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 6.2% of all New Zealand homeware retailer searches, placing IKEA fifth 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 fifth most searched of 10 competitors and not listed in any AI answer.

  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. IKEAShare of searches 6.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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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. 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 IKEA?

IKEA against homeware retailers in New Zealand, by month

Share of searches by month for Kmart NZ, Briscoes Homeware, The Warehouse, Spotlight, IKEA. 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 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?

3 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 homeware retailers in New Zealand increased from 2.2% to 6.2%.
  • Across the 12 months ending September 2026, IKEA’s share of searches among homeware retailers in New Zealand peaked at 16.4% in December 2025 and was lowest at 2.2% in October 2025.

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