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.

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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.