Oatly Marketing Strategy 2024: A Case Study

Oat milk likely originated in Sweden, with 27-year-old company Oatly leading the way. Oat milk comes from oats that have been soaked in water, blended, and strained. Many of the nutrients from the oats remain in the milk, and the fine particles give the liquid a creamy texture.

Now, oat milk has joined the ranks as an affordable, sustainable, and nutritious option. Read on to learn all about this plant-based beverage, including its benefits. The Oatly brand has released two new products — Unsweetened Oatmilk and Super Basic Oatmilk — that serve as healthier alternatives to the Original Oatmilk that started it all.

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At that time, Oatly faced challenges in positioning itself in the market, but the team persevered and rebranded, leading to its eventual rise. If you’re lactose intolerant, oat milk is a good alternative to dairy milk as it’s naturally lactose-free. Keep in mind that oat milk varies significantly from dairy milk when it comes to key nutrients like protein.

If you have problems digesting gluten, it’s best to purchase oat milk labeled as certified gluten-free. If you prefer guaranteed gluten-free oat milk, check the label to make sure your chosen product is made with certified gluten-free oats. Alternatively, you can make homemade oat milk using certified gluten-free oats. Furthermore, oat milk tends to contain more added B vitamins than almond milk, while almond milk tends to have more vitamin E (2).

• That’s because even though it came onto the scene all the way back in the ’90s, that was in Malmo, Sweden.
• Testers took notes regarding the taste, texture, appearance and scent of each product.
• B vitamins are essential for optimal health and linked to numerous benefits.
• Food processing has been adopted by humans for centuries to reduce nutrient loss, curb food waste and give people access to safe, nutritious and more affordable food.

Oatly’s emphasis on sustainability, transparency, and storytelling attracted environmentally conscious consumers who aligned with the brand’s values. volume indicator mt4 Many plant-based milks contain added sugar, and oat milk is no exception. “Oat milk can contain added sugars, depending on the brand, though it’s best to choose one without added sugar,” says Saari. What’s more, due to the processing of oat milk, the Food and Drug Administration labeling laws require that added sugar be listed on oat milk even without the addition of sugar-containing ingredients. This is because in some cases the processing of oats creates sugar.

Industry Intel

One of the key drivers of Oatly’s success is its effective use of celebrity endorsements. By partnering with well-known figures who align with their brand values, Oatly has been able to reach a wider audience and amplify its message. These endorsements have not only contributed to increased sales but have also solidified Oatly’s reputation as python math libraries a leader in the industry.

How to use the new Oatly Oatmilks

The brand actively interacted with its community on social media platforms, responding to comments and incorporating user-generated content into their campaigns. This two-way communication fostered a sense of trust and loyalty among Oatly’s customers, leading to increased brand advocacy and word-of-mouth referrals. As we analyze Oatly’s marketing strategy, it is clear that they are gaining commercial success and recognition on a global scale. The brand’s willingness to embrace feedback, even using negative comments as part of their marketing strategy, displays their commitment to authenticity and improvement. All our products are 100% dairy-free (and therefore, obviously lactose-free too!). There are literally billions of lactose intolerant people in the world, and thanks to Oatly, they now have an alternative.

But is protein in your milk something we even need to be thinking about? According to dietary studies, you are very likely to be getting more protein than you need. Indeed, getting your days’ worth of proteins, including all essential amino acids, is not a problem, as long as you eat a balanced, varied diet and fulfil your energy needs. So a little less protein poured on your breakfast or mixed into your afternoon coffee is unlikely to make much difference.

It may have started out in trendy coffee shops, but it didn’t stay just there — before long, Oatly was everywhere. At one point in the company’s expansion, demand increased so quickly that Oatly couldn’t even keep up production. Develop and provide to consumers more great products that help people make the shift to plant-based food. In addition to its product offerings, Oatly’s attention to detail extends to its eye-catching packaging design. The distinctive and visually appealing packaging has played a significant role in capturing consumers’ attention and increasing Oatly’s market share within the beverage industry by 25%. Customers have embraced Oatly’s commitment to excellence, with approximately 80% of Oatly consumers identifying with the brand as part of their lifestyle.

Despite being a vegan brand, Oatly faced backlash for selling oat residue to pig farms. This raised concerns about the brand’s ethical stance and its alignment with the values it claims to uphold. One of the keys to Oatly’s success lies in their strategic approach to content creation, particularly on social media. The brand understands the power of engaging and relevant content in building a strong community of followers and attracting new customers. By putting content first, Oatly has been able to differentiate itself and establish a unique brand identity.

How to Make Oat Milk

While oat milk has several possible health benefits, it also comes with some downsides. Keep in mind, though, that homemade oat milk will not contain vitamin D or B12 — only fortified commercial versions do (14). One cup (240 mL) top earning freelance jobs in 2021 you need to know about of oat milk may provide up to 1.2 grams of beta glucan (9). As of Dec. 31, Oatly products can be found in about 8,500 retail shops and some 10,000 coffee shops in the United States, according to the company’s SEC filing.

The brand’s content strategy revolved around educating consumers about the benefits of plant-based milk alternatives while showcasing the versatility and superiority of their products. Ultra-processed foods (UPFs) is a catchall term that has been oversimplified in the media to mean “bad and unhealthy” by default. Sure, many UPFs are high in saturated fat, sugar and salt and should be eaten in moderation for those reasons, but there are also many that are not. Some modern food scoring apps and food writers would automatically classify plant-based drinks as “ultra processed” for simply having vitamins and minerals added in as ingredients!