Milk alternative brands

Oatly brand profile in the U.S.

Did you know that 50 percent of U.S. milk alternatives drinkers are familiar with Oatly? The Swedish brand is especially popular with Millennials, scoring the highest brand KPIs with consumers from that generation. Even though the taste for alternative mjölk (that’s Swedish for milk!) may not be directly related to different life values, our comparison shows that consumers of Oatly place a higher value on an honest and respectable life, as well as learning new things.

Brand KPI profile

Oatly scoring high with U.S. consumers

About half of U.S. milk alternativces drinkers are aware of the brand Oatly. While the brand’s consumption and popularity sit clearly below 20 percent, the lowest brand KPIs for Oatly are loyalty and buzz – the brand had been noticed in (social) media and advertising by only 10 percent of U.S. milk substitutes consumers in the past 3 months before our survey.

Generations

Oatly is the Millennials’ G.O.A.T, when it comes to oat

As a brand, Oatly resonates the most with Millennials. According to our survey, about a fifth of the U.S. Millennial milk alternatives target audience consume the Swedish brand. At the same time, Oatly's brand awareness, popularity, loyalty, and media buzz are the highest or second highest with the Millennial generation.

Life values

Honesty and partnership are the things Oatly drinkers care about most

The most important things in life are an honest and respectable life, and having a happy relationship. At least that’s true for 51 and 46 percent of U.S. Oatly drinkers, respectively. Success comes in third. Non-Oatly consumers seem to place more importance on making their own decisions, and safety and security, as compared to Oatly customers.

Published November 3, 2023

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