--- title: "H&M Home vs IKEA: Which is searched more in the United Kingdom?" description: "Is H&M Home or IKEA more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Homeware retailers set in the United Kingdom. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/uk/compare/h-m-home-vs-ikea" publisher: "Brandwave" --- # H&M Home vs IKEA: Which is searched more in the United Kingdom? Is H&M Home or IKEA more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Homeware retailers set in the United Kingdom. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: H&M Home and IKEA - **Competitive set**: Homeware retailers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **H&M Home Share of Search**: 1.1% - **IKEA Share of Search**: 33.2% ## Is H&M Home or IKEA more popular in search? - In September 2026, IKEA had more branded searches than H&M Home among homeware retailers in the United Kingdom. IKEA had about 3.4 million branded searches, while H&M Home had 110,000. IKEA made up 33.2% of all homeware retailer searches we track, and H&M Home accounted for 1.1%. - IKEA was ahead of H&M Home in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, H&M Home’s share of searches among homeware retailers in the United Kingdom moved from 0.96% to 1.1%, and its estimated monthly branded searches held steady at 110K. - Across the 12 months ending September 2026, IKEA’s share of searches among homeware retailers in the United Kingdom moved from 29.1% to 33.2%, and its estimated monthly branded searches held steady at 3.4M. ## Top homeware 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 all three ChatGPT answers and in one of the two Google AI Overviews. H&M Home was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. H&M Home was listed before IKEA in three out of four answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | John Lewis | 1st | 2 of 3 | 1 of 2 | 3 of 5 | | Dunelm | 2nd | 3 of 3 | 0 of 2 | 3 of 5 | | H&M Home | 3rd | 3 of 3 | 0 of 2 | 3 of 5 | | IKEA | 4th | 3 of 3 | 1 of 2 | 4 of 5 | | Oliver Bonas | 5th | 2 of 3 | 1 of 2 | 3 of 5 | | Next | 6th | 2 of 3 | 0 of 2 | 2 of 5 | | The Range | 7th | 1 of 3 | 0 of 2 | 1 of 5 | | The White Company | 8th | 2 of 3 | 0 of 2 | 2 of 5 | | Habitat | 9th | 2 of 3 | 0 of 2 | 2 of 5 | ## Every AI answer about homeware retailers - Asked ChatGPT "Where should I buy homeware in the UK?": 1. John Lewis, 2. H&M Home, 3. Dunelm, 4. IKEA, 5. Oliver Bonas, 6. Next, 7. The White Company, 8. Habitat - Asked ChatGPT "What are the best homeware shops in the UK?": 1. John Lewis, 2. Dunelm, 3. H&M Home, 4. Next, 5. Oliver Bonas, 6. IKEA, 7. The White Company, 8. Habitat - Asked ChatGPT "Which shop in the UK has the best affordable bedding and home decor?": 1. Dunelm, 2. The Range, 3. H&M Home, 4. IKEA - Searched Google, AI Overview "homeware": 1. John Lewis, 2. IKEA, 3. Oliver Bonas - Searched Google, AI Overview "homeware shops": named none of the brands we track Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 22, 2026. ## How did search popularity change for United Kingdom homeware retailers in September 2026? - IKEA’s share of searches among homeware retailers in the United Kingdom has gained ground for 3 months in a row, from 25.4% to 33.2% in September 2026. ## Month by month | Month | H&M Home estimated searches | H&M Home Share of Search | H&M Home rank | IKEA estimated searches | IKEA Share of Search | IKEA rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 110K | 0.96% | 8 | 3.4M | 29.1% | 2 | | Nov 2025 | 135K | 1.1% | 8 | 3.4M | 26.4% | 2 | | Dec 2025 | 110K | 0.9% | 8 | 3.4M | 27.4% | 2 | | Jan 2026 | 90.5K | 0.77% | 8 | 4.1M | 34.8% | 2 | | Feb 2026 | 90.5K | 0.95% | 8 | 3.4M | 35% | 2 | | Mar 2026 | 90.5K | 0.95% | 8 | 2.7M | 28.8% | 2 | | Apr 2026 | 74K | 0.79% | 8 | 2.7M | 29.4% | 2 | | May 2026 | 74K | 0.79% | 8 | 2.7M | 29.4% | 2 | | Jun 2026 | 74K | 0.84% | 8 | 2.2M | 25.4% | 2 | | Jul 2026 | 74K | 0.84% | 8 | 2.7M | 31.2% | 2 | | Aug 2026 | 110K | 1.1% | 8 | 3.4M | 32.9% | 2 | | Sep 2026 | 110K | 1.1% | 8 | 3.4M | 33.2% | 2 | ## How each brand is measured Brandwave collects information about searches that people make online using H&M Home’s 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. - **H&M Home**: Measured on the search term “h&m home”. - **IKEA**: Measured on the search term “ikea”. - [H&M Home profile](/demand/uk/brands/h-m-home) - [IKEA profile](/demand/uk/brands/ikea) - [All homeware retailers in the United Kingdom](/demand/uk/categories/uk-homeware-retailers): The set both shares are measured inside, 9 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is H&M Home or IKEA more popular in search? In September 2026, IKEA had more branded searches than H&M Home among homeware retailers in the United Kingdom. IKEA had about 3.4 million branded searches, while H&M Home had 110,000. IKEA made up 33.2% of all homeware retailer searches we track, and H&M Home accounted for 1.1%. ## Cite this page Brandwave. "H&M Home vs IKEA: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/h-m-home-vs-ikea This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/h-m-home-vs-ikea. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.