Brandwave

Edwards & Co vs IKEA:Which is more popular?

In September 2026, Edwards & Co had more branded searches than IKEA among change table brands in New Zealand. Edwards & Co had about 3,920 branded searches, while IKEA had 140. Edwards & Co made up 14.8% of all change table brand searches we track, and IKEA accounted for 0.53%. When we asked ChatGPT and Google AI Overviews about change table brands, IKEA appeared in all five answers and Edwards & Co in none.

Among change table brands in New Zealand in September 2026

Who do people search for more?

Edwards & Co, about 28 searches for every 1 for IKEA

Edwards & Co 3.9K searchesIKEA 140 searches

Who does AI mention more?

IKEA, mentioned in every answer we collected

IKEA in 5 of 5Edwards & Co in 0 of 5

Who does AI recommend more?

IKEA, the only one of the two named

IKEA first in 4Edwards & Co never named

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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. Edwards & Co 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. 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.

Is Edwards & Co or IKEA more popular in search?

This chart shows how often people search Google for Edwards & Co and IKEA by name. Each line represents a brand's share of searches for all five change table brands we track, month by month, from searches in New Zealand.

Edwards & Co and IKEA among change table brands in New Zealand, by month

Share of searches by month for 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%

How has the Edwards & Co and IKEA comparison changed over the last 12 months?

3 findings
  • Edwards & Co was ahead of IKEA in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Edwards & Co’s share of searches among change table brands in New Zealand moved from 17.2% to 14.8%, and its estimated monthly branded searches moved from 5.7K to 3.9K.
  • Across the 12 months ending September 2026, IKEA’s share of searches among change table brands in New Zealand moved from 0.21% to 0.53%, and its estimated monthly branded searches moved from 70 to 140.

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

2 changes

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

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

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Edwards & Co’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.

Edwards & Co

2 branded search terms

  • edwards and co
  • edwards co

IKEA

1 branded search term

  • ikea change table

How the Brand Demand Index is measured

Other head-to-heads among change table brands

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