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 0.51% of all New Zealand play kitchen brand searches, placing IKEA seventh out of eight brands. When we asked both ChatGPT and Google AI Overviews about play kitchen brands, IKEA appeared in two of the five answers and was the fourth most recommended of the eight.

Search and AI answers in September 2026

IKEA is the seventh most searched of 8 competitors and the fourth most recommended in AI answers.

  1. MockaShare of searches 80.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  2. Little NationShare of searches 5.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. Little TikesShare of searches 4.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. Fisher-PriceShare of searches 4.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. IKEAShare of searches 0.51%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th

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Top play kitchen brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, IKEA was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. IKEA is the fourth most recommended of the eight.

Most recommended by AI

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

  1. Mocka1st
  2. Little Nation2nd
  3. Hape3rd
  4. IKEA4th
  5. Le Toy Van5th
  6. Little Tikes–
  7. Fisher-Price–
  8. Melissa & Doug–

Mentioned by AI

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

  • Little Nation4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mocka3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hape3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • IKEA2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Le Toy Van2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Little Tikes0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Fisher-Price0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Melissa & Doug0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about play kitchen brands

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 21, 2026.

Which play kitchen brands compete with IKEA?

IKEA against play kitchen brands in New Zealand, by month

Share of searches by month for Mocka, Little Nation, Little Tikes, Fisher-Price, Hape, IKEA. The figures are in the table below the chart.

View monthly share of searches table
MonthMockaLittle NationLittle TikesFisher-PriceHapeMelissa & DougIKEALe Toy Van
Oct 202580.2%8.6%3.8%3.9%1.4%1.2%0.21%0.62%
Nov 202577.7%10.3%4.5%3.8%1.7%1.1%0.26%0.61%
Dec 202574.2%12%4.3%4.8%2%1.3%0.57%0.7%
Jan 202686.3%5.1%2.3%3.2%1.2%1%0.45%0.45%
Feb 202681.2%8.5%3.2%3.8%1.4%0.94%0.31%0.49%
Mar 202683.2%6%3.3%3.9%1.8%0.97%0.26%0.64%
Apr 202683.6%6%3.3%3.3%1.8%0.98%0.41%0.53%
May 202686.2%5.1%2.8%2.8%1.5%0.83%0.29%0.45%
Jun 202687%4.2%2.8%2.7%1.5%0.83%0.55%0.35%
Jul 202683.5%4.9%3.8%3.6%1.8%1.2%0.64%0.64%
Aug 202681.8%5.9%3.7%4.3%1.8%1.2%0.63%0.77%
Sep 202680.2%5.8%4.7%4.1%3.2%1.2%0.51%0.4%

  1. 1.Mocka

    80.2%

    Held 1st. 22.2K estimated branded searches, 0% vs prior month. Share -1.6 points.

  2. 2.Little Nation

    5.8%

    Held 2nd. 1.6K estimated branded searches, 0% vs prior month. Share -0.1 points.

  3. 3.Little Tikes

    4.7%

    Moved from 4th to 3rd. 1.3K estimated branded searches, +30% vs prior month. Share +1 points.

  4. 4.Fisher-Price

    4.1%

    Moved from 3rd to 4th. 1.1K estimated branded searches, -1.7% vs prior month. Share -0.2 points.

  5. 5.Hape

    3.2%

    Held 5th. 880 estimated branded searches, +83.3% vs prior month. Share +1.4 points.

  6. 6.Melissa & Doug

    1.2%

    Held 6th. 320 estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.IKEA

    0.51%

    Moved from 8th to 7th. 140 estimated branded searches, -17.6% vs prior month. Share -0.1 points.

  8. 8.Le Toy Van

    0.4%

    Moved from 7th to 8th. 110 estimated branded searches, -47.6% vs prior month. Share -0.4 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 rose from 8th to 7th among play kitchen brands in New Zealand.

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

6 changes

  1. In September 2026, Little Tikes overtook Fisher-Price to rank 3rd among play kitchen brands in New Zealand, with 4.7% of the searches.

  2. In September 2026, Hape gained share of searches among play kitchen brands in New Zealand, from 1.8% to 3.2%.

  3. In September 2026, Mocka lost share of searches among play kitchen brands in New Zealand, from 81.8% to 80.2%.

  4. In September 2026, IKEA rose from 8th to 7th among play kitchen brands in New Zealand.

  5. In September 2026, Le Toy Van fell from 7th to 8th among play kitchen brands in New Zealand.

  6. Estimated monthly branded searches for Little Nation in New Zealand fell 44.8% over 12 measured months, from 2.9K to 1.6K 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%Shown above
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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