Brandwave

Boring Oat Milk vs Vitasoy:Which is more popular?

In September 2026, Vitasoy had more branded searches than Boring Oat Milk among plant milk brands in New Zealand. Vitasoy had about 1,820 branded searches, while Boring Oat Milk had 1,690. Vitasoy made up 35.5% of all plant milk brand searches we track, and Boring Oat Milk accounted for 32.9%. When we asked ChatGPT and Google AI Overviews about plant milk brands, Vitasoy appeared in four of the five answers and Boring Oat Milk in three. Boring Oat Milk was mentioned before Vitasoy in three out of four answers.

Among plant milk brands in New Zealand in September 2026

Who do people search for more?

Vitasoy, about 8% more searches than Boring Oat Milk

Vitasoy 1.8K searchesBoring Oat Milk 1.7K searches

Who does AI mention more?

Vitasoy, mentioned in 4 of 5 answers, Boring Oat Milk in 3

Vitasoy in 4 of 5Boring Oat Milk in 3 of 5

Who does AI recommend more?

Boring Oat Milk, named ahead of Vitasoy in 3 of 4 answers

Boring Oat Milk first in 3Vitasoy first in 1

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Top plant milk brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Vitasoy was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Boring Oat Milk was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Boring Oat Milk was listed before Vitasoy in three out of four 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.

Is Boring Oat Milk or Vitasoy more popular in search?

This chart shows how often people search Google for Boring Oat Milk and Vitasoy by name. Each line represents a brand's share of searches for all six plant milk brands we track, month by month, from searches in New Zealand.

Boring Oat Milk and Vitasoy among plant milk brands in New Zealand, by month

Share of searches by month for Vitasoy, Boring Oat Milk. 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%

How has the Boring Oat Milk and Vitasoy comparison changed over the last 12 months?

3 findings
  • The lead changed hands once in the 12 months ending September 2026: Vitasoy took it in May 2026.
  • Across the 12 months ending September 2026, Boring Oat Milk’s share of searches among plant milk brands in New Zealand moved from 35.4% to 32.9%, and its estimated monthly branded searches moved from 1.4K to 1.7K.
  • Across the 12 months ending September 2026, Vitasoy’s share of searches among plant milk brands in New Zealand moved from 25.4% to 35.5%, and its estimated monthly branded searches moved from 1K to 1.8K.

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

2 changes

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

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

How are branded searches counted?

11 search terms

Brandwave collects information about searches that people make online using Boring Oat Milk’s and Vitasoy’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Boring Oat Milk

3 branded search terms

  • boring oat milk
  • boring oat milk barista
  • boring oat milk ingredients

Vitasoy

8 branded search terms

  • calci plus vitasoy
  • vitasoy
  • vitasoy almond milk
  • vitasoy milk
  • vitasoy oat milk
  • vitasoy plant milk
  • vitasoy protein plus
  • vitasoy soy milk

How the Brand Demand Index is measured

Other head-to-heads among plant milk brands

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