Minor Figures vs MOMA:Which is more popular?
In September 2026, MOMA had more branded searches than Minor Figures among plant milk brands in the United Kingdom. MOMA had about 3,600 branded searches, while Minor Figures had 2,900. MOMA made up 17% of all plant milk brand searches we track, and Minor Figures accounted for 13.7%. When we asked ChatGPT and Google AI Overviews about plant milk brands, Minor Figures and MOMA each appeared in three of the five answers. Minor Figures was mentioned before MOMA in three out of five answers.
Who do people search for more?
MOMA, about 24% more searches than Minor Figures
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
Minor Figures, named ahead of MOMA in 3 of 5 answers
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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. MOMA was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Minor Figures was listed before MOMA in three out of five answers.
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.
Is Minor Figures or MOMA more popular in search?
This chart shows how often people search Google for Minor Figures and MOMA by name. Each line represents a brand's share of searches for all six plant milk brands we track, month by month, from searches in United Kingdom.
Share of searches by month for MOMA, Minor Figures. 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% |
How has the Minor Figures and MOMA comparison changed over the last 12 months?
3 findings
- MOMA was ahead of Minor Figures in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Minor Figures’ share of searches among plant milk brands in the United Kingdom moved from 14% to 13.7%, and its estimated monthly branded searches moved from 3.6K to 2.9K.
- Across the 12 months ending September 2026, MOMA’s share of searches among plant milk brands in the United Kingdom moved from 14% to 17%, and its estimated monthly branded searches held steady at 3.6K.
How did search popularity change for United Kingdom plant milk brands in September 2026?
2 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, MOMA lost share of searches among plant milk brands in the United Kingdom, from 17.6% to 17%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Minor Figures’ and MOMA’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.
Minor Figures
1 branded search term
- minor figures
MOMA
1 branded search term
- moma oat milk
Other head-to-heads among plant milk brands
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