# Oat Milk Brew Frothy oat milk products are becoming the dairy alternative of choice in cafes. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Sep 24, 2018 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/oat-milk-brew ## Key Figures - Trend score: 3.7/10 - Evidence articles: 5 ## 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. ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Jan 8 to Sep 25, 2018 - Published: Sep 24, 2018 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Experience](https://www.trendhunter.com/megatrend/experience), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Oat Milk Brew trend ### Vegan dairy alternatives Plant-based milk alternatives, such as oat milk, are becoming more popular options for consumers due to ethical and health implications. ### 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. ### 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. ## What the Oat Milk Brew trend means for industry ### For 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 for Oat Milk Brew Trend score 3.7 out of 10, from popularity 59%, activity 42%, freshness 8%. - Popularity: 59% - Activity: 42% - Freshness: 8% ## Examples of the Oat Milk Brew trend 5 featured examples from Jan 8 to Sep 25, 2018. - [Oat-Based Coffee Drinks](https://www.trendhunter.com/trends/canned-coffee-drinks): Oatly's Canned Coffee Drinks Feature a Non-Dairy Oat Base (Category: Lifestyle) Implication: Disruptive innovation potential to explore the intersection of coffee culture and non-dairy alternatives. - [Canned Oat Milk Lattes](https://www.trendhunter.com/trends/oat-milk-latte): RISE Brewing Co.'s New Product Combines Nitro Cold Brew & Plant-Based Milk (Category: Lifestyle) Implication: Innovative opportunities for introducing new canned coffee beverages with oat milk. - [Latte-Friendly Oat Milks](https://www.trendhunter.com/trends/minor-figures-oat-milk): Minor Figures Oat Milk is a Dairy-Free Alternative to MIlk and Soy (Category: Lifestyle) Implication: 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… - [Foaming Oat Drink Beverages](https://www.trendhunter.com/trends/oat-drink): Oatly's Barista Edition Offers a Smooth, Light Texture (Category: Lifestyle) Implication: 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… - [Vegan Oat Milks](https://www.trendhunter.com/trends/dairy-free-oat-milk): Starbucks is Adding a Dairy-Free Oat Milk to Its Menu (Category: Lifestyle) Implication: 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… ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)