--- title: "Edwards & Co vs IKEA: Which is searched more in New Zealand?" description: "Is Edwards & Co or IKEA more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Change table brands set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/compare/edwards-and-co-vs-ikea" publisher: "Brandwave" --- # Edwards & Co vs IKEA: Which is searched more in New Zealand? Is Edwards & Co or IKEA more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Change table brands set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Edwards & Co and IKEA - **Competitive set**: Change table brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Edwards & Co Share of Search**: 14.8% - **IKEA Share of Search**: 0.53% ## Is Edwards & Co or IKEA more popular in search? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Mocka | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | IKEA | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Boori | 3rd | 3 of 3 | 0 of 2 | 3 of 5 | | 4baby | 4th | 3 of 3 | 0 of 2 | 3 of 5 | | Edwards & Co | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about change table brands - Asked ChatGPT "Which change table brand should I buy in New Zealand?": 1. IKEA, 2. Mocka, 3. 4baby, 4. Boori - Asked ChatGPT "What are the best change table brands in New Zealand?": 1. Mocka, 2. Boori, 3. IKEA, 4. 4baby - Asked ChatGPT "What's the best change table brand in New Zealand for nappy changes?": 1. IKEA, 2. Boori, 3. 4baby, 4. Mocka - Searched Google, AI Overview "change table with drawers": 1. Mocka, 2. IKEA - Searched Google, AI Overview "changing table nz": 1. Mocka, 2. IKEA Not named in any answer: Edwards & Co. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 20, 2026. ## How did search popularity change for New Zealand change table brands in September 2026? - In September 2026, Edwards & Co lost share of searches among change table brands in New Zealand, from 20.4% to 14.8%. - Estimated monthly branded searches for IKEA in New Zealand rose 100% over 12 measured months, from 70 to 140 in September 2026. ## Month by month | Month | Edwards & Co estimated searches | Edwards & Co Share of Search | Edwards & Co rank | IKEA estimated searches | IKEA Share of Search | IKEA rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 5.7K | 17.2% | 2 | 70 | 0.21% | 4 | | Nov 2025 | 5.9K | 15% | 2 | 90 | 0.23% | 4 | | Dec 2025 | 4.7K | 17.3% | 2 | 140 | 0.51% | 4 | | Jan 2026 | 5.9K | 17.6% | 2 | 210 | 0.63% | 4 | | Feb 2026 | 4.8K | 20.6% | 2 | 90 | 0.39% | 4 | | Mar 2026 | 5.8K | 20.4% | 2 | 140 | 0.49% | 4 | | Apr 2026 | 4.7K | 17.3% | 2 | 140 | 0.51% | 4 | | May 2026 | 4.8K | 14.8% | 2 | 140 | 0.43% | 4 | | Jun 2026 | 5.8K | 17.4% | 2 | 170 | 0.51% | 4 | | Jul 2026 | 4.8K | 17.3% | 2 | 480 | 1.7% | 3 | | Aug 2026 | 5.8K | 20.4% | 2 | 140 | 0.49% | 4 | | Sep 2026 | 3.9K | 14.8% | 2 | 140 | 0.53% | 4 | ## How each brand is measured 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**: Measured on the search terms “edwards and co” and “edwards co”, summed into one figure. - **IKEA**: Measured on the search term “ikea change table”. - [Edwards & Co profile](/demand/nz/brands/edwards-and-co) - [IKEA profile](/demand/nz/brands/ikea) - [All change table brands in New Zealand](/demand/nz/categories/nz-baby-change-table-brands): The set both shares are measured inside, 5 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Edwards & Co or IKEA more popular in search? 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%. ## Cite this page Brandwave. "Edwards & Co vs IKEA: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/edwards-and-co-vs-ikea This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/edwards-and-co-vs-ikea. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.