For plant based milk producer Oatly, we conducted an online survey of 1,178 U.S. teens and adults aged 14 and up, from April 29-30, 2023. The goal of this study was to better understand the current public image of plant based milk alternatives. We discovered that younger generations have adopted plant based alternatives in stride, with over half of Gen Z (54%) and nearly half of millennials (49%) prefering plant-based milk to dairy options. Furthermore the results showed that more than one-third (33%) of respondents have replaced cow’s milk with a plant-based alternative on their grocery list; nearly one-fourth (22%) describe cow’s milk as “basic” or “uncool”; and one-third (33%) would not drink cow’s milk on a date.

Read more on Food Navigator, Globe Newswire, VegNews, Global Brands, and Marketing Dive.

Author Notes:

Jeffrey Henning

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Jeffrey Henning, IPC is a professionally certified researcher and has personally conducted over 1,400 survey research projects. Jeffrey is a member of the Insights Association and the American Association of Public Opinion Researchers. In 2012, he was the inaugural winner of the MRA’s Impact award, which “recognizes an industry professional, team or organization that has demonstrated tremendous vision, leadership, and innovation, within the past year, that has led to advances in the marketing research profession.” In 2022, the Insights Association named him an IPC Laureate. Before founding Researchscape in 2012, Jeffrey co-founded Perseus Development Corporation in 1993, which introduced the first web-survey software, and Vovici in 2006, which pioneered the enterprise-feedback management category. A 35-year veteran of the research industry, he began his career as an industry analyst for an Inc. 500 research firm.