Over the last decade, oat milk has emerged as the preferred non-dairy option for many, whether it’s because of dietary restrictions, allergies, or just liking the taste. According to Custom Market Insights, the oat milk market was valued at $2.5 billion in 2022 and is expected to hit nearly $6.1 billion by 2032. Swedish brand Oatly, the first to bring oat milk to market, can be credited with increasing the plant-based milk’s popularity in Europe and the US. Oatly originated in 1994 in Malmö, Sweden, by Rickard and Björn Öste, two brothers looking for a tasty plant-based dairy option. According to Helge Weitz, Oatly’s president of North America, it was a relatively niche, health-focused brand in its early days, targeting lactose intolerant customers mainly in Nordic countries. In 2012, Oatly brought in former CEO Toni Petersson, who expanded the brand into other markets like the US and helped catapult its popularity. “He completely changed the strategy from a small niche brand to a lifestyle brand and expanded to multiple regions, continents, and markets,” Weitz said. “That was the moment when the crazy ride started.” Keep reading here.—LI |