Brandwave

How popular isKikkoman?

In September 2026, people searched for Kikkoman by name about 1,220 times in New Zealand, a 40.2% increase from the previous year. These searches made up 14% of all New Zealand soy milk brand searches, placing Kikkoman third out of three brands. When we asked both ChatGPT and Google AI Overviews about soy milk brands, Kikkoman did not appear in any of the answers.

Search and AI answers in September 2026

Kikkoman is the third most searched of 3 competitors and not listed in any AI answer.

  1. VitasoyShare of searches 54.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. So GoodShare of searches 31.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. KikkomanShare of searches 14%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top soy milk brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Kikkoman did not appear in any of the five answers.

Most recommended by AI

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

  1. Vitasoy1st
  2. So Good2nd
  3. Kikkoman–

Mentioned by AI

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

  • Vitasoy5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • So Good5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kikkoman0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about soy milk brands

5 answers

  • Asked ChatGPT

    “Which soy milk brand should I buy in New Zealand?”

    1. 1Vitasoy
    2. 2So Good

  • Asked ChatGPT

    “What are the best soy milk brands in New Zealand?”

    1. 1Vitasoy
    2. 2So Good

  • Asked ChatGPT

    “What's the best soy milk brand in New Zealand for coffee and cereal?”

    1. 1So Good
    2. 2Vitasoy

  • Searched Google, AI Overview

    “soy milk nz”

    1. 1Vitasoy
    2. 2So Good

  • Searched Google, AI Overview

    “barista soy 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 New Zealand on October 21, 2026.

Which soy milk brands compete with Kikkoman?

Kikkoman against soy milk brands in New Zealand, by month

Share of searches by month for Vitasoy, So Good, Kikkoman. The figures are in the table below the chart.

View monthly share of searches table
MonthVitasoySo GoodKikkoman
Oct 202539.8%39.8%20.5%
Nov 202539.7%42.3%17.9%
Dec 202543.7%36.6%19.7%
Jan 202638.5%42.2%19.3%
Feb 202643.2%34.6%22.2%
Mar 202646%35%19%
Apr 202644.3%31.1%24.5%
May 202647.2%28%24.8%
Jun 202646.2%29.9%23.9%
Jul 202650.8%32.5%16.7%
Aug 202650.8%34.2%15%
Sep 202654.3%31.8%14%

  1. 1.Vitasoy

    54.3%

    Held 1st. 700 estimated branded searches, +14.8% vs prior month. Share +3.4 points.

  2. 2.So Good

    31.8%

    Held 2nd. 410 estimated branded searches, 0% vs prior month. Share -2.4 points.

  3. 3.Kikkoman

    14%

    Held 3rd. 180 estimated branded searches, 0% vs prior month. Share -1 points.

Compare popularity between Kikkoman and its closest rivals

Every comparison with Kikkoman

10 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Kikkoman in New Zealand rose from 870 to 1.2K.
  • Across the 12 months ending September 2026, Kikkoman’s share of searches among soy milk brands in New Zealand decreased from 20.5% to 14%.
  • Across the 12 months ending September 2026, Kikkoman’s share of searches among soy milk brands in New Zealand peaked at 24.8% in May 2026 and was lowest at 14% in September 2026.

How did search popularity change for New Zealand soy milk brands in September 2026?

3 changes

  1. In September 2026, Vitasoy gained share of searches among soy milk brands in New Zealand, from 50.8% to 54.3%.

  2. In September 2026, So Good lost share of searches among soy milk brands in New Zealand, from 34.2% to 31.8%.

  3. In September 2026, Kikkoman lost share of searches among soy milk brands in New Zealand, from 15% to 14%.

How are Kikkoman’s branded searches counted?

8 search terms

Brandwave collects information about searches that people make online using Kikkoman’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.

  • kikkoman
  • kikkoman cooking sake
  • kikkoman katsu sauce
  • kikkoman mayo
  • kikkoman sauce
  • kikkoman sauce soy
  • kikkoman sauce teriyaki
  • kikkoman stirfry sauce

Do you work for Kikkoman? 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

Where does Kikkoman compete?

Kikkoman is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Sauce and condiment brands5th of 96.9%Show ranking
Soy milk brands3rd of 314%Shown above
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