Oatly’s new strategy for boosting demand for plant-based milk in the US

This article is available for reading in Trade magazin 2025/6-7.

The Swedish oat milk producer intends to use a comprehensive action plan to appeal to Generation Z, which is sensitive to sustainability and health consciousness. Although Oatly’s sales grew by 9.2% globally in the first quarter of the year (driven by growth in Europe and China), the brand suffered a 10.9% sales drop in North America. //