Brandwave

How popular isHuel in search?

In August 2026, there were an estimated 710 branded searches for Huel in New Zealand which held steady over the last 11 months. Huel holds 3.7% estimated Share of Search among New Zealand meal replacement brands and is ranked 4th of 4 competitors for search popularity.

Share of Search, August 2026
  1. Muscle Nation51.8%
  2. OptiSlim24.3%
  3. Optifast20.2%
  4. Huel3.7%
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Which meal replacement brands compete with Huel?

Huel against meal replacement brands in New Zealand, by month

Share of Search by month for Muscle Nation, OptiSlim, Optifast, Huel. The figures are in the table below the chart.

View monthly share of search table
MonthMuscle NationOptiSlimOptifastHuel
Oct 202526.9%35.6%32.3%5.2%
Nov 202565.4%17.2%15.5%2%
Dec 202545.3%27.9%23.2%3.6%
Jan 202628.4%39.5%27.5%4.6%
Feb 202637.7%31.3%25.8%5.1%
Mar 202647%26.3%20.6%6.1%
Apr 202643.5%29.5%22.4%4.6%
May 202639.1%31.4%24.7%4.9%
Jun 202662.7%18.7%16%2.6%
Jul 202638.1%31.1%26.4%4.4%
Aug 202651.8%24.3%20.2%3.7%
Sep 2026————

  1. 1.Muscle Nation

    51.8%

    held 1st · 9.9K estimated branded searches · +82.7% vs prior month · +13.7 points

  2. 2.OptiSlim

    24.3%

    held 2nd · 4.7K estimated branded searches · +5% vs prior month · -6.8 points

  3. 3.Optifast

    20.2%

    held 3rd · 3.9K estimated branded searches · +2.7% vs prior month · -6.2 points

  4. 4.Huel

    3.7%

    held 4th · 710 estimated branded searches · +12.7% vs prior month · -0.7 points

Compare search popularity between Huel and its closest rivals

How has branded search demand for Huel changed in New Zealand over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Huel in New Zealand held steady, from 700 to 710.
  • Across the 11 months ending August 2026, Huel’s estimated Share of Search among meal replacement brands in New Zealand decreased from 5.2% to 3.7%.
  • Across the 11 months ending August 2026, Huel’s estimated Share of Search among meal replacement brands in New Zealand peaked at 6.1% in March 2026 and was lowest at 2% in November 2025.

How did search popularity change for New Zealand meal replacement brands in August 2026?

  1. In August 2026, Muscle Nation gained estimated Share of Search among meal replacement brands in New Zealand, from 38.1% to 51.8%.

  2. In August 2026, OptiSlim lost estimated Share of Search among meal replacement brands in New Zealand, from 31.1% to 24.3%.

  3. In August 2026, Optifast lost estimated Share of Search among meal replacement brands in New Zealand, from 26.4% to 20.2%.

  4. In August 2026, Huel lost estimated Share of Search among meal replacement brands in New Zealand, from 4.4% to 3.7%.

How is Huel measured?

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

10 branded search terms

  • huel
  • huel com
  • huel drink
  • huel l
  • huel meal replacement
  • huel near me
  • huel new zealand
  • huel nz
  • huel online
  • huel shake

Do you work for Huel? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

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