Brandwave

How popular isIKEA?

In September 2026, people searched for IKEA by name about 132,000 times in New Zealand, a 156.3% increase from the previous year. These searches made up 0.53% of all New Zealand change table brand searches, placing IKEA fourth out of five brands. When we asked both ChatGPT and Google AI Overviews about change table brands, IKEA appeared in all answers and was the joint most recommended of the five.

Search and AI answers in September 2026

IKEA is the fourth most searched of 5 competitors and the joint most recommended in AI answers.

  1. MockaShare of searches 83.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. Edwards & CoShare of searches 14.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. BooriShare of searches 0.83%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  4. IKEAShare of searches 0.53%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  5. 4babyShare of searches 0.11%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
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Top change table brands in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Mocka1st
  2. IKEA1st
  3. Boori3rd
  4. 4baby4th
  5. Edwards & Co–

Mentioned by AI

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

  • Mocka5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • IKEA5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Boori3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • 4baby3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Edwards & Co0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about change table brands

5 answers

  • Asked ChatGPT

    “Which change table brand should I buy in New Zealand?”

    1. 1IKEA
    2. 2Mocka
    3. 34baby
    4. 4Boori

  • Asked ChatGPT

    “What are the best change table brands in New Zealand?”

    1. 1Mocka
    2. 2Boori
    3. 3IKEA
    4. 44baby

  • Asked ChatGPT

    “What's the best change table brand in New Zealand for nappy changes?”

    1. 1IKEA
    2. 2Boori
    3. 34baby
    4. 4Mocka

  • Searched Google, AI Overview

    “change table with drawers”

    1. 1Mocka
    2. 2IKEA

  • Searched Google, AI Overview

    “changing table nz”

    1. 1Mocka
    2. 2IKEA

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Which change table brands compete with IKEA?

IKEA against change table brands in New Zealand, by month

Share of searches by month for Mocka, Edwards & Co, IKEA. The figures are in the table below the chart.

View monthly share of searches table
MonthMockaEdwards & CoBooriIKEA4baby
Oct 202581.7%17.2%0.75%0.21%0.15%
Nov 202584.2%15%0.58%0.23%0.08%
Dec 202581.3%17.3%0.81%0.51%0.11%
Jan 202681%17.6%0.66%0.63%0.12%
Feb 202678%20.6%0.86%0.39%0.13%
Mar 202678.3%20.4%0.74%0.49%0.11%
Apr 202681.2%17.3%0.88%0.51%0.11%
May 202683.9%14.8%0.71%0.43%0.12%
Jun 202681.3%17.4%0.69%0.51%0.12%
Jul 202680.1%17.3%0.76%1.7%0.18%
Aug 202678.2%20.4%0.88%0.49%0.07%
Sep 202683.7%14.8%0.83%0.53%0.11%

  1. 1.Mocka

    83.7%

    Held 1st. 22.2K estimated branded searches, 0% vs prior month. Share +5.6 points.

  2. 2.Edwards & Co

    14.8%

    Held 2nd. 3.9K estimated branded searches, -32.3% vs prior month. Share -5.6 points.

  3. 3.Boori

    0.83%

    Held 3rd. 220 estimated branded searches, -12% vs prior month. Share -0.1 points.

  4. 4.IKEA

    0.53%

    Held 4th. 140 estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.4baby

    0.11%

    Held 5th. 30 estimated branded searches, +50% vs prior month. Share 0 points.

Compare popularity between IKEA and its closest rivals

Every comparison with IKEA

26 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for IKEA in New Zealand rose from 51.3K to 132K.
  • Across the 12 months ending September 2026, IKEA’s share of searches among change table brands in New Zealand peaked at 1.7% in July 2026 and was lowest at 0.21% in October 2025.

How did search popularity change for New Zealand change table brands in September 2026?

5 changes

  1. In September 2026, Mocka gained share of searches among change table brands in New Zealand, from 78.2% to 83.7%.

  2. In September 2026, Edwards & Co lost share of searches among change table brands in New Zealand, from 20.4% to 14.8%.

  3. Estimated monthly branded searches for IKEA in New Zealand rose 100% over 12 measured months, from 70 to 140 in September 2026.

  4. Estimated monthly branded searches for 4baby in New Zealand fell 40% over 12 measured months, from 50 to 30 in September 2026.

  5. Estimated monthly branded searches for Boori in New Zealand fell 12% over 12 measured months, from 250 to 220 in September 2026.

How are IKEA’s branded searches counted?

24 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 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 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 retailers5th of 106.2%Show ranking
furniture retailers2nd of 1129.8%Show ranking
Play kitchen brands7th of 80.51%Show ranking
Change table brands4th of 50.53%Shown above
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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