| Category | |
|---|---|
| Awareness | 50.0% |
| Popularity | 17.0% |
| Consumption | 13.0% |
| Loyalty | 10.0% |
| Buzz | 10.0% |
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.
| Category | Total | IGen / Gen Z (1995-2012) | Millennials / Generation Y (1980-1994) | Generation X (Baby Bust) (1965-1979) | Baby Boomer (1946-1964) |
|---|---|---|---|---|---|
| Awareness | 50.0% | 48.0% | 55.0% | 46.0% | 47.0% |
| Popularity | 17.0% | 19.0% | 18.0% | 15.0% | 8.0% |
| Consumption | 13.0% | 11.0% | 18.0% | 11.0% | 9.0% |
| Loyalty | 10.0% | 9.0% | 13.0% | 10.0% | 6.0% |
| Buzz | 10.0% | 11.0% | 11.0% | 8.0% | 6.0% |
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
| Category | Total | Oatly consumer | Non-consumer |
|---|---|---|---|
| A happy relationship | 47.0% | 46.0% | 48.0% |
| An honest and respectable life | 46.0% | 51.0% | 46.0% |
| Safety and security | 39.0% | 35.0% | 39.0% |
| To be successful | 36.0% | 38.0% | 36.0% |
| Making my own decisions | 34.0% | 22.0% | 35.0% |
| Having a good time | 32.0% | 29.0% | 32.0% |
| Learning new things | 27.0% | 33.0% | 26.0% |
| Advancing my career | 14.0% | 17.0% | 13.0% |
| Traditions | 14.0% | 12.0% | 14.0% |
| Social justice | 12.0% | 16.0% | 12.0% |
Brand KPI deep dive
Explore brand KPI profiles by company
Consumer ÌÇÐÄÆƽâ°æ Tool
Understand what drives your audience
Compare brands, filter by survey items, or drill down to your very own hand-tailored target group. Our Consumer ÌÇÐÄÆƽâ°æ tool has you covered.
We’re happy to help
Get in touch with us for additional information
Feel free to contact us anytime. We will respond to your inquiry as quickly as possible.