihoo4th
  5. Ergohuman4th
  6. Humanscale–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Buro5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Herman Miller3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Steelcase3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ergohuman3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Sihoo1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Humanscale0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about ergonomic office chair brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which ergonomic office chair brands compete with Buro?

Buro against ergonomic office chair brands in New Zealand, by month

Share of searches by month for Herman Miller, Buro, Sihoo, Steelcase, Humanscale. The figures are in the table below the chart.

View monthly share of searches table
MonthHerman MillerBuroSihooSteelcaseHumanscaleErgohuman
Oct 202564%14.8%5.9%9.9%4.1%1.3%
Nov 202563.8%14.6%8.2%9.6%3.2%0.68%
Dec 202563.4%11.8%8.2%12.8%2.8%1%
Jan 202662.9%15.3%7%10.3%3.7%0.87%
Feb 202664.6%15.2%8.4%7.9%3.1%0.88%
Mar 202669.2%11.8%7.8%7.7%2.5%1%
Apr 202667.4%11.9%7.9%8.6%3.1%1%
May 202666.6%11.9%7.8%8.2%4.8%0.6%
Jun 202666%11.8%7.3%9.1%4.1%1.7%
Jul 202665.4%12.7%8.3%7.2%5.3%1.1%
Aug 202666.4%11.9%8.5%7.8%4.3%1.1%
Sep 202661.8%13.7%10.5%8.9%3.5%1.6%

  1. 1.Herman Miller

    61.8%

    Held 1st. 2.3K estimated branded searches, -22.3% vs prior month. Share -4.5 points.

  2. 2.Buro

    13.7%

    Held 2nd. 510 estimated branded searches, -3.8% vs prior month. Share +1.8 points.

  3. 3.Sihoo

    10.5%

    Held 3rd. 390 estimated branded searches, +2.6% vs prior month. Share +2 points.

  4. 4.Steelcase

    8.9%

    Held 4th. 330 estimated branded searches, -5.7% vs prior month. Share +1 points.

  5. 5.Humanscale

    3.5%

    Held 5th. 130 estimated branded searches, -31.6% vs prior month. Share -0.8 points.

  6. 6.Ergohuman

    1.6%

    Held 6th. 60 estimated branded searches, +20% vs prior month. Share +0.5 points.

Compare popularity between Buro and its closest rivals

Every comparison with Buro

7 comparisons

How has branded search demand for Buro changed in New Zealand over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Buro in New Zealand fell from 580 to 510.
  • Across the 12 months ending September 2026, Buro’s share of searches among ergonomic office chair brands in New Zealand decreased from 14.8% to 13.7%.
  • Across the 12 months ending September 2026, Buro’s share of searches among ergonomic office chair brands in New Zealand peaked at 15.3% in January 2026 and was lowest at 11.8% in June 2026.

How did search popularity change for New Zealand ergonomic office chair brands in September 2026?

6 changes

  1. In September 2026, Sihoo gained share of searches among ergonomic office chair brands in New Zealand, from 8.5% to 10.5%.

  2. In September 2026, Buro gained share of searches among ergonomic office chair brands in New Zealand, from 11.9% to 13.7%.

  3. In September 2026, Steelcase gained share of searches among ergonomic office chair brands in New Zealand, from 7.8% to 8.9%.

  4. In September 2026, Herman Miller lost share of searches among ergonomic office chair brands in New Zealand, from 66.4% to 61.8%.

  5. In September 2026, Humanscale lost share of searches among ergonomic office chair brands in New Zealand, from 4.3% to 3.5%.

  6. Estimated monthly branded searches for Ergohuman in New Zealand rose 20% over 12 measured months, from 50 to 60 in September 2026.

How are Buro’s branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Buro’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • buro chair
  • buro ergonomic chair
  • buro seating
  • metro buro chair

Do you work for Buro? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Buro compete?

Buro is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Gaming and office chair brands5th of 65.3%Show ranking
Ergonomic office chair brands2nd of 613.7%Shown above
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Is Buro your brand?

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