Brandwave

How popular isOatly in search?

In August 2026, there were an estimated 1.9K branded searches for Oatly in New Zealand which is up 128.2% over the last 11 months. Oatly holds 25.7% estimated Share of Search among New Zealand plant milk brands and is ranked 1st of 6 competitors for search popularity.

Share of Search, August 2026
  1. Oatly25.7%
  2. Boring Oat Milk22.9%
  3. Vitasoy22.1%
  4. So Good21.8%
  5. Alpro5.4%
  6. Califia Farms2.1%
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Which plant milk brands compete with Oatly?

Oatly against plant milk brands in New Zealand, by month

Share of Search by month for Oatly, Boring Oat Milk, Vitasoy, So Good, Alpro, Califia Farms. The figures are in the table below the chart.

View monthly share of search table
MonthOatlyBoring Oat MilkVitasoySo GoodAlproCalifia Farms
Oct 202516.5%30.7%20.4%21%10.7%0.78%
Nov 202514.7%37.6%18%19.5%9.2%0.94%
Dec 202513.8%31.7%19.7%21.3%12.5%0.91%
Jan 202613.5%29.7%22.4%24.5%8.9%1%
Feb 202624.1%25.4%19.2%21.6%7.8%1.8%
Mar 202620.1%26.9%21.1%22.5%7.6%1.7%
Apr 202617.8%27.2%21.6%21.2%8.7%3.5%
May 202627.8%23.2%20.7%18.8%6.7%2.9%
Jun 202630.1%18.6%21.4%21.4%6%2.6%
Jul 202625.4%22.3%23.1%20.8%5.9%2.5%
Aug 202625.7%22.9%22.1%21.8%5.4%2.1%
Sep 2026——————

  1. 1.Oatly

    25.7%

    held 1st · 1.9K estimated branded searches · +0.52% vs prior month · +0.2 points

  2. 2.Boring Oat Milk

    22.9%

    moved from 3rd to 2nd · 1.7K estimated branded searches · +2.4% vs prior month · +0.6 points

  3. 3.Vitasoy

    22.1%

    moved from 2nd to 3rd · 1.7K estimated branded searches · -4.6% vs prior month · -1 points

  4. 4.So Good

    21.8%

    held 4th · 1.6K estimated branded searches · +4.4% vs prior month · +1 points

  5. 5.Alpro

    5.4%

    held 5th · 410 estimated branded searches · -8.9% vs prior month · -0.5 points

  6. 6.Califia Farms

    2.1%

    held 6th · 160 estimated branded searches · -15.8% vs prior month · -0.4 points

Compare search popularity between Oatly and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Oatly in New Zealand rose from 850 to 1.9K.
  • Across the 11 months ending August 2026, Oatly’s estimated Share of Search among plant milk brands in New Zealand increased from 16.5% to 25.7%.
  • Across the 11 months ending August 2026, Oatly’s estimated Share of Search among plant milk brands in New Zealand peaked at 30.1% in June 2026 and was lowest at 13.5% in January 2026.
  • Across the 11 months ending August 2026, Oatly rose from 4th to 1st among plant milk brands in New Zealand.

How did search popularity change for New Zealand plant milk brands in August 2026?

  1. In August 2026, Boring Oat Milk overtook Vitasoy to rank 2nd among plant milk brands in New Zealand, at 22.9%.

  2. In August 2026, So Good gained estimated Share of Search among plant milk brands in New Zealand, from 20.8% to 21.8%.

  3. In August 2026, Vitasoy lost estimated Share of Search among plant milk brands in New Zealand, from 23.1% to 22.1%.

  4. In August 2026, Alpro lost estimated Share of Search among plant milk brands in New Zealand, from 5.9% to 5.4%.

  5. Califia Farms’ estimated Share of Search among plant milk brands in New Zealand has lost ground for 3 months in a row, from 2.9% to 2.1% in August 2026.

  6. Estimated monthly branded searches for Oatly in New Zealand rose 128.2% over 11 measured months, from 850 to 1.9K in August 2026.

How is Oatly measured?

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

12 branded search terms

  • oatly
  • oatly almond milk
  • oatly barista edition oat milk
  • oatly barista oat milk
  • oatly com
  • oatly milk
  • oatly near me
  • oatly new zealand
  • oatly nz
  • oatly oat milk
  • oatly plant milk
  • oatly soy milk

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How the Brand Demand Index is measured

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