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 4.2% of all New Zealand oat milk brand searches, placing Oatly third out of five brands. When we asked both ChatGPT and Google AI Overviews about oat milk brands, Oatly appeared in two of the five answers.

Search and AI answers in September 2026

Oatly is the third most searched of 5 competitors.

  1. ChobaniShare of searches 86.8%Mentioned in 0 of 5 AI answers
  2. AlproShare of searches 4.7%Mentioned in 0 of 5 AI answers
  3. OatlyShare of searches 4.2%Mentioned in 2 of 5 AI answers
  4. So GoodShare of searches 4%Mentioned in 1 of 5 AI answers
  5. Califia FarmsShare of searches 0.2%Mentioned in 0 of 5 AI answers
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Top oat milk brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Oatly was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews.

Mentioned by AI

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

  • Oatly2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • So Good1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Chobani0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Alpro0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Califia Farms0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about oat milk brands

5 answers

  • Asked ChatGPT

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

    1. Asked ChatGPT

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

      1. 1Oatly

    2. Asked ChatGPT

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

      1. 1Oatly

    3. Searched Google, AI Overview

      “oat milk nz”

      1. Searched Google, AI Overview

        “barista oat milk”

        1. 1So Good

      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 oat milk brands compete with Oatly?

      Oatly against oat milk brands in New Zealand, by month

      Share of searches by month for Chobani, Alpro, Oatly, So Good. The figures are in the table below the chart.

      View monthly share of searches table
      MonthChobaniAlproOatlySo GoodCalifia Farms
      Oct 202582.7%5.8%6.9%4.3%0.26%
      Nov 202579.1%6.7%8.3%5.6%0.34%
      Dec 202574.8%10.7%8.3%5.8%0.45%
      Jan 202680.2%6%7%6.5%0.28%
      Feb 202678.7%5.1%11.8%4.1%0.29%
      Mar 202681%5.7%8%5%0.29%
      Apr 202679.2%6.8%8.4%5.2%0.32%
      May 202682.8%5.1%7.2%4.5%0.39%
      Jun 202686.6%3.9%5.3%4%0.23%
      Jul 202686.2%3.9%5.3%4.4%0.22%
      Aug 202686.7%3%6.2%3.9%0.19%
      Sep 202686.8%4.7%4.2%4%0.2%

      1. 1.Chobani

        86.8%

        Held 1st. 8.8K estimated branded searches, -3% vs prior month. Share +0.2 points.

      2. 2.Alpro

        4.7%

        Moved from 4th to 2nd. 480 estimated branded searches, +50% vs prior month. Share +1.7 points.

      3. 3.Oatly

        4.2%

        Moved from 2nd to 3rd. 430 estimated branded searches, -33.8% vs prior month. Share -2 points.

      4. 4.So Good

        4%

        Moved from 3rd to 4th. 410 estimated branded searches, 0% vs prior month. Share +0.1 points.

      5. 5.Califia Farms

        0.2%

        Held 5th. 20 estimated branded searches, 0% vs prior month. Share 0 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 oat milk brands in New Zealand decreased from 6.9% to 4.2%.
      • Across the 12 months ending September 2026, Oatly’s share of searches among oat milk brands in New Zealand peaked at 11.8% in February 2026 and was lowest at 4.2% in September 2026.
      • Across the 12 months ending September 2026, Oatly fell from 2nd to 3rd among oat milk brands in New Zealand.

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

      4 changes

      1. In September 2026, Alpro overtook Oatly and So Good to rank 2nd among oat milk brands in New Zealand, with 4.7% of the searches.

      2. In September 2026, Oatly lost share of searches among oat milk brands in New Zealand, from 6.2% to 4.2%.

      3. Estimated monthly branded searches for Chobani in New Zealand rose 40.3% over 12 measured months, from 6.3K to 8.8K in September 2026.

      4. Estimated monthly branded searches for So Good in New Zealand rose 24.2% over 12 measured months, from 330 to 410 in September 2026.

      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%Show ranking
      Oat milk brands3rd of 54.2%Shown above
      Plant milk brands3rd of 611.9%Show ranking
      Creator with pink hair and a pink jacket

      Is Oatly your brand?

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