Farmers vs IKEA:Which is more popular by branded search in New Zealand?
In August 2026, Farmers had more branded searches than IKEA among homeware retailers in New Zealand. Farmers was estimated to have 588K branded searches compared to IKEA’s 317K, and held a 19.7% Share of Search versus IKEA’s 10.7%.
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Which is more popular in search, Farmers or IKEA?
Homeware and general merchandise retailers serving NZ shoppers. 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.
Share of Search by month for Farmers, IKEA. The figures are in the table below the chart.
View monthly share of search table
| Month | Kmart NZ | Farmers | The Warehouse | Briscoes Homeware | IKEA | Spotlight |
|---|---|---|---|---|---|---|
| Oct 2025 | 41.8% | 19.4% | 16.1% | 13.2% | 3.8% | 5.6% |
| Nov 2025 | 38.8% | 19% | 15.9% | 15% | 6.9% | 4.4% |
| Dec 2025 | 30.1% | 14.7% | 14.4% | 13.7% | 23.9% | 3.2% |
| Jan 2026 | 36% | 12.6% | 16.7% | 13.3% | 17.4% | 3.9% |
| Feb 2026 | 36.8% | 15.5% | 17% | 11.5% | 14.4% | 4.8% |
| Mar 2026 | 39.9% | 16.9% | 16.2% | 11% | 11.5% | 4.6% |
| Apr 2026 | 39% | 16.3% | 14.7% | 14.3% | 10.6% | 5% |
| May 2026 | 35% | 19.9% | 15.2% | 13.1% | 11.4% | 5.3% |
| Jun 2026 | 38% | 17.3% | 13.9% | 13.1% | 12.1% | 5.7% |
| Jul 2026 | 37% | 16.7% | 13.3% | 15.9% | 12.7% | 4.5% |
| Aug 2026 | 37.3% | 19.7% | 13.5% | 13.3% | 10.7% | 5.5% |
| Sep 2026 | — | — | — | — | — | — |
How has the Farmers and IKEA comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 11 months ending August 2026: IKEA took it in December 2025, Farmers took it in February 2026.
- Across the 11 months ending August 2026, Farmers’ estimated Share of Search among homeware retailers in New Zealand moved from 19.4% to 19.7%, and its estimated monthly branded searches moved from 567K to 588K.
- Across the 11 months ending August 2026, IKEA’s estimated Share of Search among homeware retailers in New Zealand moved from 3.8% to 10.7%, and its estimated monthly branded searches moved from 112K to 317K.
How did search popularity change for New Zealand homeware retailers in August 2026?
2 changes
In August 2026, Farmers gained estimated Share of Search among homeware retailers in New Zealand, from 16.7% to 19.7%.
In August 2026, IKEA lost estimated Share of Search among homeware retailers in New Zealand, from 12.7% to 10.7%.
How each brand is measured
Brandwave collects information about searches that people make online using Farmers’ 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.
Farmers
19 branded search terms
- calvin klein underwear farmers
- Farmers
- farmers bedding
- farmers bonds underwear
- farmers calvin klein
- farmers calvin klein underwear
- farmers clothing
- farmers co nz
- farmers fayreform bras
- farmers finance
- farmers home decor
- farmers homeware
- farmers near me
- farmers nz
- farmers online
- farmers store
- farmers toy store
- farmers toys
- fayreform bras farmers
IKEA
28 branded search terms
- Ikea
- ikea australia
- ikea barstools
- ikea bed frames
- ikea bedding
- ikea bedside table
- ikea billy bookcases
- ikea carpets
- ikea com
- 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 near me
- ikea nz
- ikea online
- ikea open
- ikea sofa
- ikea sofa bed
- ikea store
- ikea wardrobes
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.