Minor Figures vs So Good:Which is searched more?
In September 2026, So Good had more branded searches than Minor Figures among oat milk brands worldwide. So Good was estimated to have 75.6K branded searches compared to Minor Figures’ 10.3K, and held an 11% Share of Search versus Minor Figures’ 1.5%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Minor Figures or So Good?
Compare the oat milk brands brands people buy. 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 So Good, Minor Figures. The figures are in the table below the chart.
View monthly share of search table
| Month | Chobani | Oatly | Alpro | So Good | Califia Farms | Minor Figures |
|---|---|---|---|---|---|---|
| Oct 2025 | 47% | 21.1% | 17.2% | 9.6% | 3.9% | 1.3% |
| Nov 2025 | 39% | 26.1% | 17.4% | 11.9% | 3.9% | 1.6% |
| Dec 2025 | 37.9% | 25.5% | 17.1% | 14.1% | 4.1% | 1.3% |
| Jan 2026 | 37.2% | 24.9% | 20.4% | 11.4% | 4.6% | 1.5% |
| Feb 2026 | 38.4% | 25.8% | 21.1% | 9.6% | 3.9% | 1.3% |
| Mar 2026 | 35.4% | 28.9% | 19.4% | 10.8% | 4% | 1.5% |
| Apr 2026 | 37.5% | 25.1% | 20.6% | 11.5% | 3.8% | 1.6% |
| May 2026 | 37.6% | 25.2% | 20.6% | 11.5% | 3.5% | 1.6% |
| Jun 2026 | 39.2% | 26.3% | 17.5% | 12.1% | 3.6% | 1.3% |
| Jul 2026 | 34.4% | 28.2% | 18.8% | 13% | 4.2% | 1.5% |
| Aug 2026 | 44% | 24.1% | 16.1% | 11% | 3.6% | 1.2% |
| Sep 2026 | 43.8% | 24% | 16% | 11% | 3.6% | 1.5% |
How has the Minor Figures and So Good comparison changed over the last 12 months?
3 findings
- So Good was ahead of Minor Figures in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Minor Figures’ estimated Share of Search among oat milk brands worldwide moved from 1.3% to 1.5%, and its estimated monthly branded searches held steady at 10.3K.
- Across the 12 months ending September 2026, So Good’s estimated Share of Search among oat milk brands worldwide moved from 9.6% to 11%, and its estimated monthly branded searches moved from 75.3K to 75.6K.
How did search popularity change for oat milk brands worldwide in September 2026?
0 changes
Neither Minor Figures nor So Good moved beyond provider rounding among oat milk brands in September 2026.
Other head-to-heads among oat milk brands
How each brand is measured
Brandwave collects information about searches that people make online using Minor Figures’ and So Good’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.
Minor Figures
2 branded search terms
- minor figures
- minor figures oat
So Good
2 branded search terms
- so good
- so good milk
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