Brandwave

How popular isFarmers?

In September 2026, people searched for Farmers by name about 503,000 times in New Zealand, a 10.8% decrease from the previous year. These searches made up 0.06% of all New Zealand homeware retailer searches, placing Farmers tenth out of ten retailers. When we asked both ChatGPT and Google AI Overviews about homeware retailers, Farmers appeared in one of the five answers and was the eighth most recommended of the ten.

Search and AI answers in September 2026

Farmers is the tenth most searched of 10 competitors and the eighth most recommended in AI answers.

  1. Kmart NZShare of searches 52.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  2. Briscoes HomewareShare of searches 18.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  3. The WarehouseShare of searches 14.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
  4. SpotlightShare of searches 6.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. FarmersShare of searches 0.06%Mentioned in 1 of 5 AI answersPlace in AI recommendations 8th

+5 more

Farmers website (opens in a new tab)

Follow Farmers and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top homeware retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Farmers was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Farmers is the eighth most recommended of the ten.

Most recommended by AI

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

  1. Briscoes Homeware1st
  2. Father Rabbit2nd
  3. Kmart NZ3rd
  4. Città4th
  5. A&C Homestore5th
  6. The Warehouse6th
  7. The Homestore7th
  8. Farmers8th
  9. Spotlight–
  10. IKEA–

Mentioned by AI

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

  • Briscoes Homeware3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • The Warehouse3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Città3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Father Rabbit3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • A&C Homestore3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • The Homestore3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kmart NZ2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Farmers1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Spotlight0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • IKEA0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about homeware retailers

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 19, 2026.

Which homeware retailers compete with Farmers?

Farmers against homeware retailers in New Zealand, by month

Share of searches by month for Kmart NZ, Briscoes Homeware, The Warehouse, Spotlight, IKEA, Farmers. The figures are in the table below the chart.

View monthly share of searches table
MonthKmart NZBriscoes HomewareThe WarehouseSpotlightIKEACittàFather RabbitA&C HomestoreThe HomestoreFarmers
Oct 202555%17.1%17.1%7.6%2.2%0.5%0.16%0.11%0.07%0.09%
Nov 202552.4%20%16.8%6%3.9%0.48%0.2%0.11%0.07%0.07%
Dec 202542.9%19.2%15.9%4.7%16.4%0.4%0.23%0.07%0.1%0.06%
Jan 202648%17.6%17.9%5.3%10.4%0.43%0.14%0.09%0.09%0.08%
Feb 202650%15.3%18.3%6.6%8.9%0.45%0.14%0.08%0.08%0.07%
Mar 202654%14.6%17.3%6.3%7%0.5%0.13%0.09%0.09%0.07%
Apr 202651.9%18.8%15.4%6.8%6.4%0.44%0.12%0.08%0.08%0.07%
May 202648.8%18%17.2%7.6%7.5%0.49%0.13%0.09%0.11%0.08%
Jun 202651.5%17.6%14.5%7.8%7.8%0.5%0.11%0.08%0.09%0.07%
Jul 202649.5%21.1%13.8%6.1%8.8%0.4%0.11%0.07%0.11%0.06%
Aug 202651.3%18.1%14.4%7.8%7.5%0.51%0.14%0.09%0.11%0.07%
Sep 202652.9%18.6%14.8%6.5%6.2%0.51%0.14%0.09%0.09%0.06%

  1. 1.Kmart NZ

    52.9%

    Held 1st. 1.1M estimated branded searches, +0.53% vs prior month. Share +1.7 points.

  2. 2.Briscoes Homeware

    18.6%

    Held 2nd. 384K estimated branded searches, +0.03% vs prior month. Share +0.5 points.

  3. 3.The Warehouse

    14.8%

    Held 3rd. 306K estimated branded searches, +0.02% vs prior month. Share +0.4 points.

  4. 4.Spotlight

    6.5%

    Held 4th. 135K estimated branded searches, -18.2% vs prior month. Share -1.2 points.

  5. 5.IKEA

    6.2%

    Held 5th. 128K estimated branded searches, -19.3% vs prior month. Share -1.3 points.

  6. 6.Città

    0.51%

    Held 6th. 10.6K estimated branded searches, -1.9% vs prior month. Share 0 points.

  7. 7.Father Rabbit

    0.14%

    Held 7th. 2.9K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.A&C Homestore

    0.09%

    Moved from 9th to 8th. 1.9K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.The Homestore

    0.09%

    Moved from 8th to 9th. 1.9K estimated branded searches, -20.8% vs prior month. Share 0 points.

  10. 10.Farmers

    0.06%

    Held 10th. 1.2K estimated branded searches, -12.1% vs prior month. Share 0 points.

Compare popularity between Farmers and its closest rivals

Every comparison with Farmers

22 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Farmers in New Zealand fell from 563K to 503K.
  • Across the 12 months ending September 2026, Farmers fell from 9th to 10th among homeware retailers in New Zealand.

How did search popularity change for New Zealand homeware retailers in September 2026?

6 changes

  1. In September 2026, Kmart NZ gained share of searches among homeware retailers in New Zealand, from 51.3% to 52.9%.

  2. In September 2026, IKEA lost share of searches among homeware retailers in New Zealand, from 7.5% to 6.2%.

  3. In September 2026, Spotlight lost share of searches among homeware retailers in New Zealand, from 7.8% to 6.5%.

  4. In September 2026, A&C Homestore rose from 9th to 8th among homeware retailers in New Zealand.

  5. In September 2026, The Homestore fell from 8th to 9th among homeware retailers in New Zealand.

  6. Estimated monthly branded searches for Farmers in New Zealand fell 36.7% over 12 measured months, from 2K to 1.2K in September 2026.

How are Farmers’ branded searches counted?

18 search terms

Brandwave collects information about searches that people make online using Farmers’ 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.

  • calvin klein underwear farmers
  • Farmers
  • farmers beauty
  • farmers bedding
  • farmers bonds underwear
  • farmers calvin klein
  • farmers calvin klein underwear
  • farmers clothing
  • farmers co nz
  • farmers fayreform bras
  • farmers finance
  • farmers home decor
  • farmers homeware
  • farmers near me
  • farmers nz
  • farmers toy store
  • farmers toys
  • fayreform bras farmers

How the Brand Demand Index is measured

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.

Where does Farmers compete?

Farmers 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 searchesRanking
homeware retailers10th of 100.06%Shown above
Department stores2nd of 525.6%Show ranking
Toy retailers7th of 80.1%Show ranking
Bath, body and cosmetics stores7th of 70.51%Show ranking
Creator with pink hair and a pink jacket

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.

Start free