What moved (Aug '25 – Jul '26)
| Metric | Aug 2025 → Jul 2026 | Change |
|---|---|---|
| Awareness | 70% → 77% | +7pp |
| Consideration | 38% → 52% | +14pp |
| Investigation | 33% → 44% | +11pp |
| Claimed Usage | 19% → 26% | +7pp |
| Preference | 12% → 19% | +7pp |
What's behind the growth
IKEA has been building its brand around its first official presence in New Zealand: its first-ever store, a 34,000m² site at Auckland's Sylvia Park, opened in December 2025, with its own online store and nationwide delivery going live across the country on the very same day, backed by a bespoke local campaign rather than global assets.
IKEA and its agencies built "IKEA, Everywhere," a full-funnel campaign with 25 region-specific executions and AI-personalised hero products, drawn from a New Zealand edition of its own Life at Home research.
It backed the launch with unprecedented media weight too, booking Go Media's entire nationwide digital out-of-home network, 132 billboards and 49 Wellington rail screens, for a single day.
Independent Nielsen data shows the investment translating into footfall, with IKEA drawing over 243,000 NZ shoppers in a month.
Analytics firm Dot Loves Data has also found the store reshaping Auckland's furniture-shopping geography, with monthly homewares spend in its Mt Wellington neighbourhood nearly tripling since opening, from about $7m in November 2025 to more than $20m a month from December.
