Huel vs Optifast:Which is more popular by branded search in New Zealand?
In August 2026, Optifast had more branded searches than Huel among meal replacement brands in New Zealand. Optifast was estimated to have 3.9K branded searches compared to Huel’s 710, and held a 20.2% Share of Search versus Huel’s 3.7%.
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Which is more popular in search, Huel or Optifast?
Compare the meal replacement shake brands New Zealanders buy. 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.
Share of Search by month for Optifast, Huel. The figures are in the table below the chart.
View monthly share of search table
| Month | Muscle Nation | OptiSlim | Optifast | Huel |
|---|---|---|---|---|
| Oct 2025 | 26.9% | 35.6% | 32.3% | 5.2% |
| Nov 2025 | 65.4% | 17.2% | 15.5% | 2% |
| Dec 2025 | 45.3% | 27.9% | 23.2% | 3.6% |
| Jan 2026 | 28.4% | 39.5% | 27.5% | 4.6% |
| Feb 2026 | 37.7% | 31.3% | 25.8% | 5.1% |
| Mar 2026 | 47% | 26.3% | 20.6% | 6.1% |
| Apr 2026 | 43.5% | 29.5% | 22.4% | 4.6% |
| May 2026 | 39.1% | 31.4% | 24.7% | 4.9% |
| Jun 2026 | 62.7% | 18.7% | 16% | 2.6% |
| Jul 2026 | 38.1% | 31.1% | 26.4% | 4.4% |
| Aug 2026 | 51.8% | 24.3% | 20.2% | 3.7% |
| Sep 2026 | — | — | — | — |
How has the Huel and Optifast comparison changed over the last 12 months?
3 findings
- Optifast was ahead of Huel in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Huel’s estimated Share of Search among meal replacement brands in New Zealand moved from 5.2% to 3.7%, and its estimated monthly branded searches moved from 700 to 710.
- Across the 11 months ending August 2026, Optifast’s estimated Share of Search among meal replacement brands in New Zealand moved from 32.3% to 20.2%, and its estimated monthly branded searches moved from 4.3K to 3.9K.
How did search popularity change for New Zealand meal replacement brands in August 2026?
2 changes
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%.
How each brand is measured
Brandwave collects information about searches that people make online using Huel’s and Optifast’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.
Huel
10 branded search terms
- huel
- huel com
- huel drink
- huel l
- huel meal replacement
- huel near me
- huel new zealand
- huel nz
- huel online
- huel shake
Optifast
17 branded 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
- optifast weight loss in 4 weeks
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.