Brandwave

How popular isOatly?

In September 2026, people searched for Oatly by name about 610 times in New Zealand, a 12.9% decrease from the previous year. These searches made up 3.5% of all New Zealand milk brand searches, placing Oatly seventh out of eight brands. When we asked both ChatGPT and Google AI Overviews about milk brands, Oatly did not appear in any of the answers.

Search and AI answers in September 2026

Oatly is the seventh most searched of 8 competitors and not listed in any AI answer.

  1. AnchorShare of searches 32.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. a2 MilkShare of searches 23.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  3. Lewis Road CreameryShare of searches 14.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  4. Meadow FreshShare of searches 11.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  5. OatlyShare of searches 3.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top milk brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Oatly 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. Anchor1st
  2. Meadow Fresh2nd
  3. Lewis Road Creamery3rd
  4. a2 Milk4th
  5. Puhoi Valley4th
  6. Alpro–
  7. Oatly–
  8. Oob–

Mentioned by AI

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

  • Lewis Road Creamery5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Meadow Fresh5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Anchor4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • a2 Milk2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Puhoi Valley2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Alpro0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Oatly0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Oob0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about milk brands

5 answers

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 milk brands compete with Oatly?

Oatly against milk brands in New Zealand, by month

Share of searches by month for Anchor, a2 Milk, Lewis Road Creamery, Meadow Fresh, Puhoi Valley, Alpro, Oatly. The figures are in the table below the chart.

View monthly share of searches table
MonthAnchora2 MilkLewis Road CreameryMeadow FreshPuhoi ValleyAlproOatlyOob
Oct 202526.8%24.7%9.9%17.3%12.6%3.7%4.4%0.59%
Nov 202527.2%28.7%8.2%17.7%10%3.4%4.2%0.6%
Dec 202531%21.3%9.3%18.2%11.4%4.7%3.6%0.49%
Jan 202627.1%27.6%9.6%15%12.7%3.4%4%0.57%
Feb 202623.7%28.9%9.4%19%9.6%2.8%6.3%0.4%
Mar 202627.9%25.6%10.8%19%9.1%3%4.2%0.38%
Apr 202623.5%39.9%7.8%14.4%7.7%2.8%3.5%0.2%
May 202621.2%36.9%10%14.7%10.2%2.8%3.9%0.28%
Jun 202624.8%32.5%10.9%16.4%9.1%2.6%3.5%0.3%
Jul 202627.1%30%13.1%14.2%9%2.7%3.7%0.22%
Aug 202626.5%29.5%12.4%12.4%11.9%2.3%4.6%0.49%
Sep 202632.2%23.1%14.4%11.8%10.8%3.9%3.5%0.33%

  1. 1.Anchor

    32.2%

    Moved from 2nd to 1st. 3.9K estimated branded searches, +4.5% vs prior month. Share +5.6 points.

  2. 2.a2 Milk

    23.1%

    Moved from 1st to 2nd. 2.8K estimated branded searches, -32.5% vs prior month. Share -6.4 points.

  3. 3.Lewis Road Creamery

    14.4%

    Held 3rd. 1.8K estimated branded searches, 0% vs prior month. Share +2 points.

  4. 4.Meadow Fresh

    11.8%

    Held 4th. 1.4K estimated branded searches, -17.6% vs prior month. Share -0.5 points.

  5. 5.Puhoi Valley

    10.8%

    Held 5th. 1.3K estimated branded searches, -21.9% vs prior month. Share -1.1 points.

  6. 6.Alpro

    3.9%

    Moved from 7th to 6th. 480 estimated branded searches, +50% vs prior month. Share +1.7 points.

  7. 7.Oatly

    3.5%

    Moved from 6th to 7th. 430 estimated branded searches, -33.8% vs prior month. Share -1.1 points.

  8. 8.Oob

    0.33%

    Held 8th. 40 estimated branded searches, -42.9% vs prior month. Share -0.2 points.

Compare popularity between Oatly and its closest rivals

Every comparison with Oatly

11 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Oatly in New Zealand fell from 700 to 610.
  • Across the 12 months ending September 2026, Oatly’s share of searches among milk brands in New Zealand decreased from 4.4% to 3.5%.
  • Across the 12 months ending September 2026, Oatly’s share of searches among milk brands in New Zealand peaked at 6.3% in February 2026 and was lowest at 3.5% in June 2026.
  • Across the 12 months ending September 2026, Oatly fell from 6th to 7th among milk brands in New Zealand.

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

6 changes

  1. In September 2026, Anchor overtook a2 Milk to become the leader among milk brands in New Zealand, with 32.2% of the searches.

  2. In September 2026, Alpro overtook Oatly to rank 6th among milk brands in New Zealand, with 3.9% of the searches.

  3. In September 2026, Lewis Road Creamery gained share of searches among milk brands in New Zealand, from 12.4% to 14.4%.

  4. In September 2026, a2 Milk lost share of searches among milk brands in New Zealand, from 29.5% to 23.1%.

  5. In September 2026, Puhoi Valley lost share of searches among milk brands in New Zealand, from 11.9% to 10.8%.

  6. In September 2026, Oatly lost share of searches among milk brands in New Zealand, from 4.6% to 3.5%.

How are Oatly’s branded searches counted?

6 search terms

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.

  • oatly
  • oatly almond milk
  • oatly milk
  • oatly oat milk
  • oatly plant milk
  • oatly soy milk

Do you work for Oatly? 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 Oatly compete?

Oatly is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Milk brands7th of 83.5%Shown above
Oat milk brands3rd of 54.2%Show ranking
Plant milk brands3rd of 611.9%Show ranking
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