Oatly as a Brand
Established in Sweden, Oatly has grown into a global player in the plant-based milk market, capturing a significant market share within the plant-based and vegan sectors.With an estimated market share of 15% in the U.S. plant-based milk market, Oatly competes with brands like Almond Breeze, Silk, and Chobani. Oatly’s annual sales reached approximately $640 million in 2023 and is projected upwards.
Consumer Feedback
Stated a 19 year-old from New York.
Commented a 24-year-old participant from Los Angeles.
Explained a dermatologist with 15 years of experience in natural and sustainable skincare.
Our Products
Refreshing facial mist that instantly hydrates and calms skin, formulated with oat extract and essential nutrients, eye creams, serums and masks.
A range of gentle scalp care products, including shampoos, conditioners, and soothing treatments that prioritize sensitive and dry scalps.
Lightweight and deeply moisturizing washes and creams for the face and body, tailored for sensitive skin and enriched with natural, oat-based ingredients.
Brand Archetypes
How do we define ourselves?
Soothing, nourishing, and gentle skincare.
Products designed to care for sensitive skin and promote well-being.
Sustainability efforts emphasize its care.
Reputation on innovation
Highlights the brand’s ability to use science and nature to craft unique, effective, and sustainable beauty products.
Dedication to pure, natural, and non-toxic products.
Promotes trust, simplicity, and ethical values.
Oatly’s playful and witty tone carries over to Oatly Beauty, ensuring the brand remains approachable and relatable even in a new category.
Market & Brand Opportunities
As more people seek alternatives to animal-based products, the market for vegan skincare and beauty items is projected to grow by over 8% annually.
Most existing products featuring oats are aimed at sensitive skin care but lack a comprehensive, plant-based, and eco-friendly brand identity.
This move would strengthen Oatly’s image as an environmentally conscious brand and resonate with consumers who already trust its ethical practices.
Target Market Analysis
Primary Audience
Health-conscious, environmentally aware individuals, ages 18-45, who are invested in sustainable beauty products.
Oatly’s existing customers who value the brand’s commitment to plant-based and eco-friendly practices.
Consumers with sensitive skin or those seeking vegan, cruelty-free skincare options.
People with awareness of sustainability in personal care products and looking to avoid synthetic ingredients.