For Oatly, the original and largest oat drink company, we conducted an online survey of 1,086 U.S. adults in September 2022. The purpose of the study was to get a clearer understanding of American’s feelings towards the use of products in the place of dairy. One noticeable finding was that a majority (71%) of Americans would consider swapping in plant-based products in place of dairy when cooking or baking. Our study was also able to get a better understanding of why alternative dairy solutions are avoided, with 53% of respondents citing taste as a reason for any reluctance to give it a try. This study was conducted to coincide with the global launch of Oatly’s original YouTube cooking show, “Will It Swap?” The four-episode series convenes a group of eccentric and charming characters and challenges them to swap Oatly for dairy in their time-honored and favorite recipes.