Kikkoman vs Vitasoy:Which is more popular?
In September 2026, Vitasoy had more branded searches than Kikkoman among soy milk brands in New Zealand. Vitasoy had about 700 branded searches, while Kikkoman had 180. Vitasoy made up 54.3% of all soy milk brand searches we track, and Kikkoman accounted for 14%. When we asked ChatGPT and Google AI Overviews about soy milk brands, Vitasoy appeared in all five answers and Kikkoman in none.
Who do people search for more?
Vitasoy, about 4 searches for every 1 for Kikkoman
Who does AI mention more?
Vitasoy, mentioned in every answer we collected
Who does AI recommend more?
Vitasoy, the only one of the two named
Follow Kikkoman vs Vitasoy and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top soy milk brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Vitasoy appeared in all five answers. Kikkoman 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.
See every answer about soy milk brands
5 answers
Asked ChatGPT
“Which soy milk brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best soy milk brands in New Zealand?”
Asked ChatGPT
“What's the best soy milk brand in New Zealand for coffee and cereal?”
Searched Google, AI Overview
“soy milk nz”
Searched Google, AI Overview
“barista soy milk”
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 Kikkoman or Vitasoy more popular in search?
This chart shows how often people search Google for Kikkoman and Vitasoy by name. Each line represents a brand's share of searches for all three soy milk brands we track, month by month, from searches in New Zealand.
Share of searches by month for Vitasoy, Kikkoman. The figures are in the table below the chart.
View monthly share of searches table
| Month | Vitasoy | So Good | Kikkoman |
|---|---|---|---|
| Oct 2025 | 39.8% | 39.8% | 20.5% |
| Nov 2025 | 39.7% | 42.3% | 17.9% |
| Dec 2025 | 43.7% | 36.6% | 19.7% |
| Jan 2026 | 38.5% | 42.2% | 19.3% |
| Feb 2026 | 43.2% | 34.6% | 22.2% |
| Mar 2026 | 46% | 35% | 19% |
| Apr 2026 | 44.3% | 31.1% | 24.5% |
| May 2026 | 47.2% | 28% | 24.8% |
| Jun 2026 | 46.2% | 29.9% | 23.9% |
| Jul 2026 | 50.8% | 32.5% | 16.7% |
| Aug 2026 | 50.8% | 34.2% | 15% |
| Sep 2026 | 54.3% | 31.8% | 14% |
How has the Kikkoman and Vitasoy comparison changed over the last 12 months?
3 findings
- Vitasoy was ahead of Kikkoman in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Kikkoman’s share of searches among soy milk brands in New Zealand moved from 20.5% to 14%, and its estimated monthly branded searches moved from 170 to 180.
- Across the 12 months ending September 2026, Vitasoy’s share of searches among soy milk brands in New Zealand moved from 39.8% to 54.3%, and its estimated monthly branded searches moved from 330 to 700.
How did search popularity change for New Zealand soy milk brands in September 2026?
2 changes
In September 2026, Vitasoy gained share of searches among soy milk brands in New Zealand, from 50.8% to 54.3%.
In September 2026, Kikkoman lost share of searches among soy milk brands in New Zealand, from 15% to 14%.
How are branded searches counted?
6 search terms
Brandwave collects information about searches that people make online using Kikkoman’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 soy milk brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.