Brandwave

How popular isHabitat?

In September 2026, people searched for Habitat by name about 147,000 times in the United Kingdom, a 17% decrease from the previous year. These searches made up 0.15% of all United Kingdom furniture retailer searches, placing Habitat ninth out of 11 retailers. When we asked both ChatGPT and Google AI Overviews about furniture retailers, Habitat appeared in two of the four answers and was the eighth most recommended of the 11.

Search and AI answers in September 2026

Habitat is the ninth most searched of 11 competitors and the eighth most recommended in AI answers.

  1. DunelmShare of searches 42.3%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  2. IKEAShare of searches 42.3%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  3. DFSShare of searches 6.7%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  4. Oak FurniturelandShare of searches 3.1%Mentioned in 2 of 4 AI answersPlace in AI recommendations 5th
  5. HabitatShare of searches 0.15%Mentioned in 2 of 4 AI answersPlace in AI recommendations 8th

+6 more

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Top furniture retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Habitat was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Habitat is the eighth most recommended of the 11.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. John Lewis1st
  2. IKEA2nd
  3. Heal's3rd
  4. DFS4th
  5. Oak Furnitureland5th
  6. Loaf6th
  7. Sofology7th
  8. Habitat8th
  9. Dunelm–
  10. Furniture Village–
  11. +1 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • IKEA3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Loaf3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • John Lewis3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • DFS2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Oak Furnitureland2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Heal's2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Habitat2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Sofology1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Dunelm0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Furniture Village0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+1 more

See every answer about furniture retailers

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.

Which furniture retailers compete with Habitat?

Habitat against furniture retailers in the United Kingdom, by month

Share of searches by month for Dunelm, IKEA, DFS, Oak Furnitureland, Furniture Village, Habitat. The figures are in the table below the chart.

View monthly share of searches table
MonthDunelmIKEADFSOak FurniturelandFurniture VillageSofologyHeal'sLoafHabitatJohn LewisSwoon
Oct 202545.7%37.4%7.3%3.4%3.4%1.8%0.49%0.33%0.13%0.11%0.06%
Nov 202545.3%37.1%7.2%4.1%3.3%1.8%0.59%0.32%0.13%0.09%0.07%
Dec 202545.7%37.4%7.3%3.4%3.4%1.8%0.48%0.27%0.11%0.07%0.05%
Jan 202641.3%41.3%6.6%4.5%3%2%0.54%0.36%0.12%0.1%0.07%
Feb 202642%42%6.3%3.8%3.1%1.7%0.45%0.3%0.1%0.1%0.07%
Mar 202646%37.6%6.6%4.1%2.8%1.9%0.5%0.33%0.13%0.09%0.08%
Apr 202645.9%37.5%6.9%3.4%3.4%1.8%0.5%0.33%0.13%0.07%0.07%
May 202646.8%38.3%6.1%3.4%2.8%1.5%0.5%0.28%0.12%0.08%0.06%
Jun 202651.6%34.5%5.9%3.1%2.1%1.7%0.57%0.3%0.1%0.08%0.07%
Jul 202642.7%42.7%5.9%3.1%2.6%1.7%0.57%0.38%0.13%0.1%0.07%
Aug 202641.8%41.8%6.7%3.8%3.1%1.7%0.46%0.36%0.15%0.1%0.07%
Sep 202642.3%42.3%6.7%3.1%2.5%1.7%0.55%0.37%0.15%0.1%0.07%

  1. 1.Dunelm

    42.3%

    Held 1st. 3.4M estimated branded searches, 0% vs prior month. Share +0.5 points.

  2. 2.IKEA

    42.3%

    Held 2nd. 3.4M estimated branded searches, 0% vs prior month. Share +0.5 points.

  3. 3.DFS

    6.7%

    Held 3rd. 533K estimated branded searches, 0% vs prior month. Share +0.1 points.

  4. 4.Oak Furnitureland

    3.1%

    Held 4th. 246K estimated branded searches, -18.3% vs prior month. Share -0.7 points.

  5. 5.Furniture Village

    2.5%

    Held 5th. 201K estimated branded searches, -18.3% vs prior month. Share -0.5 points.

  6. 6.Sofology

    1.7%

    Held 6th. 135K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Heal's

    0.55%

    Held 7th. 43.4K estimated branded searches, +18.3% vs prior month. Share +0.1 points.

  8. 8.Loaf

    0.37%

    Held 8th. 29K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Habitat

    0.15%

    Held 9th. 11.7K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.John Lewis

    0.1%

    Held 10th. 8.1K estimated branded searches, 0% vs prior month. Share 0 points.

  11. 11.Swoon

    0.07%

    Held 11th. 5.3K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Habitat and its closest rivals

Every comparison with Habitat

15 comparisons

How has branded search demand for Habitat changed in the United Kingdom over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Habitat in the United Kingdom fell from 177K to 147K.
  • Across the 12 months ending September 2026, Habitat’s share of searches among furniture retailers in the United Kingdom held steady, from 0.13% to 0.15%.

How did search popularity change for United Kingdom furniture retailers in September 2026?

6 changes

  1. In September 2026, Oak Furnitureland lost share of searches among furniture retailers in the United Kingdom, from 3.8% to 3.1%.

  2. In September 2026, Furniture Village lost share of searches among furniture retailers in the United Kingdom, from 3.1% to 2.5%.

  3. DFS’s share of searches among furniture retailers in the United Kingdom has gained ground for 3 months in a row, from 5.9% to 6.7% in September 2026.

  4. Estimated monthly branded searches for John Lewis in the United Kingdom fell 18.2% over 12 measured months, from 9.9K to 8.1K in September 2026.

  5. Estimated monthly branded searches for Sofology in the United Kingdom fell 18.2% over 12 measured months, from 165K to 135K in September 2026.

  6. Estimated monthly branded searches for Dunelm in the United Kingdom fell 18.1% over 12 measured months, from 4.1M to 3.4M in September 2026.

How are Habitat’s branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Habitat’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • habitat
  • habitat furniture
  • habitat sofa

Do you work for Habitat? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Habitat compete?

Habitat is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Homeware retailers7th of 91.3%Show ranking
Furniture retailers9th of 110.15%Shown above
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Is Habitat your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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