IKEA vs Spotlight:Which is more popular by branded search in New Zealand?
In August 2026, IKEA had more branded searches than Spotlight among homeware retailers in New Zealand. IKEA was estimated to have 317K branded searches compared to Spotlight’s 165K, and held a 10.7% Share of Search versus Spotlight’s 5.5%.
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Which is more popular in search, IKEA or Spotlight?
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 IKEA, Spotlight. 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 IKEA and Spotlight comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 11 months ending August 2026: IKEA took it in November 2025.
- 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.
- Across the 11 months ending August 2026, Spotlight’s estimated Share of Search among homeware retailers in New Zealand moved from 5.6% to 5.5%, and its estimated monthly branded searches held steady at 165K.
How did search popularity change for New Zealand homeware retailers in August 2026?
2 changes
In August 2026, Spotlight gained estimated Share of Search among homeware retailers in New Zealand, from 4.5% to 5.5%.
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 IKEA’s and Spotlight’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.
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
Spotlight
3 branded search terms
- Spotlight
- spotlight bedding
- spotlight home decor
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.