Brandwave

How popular isIKEA?

In September 2026, people searched for IKEA by name about 3.5 million times in the United Kingdom, about the same as the previous year. These searches made up 19.8% of all United Kingdom rug retailer searches, placing IKEA second out of 11 retailers. When we asked both ChatGPT and Google AI Overviews about rug retailers, IKEA appeared in four of the five answers and was the second most recommended of the 11.

Search and AI answers in September 2026

IKEA is the second most searched of 11 competitors and the second most recommended in AI answers.

  1. DunelmShare of searches 29.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. IKEAShare of searches 19.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. RuggableShare of searches 19.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  4. NextShare of searches 8.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  5. John LewisShare of searches 7.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 9th

+6 more

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Top rug 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 two of the three ChatGPT answers and in both Google AI Overviews. IKEA is the second most recommended of the 11.

Most recommended by AI

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

  1. Dunelm1st
  2. IKEA2nd
  3. Ruggable3rd
  4. Next3rd
  5. Habitat5th
  6. Rugs Direct6th
  7. La Redoute7th
  8. Wayfair8th
  9. John Lewis9th
  10. The Rug Seller10th
  11. +1 more

Mentioned by AI

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

  • Dunelm5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • IKEA4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Ruggable4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Next3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • John Lewis2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Rugs Direct2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Wayfair2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Habitat2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • La Redoute2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Land of Rugs1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

+1 more

See every answer about rug retailers

5 answers

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.

Which rug retailers compete with IKEA?

IKEA against rug retailers in the United Kingdom, by month

Share of searches by month for Dunelm, IKEA, Ruggable, Next, John Lewis, Rugs Direct, Wayfair, Habitat. The figures are in the table below the chart.

View monthly share of searches table
MonthDunelmIKEARuggableNextJohn LewisRugs DirectWayfairHabitatLa RedouteLand of RugsThe Rug Seller
Oct 202532.4%17.8%21.8%8%6.5%5.3%4.4%2.4%0.85%0.38%0.26%
Nov 202531%17.1%20.9%9.3%6.3%5.1%6.3%2.3%1%0.45%0.25%
Dec 202535.5%15.9%19.4%8.7%5.8%5.8%4.7%2.6%0.94%0.39%0.23%
Jan 202632.6%17.8%17.8%9.8%6.5%5.3%5.3%2.9%1%0.47%0.26%
Feb 202632.9%18%18%9.9%6.6%5.4%4.4%2.9%1.1%0.45%0.26%
Mar 202633.5%18.3%18.3%8.2%6.7%5.5%5.5%2.4%0.86%0.45%0.22%
Apr 202631.1%17%20.8%9.3%6.2%6.2%5.1%2.8%0.98%0.37%0.25%
May 202633.8%18.5%18.5%8.3%6.8%5.5%4.5%2.5%1.1%0.4%0.27%
Jun 202636.3%16.2%19.8%7.3%5.9%5.9%4.9%2.2%0.96%0.35%0.23%
Jul 202630.1%20.1%20.1%9%6%6%4.9%2.2%0.97%0.36%0.24%
Aug 202633.2%18.2%18.2%10%6.6%5.4%4.4%2.4%1.1%0.26%0.26%
Sep 202629.6%19.8%19.8%8.9%7.2%5.9%4.8%2.6%0.96%0.24%0.19%

  1. 1.Dunelm

    29.6%

    Held 1st. 74K estimated branded searches, 0% vs prior month. Share -3.6 points.

  2. 2.IKEA

    19.8%

    Held 2nd. 49.5K estimated branded searches, +22.2% vs prior month. Share +1.6 points.

  3. 3.Ruggable

    19.8%

    Held 3rd. 49.5K estimated branded searches, +22.2% vs prior month. Share +1.6 points.

  4. 4.Next

    8.9%

    Held 4th. 22.2K estimated branded searches, 0% vs prior month. Share -1.1 points.

  5. 5.John Lewis

    7.2%

    Held 5th. 18.1K estimated branded searches, +22.3% vs prior month. Share +0.6 points.

  6. 6.Rugs Direct

    5.9%

    Held 6th. 14.8K estimated branded searches, +22.3% vs prior month. Share +0.5 points.

  7. 7.Wayfair

    4.8%

    Held 7th. 12.1K estimated branded searches, +22.2% vs prior month. Share +0.4 points.

  8. 8.Habitat

    2.6%

    Held 8th. 6.6K estimated branded searches, +22.2% vs prior month. Share +0.2 points.

  9. 9.La Redoute

    0.96%

    Held 9th. 2.4K estimated branded searches, 0% vs prior month. Share -0.1 points.

  10. 10.Land of Rugs

    0.24%

    Held 10th. 590 estimated branded searches, 0% vs prior month. Share 0 points.

  11. 11.The Rug Seller

    0.19%

    Held 11th. 480 estimated branded searches, -18.6% vs prior month. Share -0.1 points.

IKEA, Dunelm and 2 other brands sell other things too, so only their searches that name this product count here, like “ikea rugs”.

Compare popularity between IKEA and its closest rivals

Every comparison with IKEA

31 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for IKEA in the United Kingdom held steady at 3.5M.
  • Across the 12 months ending September 2026, IKEA’s share of searches among rug retailers in the United Kingdom increased from 17.8% to 19.8%.
  • Across the 12 months ending September 2026, IKEA’s share of searches among rug retailers in the United Kingdom peaked at 20.1% in July 2026 and was lowest at 15.9% in December 2025.
  • Across the 12 months ending September 2026, IKEA rose from 3rd to 2nd among rug retailers in the United Kingdom.

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

6 changes

  1. In September 2026, IKEA gained share of searches among rug retailers in the United Kingdom, from 18.2% to 19.8%.

  2. In September 2026, Ruggable gained share of searches among rug retailers in the United Kingdom, from 18.2% to 19.8%.

  3. In September 2026, John Lewis gained share of searches among rug retailers in the United Kingdom, from 6.6% to 7.2%.

  4. In September 2026, Dunelm lost share of searches among rug retailers in the United Kingdom, from 33.2% to 29.6%.

  5. In September 2026, Next lost share of searches among rug retailers in the United Kingdom, from 10% to 8.9%.

  6. Estimated monthly branded searches for Land of Rugs in the United Kingdom fell 54.6% over 12 measured months, from 1.3K to 590 in September 2026.

How are IKEA’s branded searches counted?

4 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
  • ikea rugs

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 five 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%Show ranking
Furniture retailers2nd of 1142.3%Show ranking
Kitchen retailers5th of 76.5%Show ranking
Bed retailers3rd of 717.3%Show ranking
Rug retailers2nd of 1119.8%Shown above
Creator with pink hair and a pink jacket

Is IKEA your brand?

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