Oatly vs Vitasoy:Which is more popular by branded search in New Zealand?
In August 2026, Oatly had more branded searches than Vitasoy among plant milk brands in New Zealand. Oatly was estimated to have 1.9K branded searches compared to Vitasoy’s 1.7K, and held a 25.7% Share of Search versus Vitasoy’s 22.1%.
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Which is more popular in search, Oatly or Vitasoy?
Compare the oat, almond and soy milk 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 Oatly, Vitasoy. The figures are in the table below the chart.
View monthly share of search table
| Month | Oatly | Boring Oat Milk | Vitasoy | So Good | Alpro | Califia Farms |
|---|---|---|---|---|---|---|
| Oct 2025 | 16.5% | 30.7% | 20.4% | 21% | 10.7% | 0.78% |
| Nov 2025 | 14.7% | 37.6% | 18% | 19.5% | 9.2% | 0.94% |
| Dec 2025 | 13.8% | 31.7% | 19.7% | 21.3% | 12.5% | 0.91% |
| Jan 2026 | 13.5% | 29.7% | 22.4% | 24.5% | 8.9% | 1% |
| Feb 2026 | 24.1% | 25.4% | 19.2% | 21.6% | 7.8% | 1.8% |
| Mar 2026 | 20.1% | 26.9% | 21.1% | 22.5% | 7.6% | 1.7% |
| Apr 2026 | 17.8% | 27.2% | 21.6% | 21.2% | 8.7% | 3.5% |
| May 2026 | 27.8% | 23.2% | 20.7% | 18.8% | 6.7% | 2.9% |
| Jun 2026 | 30.1% | 18.6% | 21.4% | 21.4% | 6% | 2.6% |
| Jul 2026 | 25.4% | 22.3% | 23.1% | 20.8% | 5.9% | 2.5% |
| Aug 2026 | 25.7% | 22.9% | 22.1% | 21.8% | 5.4% | 2.1% |
| Sep 2026 | — | — | — | — | — | — |
How has the Oatly and Vitasoy comparison changed over the last 12 months?
3 findings
- The lead changed hands 3 times in the 11 months ending August 2026: Oatly took it in February 2026, Vitasoy took it in March 2026, Oatly took it in May 2026.
- Across the 11 months ending August 2026, Oatly’s estimated Share of Search among plant milk brands in New Zealand moved from 16.5% to 25.7%, and its estimated monthly branded searches moved from 850 to 1.9K.
- Across the 11 months ending August 2026, Vitasoy’s estimated Share of Search among plant milk brands in New Zealand moved from 20.4% to 22.1%, and its estimated monthly branded searches moved from 1.1K to 1.7K.
How did search popularity change for New Zealand plant milk brands in August 2026?
3 changes
In August 2026, Boring Oat Milk overtook Vitasoy to rank 2nd among plant milk brands in New Zealand, at 22.9%.
In August 2026, Vitasoy lost estimated Share of Search among plant milk brands in New Zealand, from 23.1% to 22.1%.
Estimated monthly branded searches for Oatly in New Zealand rose 128.2% over 11 measured months, from 850 to 1.9K in August 2026.
How each brand is measured
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.
Oatly
12 branded search terms
- oatly
- oatly almond milk
- oatly barista edition oat milk
- oatly barista oat milk
- oatly com
- oatly milk
- oatly near me
- oatly new zealand
- oatly nz
- oatly oat milk
- oatly plant milk
- oatly soy milk
Vitasoy
12 branded search terms
- calci plus vitasoy
- vitasoy
- vitasoy almond milk
- vitasoy com au
- vitasoy milk
- vitasoy near me
- vitasoy new zealand
- vitasoy nz
- vitasoy oat milk
- vitasoy plant milk
- vitasoy protein plus
- vitasoy soy milk
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