Brandwave

How popular isOatly?

In September 2026, people searched for Oatly by name about 6,600 times in the United Kingdom, an 18.5% decrease from the previous year. These searches made up 31.3% of all United Kingdom plant milk brand searches, placing Oatly first out of six brands. When we asked both ChatGPT and Google AI Overviews about plant milk brands, Oatly appeared in all answers and was the most recommended of the six.

Search and AI answers in September 2026

Oatly is the most searched of 6 competitors and the most recommended in AI answers.

  1. OatlyShare of searches 31.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. AlproShare of searches 25.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  3. MOMAShare of searches 17%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  4. Minor FiguresShare of searches 13.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  5. 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, Oatly appeared in all five answers. Oatly is the most recommended of the six.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Oatly1st
  2. Califia Farms2nd
  3. Alpro3rd
  4. Minor Figures4th
  5. MOMA5th
  6. 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

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 Oatly?

Oatly against plant milk brands in the United Kingdom, by month

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
MonthOatlyAlproMOMAMinor FiguresRude HealthCalifia Farms
Oct 202531.4%25.6%14%14%11.2%3.9%
Nov 202535.9%23.9%12.8%12.8%10.6%3.9%
Dec 202536.1%24.1%13.1%10.4%13.1%3.2%
Jan 202630%30%13.3%13.3%10.7%2.7%
Feb 202648.8%21.8%9.6%9.6%7.9%2.4%
Mar 202641.8%22.8%12.4%10%10%3%
Apr 202633.5%27.3%14.9%12%9.9%2.4%
May 202635.2%23.5%15.7%12.6%10.4%2.6%
Jun 202636.8%24.6%16.4%10.9%8.6%2.7%
Jul 202632.7%26.8%14.4%11.9%11.9%2.4%
Aug 202632.2%26.4%17.6%11.7%9.3%2.9%
Sep 202631.3%25.6%17%13.7%9%3.4%

  1. 1.Oatly

    31.3%

    Held 1st. 6.6K estimated branded searches, 0% vs prior month. Share -1 points.

  2. 2.Alpro

    25.6%

    Held 2nd. 5.4K estimated branded searches, 0% vs prior month. Share -0.8 points.

  3. 3.MOMA

    17%

    Held 3rd. 3.6K estimated branded searches, 0% vs prior month. Share -0.5 points.

  4. 4.Minor Figures

    13.7%

    Held 4th. 2.9K estimated branded searches, +20.8% vs prior month. Share +2 points.

  5. 5.Rude Health

    9%

    Held 5th. 1.9K estimated branded searches, 0% vs prior month. Share -0.3 points.

  6. 6.Califia Farms

    3.4%

    Held 6th. 720 estimated branded searches, +22% vs prior month. Share +0.5 points.

Compare popularity between Oatly and its closest rivals

Every comparison with Oatly

5 comparisons

How has branded search demand for Oatly changed in the United Kingdom over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Oatly in the United Kingdom fell from 8.1K to 6.6K.
  • Across the 12 months ending September 2026, Oatly’s share of searches among plant milk brands in the United Kingdom peaked at 48.8% in February 2026 and was lowest at 30% in January 2026.

How did search popularity change for United Kingdom plant milk brands in September 2026?

6 changes

  1. In September 2026, Minor Figures gained share of searches among plant milk brands in the United Kingdom, from 11.7% to 13.7%.

  2. In September 2026, Califia Farms gained share of searches among plant milk brands in the United Kingdom, from 2.9% to 3.4%.

  3. In September 2026, Oatly lost share of searches among plant milk brands in the United Kingdom, from 32.2% to 31.3%.

  4. In September 2026, Alpro lost share of searches among plant milk brands in the United Kingdom, from 26.4% to 25.6%.

  5. In September 2026, MOMA lost share of searches among plant milk brands in the United Kingdom, from 17.6% to 17%.

  6. 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 Oatly’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Oatly’s 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.

  • oatly

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How the Brand Demand Index is measured

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