How popular isIKEA?
In September 2026, people searched for IKEA by name about 3.4 million times in the United Kingdom, about the same as the previous year. These searches made up 17.3% of all United Kingdom bed retailer searches, placing IKEA third out of seven retailers. When we asked both ChatGPT and Google AI Overviews about bed retailers, IKEA appeared in three of the five answers and was the second most recommended of the seven.
IKEA is the third most searched of 7 competitors and the second most recommended in AI answers.
Bensons for BedsShare of searches 38.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
DreamsShare of searches 31.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
IKEAShare of searches 17.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
Bed KingdomShare of searches 5.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
John LewisShare of searches 4.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
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Top bed retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, IKEA was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. IKEA is the second most recommended of the seven.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Bensons for Beds4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Dreams3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- IKEA3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- John Lewis2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Furniture Village2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Bed Kingdom0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Time4Sleep0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about bed retailers
5 answers
Asked ChatGPT
“What's the best place to buy a bed in the UK?”
Asked ChatGPT
“Which UK bed retailer has the best prices and delivery?”
Asked ChatGPT
“What are the most popular bed shops in the UK?”
Searched Google, AI Overview
“beds”
Searched Google, AI Overview
“bed shops”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 23, 2026.
Which bed retailers compete with IKEA?
Share of searches by month for Bensons for Beds, Dreams, IKEA, Bed Kingdom, John Lewis, Time4Sleep. The figures are in the table below the chart.
View monthly share of searches table
| Month | Bensons for Beds | Dreams | IKEA | Bed Kingdom | John Lewis | Time4Sleep | Furniture Village |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 34.2% | 34.2% | 18.8% | 5.6% | 4.6% | 1.7% | 0.75% |
| Nov 2025 | 39% | 31.8% | 17.5% | 5.2% | 4.3% | 1.6% | 0.69% |
| Dec 2025 | 37.7% | 37.7% | 13.9% | 5.1% | 3.4% | 1.5% | 0.82% |
| Jan 2026 | 43.1% | 28.7% | 15.8% | 5.8% | 3.9% | 1.7% | 0.94% |
| Feb 2026 | 41% | 27.6% | 18.5% | 5.5% | 4.5% | 2% | 0.89% |
| Mar 2026 | 41% | 27.6% | 18.5% | 5.5% | 4.5% | 2% | 0.89% |
| Apr 2026 | 42.4% | 28.5% | 15.6% | 5.7% | 4.7% | 2.1% | 1.1% |
| May 2026 | 38.6% | 31.6% | 17.3% | 5.2% | 4.2% | 2.3% | 0.81% |
| Jun 2026 | 41.1% | 27.5% | 18.4% | 5.5% | 4.5% | 2.5% | 0.59% |
| Jul 2026 | 40.2% | 26.8% | 18% | 6.6% | 5.4% | 2.4% | 0.71% |
| Aug 2026 | 41.2% | 27.6% | 18.5% | 5.5% | 4.5% | 2% | 0.73% |
| Sep 2026 | 38.5% | 31.7% | 17.3% | 5.2% | 4.2% | 2.3% | 0.84% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 38.5% | 110K | -18.5% | -2.7 points | |
| 2, held 2nd | 31.7% | 90.5K | 0% | +4.1 points | |
| 3, held 3rd | 17.3% | 49.5K | -18.2% | -1.1 points | |
| 4, held 4th | 5.2% | 14.8K | -18.2% | -0.3 points | |
| 5, held 5th | 4.2% | 12.1K | -18.2% | -0.3 points | |
| 6, held 6th | 2.3% | 6.6K | 0% | +0.3 points | |
| 7, held 7th | 0.84% | 2.4K | 0% | +0.1 points |
38.5%
Held 1st. 110K estimated branded searches, -18.5% vs prior month. Share -2.7 points.
2.
Dreams31.7%
Held 2nd. 90.5K estimated branded searches, 0% vs prior month. Share +4.1 points.
3.
IKEA17.3%
Held 3rd. 49.5K estimated branded searches, -18.2% vs prior month. Share -1.1 points.
5.2%
Held 4th. 14.8K estimated branded searches, -18.2% vs prior month. Share -0.3 points.
4.2%
Held 5th. 12.1K estimated branded searches, -18.2% vs prior month. Share -0.3 points.
2.3%
Held 6th. 6.6K estimated branded searches, 0% vs prior month. Share +0.3 points.
0.84%
Held 7th. 2.4K estimated branded searches, 0% vs prior month. Share +0.1 points.
Compare popularity between IKEA and its closest rivals
Every comparison with IKEA
25 comparisons
- Dunelm vs IKEA
- IKEA vs The Range
- DFS vs IKEA
- IKEA vs Oliver Bonas
- IKEA vs Oak Furnitureland
- IKEA vs The White Company
- Furniture Village vs IKEA
- IKEA vs Next
- Habitat vs IKEA
- IKEA vs Sofology
- H&M Home vs IKEA
- DIY Kitchens vs IKEA
- Howdens vs IKEA
- IKEA vs Magnet
- IKEA vs Wren Kitchens
- Bensons for Beds vs IKEA
- Dreams vs IKEA
- Heal's vs IKEA
- IKEA vs Wickes
- IKEA vs Loaf
- B&Q vs IKEA
- Bed Kingdom vs IKEA
- IKEA vs Time4Sleep
- IKEA vs Swoon
- IKEA vs John Lewis
How has branded search demand for IKEA changed in the United Kingdom over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for IKEA in the United Kingdom held steady, from 3.5M to 3.4M.
- Across the 12 months ending September 2026, IKEA’s share of searches among bed retailers in the United Kingdom decreased from 18.8% to 17.3%.
- Across the 12 months ending September 2026, IKEA’s share of searches among bed retailers in the United Kingdom peaked at 18.8% in October 2025 and was lowest at 13.9% in December 2025.
How did search popularity change for United Kingdom bed retailers in September 2026?
6 changes
In September 2026, Dreams gained share of searches among bed retailers in the United Kingdom, from 27.6% to 31.7%.
In September 2026, Bensons for Beds lost share of searches among bed retailers in the United Kingdom, from 41.2% to 38.5%.
In September 2026, IKEA lost share of searches among bed retailers in the United Kingdom, from 18.5% to 17.3%.
Estimated monthly branded searches for Time4Sleep in the United Kingdom rose 22.2% over 12 measured months, from 5.4K to 6.6K in September 2026.
Estimated monthly branded searches for John Lewis in the United Kingdom fell 18.2% over 12 measured months, from 14.8K to 12.1K in September 2026.
Estimated monthly branded searches for Bed Kingdom in the United Kingdom fell 18.2% over 12 measured months, from 18.1K to 14.8K in September 2026.
How are IKEA’s branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using IKEA’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.
- ikea
- ikea beds
- ikea kitchens
Do you work for IKEA? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does IKEA compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Homeware retailers | 2nd of 9 | 33.2% | Show ranking |
| Furniture retailers | 2nd of 11 | 42.3% | Show ranking |
| Kitchen retailers | 5th of 7 | 6.5% | Show ranking |
| Bed retailers | 3rd of 7 | 17.3% | Shown above |
Is IKEA 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.