The popularity of oat milk can be seen from the consumption in the United States.
In 2018, the oat milk fever swept the United States. A joint report by the consulting firm Square and the Specialty Coffee Association (SCA) pointed out that from June 2017 to July 2018, the sales of oat milk in the United States increased by 425% and became the third largest consumer of milk substitutes in the United States. Items.
The oat milk craze may even be unexpected by manufacturers: on Christmas Eve 2018, the oat milk brand Oatly announced on Christmas Eve that its barista version of oat milk products are sold out throughout the United States, and it will take until January 9, 2019. The normal supply can be resumed only a day later.
In the United Kingdom, which is transported across the ocean, the craze for plant milk is still unabated: the total sales of oat milk and almond milk in the United Kingdom have increased fourfold year-on-year.
China, which has an increasingly important position in the world market, has naturally played an important role in the popularity of oat milk. Speaking of plant milk, I believe that many coffee lovers in China first think of Oatly oat milk. This also shows that 0atly's marketing in the Chinese coffee circle is very successful. One of Oatly's important strategies is to specialize in the coffee market and bundle the coffee community.
In 2016, Oatly oat milk entered the United States, and it took one and a half years to enter more than 2500 coffee shops; in 2018, Oatly entered China and knocked on the doors of more than 1,300 coffee shops in just six months.