Brandwave

How popular isSo Good?

In September 2026, people searched for So Good by name about 410 times in New Zealand, a 24.2% increase from the previous year. These searches made up 8% of all New Zealand plant milk brand searches, placing So Good fifth out of six brands. When we asked both ChatGPT and Google AI Overviews about plant milk brands, So Good appeared in three of the five answers and was the joint second most recommended of the six.

Search and AI answers in September 2026

So Good is the fifth most searched of 6 competitors and the joint second most recommended in AI answers.

  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, So Good was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. So Good is the joint second most recommended of the six.

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 So Good?

So Good 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 So Good and its closest rivals

Every comparison with So Good

6 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for So Good in New Zealand rose from 330 to 410.
  • Across the 12 months ending September 2026, So Good’s share of searches among plant milk brands in New Zealand peaked at 10.6% in January 2026 and was lowest at 7% in February 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 So Good’s branded searches counted?

2 search terms

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

  • so good
  • so good milk

How the Brand Demand Index is measured

Who owns So Good?

So Good is owned by Sanitarium. Brandwave also tracks Weet-Bix, Marmite and Vitality Works, owned by the same company, in New Zealand.

Do you work for So Good? To request corrections or removal please contact us via our support page and we will be happy to assist.

Where does So Good compete?

So Good is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Oat milk brands4th of 54%Show ranking
Plant milk brands5th of 68%Shown above
Soy milk brands2nd of 331.8%Show ranking
Almond milk brands2nd of 345.1%Show ranking
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Is So Good your brand?

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