Brandwave

How popular isIKEA?

In September 2026, people searched for IKEA by name about 132,000 times in New Zealand, a 19.4% increase from 11 months earlier. These searches made up 23.7% of all New Zealand homeware retailer searches, placing IKEA second out of ten retailers. When we asked both ChatGPT and Google AI Overviews about homeware retailers, IKEA did not appear in any of the answers.

Search and AI answers in September 2026

IKEA is the second most searched of 10 competitors and not named in the AI answers we collected.

  1. Briscoes HomewareShare of searches 71.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  2. IKEAShare of searches 23.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. CittàShare of searches 2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. Kmart NZShare of searches 0.76%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  5. FarmersShare of searches 0.57%Mentioned in 1 of 5 AI answersPlace in AI recommendations 8th

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Top homeware retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, IKEA did not appear in any of the five answers.

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. IKEA–
  10. Spotlight–

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
  • 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
  • The Warehouse3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 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
  • IKEA0 of 5Named in 0 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

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.

How often do people search for IKEA compared with other New Zealand homeware retailers?

IKEA against homeware retailers in New Zealand, by month

Share of searches by month for Briscoes Homeware, IKEA. The figures are in the table below the chart.

View monthly share of searches table
MonthBriscoes HomewareIKEACittàKmart NZFarmersFather RabbitA&C HomestoreThe HomestoreThe WarehouseSpotlight
Nov 202579.8%15.5%1.9%0.45%0.51%0.79%0.42%0.28%0.27%0.04%
Dec 202552.5%44.7%1.1%0.21%0.28%0.63%0.19%0.28%0.15%0.02%
Jan 202660.3%35.8%1.5%0.58%0.47%0.48%0.32%0.32%0.26%0.04%
Feb 202660.4%35.2%1.8%0.67%0.51%0.56%0.31%0.31%0.33%0.04%
Mar 202663.9%30.8%2.2%0.72%0.56%0.59%0.39%0.39%0.36%0.04%
Apr 202671.6%24.3%1.7%0.56%0.52%0.46%0.3%0.3%0.28%0.05%
May 202667.3%28%1.8%0.54%0.64%0.5%0.33%0.41%0.33%0.04%
Jun 202666%29.3%1.9%0.87%0.51%0.43%0.28%0.34%0.32%0.05%
Jul 202668.1%28.2%1.3%0.75%0.47%0.35%0.23%0.35%0.27%0.04%
Aug 202667.3%27.8%1.9%0.81%0.58%0.51%0.33%0.42%0.32%0.05%
Sep 202671.3%23.7%2%0.76%0.57%0.54%0.35%0.35%0.35%0.05%
Oct 2026——————————

  1. 1.Briscoes Homeware

    71.3%

    Held 1st. 384K estimated branded searches, +0.03% vs prior month. Share +4 points.

  2. 2.IKEA

    23.7%

    Held 2nd. 128K estimated branded searches, -19.3% vs prior month. Share -4 points.

  3. 3.Città

    2%

    Held 3rd. 10.6K estimated branded searches, -1.9% vs prior month. Share +0.1 points.

  4. 4.Kmart NZ

    0.76%

    Held 4th. 4.1K estimated branded searches, -10.4% vs prior month. Share 0 points.

  5. 5.Farmers

    0.57%

    Held 5th. 3K estimated branded searches, -8.4% vs prior month. Share 0 points.

  6. 6.Father Rabbit

    0.54%

    Held 6th. 2.9K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.A&C Homestore

    0.35%

    Moved from 8th to 7th. 1.9K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.The Homestore

    0.35%

    Moved from 7th to 8th. 1.9K estimated branded searches, -20.8% vs prior month. Share -0.1 points.

  9. 9.The Warehouse

    0.35%

    Held 9th. 1.9K estimated branded searches, +3.3% vs prior month. Share 0 points.

  10. 10.Spotlight

    0.05%

    Held 10th. 250 estimated branded searches, -16.7% vs prior month. Share 0 points.

Kmart NZ, Farmers and 2 other brands sell other things too, so only their searches that name this product count here, like “kmart bedding”.

Compare popularity between IKEA and its closest rivals

Every comparison with IKEA

22 comparisons

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

3 findings
  • Across the 11 months ending September 2026, estimated monthly branded searches for IKEA in New Zealand rose from 110K to 132K.
  • Across the 11 months ending September 2026, IKEA’s share of searches among homeware retailers in New Zealand increased from 15.5% to 23.7%.
  • Across the 11 months ending September 2026, IKEA’s share of searches among homeware retailers in New Zealand peaked at 44.7% in December 2025 and was lowest at 15.5% in November 2025.

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

6 changes

  1. In September 2026, Briscoes Homeware gained share of searches among homeware retailers in New Zealand, from 67.3% to 71.3%.

  2. In September 2026, IKEA lost share of searches among homeware retailers in New Zealand, from 27.8% to 23.7%.

  3. In September 2026, A&C Homestore rose from 8th to 7th among homeware retailers in New Zealand.

  4. In September 2026, The Homestore fell from 7th to 8th among homeware retailers in New Zealand.

  5. Estimated monthly branded searches for Kmart NZ in New Zealand rose 32.5% over 11 measured months, from 3.1K to 4.1K in September 2026.

  6. Estimated monthly branded searches for Father Rabbit in New Zealand fell 46.3% over 11 measured months, from 5.4K to 2.9K in September 2026.

How are IKEA’s branded searches counted?

25 search terms

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.

  • Ikea
  • ikea barstools
  • ikea bed frames
  • ikea bedding
  • ikea bedside table
  • ikea billy bookcases
  • ikea carpets
  • ikea change table
  • 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 open
  • ikea play kitchen
  • ikea sofa
  • ikea sofa bed
  • ikea toy kitchen
  • ikea wardrobes

Do you work for IKEA? 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 IKEA compete?

IKEA is ranked by how often people search for it 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 retailers2nd of 1023.7%Shown above
furniture retailers2nd of 1327.9%Show ranking
Change table brands2nd of 320.6%Show ranking
Play kitchen brands1st of 450%Show ranking
Creator with pink hair and a pink jacket

Is IKEA 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.

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