Brandwave

How popular isLoaf?

In September 2026, people searched for Loaf by name about 29,000 times in the United Kingdom, about the same as the previous year. These searches made up 0.37% of all United Kingdom furniture retailer searches, placing Loaf eighth out of 11 retailers. When we asked both ChatGPT and Google AI Overviews about furniture retailers, Loaf appeared in three of the four answers and was the sixth most recommended of the 11.

Search and AI answers in September 2026

Loaf is the eighth most searched of 11 competitors and the sixth most recommended in AI answers.

  1. DunelmShare of searches 42.3%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  2. IKEAShare of searches 42.3%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  3. DFSShare of searches 6.7%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  4. Oak FurniturelandShare of searches 3.1%Mentioned in 2 of 4 AI answersPlace in AI recommendations 5th
  5. LoafShare of searches 0.37%Mentioned in 3 of 4 AI answersPlace in AI recommendations 6th

+6 more

Loaf website (opens in a new tab)

Follow Loaf and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top furniture retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Loaf was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Loaf is the sixth most recommended of the 11.

Most recommended by AI

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

  1. John Lewis1st
  2. IKEA2nd
  3. Heal's3rd
  4. DFS4th
  5. Oak Furnitureland5th
  6. Loaf6th
  7. Sofology7th
  8. Habitat8th
  9. Dunelm–
  10. Furniture Village–
  11. +1 more

Mentioned by AI

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

  • IKEA3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Loaf3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • John Lewis3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • DFS2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Oak Furnitureland2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Heal's2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Habitat2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Sofology1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Dunelm0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Furniture Village0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+1 more

See every answer about furniture retailers

4 answers

Not named in any answer:

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

Which furniture retailers compete with Loaf?

Loaf against furniture retailers in the United Kingdom, by month

Share of searches by month for Dunelm, IKEA, DFS, Oak Furnitureland, Furniture Village, Loaf. The figures are in the table below the chart.

View monthly share of searches table
MonthDunelmIKEADFSOak FurniturelandFurniture VillageSofologyHeal'sLoafHabitatJohn LewisSwoon
Oct 202545.7%37.4%7.3%3.4%3.4%1.8%0.49%0.33%0.13%0.11%0.06%
Nov 202545.3%37.1%7.2%4.1%3.3%1.8%0.59%0.32%0.13%0.09%0.07%
Dec 202545.7%37.4%7.3%3.4%3.4%1.8%0.48%0.27%0.11%0.07%0.05%
Jan 202641.3%41.3%6.6%4.5%3%2%0.54%0.36%0.12%0.1%0.07%
Feb 202642%42%6.3%3.8%3.1%1.7%0.45%0.3%0.1%0.1%0.07%
Mar 202646%37.6%6.6%4.1%2.8%1.9%0.5%0.33%0.13%0.09%0.08%
Apr 202645.9%37.5%6.9%3.4%3.4%1.8%0.5%0.33%0.13%0.07%0.07%
May 202646.8%38.3%6.1%3.4%2.8%1.5%0.5%0.28%0.12%0.08%0.06%
Jun 202651.6%34.5%5.9%3.1%2.1%1.7%0.57%0.3%0.1%0.08%0.07%
Jul 202642.7%42.7%5.9%3.1%2.6%1.7%0.57%0.38%0.13%0.1%0.07%
Aug 202641.8%41.8%6.7%3.8%3.1%1.7%0.46%0.36%0.15%0.1%0.07%
Sep 202642.3%42.3%6.7%3.1%2.5%1.7%0.55%0.37%0.15%0.1%0.07%

  1. 1.Dunelm

    42.3%

    Held 1st. 3.4M estimated branded searches, 0% vs prior month. Share +0.5 points.

  2. 2.IKEA

    42.3%

    Held 2nd. 3.4M estimated branded searches, 0% vs prior month. Share +0.5 points.

  3. 3.DFS

    6.7%

    Held 3rd. 533K estimated branded searches, 0% vs prior month. Share +0.1 points.

  4. 4.Oak Furnitureland

    3.1%

    Held 4th. 246K estimated branded searches, -18.3% vs prior month. Share -0.7 points.

  5. 5.Furniture Village

    2.5%

    Held 5th. 201K estimated branded searches, -18.3% vs prior month. Share -0.5 points.

  6. 6.Sofology

    1.7%

    Held 6th. 135K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Heal's

    0.55%

    Held 7th. 43.4K estimated branded searches, +18.3% vs prior month. Share +0.1 points.

  8. 8.Loaf

    0.37%

    Held 8th. 29K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Habitat

    0.15%

    Held 9th. 11.7K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.John Lewis

    0.1%

    Held 10th. 8.1K estimated branded searches, 0% vs prior month. Share 0 points.

  11. 11.Swoon

    0.07%

    Held 11th. 5.3K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Loaf and its closest rivals

Every comparison with Loaf

10 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Loaf in the United Kingdom held steady, from 29.5K to 29K.
  • Across the 12 months ending September 2026, Loaf’s share of searches among furniture retailers in the United Kingdom held steady, from 0.33% to 0.37%.

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

6 changes

  1. In September 2026, Oak Furnitureland lost share of searches among furniture retailers in the United Kingdom, from 3.8% to 3.1%.

  2. In September 2026, Furniture Village lost share of searches among furniture retailers in the United Kingdom, from 3.1% to 2.5%.

  3. DFS’s share of searches among furniture retailers in the United Kingdom has gained ground for 3 months in a row, from 5.9% to 6.7% in September 2026.

  4. Estimated monthly branded searches for John Lewis in the United Kingdom fell 18.2% over 12 measured months, from 9.9K to 8.1K in September 2026.

  5. Estimated monthly branded searches for Sofology 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 Loaf’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Loaf’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.

  • loaf furniture
  • loaf sofa

Do you work for Loaf? 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

Creator with pink hair and a pink jacket

Is Loaf 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.

Start free