Key insights

• 🥛 Oat milk has become a significant player in the dairy alternative market with total sales of plant-based milks reaching about 1.8 billion dollars from August 2018 through August 2019.
• 🌾 Oat milk was developed by a food scientist in the 1990s as a lactose intolerance-friendly alternative to cow's milk. It gained traction 20 years later and has contributed to the decline in cow's milk sales.
• 💰 Oat milk sales in the US skyrocketed by 500% from 2018 to 2019, reaching close to 40 million dollars. Oatly experienced exponential sales growth and expanded into the US market with a new CEO, revamped image, and targeted product offerings.
• ☕ Oatley successfully penetrated the US market by introducing its product in high-end coffee and tea shops, relying on barista recommendations and expertly prepared drinks. The strategy paid off, leading to high demand and limited supply initially. Eventually, the Oatley shortage in 2019 was overcome, and the product expanded to about 650 shops within a year of its introduction.
• 📈 Oatly has experienced rapid growth and is expanding into the US and China, primarily through coffee shops. Despite gaining popularity among coffee lovers, it's not widely adopted by the general public. Some people are trying it for health and ethical reasons.
• 🥣 Oat milk is gaining popularity as a nutritional replacement for cow's milk, recognized for its consistency and taste, leading to major players entering the market. The alternative dairy category is expanding with oat milk products like yogurt, frozen desserts, and oatmeal creamers.

Q&A

• What are the future prospects for oat milk?

  Oat milk is gaining popularity as a nutritional replacement for cow's milk, recognized for its consistency and taste, leading to major players entering the market. As a result, the alternative dairy category is expanding with oat milk products like yogurt, frozen desserts, and oatmeal creamers, and is expected to become more competitive.

• How did Oatly penetrate the US market?

  Oatly successfully entered the US market by introducing its product in high-end coffee and tea shops, relying on barista recommendations and expertly prepared drinks. This strategy led to high demand, limited initial supply, and eventual expansion to about 650 shops within a year of its introduction.

• How much has oat milk sales grown?

  Oat milk sales in the US skyrocketed by 500% from 2018 to 2019, reaching close to 40 million dollars. Oatly, a prominent oat milk brand, experienced exponential sales growth, expanded into the US market, and is expected to double sales each year.

• How did oat milk gain popularity?

  Initially developed in the 1990s as a lactose intolerance-friendly alternative to cow's milk, oat milk gained significant traction nearly 20 years later, contributing to the decline in cow's milk sales. It has attracted a cult following within the coffee community and is preferred by many for its taste and consistency.

• What is oat milk?

  Oat milk is a non-dairy milk alternative made from oats, water, and sometimes added vitamins and minerals. It is prized for its creamy texture and slightly sweet flavor, making it a popular choice for coffee, baking, and general consumption.

• 00:00 Oat milk is a popular non-dairy milk that has seen a surge in sales, with oat milk company Oatly experiencing high demand for its barista blend. Sweden, known for dairy production, saw a need for plant-based alternatives due to growing awareness of lactose intolerance.
• 01:51 Oat milk was developed by a food scientist in the 1990s as a lactose intolerance-friendly alternative to cow's milk. It gained traction 20 years later and has contributed to the decline in cow's milk sales.
• 03:30 Oat milk sales in the US skyrocketed by 500% from 2018 to 2019, reaching close to 40 million dollars. Oatly experienced exponential sales growth and expanded into the US market with a new CEO, revamped image, and targeted product offerings.
• 05:23 Oatley successfully penetrated the US market by introducing its product in high-end coffee and tea shops, relying on barista recommendations and expertly prepared drinks. The strategy paid off, leading to high demand and limited supply initially. Eventually, the Oatley shortage in 2019 was overcome, and the product expanded to about 650 shops within a year of its introduction.
• 07:00 Oatly has experienced rapid growth and is expanding into the US and China, primarily through coffee shops. Despite gaining popularity among coffee lovers, it's not widely adopted by the general public. Some people are trying it for health and ethical reasons.
• 08:41 Oat milk is gaining popularity as a nutritional replacement for cow's milk, recognized for its consistency and taste, leading to major players entering the market. The alternative dairy category is expanding with oat milk products like yogurt, frozen desserts, and oatmeal creamers.