Kitchen retailers in the United Kingdom:Which are most popular?
In September 2026, Howdens was the most searched kitchen retailer in the United Kingdom, accounting for 39.3% of all searches among the seven retailers we track. When we checked with ChatGPT and Google AI Overviews, Howdens, Wren Kitchens, DIY Kitchens and IKEA showed up in every answer. DIY Kitchens was recommended most often, coming first in two out of four responses.
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 Brandwave's three ChatGPT questions and one Google AI Overview, Howdens, Wren Kitchens, DIY Kitchens and IKEA appeared every time. DIY Kitchens was recommended most often, coming first in two out of four answers. IKEA was second, and Wren Kitchens was third.
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 do people search for most?
This chart shows how often people search Google for each kitchen retailer by name. Each line represents a brand's share of searches for all seven kitchen retailers we track, month by month, from searches in United Kingdom.
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.
Which brand is most popular in search among kitchen retailers in the United Kingdom?
7 brands
In September 2026, Howdens was the most searched among kitchen retailers in the United Kingdom, with an estimated 301K branded searches, 39.3% of all searches for the seven we track. Wren Kitchens is in 2nd place, 17.7 percentage points behind at 21.5%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Howdens | 36.1% → 39.3% | 40.6%Nov 2025 | 30.8%Jan 2026 | 1st |
| Wren Kitchens | 24.1% → 21.5% | 31%Apr 2026 | 21.5%Sep 2026 | 2nd |
| DIY Kitchens | 16.2% → 17.6% | 19.3%Jun 2026 | 13.8%Dec 2025 | 3rd |
| Magnet | 8.9% → 7.9% | 11.2%Jan 2026 | 7.6%Apr 2026 | 4th |
| IKEA | 7.3% → 6.5% | 7.6%Jan 2026 | 5.8%Jun 2026 | 5th |
| Wickes | 4.9% → 4.3% | 5.1%Dec 2025 | 4.1%Mar 2026 | 6th |
| B&Q | 2.7% → 2.9% | 3.4%Jan 2026 | 2.6%Jun 2026 | 7th |
Each finding as a sentence
- Across the 12 months ending September 2026, Howdens’ share of searches among kitchen retailers in the United Kingdom increased from 36.1% to 39.3%.
- Across the 12 months ending September 2026, Wren Kitchens’ share of searches among kitchen retailers in the United Kingdom decreased from 24.1% to 21.5%.
- Across the 12 months ending September 2026, DIY Kitchens’ share of searches among kitchen retailers in the United Kingdom increased from 16.2% to 17.6%.
- Across the 12 months ending September 2026, Magnet’s share of searches among kitchen retailers in the United Kingdom decreased from 8.9% to 7.9%.
- 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, Wickes’ share of searches among kitchen retailers in the United Kingdom decreased from 4.9% to 4.3%.
- Across the 12 months ending September 2026, Howdens’ share of searches among kitchen retailers in the United Kingdom peaked at 40.6% in November 2025 and was lowest at 30.8% in January 2026.
- Across the 12 months ending September 2026, Wren Kitchens’ share of searches among kitchen retailers in the United Kingdom peaked at 31% in April 2026 and was lowest at 21.5% in September 2026.
- Across the 12 months ending September 2026, DIY Kitchens’ share of searches among kitchen retailers in the United Kingdom peaked at 19.3% in June 2026 and was lowest at 13.8% in December 2025.
- Across the 12 months ending September 2026, Magnet’s share of searches among kitchen retailers in the United Kingdom peaked at 11.2% in January 2026 and was lowest at 7.6% in April 2026.
- 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.
- Across the 12 months ending September 2026, Wickes’ share of searches among kitchen retailers in the United Kingdom peaked at 5.1% in December 2025 and was lowest at 4.1% in March 2026.
- Across the 12 months ending September 2026, B&Q held steady: its share of searches among kitchen retailers in the United Kingdom moved less than 0.5 percentage points.
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.
Compare popularity between leading brands
- Howdens vs Wren Kitchens: compare popularity
- Howdens vs DIY Kitchens: compare popularity
- Howdens vs Magnet: compare popularity
- Howdens vs IKEA: compare popularity
- Wren Kitchens vs DIY Kitchens: compare popularity
- Wren Kitchens vs Magnet: compare popularity
- Wren Kitchens vs IKEA: compare popularity
- DIY Kitchens vs Magnet: compare popularity
- DIY Kitchens vs IKEA: compare popularity
- Magnet vs IKEA: compare popularity
- Compare any of these brands
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