September in Homeware: B&Q beats out Dunelm and IKEA for largest market share

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Unlocked is a weekly insight series that highlights the biggest and fastest-growing brands in each retail sector for the previous month.

B&Q was the most in-demand DIY/Homeware brand in September, with nearly 18% market share of search. IKEA was the fastest-growing brand, with nearly 6% market share difference. Interestingly, while being in our top 10, Wilko saw a 27% decline in market share difference.

Despite branded DIY and Homeware searches dropping nearly 30% YoY overall, brands with diverse product offerings like Dunelm, IKEA and B&Q have managed to grow their market share against more specialised competitors, driving large market share gains last month.

Top 10 <Market Share Winners>

[Brands with the biggest share of brand search demand in September]

• B&Q: 17.87% (+4.19)
• Dunelm: 17.49% (+5.08)
• IKEA: 17.27% (+5.82)
• Toolstation: 8.79% (+2.18)
• Wickes: 8.36% (+1.88)
• Homebase: 5.22% (+1.30)
• Wilko: 4.85% (-27.13)
• DFS: 2.91% (+1.06)
• Howdens: 1.58% (+0.53)
• Oak Furnitureland: 1.45% (+0.61)

Figures in brackets represent YoY growth

Top 10 <Fastest-Growing Homeware Brands>

[Fastest-growing homeware brands in September, according to brand search demand]

• IKEA: +5.82% (+50.78%)
• Dunelm: +5.08% (+40.93%)
• B&Q: +4.19% (+30.63%)
• Toolstation: +2.18% (+32.94%)
• Wickes: +1.88% (+28.98%)
• Homebase: +1.30% (+33.35%)
• DFS: +1.06% (+57.94%)
• Oak Furnitureland: +0.61% (+72.56%)
• Dreams: +0.61% (+87.75%)
• Howdens: +0.53% (+50.21%)

Figures in brackets represent market share % change

How we get the data

The data above comes from the ‘Share of Search’ tool on our proprietary market data tracker, Metis – it’s what we, and our clients, use to deliver unprecedented growth and unlock actionable opportunities 4x faster than the competition.

Share of brand search is a powerful metric for diagnosing brand health and contextualising market performance – providing a view of where your brands sit in relation to your unique competitor set and the industry at large.

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