IKEA is expanding its global footprint with retail innovations and a sharper focus on sustainability while also strengthening its brand presence across diverse consumer markets. Recently, the brand has launched urban stores in the UK , introduced initiatives like furniture buy-back programs in the US, and expanded into second-hand furniture marketplace across Europe.

More recently, to improve shoppers’ in-store experience, provide greater value and to ease cost-of-living burdens, IKEA announced it was slashing restaurant prices in half across 14 countries.

Against this backdrop, new YouGov BrandIndex data sheds light on how IKEA is resonating with consumers globally through its Quality and Value scores. YouGov BrandIndex tracks consumer sentiment toward thousands of brands on a daily basis.

Since the start of 2025, YouGov’s QVS (Quality and Value Score) data shows IKEA leading in the United Kingdom with a top score of 86, followed closely in its home market of Sweden at 82. The QVS is calculated by combining the brand’s net Quality and Value scores - each with a maximum of 100 - for a total possible score of 200. Any score above zero indicates more positive than negative feedback, and all of IKEA’s scores sit firmly in the positive range.

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A cluster of European countries come up next. France comes in with a net score of 75 where the brand has been present for 43 years now and is investing heavily in the market. Next up is Germany with a QVS of 71. Here, the retailer has added energy and home systems to its portfolio by offering easy-to-assemble balcony solar panels.

Further down, markets like Norway (68), Italy (68), Portugal (65), Spain (63), Poland (63) and UAE (62) follow. While not at the top of the table, these regions signal the brand enjoying healthy perceptions there.

Scoring slightly lower scores are Australia (59), Denmark and Ireland (57 each), the US and Singapore (both 53), Finland and Hong Kong (50 each). Where in Australia IKEA is providing greater convenience to customers through the new ‘Pick-up Locker’ service, in Ireland the brand is set to open its largest store outside of Dublin as an extension of its ‘Plan and Order’ offer.

Hovering just under the 50-score threshold are Saudi Arabia (49), Indonesia (48) Canada (46) and Thailand (45). Sitting further down the list are the Czech Republic (39) and Turkey (38), with Egypt (22), Chile (22), and Colombia (17) rounding out the list with more modest scores.

In Chile, IKEA launched its first store in August 2022 and did so in Colombia in September 2023 – making it a recent entrant in both those markets.

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Methodology:
YouGov BrandIndex collects data on thousands of brands every day. The metrics considered are:

  • Quality – Whether a consumer considers a brand to represent good or poor quality
  • Value – Whether a consumer considers a brand to represent good or poor value for money

Observation period: January 1 - June 16, 2025
The QVS is calculated by taking the average net Quality score over the first half of the year (Jan 1-June 16, 2025) and adding them to the average net Value score. Quality and Value may range from -100 to +100 with a score of 0 indicating equal positive and negative feedback on the metric.

Photo by Adam Kolmacka on Unsplash