Oatly vs Vitasoy:Which is more popular?
In September 2026, Vitasoy had more branded searches than Oatly among plant milk brands in New Zealand. Vitasoy had about 1,820 branded searches, while Oatly had 610. Vitasoy made up 35.5% of all plant milk brand searches we track, and Oatly accounted for 11.9%. When we asked ChatGPT and Google AI Overviews about plant milk brands, Vitasoy appeared in four of the five answers and Oatly in none.
Who do people search for more?
Vitasoy, about 3 searches for every 1 for Oatly
Who does AI mention more?
Vitasoy, mentioned in 4 of 5 answers, Oatly in 0
Who does AI recommend more?
Vitasoy, the only one of the two named
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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. 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.
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
Asked ChatGPT
“Which plant milk brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best plant milk brands in New Zealand?”
Asked ChatGPT
“What's the best plant milk brand in New Zealand for coffee and cereal?”
Searched Google, AI Overview
“oat milk nz”
Searched Google, AI Overview
“almond milk nz”
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 Oatly or Vitasoy more popular in search?
This chart shows how often people search Google for Oatly 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.
Share of searches by month for Vitasoy, Oatly. The figures are in the table below the chart.
View monthly share of searches table
| Month | Vitasoy | Boring Oat Milk | Oatly | Alpro | So Good | Califia Farms |
|---|---|---|---|---|---|---|
| Oct 2025 | 25.4% | 35.4% | 17.6% | 12.8% | 8.3% | 0.5% |
| Nov 2025 | 22.2% | 41.8% | 16.1% | 11.2% | 8.1% | 0.49% |
| Dec 2025 | 25.5% | 33.2% | 16% | 16.6% | 8% | 0.62% |
| Jan 2026 | 29.2% | 32.6% | 15.5% | 11.6% | 10.6% | 0.46% |
| Feb 2026 | 25.1% | 26.8% | 30.1% | 10.5% | 7% | 0.5% |
| Mar 2026 | 27.7% | 30.5% | 23.5% | 10.2% | 7.7% | 0.44% |
| Apr 2026 | 29.7% | 31.3% | 19.6% | 11.5% | 7.4% | 0.45% |
| May 2026 | 30.2% | 29.7% | 22.2% | 9.9% | 7.4% | 0.63% |
| Jun 2026 | 36.2% | 26.1% | 18.9% | 9.8% | 8.4% | 0.48% |
| Jul 2026 | 36% | 29.2% | 17% | 8.9% | 8.5% | 0.41% |
| Aug 2026 | 33.9% | 28.9% | 20% | 8.3% | 8.5% | 0.41% |
| Sep 2026 | 35.5% | 32.9% | 11.9% | 11.3% | 8% | 0.39% |
How has the Oatly and Vitasoy comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Oatly took it in February 2026, Vitasoy took it in March 2026.
- Across the 12 months ending September 2026, Oatly’s share of searches among plant milk brands in New Zealand moved from 17.6% to 11.9%, and its estimated monthly branded searches moved from 700 to 610.
- 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
In September 2026, Vitasoy gained share of searches among plant milk brands in New Zealand, from 33.9% to 35.5%.
In September 2026, Oatly lost share of searches among plant milk brands in New Zealand, from 20% to 11.9%.
How are branded searches counted?
14 search terms
Brandwave collects information about searches that people make online using Oatly’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.
Other head-to-heads among plant milk brands
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