I have never heard of Matter before, but I was super satisfied with Ikea's zigbee products. Does anyone know why they switched?
Matter is a communication protocol adopted by a lot of manufacturers but I think practically for the buyer the real benefit is that you no longer need a bucket of hubs for each of the device ecosystems one might use. It's more future proof so it makes sense IKEA would add support for it in their hardware including existing hubs I believe.