Oatly brand profile U.S. 2025| ��ƽ��

Oatly brand awareness, usage, popularity, loyalty, and buzz among oat milk drinkers in the United States in 2025

Characteristic	Share of respondents
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Number of respondents

1,247 respondents

Age group

18-64 years

Special properties

respondents who drink oat milk

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left.
Brand popularity: When it comes to oat milk, which of the following brands do you like?
Brand consumption: When it comes to oat milk, which of the following brands have you consumed in the past 12 months?
Brand loyalty: When it comes to oat milk, which of the following brands are you likely to use again in the future?
Brand buzz: Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising.

Citation formats

How high is the brand awareness of Oatly in the United States?
When it comes to oat milk drinkers, brand awareness of Oatly is at *** in the United States. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is Oatly in the United States?
In total, *** of U.S. oat milk drinkers say they like Oatly. However, in actuality, among the *** of U.S. respondents who know Oatly, *** of people like the brand.

What is the usage share of Oatly in the United States?
All in all, *** of oat milk drinkers in the United States consume Oatly. That means, of the *** who know the brand, *** use them.

How loyal are the drinkers of Oatly?
Around *** of oat milk drinkers in the United States say they are likely to use Oatly again. Set in relation to the *** consumption share of the brand, this means that *** of their drinkers show loyalty to the brand.

What's the buzz around Oatly in the United States?
In October 2022, about *** of U.S. oat milk drinkers had heard about Oatly in the media, on social media, or in advertising over the past three months. Of the *** who know the brand, that's ***, meaning at the time of the survey there's some buzz around Oatly in the United States.

Millennials lead the Brand KPI rankings for Oatly in the U.S.

The high brand awareness of Oatly is driven mostly by Millennials and Generation Z. Overall Oatly scores the highest brand KPI scores with Millennials. Comparing the most important life values of consumers who drink or don’t drink Oatly oat milk reveals more differences between these groups. For example, being successful ranks much higher among Oatly consumers than with non-consumers in the U.S.