8th October 2025

Search Unlocked: What’s Driving Change in UK Homeware

The UK homeware market continues to tell a story of shifting intent and changing consumer priorities. Metis data paints a fascinating picture: while brand-led searches have declined slightly, product-led search behaviour is rising steadily. Consumers are spending less time asking where to buy and more time exploring what to buy — focusing on function, style, and value over loyalty.

It’s a clear signal that search intent in the homeware category has matured. Shoppers are starting their journeys at the product level, comparing materials, finishes, and features long before brand consideration enters the frame. For marketers, that means visibility at the product and category stage has never been more critical.

The Changing Shape of Homeware Search

Metis data shows brand search down by nearly 3% year on year, while non-brand, product-led search has grown by almost 6%. The takeaway? Consumers are in a discovery mindset — and the brands winning visibility in this space are those meeting people where their search intent begins.

That intent is firmly anchored in practicality, comfort, and versatility. High-growth product areas include sofa beds, bedside tables, and king size bed frames — purchases that balance aspiration with usefulness. They signal a wider lifestyle trend: investing in the home as a multifunctional space for relaxation, work, and entertaining.

Spotlight on Leading Brands

The homeware landscape remains competitive, with established names and value-driven newcomers shaping the rankings.

Argos continues to lead, holding a 15.9% share of visibility, supported by a broad product range and strong online presence.
Aldi (8.5%), Lidl (8.3%), and Primark are all gaining share — showing that value-driven propositions resonate strongly in the current climate.
John Lewis (+0.7%) and IKEA (+0.63%) remain resilient and relevant, proving that quality and trust still hold sway for higher-value purchases.
TK Maxx shows a slight decline (-0.65%), suggesting pressure in the mid-market where competition is intense.
Dunelm and B&Q remain stable performers, continuing to hold ground through reliability and range strength.

The Fastest-Growing Brands

Growth across the homeware sector is being driven by a balanced mix of traditional heavyweights and agile challengers.

John Lewis (+0.7%) and IKEA (+0.63%) lead growth, thanks to brand trust, quality perception, and their appeal in gifting and lifestyle categories.
The Range (+0.48%) and Home Bargains (+0.41%) continue to rise, showing that discount-led retailers are steadily capturing share.
John Lewis & Partners (+0.41%) performs well as a distinct brand, reflecting strong consumer resonance.
Oak Furnitureland (+0.23%) benefits from shoppers investing in bigger-ticket items like statement furniture.

Established names including Argos, Dunelm, and B&Q show steady, consistent growth, highlighting reliability as a key purchase driver.

The Fastest-Growing Product Categories

Beyond brand performance, the real story lies in the products driving consumer intent. Growth trends across multiple furniture and décor categories highlight how shoppers are prioritising both comfort and longevity in their purchases.

King size bed frames (+64.3%): Comfort-led investment shows that the bedroom remains a key space for upgrade spending.
Bedside tables (+21.5%) and chest of drawers (+14.5%): These core items suggest steady, seasonal demand across essential furniture lines.
Sofa beds (+12.5%) and corner sofas (+17.1%): Versatile, space-saving pieces remain highly desirable, often linked to flexible living or guest accommodation.
Mattress toppers (+19.2%) and mattresses (+9.5%): Upgrading comfort without full replacement indicates a smart, budget-conscious mindset.
Dining tables (+14.3%) and floor lamps (+13.6%): Lifestyle products tied to entertaining and ambience show sustained strength.
Curtains (+11.7%): Even smaller refresh items are benefiting from the broader trend towards personalisation and home improvement.

Together, these figures point to a consumer base that’s both practical and aspirational — prioritising affordable comfort while still looking for opportunities to elevate everyday living.

What It Means for CMOs and Marketing Teams

The message for marketing leaders is clear: consumer intent in homeware is shifting from brand-first to product-first. In a market where discovery begins with the item rather than the retailer, product-led SEO strategies become the cornerstone of growth.

Value and versatility are key. The rise of retailers like Aldi, Lidl, and Primark demonstrates how a clear price-to-quality narrative wins trust. Meanwhile, the continued strength of John Lewis and IKEA shows that premium positioning built on quality and reliability still resonates when the brand story is authentic.

At the same time, seasonal and event-led demand continues to shape purchasing behaviour. Whether it’s larger furniture items tied to home entertaining or smaller décor updates for personal spaces, brands that align their content strategies to these natural peaks in demand will capture greater share of intent.

The Competitive Advantage: Seeing Shifts Sooner

In a category where search intent can pivot quickly — from price sensitivity to luxury upgrades and back again — the ability to see change before it peaks is a decisive edge.

That’s exactly where Metis, Media Vision’s award-winning digital intelligence platform, delivers value. By surfacing real-time search and visibility data, Metis enables brands to act up to four times faster than competitors, spotting new growth categories and changing consumer priorities before they hit the mainstream.

For homeware retailers and manufacturers alike, this kind of agility is invaluable. Whether refining keyword strategies, aligning content with trending products, or responding to competitor movements, having access to granular, live data allows teams to make confident, proactive decisions.

The Takeaway

The UK homeware market is evolving around the consumer, not the brand. Search trends show that people are starting their journeys with needs, not names — and the brands winning share are those connecting meaningfully at that moment of intent.

By understanding what people are searching for — and why — marketers can build strategies that bridge inspiration with purchase intent. Tools like Metis make that possible, giving you the power to anticipate, adapt, and stay visible when it matters most.