---
title: "Meal replacement brands in New Zealand: Which brands are most popular in search?"
description: "Compare the meal replacement shake brands New Zealanders buy. Share of Search among Muscle Nation, OptiSlim, Optifast and Huel, the meal replacement brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-meal-replacement-brands"
publisher: "Brandwave"
---

# Meal replacement brands in New Zealand: Which brands are most popular in search?

Compare the meal replacement shake brands New Zealanders buy. Share of Search among Muscle Nation, OptiSlim, Optifast and Huel, the meal replacement brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Meal replacement brands
- **Market**: New Zealand
- **Brands compared**: 4
- **Month measured**: Aug 2026
- **Highest Share of Search**: Muscle Nation, 51.8%

## Which brand is most popular in search among meal replacement brands in New Zealand?

- In August 2026, Muscle Nation was the most searched among meal replacement brands in New Zealand, with an estimated 9.9K branded searches and 51.8% estimated Share of Search within this set.
- OptiSlim is in 2nd place, 27.5 percentage points behind at 24.3% Share of Search.
- Across the 11 months ending August 2026, Muscle Nation’s estimated Share of Search among meal replacement brands in New Zealand increased from 26.9% to 51.8%.
- Across the 11 months ending August 2026, OptiSlim’s estimated Share of Search among meal replacement brands in New Zealand decreased from 35.6% to 24.3%.
- Across the 11 months ending August 2026, Optifast’s estimated Share of Search among meal replacement brands in New Zealand decreased from 32.3% to 20.2%.
- Across the 11 months ending August 2026, Huel’s estimated Share of Search among meal replacement brands in New Zealand decreased from 5.2% to 3.7%.
- Across the 11 months ending August 2026, Muscle Nation’s estimated Share of Search among meal replacement brands in New Zealand peaked at 65.4% in November 2025 and was lowest at 26.9% in October 2025.
- Across the 11 months ending August 2026, OptiSlim’s estimated Share of Search among meal replacement brands in New Zealand peaked at 39.5% in January 2026 and was lowest at 17.2% in November 2025.
- Across the 11 months ending August 2026, Optifast’s estimated Share of Search among meal replacement brands in New Zealand peaked at 32.3% in October 2025 and was lowest at 15.5% in November 2025.
- Across the 11 months ending August 2026, Huel’s estimated Share of Search among meal replacement brands in New Zealand peaked at 6.1% in March 2026 and was lowest at 2% in November 2025.
- Across the 11 months ending August 2026, Muscle Nation rose from 3rd to 1st among meal replacement brands in New Zealand.
- Across the 11 months ending August 2026, OptiSlim fell from 1st to 2nd among meal replacement brands in New Zealand.
- Across the 11 months ending August 2026, Optifast fell from 2nd to 3rd among meal replacement brands in New Zealand.

## Compare search popularity between leading brands

- [Muscle Nation vs OptiSlim: compare search popularity](/demand/nz/compare/muscle-nation-vs-optislim): 51.8% against 24.3% Share of Search.
- [Muscle Nation vs Optifast: compare search popularity](/demand/nz/compare/muscle-nation-vs-optifast): 51.8% against 20.2% Share of Search.
- [Muscle Nation vs Huel: compare search popularity](/demand/nz/compare/huel-vs-muscle-nation): 51.8% against 3.7% Share of Search.
- [OptiSlim vs Optifast: compare search popularity](/demand/nz/compare/optifast-vs-optislim): 24.3% against 20.2% Share of Search.
- [OptiSlim vs Huel: compare search popularity](/demand/nz/compare/huel-vs-optislim): 24.3% against 3.7% Share of Search.
- [Optifast vs Huel: compare search popularity](/demand/nz/compare/huel-vs-optifast): 20.2% against 3.7% Share of Search.

## How did search popularity change for New Zealand meal replacement brands in August 2026?

- In August 2026, Muscle Nation gained estimated Share of Search among meal replacement brands in New Zealand, from 38.1% to 51.8%.
- In August 2026, OptiSlim lost estimated Share of Search among meal replacement brands in New Zealand, from 31.1% to 24.3%.
- In August 2026, Optifast lost estimated Share of Search among meal replacement brands in New Zealand, from 26.4% to 20.2%.
- In August 2026, Huel lost estimated Share of Search among meal replacement brands in New Zealand, from 4.4% to 3.7%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Muscle Nation | 51.8% | 9.9K | +82.7% | Muscle Nation |
| 2 | OptiSlim | 24.3% | 4.7K | +5.0% | OptiSlim |
| 3 | Optifast | 20.2% | 3.9K | +2.7% | Nestlé |
| 4 | Huel | 3.7% | 710 | +12.7% | Huel |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | OptiSlim | 4.8K | 35.6% | 1 |
| Oct 2025 | Optifast | 4.3K | 32.3% | 2 |
| Oct 2025 | Muscle Nation | 3.6K | 26.9% | 3 |
| Oct 2025 | Huel | 700 | 5.2% | 4 |
| Nov 2025 | Muscle Nation | 18.1K | 65.4% | 1 |
| Nov 2025 | OptiSlim | 4.8K | 17.2% | 2 |
| Nov 2025 | Optifast | 4.3K | 15.5% | 3 |
| Nov 2025 | Huel | 550 | 2% | 4 |
| Dec 2025 | Muscle Nation | 5.4K | 45.3% | 1 |
| Dec 2025 | OptiSlim | 3.3K | 27.9% | 2 |
| Dec 2025 | Optifast | 2.8K | 23.2% | 3 |
| Dec 2025 | Huel | 430 | 3.6% | 4 |
| Jan 2026 | OptiSlim | 6.2K | 39.5% | 1 |
| Jan 2026 | Muscle Nation | 4.4K | 28.4% | 2 |
| Jan 2026 | Optifast | 4.3K | 27.5% | 3 |
| Jan 2026 | Huel | 710 | 4.6% | 4 |
| Feb 2026 | Muscle Nation | 5.4K | 37.7% | 1 |
| Feb 2026 | OptiSlim | 4.5K | 31.3% | 2 |
| Feb 2026 | Optifast | 3.7K | 25.8% | 3 |
| Feb 2026 | Huel | 740 | 5.1% | 4 |
| Mar 2026 | Muscle Nation | 8.1K | 47% | 1 |
| Mar 2026 | OptiSlim | 4.5K | 26.3% | 2 |
| Mar 2026 | Optifast | 3.6K | 20.6% | 3 |
| Mar 2026 | Huel | 1.1K | 6.1% | 4 |
| Apr 2026 | Muscle Nation | 6.6K | 43.5% | 1 |
| Apr 2026 | OptiSlim | 4.5K | 29.5% | 2 |
| Apr 2026 | Optifast | 3.4K | 22.4% | 3 |
| Apr 2026 | Huel | 700 | 4.6% | 4 |
| May 2026 | Muscle Nation | 5.4K | 39.1% | 1 |
| May 2026 | OptiSlim | 4.3K | 31.4% | 2 |
| May 2026 | Optifast | 3.4K | 24.7% | 3 |
| May 2026 | Huel | 680 | 4.9% | 4 |
| Jun 2026 | Muscle Nation | 14.8K | 62.7% | 1 |
| Jun 2026 | OptiSlim | 4.4K | 18.7% | 2 |
| Jun 2026 | Optifast | 3.8K | 16% | 3 |
| Jun 2026 | Huel | 620 | 2.6% | 4 |
| Jul 2026 | Muscle Nation | 5.4K | 38.1% | 1 |
| Jul 2026 | OptiSlim | 4.4K | 31.1% | 2 |
| Jul 2026 | Optifast | 3.8K | 26.4% | 3 |
| Jul 2026 | Huel | 630 | 4.4% | 4 |
| Aug 2026 | Muscle Nation | 9.9K | 51.8% | 1 |
| Aug 2026 | OptiSlim | 4.7K | 24.3% | 2 |
| Aug 2026 | Optifast | 3.9K | 20.2% | 3 |
| Aug 2026 | Huel | 710 | 3.7% | 4 |
| Sep 2026 | Huel | — | — | — |
| Sep 2026 | Muscle Nation | — | — | — |
| Sep 2026 | Optifast | — | — | — |
| Sep 2026 | OptiSlim | — | — | — |

## What is being compared

- **Huel**: Measured on the search terms “huel”, “huel com”, “huel drink”, “huel l”, “huel meal replacement”, “huel near me”, “huel new zealand”, “huel nz”, “huel online” and “huel shake”, summed into one figure.
- **Muscle Nation**: Measured on the search terms “muscle nation”, “muscle nation meal replacement”, “muscle nation powder” and “muscle nation shake”, summed into one figure.
- **Optifast**: Measured on the search terms “chocolate optifast”, “optifast”, “optifast bars”, “optifast chocolate bars”, “optifast chocolate shake”, “optifast dessert”, “optifast diet”, “optifast diet plan”, “optifast meal replacement”, “optifast powder”, “optifast protein plus”, “optifast shake”, “optifast soup”, “optifast vlcd”, “optifast vlcd shake”, “optifast weight loss” and “optifast weight loss in 4 weeks”, summed into one figure.
- **OptiSlim**: Measured on the search terms “optislim”, “optislim bars”, “optislim diet plan”, “optislim for men”, “optislim life”, “optislim meal replacement”, “optislim near me”, “optislim nutrition”, “optislim nz”, “optislim online”, “optislim platinum”, “optislim platinum plus”, “optislim powder”, “optislim shake”, “optislim soup”, “optislim variety pack”, “optislim vlcd” and “optislim vlcd shakes”, summed into one figure.

- [Huel](/demand/nz/brands/huel)
- [Muscle Nation](/demand/nz/brands/muscle-nation)
- [Optifast](/demand/nz/brands/optifast)
- [OptiSlim](/demand/nz/brands/optislim)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among meal replacement brands in New Zealand?

In August 2026, Muscle Nation was the most searched among meal replacement brands in New Zealand, with an estimated 9.9K branded searches and 51.8% estimated Share of Search within this set.

## Cite this page

Brandwave. "Meal replacement brands in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-meal-replacement-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-meal-replacement-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.