How popular isSteelcase?
In September 2026, people searched for Steelcase by name about 540 times in New Zealand, a 20.6% decrease from the previous year. These searches made up 8.9% of all New Zealand ergonomic office chair brand searches, placing Steelcase fourth out of six brands. When we asked both ChatGPT and Google AI Overviews about ergonomic office chair brands, Steelcase appeared in three of the five answers and was the third most recommended of the six.
Steelcase is the fourth most searched of 6 competitors and the third most recommended in AI answers.
Herman MillerShare of searches 61.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
BuroShare of searches 13.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
SihooShare of searches 10.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
SteelcaseShare of searches 8.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
HumanscaleShare of searches 3.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top ergonomic office chair brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Steelcase was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Steelcase is the third most recommended of the six.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Buro1st
- Herman Miller2nd
- Steelcase3rd
- Sihoo4th
Ergohuman4th- Humanscale–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Buro5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Herman Miller3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Steelcase3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Ergohuman3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Sihoo1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Humanscale0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about ergonomic office chair brands
5 answers
Asked ChatGPT
“Which ergonomic office chair brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best ergonomic office chair brands in New Zealand?”
Asked ChatGPT
“What's the best ergonomic office chair brand in New Zealand for all-day support?”
Searched Google, AI Overview
“best office chair nz”
Searched Google, AI Overview
“ergonomic chair nz”
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 ergonomic office chair brands compete with Steelcase?
Share of searches by month for Herman Miller, Buro, Sihoo, Steelcase, Humanscale. The figures are in the table below the chart.
View monthly share of searches table
| Month | Herman Miller | Buro | Sihoo | Steelcase | Humanscale | Ergohuman |
|---|---|---|---|---|---|---|
| Oct 2025 | 64% | 14.8% | 5.9% | 9.9% | 4.1% | 1.3% |
| Nov 2025 | 63.8% | 14.6% | 8.2% | 9.6% | 3.2% | 0.68% |
| Dec 2025 | 63.4% | 11.8% | 8.2% | 12.8% | 2.8% | 1% |
| Jan 2026 | 62.9% | 15.3% | 7% | 10.3% | 3.7% | 0.87% |
| Feb 2026 | 64.6% | 15.2% | 8.4% | 7.9% | 3.1% | 0.88% |
| Mar 2026 | 69.2% | 11.8% | 7.8% | 7.7% | 2.5% | 1% |
| Apr 2026 | 67.4% | 11.9% | 7.9% | 8.6% | 3.1% | 1% |
| May 2026 | 66.6% | 11.9% | 7.8% | 8.2% | 4.8% | 0.6% |
| Jun 2026 | 66% | 11.8% | 7.3% | 9.1% | 4.1% | 1.7% |
| Jul 2026 | 65.4% | 12.7% | 8.3% | 7.2% | 5.3% | 1.1% |
| Aug 2026 | 66.4% | 11.9% | 8.5% | 7.8% | 4.3% | 1.1% |
| Sep 2026 | 61.8% | 13.7% | 10.5% | 8.9% | 3.5% | 1.6% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 61.8% | 2.3K | -22.3% | -4.5 points | |
| 2, held 2nd | 13.7% | 510 | -3.8% | +1.8 points | |
| 3, held 3rd | 10.5% | 390 | +2.6% | +2 points | |
| 4, held 4th | 8.9% | 330 | -5.7% | +1 points | |
| 5, held 5th | 3.5% | 130 | -31.6% | -0.8 points | |
| 6, held 6th | 1.6% | 60 | +20% | +0.5 points |
61.8%
Held 1st. 2.3K estimated branded searches, -22.3% vs prior month. Share -4.5 points.
2.
Buro13.7%
Held 2nd. 510 estimated branded searches, -3.8% vs prior month. Share +1.8 points.
3.
Sihoo10.5%
Held 3rd. 390 estimated branded searches, +2.6% vs prior month. Share +2 points.
8.9%
Held 4th. 330 estimated branded searches, -5.7% vs prior month. Share +1 points.
3.5%
Held 5th. 130 estimated branded searches, -31.6% vs prior month. Share -0.8 points.
1.6%
Held 6th. 60 estimated branded searches, +20% vs prior month. Share +0.5 points.
Compare popularity between Steelcase and its closest rivals
Every comparison with Steelcase
7 comparisons
How has branded search demand for Steelcase changed in New Zealand over the last 12 months?
4 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Steelcase in New Zealand fell from 680 to 540.
- Across the 12 months ending September 2026, Steelcase’s share of searches among ergonomic office chair brands in New Zealand decreased from 9.9% to 8.9%.
- Across the 12 months ending September 2026, Steelcase’s share of searches among ergonomic office chair brands in New Zealand peaked at 12.8% in December 2025 and was lowest at 7.2% in July 2026.
- Across the 12 months ending September 2026, Steelcase fell from 3rd to 4th among ergonomic office chair brands in New Zealand.
How did search popularity change for New Zealand ergonomic office chair brands in September 2026?
6 changes
In September 2026, Sihoo gained share of searches among ergonomic office chair brands in New Zealand, from 8.5% to 10.5%.
In September 2026, Buro gained share of searches among ergonomic office chair brands in New Zealand, from 11.9% to 13.7%.
In September 2026, Steelcase gained share of searches among ergonomic office chair brands in New Zealand, from 7.8% to 8.9%.
In September 2026, Herman Miller lost share of searches among ergonomic office chair brands in New Zealand, from 66.4% to 61.8%.
In September 2026, Humanscale lost share of searches among ergonomic office chair brands in New Zealand, from 4.3% to 3.5%.
Estimated monthly branded searches for Ergohuman in New Zealand rose 20% over 12 measured months, from 50 to 60 in September 2026.
How are Steelcase’s branded searches counted?
8 search terms
Brandwave collects information about searches that people make online using Steelcase’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.
- steelcase
- steelcase amia
- steelcase chair
- steelcase chair ergonomic
- steelcase desk chair
- steelcase gaming chair
- steelcase gesture
- steelcase gesture chair
Do you work for Steelcase? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Steelcase compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Gaming and office chair brands | 4th of 6 | 5.8% | Show ranking |
| Ergonomic office chair brands | 4th of 6 | 8.9% | Shown above |
Is Steelcase 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.