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 11.9% of all New Zealand plant milk brand searches, placing Oatly third out of six brands. When we asked both ChatGPT and Google AI Overviews about plant milk brands, Oatly did not appear in any of the answers.

Search and AI answers in September 2026

Oatly is the third most searched of 6 competitors and not listed in any AI answer.

  1. VitasoyShare of searches 35.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  2. Boring Oat MilkShare of searches 32.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  3. OatlyShare of searches 11.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. AlproShare of searches 11.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. So GoodShare of searches 8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd

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Top plant 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. Boring Oat Milk1st
  2. Vitasoy2nd
  3. So Good2nd
  4. Oatly–
  5. Alpro–
  6. Califia Farms–

Mentioned by AI

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

  • Vitasoy4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Boring Oat Milk3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • So Good3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Oatly0 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 plant 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 plant milk brands compete with Oatly?

Oatly against plant milk brands in New Zealand, by month

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

View monthly share of searches table
MonthVitasoyBoring Oat MilkOatlyAlproSo GoodCalifia Farms
Oct 202525.4%35.4%17.6%12.8%8.3%0.5%
Nov 202522.2%41.8%16.1%11.2%8.1%0.49%
Dec 202525.5%33.2%16%16.6%8%0.62%
Jan 202629.2%32.6%15.5%11.6%10.6%0.46%
Feb 202625.1%26.8%30.1%10.5%7%0.5%
Mar 202627.7%30.5%23.5%10.2%7.7%0.44%
Apr 202629.7%31.3%19.6%11.5%7.4%0.45%
May 202630.2%29.7%22.2%9.9%7.4%0.63%
Jun 202636.2%26.1%18.9%9.8%8.4%0.48%
Jul 202636%29.2%17%8.9%8.5%0.41%
Aug 202633.9%28.9%20%8.3%8.5%0.41%
Sep 202635.5%32.9%11.9%11.3%8%0.39%

  1. 1.Vitasoy

    35.5%

    Held 1st. 1.8K estimated branded searches, +11% vs prior month. Share +1.6 points.

  2. 2.Boring Oat Milk

    32.9%

    Held 2nd. 1.7K estimated branded searches, +20.7% vs prior month. Share +4 points.

  3. 3.Oatly

    11.9%

    Held 3rd. 610 estimated branded searches, -37.1% vs prior month. Share -8.2 points.

  4. 4.Alpro

    11.3%

    Moved from 5th to 4th. 580 estimated branded searches, +45% vs prior month. Share +3 points.

  5. 5.So Good

    8%

    Moved from 4th to 5th. 410 estimated branded searches, 0% vs prior month. Share -0.5 points.

  6. 6.Califia Farms

    0.39%

    Held 6th. 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?

3 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 plant milk brands in New Zealand decreased from 17.6% to 11.9%.
  • Across the 12 months ending September 2026, Oatly’s share of searches among plant milk brands in New Zealand peaked at 30.1% in February 2026 and was lowest at 11.9% in September 2026.

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

5 changes

  1. In September 2026, Alpro overtook So Good to rank 4th among plant milk brands in New Zealand, with 11.3% of the searches.

  2. In September 2026, Boring Oat Milk gained share of searches among plant milk brands in New Zealand, from 28.9% to 32.9%.

  3. In September 2026, Vitasoy gained share of searches among plant milk brands in New Zealand, from 33.9% to 35.5%.

  4. In September 2026, Oatly lost share of searches among plant milk brands in New Zealand, from 20% to 11.9%.

  5. 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%Show ranking
Plant milk brands3rd of 611.9%Shown above
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Is Oatly your brand?

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