Brandwave

Harvey Norman vs IKEA:Which is more popular?

In September 2026, Harvey Norman had more branded searches than IKEA among furniture retailers in New Zealand. Harvey Norman had about 138,000 branded searches, while IKEA had 130,000. Harvey Norman made up 31.6% of all furniture retailer searches we track, and IKEA accounted for 29.8%. When we asked ChatGPT and Google AI Overviews about furniture retailers, Harvey Norman appeared in one of the five answers and IKEA in none.

Among furniture retailers in New Zealand in September 2026

Who do people search for more?

Harvey Norman, about 6% more searches than IKEA

Harvey Norman 138K searchesIKEA 130K searches

Who does AI mention more?

Harvey Norman, mentioned in 1 of 5 answers, IKEA in 0

Harvey Norman in 1 of 5IKEA in 0 of 5

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Top furniture retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Harvey Norman was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the 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. Freedom Furniture1st
  2. Danske Møbler2nd
  3. NOOD3rd
  4. Mocka4th
  5. Nick Scali5th
  6. Big Save Furniture6th
  7. Harvey Norman–
  8. IKEA–
  9. Early Settler–
  10. Target Furniture–
  11. +1 more

Mentioned by AI

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

  • NOOD4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Freedom Furniture4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Danske Møbler4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mocka3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Big Save Furniture2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nick Scali2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Harvey Norman1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • IKEA0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Early Settler0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Target Furniture0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about furniture 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.

Is Harvey Norman or IKEA more popular in search?

This chart shows how often people search Google for Harvey Norman and IKEA by name. Each line represents a brand's share of searches for all 11 furniture retailers we track, month by month, from searches in New Zealand.

Harvey Norman and IKEA among furniture retailers in New Zealand, by month

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

View monthly share of searches table
MonthHarvey NormanIKEABig Save FurnitureNOODFreedom FurnitureMockaEarly SettlerTarget FurnitureNick ScaliSmiths CityDanske Møbler
Oct 202546.1%11.3%8.9%7.6%7.5%7.2%4.7%3.3%1.9%1.5%<0.01%
Nov 202549.3%17.6%6.9%6.2%5.4%6.1%4.1%2.4%1.3%0.74%<0.01%
Dec 202528.3%54%3.7%3.6%3.8%2.4%1.9%1.4%0.63%0.43%0%
Jan 202630.9%40.2%5.9%4.9%6.1%4.8%3.1%2.2%1.3%0.56%0%
Feb 202634.7%37.9%5.8%5.5%4.6%4.4%2.9%2.5%1.1%0.52%<0.01%
Mar 202640%30%6.8%5.2%5.3%5.1%3.3%2.4%1.1%0.73%<0.01%
Apr 202638.2%29.1%7.4%6.1%6.2%4.9%3.2%2.8%1.6%0.69%<0.01%
May 202636.7%29.7%7.6%5.7%6%5.6%3.7%3.2%1.5%0.45%<0.01%
Jun 202629.2%35.2%7.3%5.6%7%6.7%3.6%3.1%1.8%0.43%<0.01%
Jul 202627%38.6%10.1%5.4%5.3%5.1%3.3%2.9%1.6%0.73%<0.01%
Aug 202629.2%33.8%9%6.9%5.7%5.5%4.3%3.1%1.8%0.8%<0.01%
Sep 202631.6%29.8%9.7%6.3%6.2%6%3.9%3.4%1.9%1%<0.01%

How has the Harvey Norman and IKEA comparison changed over the last 12 months?

3 findings
  • The lead changed hands 4 times in the 12 months ending September 2026: IKEA took it in December 2025, Harvey Norman took it in March 2026, IKEA took it in June 2026, Harvey Norman took it in September 2026.
  • Across the 12 months ending September 2026, Harvey Norman’s share of searches among furniture retailers in New Zealand moved from 46.1% to 31.6%, and its estimated monthly branded searches moved from 205K to 138K.
  • Across the 12 months ending September 2026, IKEA’s share of searches among furniture retailers in New Zealand moved from 11.3% to 29.8%, and its estimated monthly branded searches moved from 50.6K to 130K.

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

2 changes

  1. In September 2026, Harvey Norman overtook IKEA to become the leader among furniture retailers in New Zealand, with 31.6% of the searches.

  2. In September 2026, IKEA lost share of searches among furniture retailers in New Zealand, from 33.8% to 29.8%.

How are branded searches counted?

23 search terms

Brandwave collects information about searches that people make online using Harvey Norman’s and IKEA’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Harvey Norman

4 branded search terms

  • Harvey Norman
  • harvey norman beds
  • harvey norman furniture
  • harvey norman mattresses

IKEA

19 branded search terms

  • Ikea
  • ikea barstools
  • ikea bed frames
  • ikea bedside table
  • ikea billy bookcases
  • ikea carpets
  • ikea couch
  • ikea curtains
  • ikea desk
  • ikea dining chairs
  • ikea dining table
  • ikea floor lamps
  • ikea furniture
  • ikea kitchen
  • ikea lamps
  • ikea open
  • ikea sofa
  • ikea sofa bed
  • ikea wardrobes

How the Brand Demand Index is measured

Other head-to-heads among furniture retailers

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