Brandwave

Dunelm vs Loaf:Which is more popular?

In September 2026, Dunelm had more branded searches than Loaf among furniture retailers in the United Kingdom. Dunelm had about 3.4 million branded searches, while Loaf had 29,000. Dunelm made up 42.3% of all furniture retailer searches we track, and Loaf accounted for 0.37%. When we asked ChatGPT and Google AI Overviews about furniture retailers, Loaf appeared in three of the four answers and Dunelm in none.

Among furniture retailers in the United Kingdom in September 2026

Who do people search for more?

Dunelm, about 116 searches for every 1 for Loaf

Dunelm 3.4M searchesLoaf 29K searches

Who does AI mention more?

Loaf, mentioned in 3 of 4 answers, Dunelm in 0

Loaf in 3 of 4Dunelm in 0 of 4

Who does AI recommend more?

Loaf, the only one of the two named

Loaf first in 3Dunelm never named

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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. Dunelm did not appear in any of the four answers.

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.

Is Dunelm or Loaf more popular in search?

This chart shows how often people search Google for Dunelm and Loaf by name. Each line represents a brand's share of searches for all 11 furniture retailers we track, month by month, from searches in United Kingdom.

Dunelm and Loaf among furniture retailers in the United Kingdom, by month

Share of searches by month for Dunelm, 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%

How has the Dunelm and Loaf comparison changed over the last 12 months?

3 findings
  • Dunelm was ahead of Loaf in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Dunelm’s share of searches among furniture retailers in the United Kingdom moved from 45.7% to 42.3%, and its estimated monthly branded searches moved from 4.1M to 3.4M.
  • Across the 12 months ending September 2026, Loaf’s share of searches among furniture retailers in the United Kingdom moved from 0.33% to 0.37%, and its estimated monthly branded searches moved from 29.5K to 29K.

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

1 change

  1. 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 branded searches counted?

3 search terms

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

Dunelm

1 branded search term

  • dunelm

Loaf

2 branded search terms

  • loaf furniture
  • loaf sofa

How the Brand Demand Index is measured

Other head-to-heads among furniture retailers

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