Where Demand for Homeware Is Shifting

According to the latest insights from Metis, our proprietary data platform, the picture is a nuanced one. Brand demand in the homeware category has seen a dip of 5.9% year-on-year in the past month. While this might ring alarm bells for some, there’s a silver lining: non-brand searches are up more than 10% over the same period. That shift presents a real opportunity for homeware brands to engage customers earlier in the purchase journey, capturing attention before loyalty to a particular retailer takes hold.

This is where Metis proves its worth – not just in surfacing big-picture market trends, as covered in our quarterly homeware report, but in spotting the week-by-week micro-opportunities that can power genuine growth.

Brand Winners and Movers

Argos continues to lead the way with a 13.18% share of brand search, maintaining its top position in the homeware space. However, Aldi and Lidl are gaining ground rapidly, with brand share gains of 0.64 and 0.98 respectively – a testament to their growing appeal in the category.

Among more traditional homeware names, IKEA, B&Q, and Dunelm remain strong players, with Oak Furnitureland and The Range also showing encouraging momentum.

BRAND SHARE OF SEARCH (JULY 2025)

Fastest Growing Brands

Lidl and Aldi continue their charge, but the standouts among homeware specialists are Oak Furnitureland and The Range, both showing strong gains.

BRAND SHARE OF SEARCH (JULY 2025)

Non-Brand Trends Signal Opportunity

Perhaps the biggest insight of the quarterly homeware report lies in non-brand demand. During July 2025, interest in specific homeware items has surged:

These figures paint a clear picture: non-brand, high-intent searches are outpacing branded demand, opening the door for SEO teams to capitalise. Creating and optimising content around these trending categories can help brands catch consumers right at the start of their search journey.

What’s the Takeaway?

While Argos continues to lead, the most significant growth lever right now is non-brand intent. With more shoppers turning to broad, product-focused searches, brands that move quickly to optimise their organic strategies will win the visibility battle.

Metis helps you see these trends before they peak – and act up to 4x faster than your competitors.

Want to find out how?
Get in touch with us and we’ll show you the power of data-driven growth.