Brandwave

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 33.2% of all United Kingdom homeware retailer searches, placing IKEA second out of nine retailers. When we asked both ChatGPT and Google AI Overviews about homeware retailers, IKEA appeared in four of the five answers and was the fourth most recommended of the nine.

Search and AI answers in September 2026

IKEA is the second most searched of 9 competitors and the fourth most recommended in AI answers.

  1. DunelmShare of searches 33.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  2. IKEAShare of searches 33.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  3. The RangeShare of searches 22.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  4. Oliver BonasShare of searches 4.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  5. The White CompanyShare of searches 2.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 8th

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Top homeware retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, IKEA was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. IKEA is the fourth most recommended of the nine.

Most recommended by AI

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

  1. John Lewis1st
  2. Dunelm2nd
  3. H&M Home3rd
  4. IKEA4th
  5. Oliver Bonas5th
  6. Next6th
  7. The Range7th
  8. The White Company8th
  9. Habitat9th

Mentioned by AI

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

  • IKEA4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Dunelm3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Oliver Bonas3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • H&M Home3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • John Lewis3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The White Company2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Next2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Habitat2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • The Range1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about homeware retailers

5 answers

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

Which homeware retailers compete with IKEA?

IKEA against homeware retailers in the United Kingdom, by month

Share of searches by month for Dunelm, IKEA, The Range, Oliver Bonas, The White Company. The figures are in the table below the chart.

View monthly share of searches table
MonthDunelmIKEAThe RangeOliver BonasThe White CompanyNextHabitatH&M HomeJohn Lewis
Oct 202535.5%29.1%23.8%4.8%2.6%1.7%1.4%0.96%0.04%
Nov 202532.2%26.4%26.4%6.5%4.3%1.6%1.6%1.1%0.03%
Dec 202533.4%27.4%22.4%8.2%4.5%1.6%1.6%0.9%0.04%
Jan 202634.8%34.8%19%4.7%2.6%1.7%1.7%0.77%0.03%
Feb 202635%35%19.1%4.7%2.1%1.7%1.4%0.95%0.04%
Mar 202635.2%28.8%23.5%5.8%2.6%1.7%1.4%0.95%0.04%
Apr 202635.9%29.4%24%4.8%2.2%1.4%1.4%0.79%0.03%
May 202635.9%29.4%24%4.8%2.2%1.4%1.4%0.79%0.03%
Jun 202638.1%25.4%25.4%5.1%2.3%1.5%1.2%0.84%0.03%
Jul 202631.2%31.2%25.5%6.3%2.3%1.5%1.3%0.84%0.03%
Aug 202632.9%32.9%22%5.4%2.4%2%1.3%1.1%0.04%
Sep 202633.2%33.2%22.2%4.5%2.4%2%1.3%1.1%0.04%

  1. 1.Dunelm

    33.2%

    Held 1st. 3.4M estimated branded searches, 0% vs prior month. Share +0.3 points.

  2. 2.IKEA

    33.2%

    Held 2nd. 3.4M estimated branded searches, 0% vs prior month. Share +0.3 points.

  3. 3.The Range

    22.2%

    Held 3rd. 2.2M estimated branded searches, 0% vs prior month. Share +0.2 points.

  4. 4.Oliver Bonas

    4.5%

    Held 4th. 450K estimated branded searches, -18.2% vs prior month. Share -0.9 points.

  5. 5.The White Company

    2.4%

    Held 5th. 246K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Next

    2%

    Held 6th. 201K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Habitat

    1.3%

    Held 7th. 135K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.H&M Home

    1.1%

    Held 8th. 110K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.John Lewis

    0.04%

    Held 9th. 4.4K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between IKEA and its closest rivals

Every comparison with IKEA

21 comparisons

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 at 3.4M.
  • Across the 12 months ending September 2026, IKEA’s share of searches among homeware retailers in the United Kingdom increased from 29.1% to 33.2%.
  • Across the 12 months ending September 2026, IKEA’s share of searches among homeware retailers in the United Kingdom peaked at 35% in February 2026 and was lowest at 25.4% in June 2026.

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

6 changes

  1. In September 2026, Oliver Bonas lost share of searches among homeware retailers in the United Kingdom, from 5.4% to 4.5%.

  2. IKEA’s share of searches among homeware retailers in the United Kingdom has gained ground for 3 months in a row, from 25.4% to 33.2% in September 2026.

  3. Estimated monthly branded searches for The White Company in the United Kingdom fell 18.3% over 12 measured months, from 301K to 246K in September 2026.

  4. Estimated monthly branded searches for The Range in the United Kingdom fell 18.2% over 12 measured months, from 2.7M to 2.2M in September 2026.

  5. Estimated monthly branded searches for Habitat 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 IKEA’s branded searches counted?

2 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 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.

How the Brand Demand Index is measured

Where does IKEA compete?

IKEA is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Homeware retailers2nd of 933.2%Shown above
Furniture retailers2nd of 1142.3%Show ranking
Kitchen retailers5th of 76.5%Show ranking
Creator with pink hair and a pink jacket

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.

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