How popular isHowdens?
In September 2026, people searched for Howdens by name about 301,000 times in the United Kingdom, about the same as the previous year. These searches made up 39.3% of all United Kingdom kitchen retailer searches, placing Howdens first out of seven retailers. When we asked both ChatGPT and Google AI Overviews about kitchen retailers, Howdens appeared in all answers and was the fifth most recommended of the seven.
Howdens is the most searched of 7 competitors and the fifth most recommended in AI answers.
HowdensShare of searches 39.3%Mentioned in 4 of 4 AI answersPlace in AI recommendations 5th
Wren KitchensShare of searches 21.5%Mentioned in 4 of 4 AI answersPlace in AI recommendations 3rd
DIY KitchensShare of searches 17.6%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
MagnetShare of searches 7.9%Mentioned in 3 of 4 AI answersPlace in AI recommendations 4th
IKEAShare of searches 6.5%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
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Top kitchen retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Howdens appeared in all four answers. Howdens is the fifth most recommended of the seven.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- DIY Kitchens1st
- IKEA2nd
- Wren Kitchens3rd
- Magnet4th
- Howdens5th
Wickes6th
B&Q7th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Howdens4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Wren Kitchens4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- DIY Kitchens4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- IKEA4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Magnet3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Wickes3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- B&Q2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
See every answer about kitchen retailers
4 answers
Asked ChatGPT
“Where should I buy a new kitchen in the UK?”
Asked ChatGPT
“What are the best kitchen retailers in the UK?”
Asked ChatGPT
“What's the best value fitted kitchen company in the UK?”
Searched Google, AI Overview
“kitchens”
Searched Google, AI Overview
“new kitchen”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.
Which kitchen retailers compete with Howdens?
Share of searches by month for Howdens, Wren Kitchens, DIY Kitchens, Magnet, IKEA, Wickes, B&Q. The figures are in the table below the chart.
View monthly share of searches table
| Month | Howdens | Wren Kitchens | DIY Kitchens | Magnet | IKEA | Wickes | B&Q |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 36.1% | 24.1% | 16.2% | 8.9% | 7.3% | 4.9% | 2.7% |
| Nov 2025 | 40.6% | 22.3% | 14.8% | 8.2% | 6.7% | 4.5% | 3% |
| Dec 2025 | 37.6% | 25.2% | 13.8% | 9.3% | 6.2% | 5.1% | 2.8% |
| Jan 2026 | 30.8% | 25.1% | 16.9% | 11.2% | 7.6% | 5.1% | 3.4% |
| Feb 2026 | 36.1% | 24.1% | 16.2% | 8.9% | 7.3% | 4.9% | 2.7% |
| Mar 2026 | 36.9% | 24.6% | 16.5% | 9.1% | 6.1% | 4.1% | 2.7% |
| Apr 2026 | 31% | 31% | 17% | 7.6% | 6.2% | 4.2% | 2.8% |
| May 2026 | 34.1% | 27.8% | 15.2% | 8.4% | 6.9% | 4.6% | 3.1% |
| Jun 2026 | 35.2% | 23.6% | 19.3% | 8.7% | 5.8% | 4.7% | 2.6% |
| Jul 2026 | 36.5% | 24.5% | 16.3% | 9% | 6% | 4.9% | 2.7% |
| Aug 2026 | 32.9% | 26.9% | 18.1% | 8.1% | 6.6% | 4.4% | 3% |
| Sep 2026 | 39.3% | 21.5% | 17.6% | 7.9% | 6.5% | 4.3% | 2.9% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 39.3% | 301K | +22.4% | +6.4 points | |
| 2, held 2nd | 21.5% | 165K | -17.9% | -5.4 points | |
| 3, held 3rd | 17.6% | 135K | 0% | -0.4 points | |
| 4, held 4th | 7.9% | 60.5K | 0% | -0.2 points | |
| 5, held 5th | 6.5% | 49.5K | 0% | -0.2 points | |
| 6, held 6th | 4.3% | 33.1K | 0% | -0.1 points | |
| 7, held 7th | 2.9% | 22.2K | 0% | -0.1 points |
1.
Howdens39.3%
Held 1st. 301K estimated branded searches, +22.4% vs prior month. Share +6.4 points.
21.5%
Held 2nd. 165K estimated branded searches, -17.9% vs prior month. Share -5.4 points.
17.6%
Held 3rd. 135K estimated branded searches, 0% vs prior month. Share -0.4 points.
4.
Magnet7.9%
Held 4th. 60.5K estimated branded searches, 0% vs prior month. Share -0.2 points.
5.
IKEA6.5%
Held 5th. 49.5K estimated branded searches, 0% vs prior month. Share -0.2 points.
6.
Wickes4.3%
Held 6th. 33.1K estimated branded searches, 0% vs prior month. Share -0.1 points.
7.
B&Q2.9%
Held 7th. 22.2K estimated branded searches, 0% vs prior month. Share -0.1 points.
Compare popularity between Howdens and its closest rivals
Every comparison with Howdens
6 comparisons
How has branded search demand for Howdens changed in the United Kingdom over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Howdens in the United Kingdom held steady at 301K.
- Across the 12 months ending September 2026, Howdens’ share of searches among kitchen retailers in the United Kingdom increased from 36.1% to 39.3%.
- Across the 12 months ending September 2026, Howdens’ share of searches among kitchen retailers in the United Kingdom peaked at 40.6% in November 2025 and was lowest at 30.8% in January 2026.
How did search popularity change for United Kingdom kitchen retailers in September 2026?
5 changes
In September 2026, Howdens gained share of searches among kitchen retailers in the United Kingdom, from 32.9% to 39.3%.
In September 2026, Wren Kitchens lost share of searches among kitchen retailers in the United Kingdom, from 26.9% to 21.5%.
Estimated monthly branded searches for Wickes in the United Kingdom fell 18.3% over 12 measured months, from 40.5K to 33.1K in September 2026.
Estimated monthly branded searches for Magnet in the United Kingdom fell 18.2% over 12 measured months, from 74K to 60.5K in September 2026.
Estimated monthly branded searches for IKEA in the United Kingdom fell 18.2% over 12 measured months, from 60.5K to 49.5K in September 2026.
How are Howdens’ branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Howdens’ name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- howdens
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