--- title: "IKEA vs Trade Tested: Which is more popular in New Zealand?" description: "Is IKEA or Trade Tested more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the furniture retailers 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/ikea-vs-trade-tested" publisher: "Brandwave" --- # IKEA vs Trade Tested: Which is more popular in New Zealand? Is IKEA or Trade Tested more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the furniture retailers 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**: IKEA and Trade Tested - **Competitive set**: Furniture retailers - **Market**: New Zealand - **Month measured**: Sep 2026 - **IKEA Share of Search**: 27.9% - **Trade Tested Share of Search**: 5.8% ## Is IKEA or Trade Tested more popular in search? - In September 2026, IKEA had more branded searches than Trade Tested among furniture retailers in New Zealand. IKEA had about 130,000 branded searches, while Trade Tested had 27,100. IKEA made up 27.9% of all furniture retailer searches we track, and Trade Tested accounted for 5.8%. - IKEA was ahead of Trade Tested in every measured month of the 11 months ending September 2026. - Across the 11 months ending September 2026, IKEA’s share of searches among furniture retailers in New Zealand moved from 15.9% to 27.9%, and its estimated monthly branded searches moved from 109K to 130K. - Across the 11 months ending September 2026, Trade Tested’s share of searches among furniture retailers in New Zealand moved from 8.8% to 5.8%, and its estimated monthly branded searches moved from 60.5K to 27.1K. ## Top furniture retailers in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, neither IKEA nor Trade Tested showed up 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 | | --- | --- | --- | --- | --- | | Freedom Furniture | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Danske Møbler | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | NOOD | 3rd | 3 of 3 | 1 of 2 | 4 of 5 | | Mocka | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | Nick Scali | 5th | 2 of 3 | 0 of 2 | 2 of 5 | | Big Save Furniture | 6th | 1 of 3 | 1 of 2 | 2 of 5 | | Design Warehouse | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Early Settler | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Harvey Norman | Not ranked | 0 of 3 | 1 of 2 | 1 of 5 | | IKEA | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Smiths City | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Target Furniture | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Trade Tested | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about furniture retailers - Asked ChatGPT "Which furniture retailer should I shop at in New Zealand?": 1. Freedom Furniture, 2. NOOD, 3. Danske Møbler, 4. Mocka, 5. Nick Scali - Asked ChatGPT "What are the best furniture retailers in New Zealand?": 1. Danske Møbler, 2. NOOD, 3. Freedom Furniture, 4. Nick Scali, 5. Mocka, 6. Big Save Furniture - Asked ChatGPT "What's the best furniture retailer in New Zealand for new home furniture?": 1. Freedom Furniture, 2. Danske Møbler, 3. NOOD - Searched Google, AI Overview "best furniture store": 1. Danske Møbler, 2. Harvey Norman, 3. NOOD, 4. Freedom Furniture, 5. Mocka, 6. Big Save Furniture - Searched Google, AI Overview "bedroom furniture nz": named none of the brands we track Not named in any answer: Design Warehouse, Early Settler, IKEA, Smiths City, Target Furniture and Trade Tested. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 19, 2026. ## How did search popularity change for New Zealand furniture retailers in September 2026? - In September 2026, Harvey Norman overtook IKEA to become the leader among furniture retailers in New Zealand, with 29.6% of the searches. - In September 2026, Trade Tested overtook Mocka to rank 6th among furniture retailers in New Zealand, with 5.8% of the searches. - In September 2026, IKEA lost share of searches among furniture retailers in New Zealand, from 32.2% to 27.9%. ## How has branded search for IKEA and Trade Tested changed in New Zealand over the last 12 months? | Month | IKEA estimated searches | IKEA Share of Search | IKEA rank | Trade Tested estimated searches | Trade Tested Share of Search | Trade Tested rank | | --- | --- | --- | --- | --- | --- | --- | | Nov 2025 | 109K | 15.9% | 2 | 60.5K | 8.8% | 3 | | Dec 2025 | 583K | 51% | 1 | 60.5K | 5.3% | 3 | | Jan 2026 | 269K | 37.3% | 1 | 49.5K | 6.9% | 3 | | Feb 2026 | 184K | 35.4% | 1 | 33.1K | 6.4% | 3 | | Mar 2026 | 153K | 28.1% | 2 | 33.1K | 6.1% | 4 | | Apr 2026 | 156K | 27.4% | 2 | 33.1K | 5.8% | 5 | | May 2026 | 166K | 28.2% | 2 | 27.1K | 4.6% | 7 | | Jun 2026 | 167K | 33.5% | 1 | 22.2K | 4.5% | 7 | | Jul 2026 | 198K | 36.8% | 1 | 22.2K | 4.1% | 7 | | Aug 2026 | 160K | 32.2% | 1 | 22.2K | 4.5% | 7 | | Sep 2026 | 130K | 27.9% | 2 | 27.1K | 5.8% | 6 | | Oct 2026 | — | — | — | — | — | — | ## How are IKEA’s and Trade Tested’s branded searches counted? Brandwave collects information about searches that people make online using IKEA’s and Trade Tested’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**: Measured on the 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” and “ikea wardrobes”, summed into one figure. - **Trade Tested**: Measured on the search term “trade tested”. - [IKEA profile](/demand/nz/brands/ikea) - [Trade Tested profile](/demand/nz/brands/trade-tested) - [All furniture retailers in New Zealand](/demand/nz/categories/nz-furniture-retailers): The set both shares are measured inside, 13 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 IKEA or Trade Tested more popular in search? In September 2026, IKEA had more branded searches than Trade Tested among furniture retailers in New Zealand. IKEA had about 130,000 branded searches, while Trade Tested had 27,100. IKEA made up 27.9% of all furniture retailer searches we track, and Trade Tested accounted for 5.8%. ## Cite this page Brandwave. "IKEA vs Trade Tested: Which is more popular in New Zealand?". https://gobrandwave.com/demand/nz/compare/ikea-vs-trade-tested This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/ikea-vs-trade-tested. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.