Brandwave

How popular isOatly?

In September 2026, people searched for Oatly by name about 33,100 times in Australia, about the same as the previous year. These searches made up 75.3% of all Australia plant milk brand searches, placing Oatly first out of five brands. When we asked both ChatGPT and Google AI Overviews about plant milk brands, Oatly appeared in one of the four answers and was the fourth most recommended of the five.

Search and AI answers in September 2026

Oatly is the most searched of 5 competitors and the fourth most recommended in AI answers.

  1. OatlyShare of searches 75.3%Mentioned in 1 of 4 AI answersPlace in AI recommendations 4th
  2. MilklabShare of searches 10%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  3. BonsoyShare of searches 8.2%Mentioned in 1 of 4 AI answersPlace in AI recommendations 3rd
  4. VitasoyShare of searches 5.5%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  5. So GoodShare of searches 1.1%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
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Top plant milk brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Oatly was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Oatly is the fourth most recommended of the five.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. So Good1st
  2. Vitasoy2nd
  3. Bonsoy3rd
  4. Oatly4th
  5. Milklab–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Vitasoy3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • So Good3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Oatly1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Bonsoy1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Milklab0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about plant milk brands

4 answers

  • Asked ChatGPT

    “What's the best oat milk brand in Australia?”

    1. 1Vitasoy
    2. 2So Good
    3. 3Oatly

  • Asked ChatGPT

    “Which plant milk is best for coffee?”

    1. Asked ChatGPT

      “Which soy or almond milk brand tastes best?”

      1. 1Bonsoy
      2. 2So Good
      3. 3Vitasoy

    2. Searched Google, AI Overview

      “oat milk”

      Google showed no AI Overview for this search.

    3. Searched Google, AI Overview

      “plant milk”

      1. 1So Good
      2. 2Vitasoy

    Not named in any answer:

    Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.

    Which plant milk brands compete with Oatly?

    Oatly against plant milk brands in Australia, by month

    Share of searches by month for Oatly, Milklab, Bonsoy, Vitasoy. The figures are in the table below the chart.

    View monthly share of searches table
    MonthOatlyMilklabBonsoyVitasoySo Good
    Oct 202575.5%10%8.2%5.5%0.73%
    Nov 202573.7%12%8%5.3%0.87%
    Dec 202572.7%14.5%7.8%4.3%0.7%
    Jan 202673.2%9.7%9.7%6.5%0.86%
    Feb 202677.7%10.3%6.8%4.5%0.75%
    Mar 202672.6%11.8%9.6%5.3%0.7%
    Apr 202674.2%9.9%9.9%5.4%0.72%
    May 202673.7%8%12%5.3%0.87%
    Jun 202671.5%11.6%9.5%6.3%1%
    Jul 202673.9%12%8%5.4%0.71%
    Aug 202673.7%12%8%5.3%0.87%
    Sep 202675.3%10%8.2%5.5%1.1%

    1. 1.Oatly

      75.3%

      Held 1st. 33.1K estimated branded searches, 0% vs prior month. Share +1.5 points.

    2. 2.Milklab

      10%

      Held 2nd. 4.4K estimated branded searches, -18.5% vs prior month. Share -2 points.

    3. 3.Bonsoy

      8.2%

      Held 3rd. 3.6K estimated branded searches, 0% vs prior month. Share +0.2 points.

    4. 4.Vitasoy

      5.5%

      Held 4th. 2.4K estimated branded searches, 0% vs prior month. Share +0.1 points.

    5. 5.So Good

      1.1%

      Held 5th. 480 estimated branded searches, +23.1% vs prior month. Share +0.2 points.

    Compare popularity between Oatly and its closest rivals

    Every comparison with Oatly

    4 comparisons

    How has branded search demand for Oatly changed in Australia over the last 12 months?

    2 findings
    • Across the 12 months ending September 2026, estimated monthly branded searches for Oatly in Australia held steady at 33.1K.
    • Across the 12 months ending September 2026, Oatly’s share of searches among plant milk brands in Australia peaked at 77.7% in February 2026 and was lowest at 71.5% in June 2026.

    How did search popularity change for Australia plant milk brands in September 2026?

    3 changes

    1. In September 2026, Oatly gained share of searches among plant milk brands in Australia, from 73.7% to 75.3%.

    2. In September 2026, Milklab lost share of searches among plant milk brands in Australia, from 12% to 10%.

    3. Estimated monthly branded searches for So Good in Australia rose 50% over 12 measured months, from 320 to 480 in September 2026.

    How are Oatly’s branded searches counted?

    1 search term

    Brandwave collects information about searches that people make online using Oatly’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

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    How the Brand Demand Index is measured

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