How popular isMinor Figures?
In September 2026, people searched for Minor Figures by name about 2,900 times in the United Kingdom, a 19.4% decrease from the previous year. These searches made up 13.7% of all United Kingdom plant milk brand searches, placing Minor Figures fourth out of six brands. When we asked both ChatGPT and Google AI Overviews about plant milk brands, Minor Figures appeared in three of the five answers and was the fourth most recommended of the six.
Minor Figures is the fourth most searched of 6 competitors and the fourth most recommended in AI answers.
OatlyShare of searches 31.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
AlproShare of searches 25.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
MOMAShare of searches 17%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
Minor FiguresShare of searches 13.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
Rude HealthShare of searches 9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
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Top plant milk brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Minor Figures was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Minor Figures is the fourth most recommended of the six.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Oatly1st
Califia Farms2nd- Alpro3rd
- Minor Figures4th
- MOMA5th
- Rude Health6th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Oatly5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Alpro3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- MOMA3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Minor Figures3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Califia Farms3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Rude Health1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about plant milk brands
5 answers
Asked ChatGPT
“What's the best oat milk in the UK?”
Asked ChatGPT
“Which plant milk brand is best for coffee?”
Asked ChatGPT
“What are the best dairy free milk brands in the UK?”
Searched Google, AI Overview
“oat milk”
Searched Google, AI Overview
“best oat milk”
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 23, 2026.
Which plant milk brands compete with Minor Figures?
Share of searches by month for Oatly, Alpro, MOMA, Minor Figures, Rude Health, Califia Farms. The figures are in the table below the chart.
View monthly share of searches table
| Month | Oatly | Alpro | MOMA | Minor Figures | Rude Health | Califia Farms |
|---|---|---|---|---|---|---|
| Oct 2025 | 31.4% | 25.6% | 14% | 14% | 11.2% | 3.9% |
| Nov 2025 | 35.9% | 23.9% | 12.8% | 12.8% | 10.6% | 3.9% |
| Dec 2025 | 36.1% | 24.1% | 13.1% | 10.4% | 13.1% | 3.2% |
| Jan 2026 | 30% | 30% | 13.3% | 13.3% | 10.7% | 2.7% |
| Feb 2026 | 48.8% | 21.8% | 9.6% | 9.6% | 7.9% | 2.4% |
| Mar 2026 | 41.8% | 22.8% | 12.4% | 10% | 10% | 3% |
| Apr 2026 | 33.5% | 27.3% | 14.9% | 12% | 9.9% | 2.4% |
| May 2026 | 35.2% | 23.5% | 15.7% | 12.6% | 10.4% | 2.6% |
| Jun 2026 | 36.8% | 24.6% | 16.4% | 10.9% | 8.6% | 2.7% |
| Jul 2026 | 32.7% | 26.8% | 14.4% | 11.9% | 11.9% | 2.4% |
| Aug 2026 | 32.2% | 26.4% | 17.6% | 11.7% | 9.3% | 2.9% |
| Sep 2026 | 31.3% | 25.6% | 17% | 13.7% | 9% | 3.4% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 31.3% | 6.6K | 0% | -1 points | |
| 2, held 2nd | 25.6% | 5.4K | 0% | -0.8 points | |
| 3, held 3rd | 17% | 3.6K | 0% | -0.5 points | |
| 4, held 4th | 13.7% | 2.9K | +20.8% | +2 points | |
| 5, held 5th | 9% | 1.9K | 0% | -0.3 points | |
| 6, held 6th | 3.4% | 720 | +22% | +0.5 points |
1.
Oatly31.3%
Held 1st. 6.6K estimated branded searches, 0% vs prior month. Share -1 points.
2.
Alpro25.6%
Held 2nd. 5.4K estimated branded searches, 0% vs prior month. Share -0.8 points.
3.
MOMA17%
Held 3rd. 3.6K estimated branded searches, 0% vs prior month. Share -0.5 points.
13.7%
Held 4th. 2.9K estimated branded searches, +20.8% vs prior month. Share +2 points.
9%
Held 5th. 1.9K estimated branded searches, 0% vs prior month. Share -0.3 points.
3.4%
Held 6th. 720 estimated branded searches, +22% vs prior month. Share +0.5 points.
Compare popularity between Minor Figures and its closest rivals
Every comparison with Minor Figures
5 comparisons
How has branded search demand for Minor Figures changed in the United Kingdom over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Minor Figures in the United Kingdom fell from 3.6K to 2.9K.
- Across the 12 months ending September 2026, Minor Figures’ share of searches among plant milk brands in the United Kingdom peaked at 14% in October 2025 and was lowest at 9.6% in February 2026.
- Across the 12 months ending September 2026, Minor Figures fell from 3rd to 4th among plant milk brands in the United Kingdom.
How did search popularity change for United Kingdom plant milk brands in September 2026?
6 changes
In September 2026, Minor Figures gained share of searches among plant milk brands in the United Kingdom, from 11.7% to 13.7%.
In September 2026, Califia Farms gained share of searches among plant milk brands in the United Kingdom, from 2.9% to 3.4%.
In September 2026, Oatly lost share of searches among plant milk brands in the United Kingdom, from 32.2% to 31.3%.
In September 2026, Alpro lost share of searches among plant milk brands in the United Kingdom, from 26.4% to 25.6%.
In September 2026, MOMA lost share of searches among plant milk brands in the United Kingdom, from 17.6% to 17%.
Estimated monthly branded searches for Rude Health in the United Kingdom fell 34.5% over 12 measured months, from 2.9K to 1.9K in September 2026.
How are Minor Figures’ branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Minor Figures’ name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- minor figures
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