Howdens vs IKEA:Which is more popular?
In September 2026, Howdens had more branded searches than IKEA among kitchen retailers in the United Kingdom. Howdens had about 301,000 branded searches, while IKEA had 49,500. Howdens made up 39.3% of all kitchen retailer searches we track, and IKEA accounted for 6.5%. When we asked ChatGPT and Google AI Overviews about kitchen retailers, both Howdens and IKEA appeared in all four answers. IKEA was mentioned before Howdens in three out of four answers.
Who do people search for more?
Howdens, about 6 searches for every 1 for IKEA
Who does AI mention more?
Both are mentioned in every answer we collected.
Who does AI recommend more?
IKEA, named ahead of Howdens in 3 of 4 answers
Follow Howdens vs IKEA 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 kitchen retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, both Howdens and IKEA showed up in all four answers. IKEA was listed before Howdens in three of them.
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.
Is Howdens or IKEA more popular in search?
This chart shows how often people search Google for Howdens and IKEA 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, IKEA. 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% |
How has the Howdens and IKEA comparison changed over the last 12 months?
3 findings
- Howdens was ahead of IKEA in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Howdens’ share of searches among kitchen retailers in the United Kingdom moved from 36.1% to 39.3%, and its estimated monthly branded searches held steady at 301K.
- Across the 12 months ending September 2026, IKEA’s share of searches among kitchen retailers in the United Kingdom moved from 7.3% to 6.5%, and its estimated monthly branded searches moved from 60.5K to 49.5K.
How did search popularity change for United Kingdom kitchen retailers in September 2026?
2 changes
In September 2026, Howdens gained share of searches among kitchen retailers in the United Kingdom, from 32.9% to 39.3%.
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.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Howdens’ 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.
Other head-to-heads among kitchen retailers
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.