Horlicks vs Milo:Which is more popular by branded search?
In August 2026, Milo had more branded searches than Horlicks among malt drinks worldwide. Milo was estimated to have 1M branded searches compared to Horlicks’ 1K, and held an 82% Share of Search versus Horlicks’ 0.08%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Horlicks or Milo?
Compare the malt drinks shoppers choose between. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Milo, Horlicks. The figures are in the table below the chart.
View monthly share of search table
| Month | Milo | Ovaltine | Boost | Complan | Horlicks | Bournvita |
|---|---|---|---|---|---|---|
| Oct 2025 | 73.3% | 21.9% | 4.4% | 0.32% | 0.1% | <0.01% |
| Nov 2025 | 73.9% | 22.1% | 3.6% | 0.32% | 0.1% | <0.01% |
| Dec 2025 | 70.4% | 25.7% | 3.5% | 0.3% | 0.1% | <0.01% |
| Jan 2026 | 76.9% | 18.8% | 3.8% | 0.34% | 0.15% | <0.01% |
| Feb 2026 | 79.7% | 16% | 3.9% | 0.28% | 0.15% | <0.01% |
| Mar 2026 | 79.6% | 16% | 3.9% | 0.35% | 0.13% | <0.01% |
| Apr 2026 | 82.1% | 13.5% | 4% | 0.29% | 0.1% | <0.01% |
| May 2026 | 79.7% | 16% | 3.9% | 0.28% | 0.09% | <0.01% |
| Jun 2026 | 84.8% | 11.4% | 3.4% | 0.25% | 0.08% | <0.01% |
| Jul 2026 | 82.6% | 13.6% | 3.3% | 0.3% | 0.08% | <0.01% |
| Aug 2026 | 82% | 13.5% | 4.1% | 0.3% | 0.08% | <0.01% |
| Sep 2026 | — | — | — | — | — | — |
How has the Horlicks and Milo comparison changed over the last 12 months?
3 findings
- Milo was ahead of Horlicks in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Horlicks’ estimated Share of Search among malt drinks worldwide moved from 0.1% to 0.08%, and its estimated monthly branded searches moved from 880 to 1K.
- Across the 11 months ending August 2026, Milo’s estimated Share of Search among malt drinks worldwide moved from 73.3% to 82%, and its estimated monthly branded searches moved from 673K to 1M.
How did search popularity change for malt drinks worldwide in August 2026?
2 changes
In August 2026, Milo lost estimated Share of Search among malt drinks worldwide, from 82.6% to 82%.
Estimated monthly branded searches for Horlicks worldwide rose 13.6% over 11 measured months, from 880 to 1K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Horlicks’ and Milo’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Put your own brand in this comparison
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