Oat milk (yes, it’s milk made of oats) has been on the scene for decades, but Swedish brand Oatly has arguably made the alt-milk beverage gain popularity in recent years. CivicScience recently tracked oat milk consumption to understand the profile of the oat milk drinker.
Nearly half of the population who has heard of oat milk has tried or plans to try it. There are more positive experiences than negative, but just barely.
Women are more likely than men to be oat milk drinkers and are more interested in consuming the beverage in the future. As age goes up, interest in oat milk goes down. Those most excited about trying oat milk are under 25.
With the popularity of plant-based foods in the forefront of the food and beverage industry, CivicScience data has shown before that it’s not just vegetarians and vegans who want to consume these products. The same goes for oat milk, to an extent.
While vegans are the most likely to want to try oat milk, they are the most likely to not like it. Vegetarians are the most likely to have already tried and liked oat milk. Occasional meat eaters are also highly interested in trying it out.
There is a large cross relationship between oat milk drinkers and CBD users. Could there be a cannabidiol-infused oat beverage in the works?
Health and Well-being
While those who consider themselves to be of tip-top health are more likely to have already tried oat milk, those who say they’re somewhat or very unhealthy are most interested in trying it out, perhaps viewing milk-alternatives as a way to improve their lifestyle.
People who frequent fast food establishments are more likely to like oat milk, however there is interest in trying oat milk from all categories of restaurant goer.
People who are eating at home more, including takeout, are much more likely to have already tried oat milk, while people who claim to be eating out more are keen on trying the plant-based beverage.
Starbucks now offers Oatly brand in all its stores as a milk option for lattes, cappuccinos, and the like. It’s not surprising then that Starbucks favorables (those who love or like Starbucks) are super keen on oat milk.
Oat milk may be seen as a better alternative to cow’s milk from the perspective of climate impact. In terms of overall concern about climate change and the environment, people most concerned are most likely to have tried and like oat milk. But that’s not the entire story. People only somewhat or a little concerned about it are more likely to plan to try oat milk.
Oat milk seems to be more than a fad that many in the mainstream are latching onto as an alternative to dairy milk. CivicScience will continue to track consumer adoption of this beverage as time goes on.