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Discover Which Audiences Love Oatly in 2022

Oatly is a Swedish milk alternative brand known for its brash, tongue-in-cheek packaging — as well as its bold, fun approach to marketing. Though it's been around since 1994, Oatly only really took off around 2014 when it relaunched with an increased focus on sustainability and health.

However, it hasn’t all been smooth sailing for Oatly — from fighting Amendment 171 in the EU to backlash surrounding chosen investors, it's faced its fair share of challenges. Still, having successfully gone public via an IPO, this quirky vegan brand has been doing well. Discover which audiences are Oatly's biggest fans in 2022 in Germany — one of the most vegan-friendly countries in the world. Download to find out!

What's inside?

Sample Size

1000 respondents via mobile surveys.

Audience Segmentation

Respondents segmented by age, gender, and education level.

Geo Focus

Focus on Germany, with respondents selected randomly from around the country.

Results Sneak Peek

31.9% of Millennials report "smell & taste" as a brand driver for Oatly.


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