Category
Lifestyle
Assisted Choices
Trend cluster
Category
Oat Milk
Brew
Frothy oat milk products are becoming the dairy alternative of choice in cafes.
3.7
Trend score
Trend
What is the Oat Milk Brew trend?
Oat Milk Brew: Given its ability to foam better than most other dairy milk alternatives, vegan-friendly oat milk is being incorporated into the menu offerings at both independent and big brand coffee shops. In addition to offering a texture ideal for espresso drinks, oat milk boasts credibility in terms of its superior nutritional value and ecological sustainability.
Insight
The consumer insight behind the Oat Milk Brew trend
Today's consumers, particularly those who make up younger demographics like Gen Z and Millennials, are often balancing several values and desires at once when it comes to making purchasing decisions. For many who make up these groups, wellness, environmental impact and flavor experience are priorities of equal importance when it comes to food choices.
Trend themes
Themes within the Oat Milk Brew trend
Three behaviours holding the trend together01
Vegan dairy alternatives
Plant-based milk alternatives, such as oat milk, are becoming more popular options for consumers due to ethical and health implications.
02
Foamable dairy alternatives
Consumers are looking for non-dairy alternatives that produce ideal textures and flavors for espresso drinks, leading to the development of foamable plant-based options such as oat milk.
03
Ready-to-drink canned coffee
Ready-to-drink canned coffee with non-dairy alternatives is becoming a growing trend with the use of various plant-based milk substitutes, such as oat milk in particular.
Industry implications
What the Oat Milk Brew trend means for industry
Where the trend changes the playbookFor
Food and beverage
Innovation opportunities can be found with developing new plant-based dairy alternatives and non-dairy ready-to-drink iced coffee beverages.
For
Hospitality
Restaurants, cafes and coffee shops can benefit from offering non-dairy alternatives on their menus, particularly those that are foamable for espresso drinks growth opportunities.
For
Packaged goods
Opportunities exist for companies to produce and market more ready-to-drink coffee and plant-based dairy alternatives, for both at-home and on-the-go consumption formats.
Workshop question
What underrated alternative ingredient can you introduce into your menu in order to attract "early adopter" foodies?
Trend signals
Trend signals for Oat Milk Brew
Trend score 3.7 out of 10, from popularity 59%, activity 42%, freshness 8%.
Popularity59%
Activity42%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Oat Milk Brew trend
5 featured examples from Jan 8 to Sep 25, 2018CategoryLifestyle
Oat-Based Coffee Drinks
Oatly's Canned Coffee Drinks Feature a Non-Dairy Oat Base
Disruptive innovation potential to explore the intersection of coffee culture and non-dairy alternatives.
CategoryLifestyle
Canned Oat Milk Lattes
RISE Brewing Co.'s New Product Combines Nitro Cold Brew & Plant-Based Milk
Innovative opportunities for introducing new canned coffee beverages with oat milk.
CategoryLifestyle
Latte-Friendly Oat Milks
Minor Figures Oat Milk is a Dairy-Free Alternative to MIlk and Soy
The rise of Minor Figures Oat Milk indicates a growing consumer interest in plant-based alternatives, creating opportunities for innovation and expansion within the plant-based fo…
CategoryLifestyle
Foaming Oat Drink Beverages
Oatly's Barista Edition Offers a Smooth, Light Texture
The non-dairy milk industry has an opportunity to innovate and improve their products by developing foaming oat drink options and capturing the growing market demand for plant-bas…
CategoryLifestyle
Vegan Oat Milks
Starbucks is Adding a Dairy-Free Oat Milk to Its Menu
The addition of dairy-free oat milk to Starbucks' menu signals a disruption in the food and beverage industry, prompting other companies to explore plant-based alternatives and ad…
