Brandwave

How popular isIKEA?

In September 2026, people searched for IKEA by name about 7.5 million times in the United States, a 22.2% increase from the previous year. These searches made up 41.5% of all United States home decor retailer searches, placing IKEA first out of ten retailers. When we asked both ChatGPT and Google AI Overviews about home decor retailers, IKEA appeared in three of the five answers and was the second most recommended of the ten.

Search and AI answers in September 2026

IKEA is the most searched of 10 competitors and the second most recommended in AI answers.

  1. IKEAShare of searches 41.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  2. HomeGoodsShare of searches 18.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 1st
  3. World MarketShare of searches 10.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 8th
  4. Pottery BarnShare of searches 10.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  5. Crate & BarrelShare of searches 6.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th

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Top home decor retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, IKEA was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. IKEA is the second most recommended of the ten.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. HomeGoods1st
  2. IKEA2nd
  3. West Elm3rd
  4. Anthropologie4th
  5. Pottery Barn5th
  6. CB26th
  7. Crate & Barrel7th
  8. World Market8th
  9. At Home9th
  10. Kirkland's–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • World Market4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • IKEA3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Anthropologie3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • HomeGoods2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pottery Barn2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Crate & Barrel2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • West Elm2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • CB22 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • At Home2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kirkland's1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about home decor retailers

5 answers

Brands are shown in the order each answer named them. The survey took place in United States on October 22, 2026.

Which home decor retailers compete with IKEA?

IKEA against home decor retailers in the United States, by month

Share of searches by month for IKEA, HomeGoods, World Market, Pottery Barn, Crate & Barrel, West Elm, Kirkland's, CB2. The figures are in the table below the chart.

View monthly share of searches table
MonthIKEAHomeGoodsWorld MarketPottery BarnCrate & BarrelWest ElmKirkland'sCB2At HomeAnthropologie
Oct 202537.8%16.9%11.7%11.3%7.5%6.2%5.1%2.3%1%0.17%
Nov 202533.8%15.2%12.9%12.4%10.1%5.5%6.8%2%1.1%0.15%
Dec 202534.9%15.6%16.3%12.8%8.5%4.7%4.7%1.7%0.77%0.13%
Jan 202641.1%15%10.5%12.3%8.2%5.5%4.5%2%0.74%0.15%
Feb 202642%15.4%10.6%10.3%8.4%5.7%4.6%2.1%0.76%0.15%
Mar 202643.2%15.8%10.9%10.6%7%5.8%3.9%1.7%0.95%0.16%
Apr 202642.9%15.7%10.9%10.5%7%5.8%3.9%2.1%1.2%0.16%
May 202644.2%16.2%9.2%10.8%7.2%5.9%3.2%2.2%0.97%0.16%
Jun 202646.3%17%9.7%9.3%6.2%5.1%3.4%1.9%1%0.17%
Jul 202643.9%16.1%9.2%10.7%7.2%5.9%4%1.8%1.2%0.16%
Aug 202643.5%19.5%9%10.7%5.8%4.8%3.9%1.8%0.96%0.16%
Sep 202641.5%18.6%10.5%10.1%6.8%5.5%3.7%2%1.1%0.15%

  1. 1.IKEA

    41.5%

    Held 1st. 7.5M estimated branded searches, -18.2% vs prior month. Share -2 points.

  2. 2.HomeGoods

    18.6%

    Held 2nd. 3.4M estimated branded searches, -18.1% vs prior month. Share -0.9 points.

  3. 3.World Market

    10.5%

    Moved from 4th to 3rd. 1.9M estimated branded searches, 0% vs prior month. Share +1.5 points.

  4. 4.Pottery Barn

    10.1%

    Moved from 3rd to 4th. 1.8M estimated branded searches, -18.3% vs prior month. Share -0.5 points.

  5. 5.Crate & Barrel

    6.8%

    Held 5th. 1.2M estimated branded searches, 0% vs prior month. Share +1 points.

  6. 6.West Elm

    5.5%

    Held 6th. 1M estimated branded searches, 0% vs prior month. Share +0.8 points.

  7. 7.Kirkland's

    3.7%

    Held 7th. 673K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

  8. 8.CB2

    2%

    Held 8th. 368K estimated branded searches, 0% vs prior month. Share +0.3 points.

  9. 9.At Home

    1.1%

    Held 9th. 201K estimated branded searches, 0% vs prior month. Share +0.2 points.

  10. 10.Anthropologie

    0.15%

    Held 10th. 27.1K estimated branded searches, -18.1% vs prior month. Share 0 points.

Compare popularity between IKEA and its closest rivals

Every comparison with IKEA

16 comparisons

How has branded search demand for IKEA changed in the United States over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for IKEA in the United States rose from 6.1M to 7.5M.
  • Across the 12 months ending September 2026, IKEA’s share of searches among home decor retailers in the United States increased from 37.8% to 41.5%.
  • Across the 12 months ending September 2026, IKEA’s share of searches among home decor retailers in the United States peaked at 46.3% in June 2026 and was lowest at 33.8% in November 2025.

How did search popularity change for United States home decor retailers in September 2026?

6 changes

  1. In September 2026, World Market overtook Pottery Barn to rank 3rd among home decor retailers in the United States, with 10.5% of the searches.

  2. In September 2026, Crate & Barrel gained share of searches among home decor retailers in the United States, from 5.8% to 6.8%.

  3. In September 2026, West Elm gained share of searches among home decor retailers in the United States, from 4.8% to 5.5%.

  4. In September 2026, IKEA lost share of searches among home decor retailers in the United States, from 43.5% to 41.5%.

  5. In September 2026, HomeGoods lost share of searches among home decor retailers in the United States, from 19.5% to 18.6%.

  6. In September 2026, Pottery Barn lost share of searches among home decor retailers in the United States, from 10.7% to 10.1%.

How are IKEA’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using IKEA’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • ikea

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How the Brand Demand Index is measured

Where does IKEA compete?

IKEA is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Furniture retailers1st of 1033.2%Show ranking
Home decor retailers1st of 1041.5%Shown above
Creator with pink hair and a pink jacket

Is IKEA your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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