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 6.5% of all United Kingdom kitchen retailer searches, placing IKEA fifth out of seven retailers. When we asked both ChatGPT and Google AI Overviews about kitchen retailers, IKEA appeared in all answers and was the second most recommended of the seven.
IKEA is the fifth most searched of 7 competitors and the second 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, IKEA appeared in all four answers. 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.
- 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 IKEA?
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 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 kitchen retailers in the United Kingdom decreased from 7.3% to 6.5%.
- Across the 12 months ending September 2026, IKEA’s share of searches among kitchen retailers in the United Kingdom peaked at 7.6% in January 2026 and was lowest at 5.8% in June 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 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% | Shown above |
| Bed retailers | 3rd of 7 | 17.3% | Show ranking |
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.