Dreams vs IKEA:Which is more popular?
In September 2026, Dreams had more branded searches than IKEA among bed retailers in the United Kingdom. Dreams had about 90,500 branded searches, while IKEA had 49,500. Dreams made up 31.7% of all bed retailer searches we track, and IKEA accounted for 17.3%. When we asked ChatGPT and Google AI Overviews about bed retailers, Dreams and IKEA each appeared in three of the five answers. Dreams was mentioned before IKEA in two out of three answers that named either.
Who do people search for more?
Dreams, about 83% more searches than IKEA
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
Dreams, named ahead of IKEA in 2 of 3 answers
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Top bed retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Dreams and IKEA were each mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Dreams was listed before IKEA in two out of three answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Bensons for Beds4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Dreams3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
IKEA3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
John Lewis2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Furniture Village2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Bed Kingdom0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Time4Sleep0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about bed retailers
5 answers
Asked ChatGPT
“What's the best place to buy a bed in the UK?”
Asked ChatGPT
“Which UK bed retailer has the best prices and delivery?”
Asked ChatGPT
“What are the most popular bed shops in the UK?”
Searched Google, AI Overview
“beds”
Searched Google, AI Overview
“bed shops”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 23, 2026.
Is Dreams or IKEA more popular in search?
This chart shows how often people search Google for Dreams and IKEA by name. Each line represents a brand's share of searches for all seven bed retailers we track, month by month, from searches in United Kingdom.
Share of searches by month for Dreams, IKEA. The figures are in the table below the chart.
View monthly share of searches table
| Month | Bensons for Beds | Dreams | IKEA | Bed Kingdom | John Lewis | Time4Sleep | Furniture Village |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 34.2% | 34.2% | 18.8% | 5.6% | 4.6% | 1.7% | 0.75% |
| Nov 2025 | 39% | 31.8% | 17.5% | 5.2% | 4.3% | 1.6% | 0.69% |
| Dec 2025 | 37.7% | 37.7% | 13.9% | 5.1% | 3.4% | 1.5% | 0.82% |
| Jan 2026 | 43.1% | 28.7% | 15.8% | 5.8% | 3.9% | 1.7% | 0.94% |
| Feb 2026 | 41% | 27.6% | 18.5% | 5.5% | 4.5% | 2% | 0.89% |
| Mar 2026 | 41% | 27.6% | 18.5% | 5.5% | 4.5% | 2% | 0.89% |
| Apr 2026 | 42.4% | 28.5% | 15.6% | 5.7% | 4.7% | 2.1% | 1.1% |
| May 2026 | 38.6% | 31.6% | 17.3% | 5.2% | 4.2% | 2.3% | 0.81% |
| Jun 2026 | 41.1% | 27.5% | 18.4% | 5.5% | 4.5% | 2.5% | 0.59% |
| Jul 2026 | 40.2% | 26.8% | 18% | 6.6% | 5.4% | 2.4% | 0.71% |
| Aug 2026 | 41.2% | 27.6% | 18.5% | 5.5% | 4.5% | 2% | 0.73% |
| Sep 2026 | 38.5% | 31.7% | 17.3% | 5.2% | 4.2% | 2.3% | 0.84% |
How has the Dreams and IKEA comparison changed over the last 12 months?
3 findings
- Dreams was ahead of IKEA in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Dreams’ share of searches among bed retailers in the United Kingdom moved from 34.2% to 31.7%, and its estimated monthly branded searches moved from 110K to 90.5K.
- Across the 12 months ending September 2026, IKEA’s share of searches among bed retailers in the United Kingdom moved from 18.8% to 17.3%, and its estimated monthly branded searches moved from 60.5K to 49.5K.
How did search popularity change for United Kingdom bed retailers in September 2026?
2 changes
In September 2026, Dreams gained share of searches among bed retailers in the United Kingdom, from 27.6% to 31.7%.
In September 2026, IKEA lost share of searches among bed retailers in the United Kingdom, from 18.5% to 17.3%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Dreams’ and IKEA’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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