Brandwave

How popular isIKEA in search?

In August 2026, there were an estimated 317K branded searches for IKEA in New Zealand which is up 184.1% over the last 11 months. IKEA holds 49.7% estimated Share of Search among New Zealand furniture retailers and is ranked 1st of 10 competitors for search popularity.

Share of Search, August 2026
  1. IKEA49.7%
  2. Harvey Norman22.2%
  3. Big Save Furniture6.7%
  4. NOOD5.1%
  5. Early Settler5%
  6. Freedom Furniture4.3%
  7. Mocka4.1%
  8. Target Furniture2.3%
  9. Smiths City0.59%
  10. Danske Møbler<0.01%
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Which furniture retailers compete with IKEA?

IKEA against furniture retailers in New Zealand, by month

Share of Search by month for IKEA, Harvey Norman, Big Save Furniture, NOOD, Early Settler, Freedom Furniture, Mocka, Target Furniture. The figures are in the table below the chart.

View monthly share of search table
MonthIKEAHarvey NormanBig Save FurnitureNOODEarly SettlerFreedom FurnitureMockaTarget FurnitureSmiths CityDanske Møbler
Oct 202521.8%40.7%7.7%6.6%6.3%6.5%6.2%2.9%1.3%<0.01%
Nov 202533.3%39.8%5.5%5%4.8%4.3%4.9%1.9%0.59%<0.01%
Dec 202570.8%17.9%2.3%2.2%1.8%2.3%1.5%0.86%0.27%0%
Jan 202659.6%20.9%4%3.2%3.2%4.1%3.2%1.5%0.38%0%
Feb 202656.9%24.1%4%3.7%3%3.1%3%1.7%0.36%<0.01%
Mar 202648.2%29.5%4.9%3.8%3.8%3.9%3.7%1.7%0.53%<0.01%
Apr 202647.4%28.4%5.4%4.4%3.7%4.5%3.6%2%0.51%<0.01%
May 202647%27.7%5.7%4.2%4.1%4.4%4.2%2.4%0.34%<0.01%
Jun 202652.9%21.2%5.2%4%4.3%5%4.8%2.2%0.31%<0.01%
Jul 202654.4%20.1%7.3%3.9%4.1%3.9%3.7%2.1%0.53%<0.01%
Aug 202649.7%22.2%6.7%5.1%5%4.3%4.1%2.3%0.59%<0.01%
Sep 2026——————————

  1. 1.IKEA

    49.7%

    held 1st · 317K estimated branded searches · -17.5% vs prior month · -4.7 points

  2. 2.Harvey Norman

    22.2%

    held 2nd · 142K estimated branded searches · -0.28% vs prior month · +2.1 points

  3. 3.Big Save Furniture

    6.7%

    held 3rd · 42.6K estimated branded searches · -17.8% vs prior month · -0.7 points

  4. 4.NOOD

    5.1%

    moved from 5th to 4th · 32.5K estimated branded searches · +17.7% vs prior month · +1.2 points

  5. 5.Early Settler

    5%

    moved from 4th to 5th · 32.1K estimated branded searches · +12.2% vs prior month · +1 points

  6. 6.Freedom Furniture

    4.3%

    held 6th · 27.2K estimated branded searches · +0.07% vs prior month · +0.4 points

  7. 7.Mocka

    4.1%

    held 7th · 26.2K estimated branded searches · -0.08% vs prior month · +0.4 points

  8. 8.Target Furniture

    2.3%

    held 8th · 14.8K estimated branded searches · 0% vs prior month · +0.2 points

  9. 9.Smiths City

    0.59%

    held 9th · 3.8K estimated branded searches · +1.1% vs prior month · +0.1 points

  10. 10.Danske Møbler

    <0.01%

    held 10th · 10 estimated branded searches · 0% vs prior month · 0 points

Compare search popularity between IKEA and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for IKEA in New Zealand rose from 112K to 317K.
  • Across the 11 months ending August 2026, IKEA’s estimated Share of Search among furniture retailers in New Zealand increased from 21.8% to 49.7%.
  • Across the 11 months ending August 2026, IKEA’s estimated Share of Search among furniture retailers in New Zealand peaked at 70.8% in December 2025 and was lowest at 21.8% in October 2025.
  • Across the 11 months ending August 2026, IKEA rose from 2nd to 1st among furniture retailers in New Zealand.

How did search popularity change for New Zealand furniture retailers in August 2026?

  1. In August 2026, NOOD overtook Early Settler to rank 4th among furniture retailers in New Zealand, at 5.1%.

  2. In August 2026, Harvey Norman gained estimated Share of Search among furniture retailers in New Zealand, from 20.1% to 22.2%.

  3. In August 2026, Early Settler gained estimated Share of Search among furniture retailers in New Zealand, from 4.1% to 5%.

  4. In August 2026, IKEA lost estimated Share of Search among furniture retailers in New Zealand, from 54.4% to 49.7%.

  5. In August 2026, Big Save Furniture lost estimated Share of Search among furniture retailers in New Zealand, from 7.3% to 6.7%.

  6. Estimated monthly branded searches for Smiths City in New Zealand fell 45.3% over 11 measured months, from 6.9K to 3.8K in August 2026.

Which homeware retailers compete with IKEA?

IKEA against homeware retailers in New Zealand, by month

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

View monthly share of search table
MonthKmart NZFarmersThe WarehouseBriscoes HomewareIKEASpotlight
Oct 202541.8%19.4%16.1%13.2%3.8%5.6%
Nov 202538.8%19%15.9%15%6.9%4.4%
Dec 202530.1%14.7%14.4%13.7%23.9%3.2%
Jan 202636%12.6%16.7%13.3%17.4%3.9%
Feb 202636.8%15.5%17%11.5%14.4%4.8%
Mar 202639.9%16.9%16.2%11%11.5%4.6%
Apr 202639%16.3%14.7%14.3%10.6%5%
May 202635%19.9%15.2%13.1%11.4%5.3%
Jun 202638%17.3%13.9%13.1%12.1%5.7%
Jul 202637%16.7%13.3%15.9%12.7%4.5%
Aug 202637.3%19.7%13.5%13.3%10.7%5.5%
Sep 2026——————

  1. 1.Kmart NZ

    37.3%

    held 1st · 1.1M estimated branded searches · -1.1% vs prior month · +0.3 points

  2. 2.Farmers

    19.7%

    held 2nd · 588K estimated branded searches · +16.1% vs prior month · +3.1 points

  3. 3.The Warehouse

    13.5%

    moved from 4th to 3rd · 403K estimated branded searches · -0.27% vs prior month · +0.2 points

  4. 4.Briscoes Homeware

    13.3%

    moved from 3rd to 4th · 395K estimated branded searches · -18.2% vs prior month · -2.7 points

  5. 5.IKEA

    10.7%

    held 5th · 317K estimated branded searches · -17.5% vs prior month · -2 points

  6. 6.Spotlight

    5.5%

    held 6th · 165K estimated branded searches · +22.2% vs prior month · +1.1 points

Compare search popularity between IKEA and its closest rivals

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

  • Across the 11 months ending August 2026, IKEA’s estimated Share of Search among homeware retailers in New Zealand increased from 3.8% to 10.7%.
  • Across the 11 months ending August 2026, IKEA’s estimated Share of Search among homeware retailers in New Zealand peaked at 23.9% in December 2025 and was lowest at 3.8% in October 2025.
  • Across the 11 months ending August 2026, IKEA rose from 6th to 5th among homeware retailers in New Zealand.

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

  1. In August 2026, Farmers gained estimated Share of Search among homeware retailers in New Zealand, from 16.7% to 19.7%.

  2. In August 2026, Spotlight gained estimated Share of Search among homeware retailers in New Zealand, from 4.5% to 5.5%.

  3. In August 2026, Briscoes Homeware lost estimated Share of Search among homeware retailers in New Zealand, from 15.9% to 13.3%.

  4. In August 2026, IKEA lost estimated Share of Search among homeware retailers in New Zealand, from 12.7% to 10.7%.

  5. In August 2026, The Warehouse rose from 4th to 3rd among homeware retailers in New Zealand.

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 these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

28 branded search terms

  • Ikea
  • ikea australia
  • ikea barstools
  • ikea bed frames
  • ikea bedding
  • ikea bedside table
  • ikea billy bookcases
  • ikea carpets
  • ikea com
  • ikea couch
  • ikea curtains
  • ikea desk
  • ikea dining chairs
  • ikea dining table
  • ikea floor lamps
  • ikea furniture
  • ikea home decor
  • ikea homeware
  • ikea kitchen
  • ikea lamps
  • ikea near me
  • ikea nz
  • ikea online
  • ikea open
  • ikea sofa
  • ikea sofa bed
  • ikea store
  • ikea wardrobes

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How the Brand Demand Index is measured

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