United States Oat Milk Market Size
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Study Period | 2017 - 2029 |
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Market Size (2024) | USD 0.78 Billion |
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Market Size (2029) | USD 1.37 Billion |
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Largest Share by Distribution Channel | Off-Trade |
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CAGR (2024 - 2029) | 12.02 % |
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Fastest Growing by Distribution Channel | Off-Trade |
Major Players |
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*Disclaimer: Major Players sorted in no particular order |
United States Oat Milk Market Analysis
The United States Oat Milk Market size is estimated at 0.78 billion USD in 2024, and is expected to reach 1.37 billion USD by 2029, growing at a CAGR of 12.02% during the forecast period (2024-2029).
0.78 Billion
Market Size in 2024 (USD)
1.37 Billion
Market Size in 2029 (USD)
8.12 %
CAGR (2017-2023)
12.02 %
CAGR (2024-2029)
Leading Market Player
26.14 %
market share, Oatly Group AB, 2022
Oatly Group AB's broad distribution network in retail and foodservice sectors supports its largest market share through partnerships with industrial giants.
Largest Market by Distribution Channel
92.19 %
value share, Off-Trade, 2023
The wider availability of various brands, ease of reading product labels and convenience in comparing different products make it the preffered type among the dairy consumers.
Fastest-growing Market by Distribution Channel
12.24 %
Projected CAGR, Off-Trade, 2024-2029
The rising preference to buy essential groceries online during the pandemic drove the off-trade channel. The growth is also assisted by better consumer reach through digital marketing
Second leading Market Player
19.96 %
market share, Danone SA, 2022
Extensive market strategies used by the company along with variant product offerings under a wide brand range is largely captivating Danone SA to be the market leader
Third Leading Market Player
12.06 %
market share, Califia Farms LLC, 2022
The exclusive brand presence with its wider retail distribution network throughout the country and availability in various packaging sizes is giving it space in the market.
Market is driven by the brand loyalty coupled with popular oat milk retailers adopting omnichannel strategies
- The US oat milk market witnessed a positive growth of 8.54% by value in 2022 compared to 2021, attributed to the easy availability of a wide range of plant-based milk, including oat milk, across retail and foodservice channels. Supermarkets accounted for most of the share in the off-trade segment, i.e., 92.06% in 2022, attributed to the strong penetration of popular chains such as Lidl, Aldi, Walmart, Kroger, and Target, which provide a wide selection of oat milk varieties that are both imported and made locally.
- Online retail is anticipated to be the fastest-growing channel, growing by 133.9% in 2029 compared to 2023. The omnichannel approach adopted by major retailers is also driving the market for oat milk. Retailers such as Costco, Trader Joe's, and Walmart focus on omnichannel shopping, particularly expanding and integrating online capabilities into brick-and-mortar stores. Convenience is one of the primary motivations for shoppers. Thus, they are transitioning to online shopping for daily essentials, including groceries.
- Due to its similar texture to cow's milk and neutral flavor, oat milk is well-liked by consumers who want to switch to plant-based milk. In the United States, Planet Oat was the leading brand of oat-based milk in 2022, followed by Oatly and Chobani. As of September 2022, Planet Oat generated sales of over USD 44.9 million via on-trade and off-trade channels. Many off-trade channels have also launched oat milk under their private labels in the country. Private-labeled oat milk brands in the United States generated sales of over USD 3.62 million by mid-2022.
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United States Oat Milk Market Trends
Increased product innovations and investments, coupled with rising obesity rate, are driving the consumption of oat milk
- The per capita consumption of oat milk is rising significantly in the United States, supported by investments and innovations, resulting in more than 52% of US consumers preferring plant-based food. This growth is primarily due to the growing number of people turning to veganism to support animal welfare, as factory farming, where animals are not treated humanely, is the norm in the United States. Most Americans generally consume less dairy and other animal products, but they are not doing away with them entirely. In comparison to vegans or vegetarians, there are more flexitarians in the country. As of 2022, 7% of US consumers adopted a flexitarian diet, compared to over 12% who prefer a plant-based diet. Although Americans of all ages are interested in plant-based foods, people in their 20s and 30s are the most interested.
- The United States has one of the highest obesity rates in the world. As of November 2021, the United States had adult obesity rates of 30% or higher, with 19 states maintaining rates of 35% or higher. The growing number of lactose-intolerant consumers in the country is also driving the plant-based milk market, including oat milk. In 2022, 30-50 million Americans were lactose intolerant. To counter these problems, people are exploring ways to stay fit and opting for healthy lifestyles. Oat milk is the second most consumed plant milk for weight loss and lactose intolerance.
- There is a constant rise in the per capita consumption of oat milk due to consumer preference for sustainable ingredient sourcing, which is concerned with hormones (plant estrogen or iso-flavones) found in soy milk. Oat milk also comes with GMO-free, low-fat, and allergen-free claims, giving consumers more plant-based options to diversify their diets. Products labeled hormone- or antibiotic-free posted double-digit growth in the past four years, generating USD 11.4 billion in sales last year.
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OTHER KEY INDUSTRY TRENDS COVERED IN THE REPORT
- Changing environmental factors impact the country's oat production
United States Oat Milk Industry Overview
The United States Oat Milk Market is moderately consolidated, with the top five companies occupying 60.71%. The major players in this market are Califia Farms LLC, Campbell Soup Company, Danone SA, Oatly Group AB and Ripple Foods Pbc (sorted alphabetically).
United States Oat Milk Market Leaders
Califia Farms LLC
Campbell Soup Company
Danone SA
Oatly Group AB
Ripple Foods Pbc
Other important companies include Betterbody Foods & Nutrition LLC, Elmhurst Milked LLC, Green Grass Foods Inc. (Nutpods), HP Hood LLC, The Rise Brewing Co..
*Disclaimer: Major Players sorted in alphabetical order.
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United States Oat Milk Market News
- September 2022: Elmhurst launched its reformulated unsweetened Oat Milk with enhanced nutritional benefits. The new formula includes more calcium, healthy fat, and potassium than the prior Elmhurst Oat Milk.
- June 2022: Elmhurst 1925 announced the launch of three products, including Chocolate Milked Oats and Unsweetened Milked Oats, across all Whole Foods Market chain locations.
- May 2022: Oatly Group launched its one-hour delivery for its bestselling oat-based products, including oat milk, and frozen non-dairy dessert pints and novelties in Los Angeles and New York City through popular food delivery apps.
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We provide a comprehensive and exhaustive set of data pointers for global, regional, and country-level metrics that illustrate the fundamentals of the dairy alternatives industry. With the help of 45+ free charts, clients can access in-depth market analysis based on per capita consumption numbers and production data of raw materials for dairy alternatives, through granular level segmental information supported by a repository of market data, trends, and expert analysis. Data and analysis on dairy alternative products, categories of dairy alternative products, product types, etc., are available in the form of comprehensive reports as well as excel based data worksheets.
United States Oat Milk Market Report - Table of Contents
1. EXECUTIVE SUMMARY & KEY FINDINGS
2. REPORT OFFERS
3. INTRODUCTION
- 3.1 Study Assumptions & Market Definition
- 3.2 Scope of the Study
- 3.3 Research Methodology
4. KEY INDUSTRY TRENDS
- 4.1 Per Capita Consumption
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4.2 Raw Material/commodity Production
- 4.2.1 Oats
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4.3 Regulatory Framework
- 4.3.1 United States
- 4.4 Value Chain & Distribution Channel Analysis
5. MARKET SEGMENTATION (includes market size in Value in USD and Volume, Forecasts up to 2029 and analysis of growth prospects)
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5.1 Distribution Channel
- 5.1.1 Off-Trade
- 5.1.1.1 Convenience Stores
- 5.1.1.2 Online Retail
- 5.1.1.3 Specialist Retailers
- 5.1.1.4 Supermarkets and Hypermarkets
- 5.1.1.5 Others (Warehouse clubs, gas stations, etc.)
- 5.1.2 On-Trade
6. COMPETITIVE LANDSCAPE
- 6.1 Key Strategic Moves
- 6.2 Market Share Analysis
- 6.3 Company Landscape
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6.4 Company Profiles (includes Global Level Overview, Market Level Overview, Core Business Segments, Financials, Headcount, Key Information, Market Rank, Market Share, Products and Services, and Analysis of Recent Developments).
- 6.4.1 Betterbody Foods & Nutrition LLC
- 6.4.2 Califia Farms LLC
- 6.4.3 Campbell Soup Company
- 6.4.4 Danone SA
- 6.4.5 Elmhurst Milked LLC
- 6.4.6 Green Grass Foods Inc. (Nutpods)
- 6.4.7 HP Hood LLC
- 6.4.8 Oatly Group AB
- 6.4.9 Ripple Foods Pbc
- 6.4.10 The Rise Brewing Co.
7. KEY STRATEGIC QUESTIONS FOR DAIRY AND DAIRY ALTERNATIVE CEOS
8. APPENDIX
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8.1 Global Overview
- 8.1.1 Overview
- 8.1.2 Porter’s Five Forces Framework
- 8.1.3 Global Value Chain Analysis
- 8.1.4 Market Dynamics (DROs)
- 8.2 Sources & References
- 8.3 List of Tables & Figures
- 8.4 Primary Insights
- 8.5 Data Pack
- 8.6 Glossary of Terms
List of Tables & Figures
- Figure 1:
- PER CAPITA CONSUMPTION OF OAT MILK, KG, UNITED STATES, 2017 - 2029
- Figure 2:
- PRODUCTION VOLUME OF UNITED STATES OAT MILK MARKET - RAW MATERIAL, METRIC TONNES, UNITED STATES, 2017 - 2021
- Figure 3:
- VOLUME OF OAT MILK, METRIC TONNES, BY UNITED STATES, 2017 - 2029
- Figure 4:
- VALUE OF OAT MILK, USD MN, BY UNITED STATES, 2017 - 2029
- Figure 5:
- VOLUME OF OAT MILK MARKET BY DISTRIBUTION CHANNEL, METRIC TONNES, UNITED STATES, 2017 - 2029
- Figure 6:
- VALUE OF OAT MILK MARKET BY DISTRIBUTION CHANNEL, USD MN, UNITED STATES, 2017 - 2029
- Figure 7:
- VOLUME SHARE OF OAT MILK MARKET, BY DISTRIBUTION CHANNEL , %, UNITED STATES, 2017 VS 2023 VS 2029
- Figure 8:
- VALUE SHARE OF OAT MILK MARKET, BY DISTRIBUTION CHANNEL , %, UNITED STATES, 2017 VS 2023 VS 2029
- Figure 9:
- VOLUME OF OAT MILK MARKET BY SUB DISTRIBUTION CHANNELS, METRIC TONNES, UNITED STATES, 2017 - 2029
- Figure 10:
- VALUE OF OAT MILK MARKET BY SUB DISTRIBUTION CHANNELS, USD MN, UNITED STATES, 2017 - 2029
- Figure 11:
- VOLUME SHARE OF OAT MILK MARKET, BY SUB DISTRIBUTION CHANNELS , %, UNITED STATES, 2017 VS 2023 VS 2029
- Figure 12:
- VALUE SHARE OF OAT MILK MARKET, BY SUB DISTRIBUTION CHANNELS , %, UNITED STATES, 2017 VS 2023 VS 2029
- Figure 13:
- VOLUME OF OAT MILK MARKET SOLD VIA CONVENIENCE STORES, METRIC TONNES, UNITED STATES, 2017 - 2029
- Figure 14:
- VALUE OF OAT MILK MARKET SOLD VIA CONVENIENCE STORES, USD MN, UNITED STATES, 2017 - 2029
- Figure 15:
- VOLUME OF OAT MILK MARKET SOLD VIA ONLINE RETAIL, METRIC TONNES, UNITED STATES, 2017 - 2029
- Figure 16:
- VALUE OF OAT MILK MARKET SOLD VIA ONLINE RETAIL, USD MN, UNITED STATES, 2017 - 2029
- Figure 17:
- VOLUME OF OAT MILK MARKET SOLD VIA SPECIALIST RETAILERS, METRIC TONNES, UNITED STATES, 2017 - 2029
- Figure 18:
- VALUE OF OAT MILK MARKET SOLD VIA SPECIALIST RETAILERS, USD MN, UNITED STATES, 2017 - 2029
- Figure 19:
- VOLUME OF OAT MILK MARKET SOLD VIA SUPERMARKETS AND HYPERMARKETS, METRIC TONNES, UNITED STATES, 2017 - 2029
- Figure 20:
- VALUE OF OAT MILK MARKET SOLD VIA SUPERMARKETS AND HYPERMARKETS, USD MN, UNITED STATES, 2017 - 2029
- Figure 21:
- VOLUME OF OAT MILK MARKET SOLD VIA OTHERS (WAREHOUSE CLUBS, GAS STATIONS, ETC.), METRIC TONNES, UNITED STATES, 2017 - 2029
- Figure 22:
- VALUE OF OAT MILK MARKET SOLD VIA OTHERS (WAREHOUSE CLUBS, GAS STATIONS, ETC.), USD MN, UNITED STATES, 2017 - 2029
- Figure 23:
- VOLUME OF OAT MILK MARKET SOLD VIA ON-TRADE, METRIC TONNES, UNITED STATES, 2017 - 2029
- Figure 24:
- VALUE OF OAT MILK MARKET SOLD VIA ON-TRADE, USD MN, UNITED STATES, 2017 - 2029
- Figure 25:
- MOST ACTIVE COMPANIES BY NUMBER OF STRATEGIC MOVES, COUNT, UNITED STATES, 2017 - 2029
- Figure 26:
- MOST ADOPTED STRATEGIES, COUNT, UNITED STATES, 2017 - 2029
- Figure 27:
- VALUE SHARE OF MAJOR PLAYERS, %, UNITED STATES, 2022
United States Oat Milk Industry Segmentation
Off-Trade, On-Trade are covered as segments by Distribution Channel.
- The US oat milk market witnessed a positive growth of 8.54% by value in 2022 compared to 2021, attributed to the easy availability of a wide range of plant-based milk, including oat milk, across retail and foodservice channels. Supermarkets accounted for most of the share in the off-trade segment, i.e., 92.06% in 2022, attributed to the strong penetration of popular chains such as Lidl, Aldi, Walmart, Kroger, and Target, which provide a wide selection of oat milk varieties that are both imported and made locally.
- Online retail is anticipated to be the fastest-growing channel, growing by 133.9% in 2029 compared to 2023. The omnichannel approach adopted by major retailers is also driving the market for oat milk. Retailers such as Costco, Trader Joe's, and Walmart focus on omnichannel shopping, particularly expanding and integrating online capabilities into brick-and-mortar stores. Convenience is one of the primary motivations for shoppers. Thus, they are transitioning to online shopping for daily essentials, including groceries.
- Due to its similar texture to cow's milk and neutral flavor, oat milk is well-liked by consumers who want to switch to plant-based milk. In the United States, Planet Oat was the leading brand of oat-based milk in 2022, followed by Oatly and Chobani. As of September 2022, Planet Oat generated sales of over USD 44.9 million via on-trade and off-trade channels. Many off-trade channels have also launched oat milk under their private labels in the country. Private-labeled oat milk brands in the United States generated sales of over USD 3.62 million by mid-2022.
| Distribution Channel | Off-Trade | Convenience Stores |
| Online Retail | ||
| Specialist Retailers | ||
| Supermarkets and Hypermarkets | ||
| Others (Warehouse clubs, gas stations, etc.) | ||
| Distribution Channel | On-Trade |
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Market Definition
- Dairy Alternatives - Dairy alternatives are foods that are made from plant-based milk/oils instead of their usual animal products, such as cheese, butter, milk, ice cream, yogurt, etc. Plant-based or non-dairy milk alternative is the fast-growing segment in the newer food product development category of functional and specialty beverage across the globe.
- Non-Dairy Butter - Non dairy butter is a vegan butter alternative that is made from a mixture of plant oils. With an increase in alternative diets like vegetarianism, veganism, and gluten intolerance, plant butter is a healthy non-dairy substitute for normal butter.
- Non-Dairy Ice Cream - Plant based ice cream is a growing category. Non-dairy ice cream is a type of dessert made without any animal ingredients. This is typically considered a substitute for regular ice cream for those who cannot or do not eat animal or animal-derived products, including eggs, milk, cream, or honey.
- Plant-Based Milk - Plant based milks are milk substitutes that are made from nuts (e.g., hazelnuts, hemp seeds), seeds (e.g., sesame, walnuts, coconuts, cashews, almonds, rice, oats, etc.) or legumes (e.g., soy). Plant-based milk such as soy milk and almond milk have been popular in East Asia and the Middle East for centuries.
| Keyword | Definition |
|---|---|
| Cultured Butter | Cultured butter is prepared by having the raw butter go through chemical processing and has been added with certain emulsifiers and foreign ingredients. |
| Uncultured Butter | This type of butter is one which has not been processed in any way |
| Natural Cheese | The type of cheese in its most natural form. It is made from natural and simple products and ingredients, including fresh and natural salts, natural colors, enzymes, and high-quality milk. |
| Processed Cheese | Processed cheese undergoes the same processes as natural cheese; however, it requires more steps and many different forms of ingredients. Making processed cheese involves melting natural cheese, emulsifying it, and adding preservatives and other artificial ingredients or colorings. |
| Single Cream | Single cream contains around 18% fat. It’s a single layer of cream that appears over boiled milk. |
| Double Cream | Double cream contains 48% fat, more than double the amount of fat of single cream. It’s heavier and thicker than single cream |
| Whipping Cream | This has a much higher fat percentage than single cream (36%). Used to top cakes, pies, and puddings and as a thickener for sauces, soups, and fillings. |
| Frozen Desserts | Desserts that are meant to be eaten in frozen condition. E.g., sherbets, sorbets, frozen yogurts |
| UHT Milk (Ultra-high temperature milk) | Milk heated at a very high temperature. Ultra-high-temperature processing (UHT) of milk involves heating for 1–8 sec at 135–154°C. which kills the spore-forming pathogenic microorganism, resulting in a product with a shelf-life of several months. |
| Non-dairy butter/Plant-based butter | Butter made from plant-derived oil such as coconut, palm, etc. |
| Non-dairy Yogurt | Yogurt made from typically made from nuts, like almonds, cashews, coconuts, and even other foods like soybeans, plantains, oats, and peas |
| On-trade | It refers to restaurants, QSRs, and bars. |
| Off-trade | It refers to supermarkets, hypermarkets, on-line channels, etc. |
| Neufchatel cheese | One of the oldest kinds of cheese in France. It is a soft, slightly crumbly, mold-ripened, bloomy-rind cheese made in the Neufchâtel-en-Bray region of Normandy. |
| Flexitarian | It refers to a consumer preferring a semi-vegetarian diet, that is centered on plant foods with limited or occasional inclusion of meat. |
| Lactose Intolerance | Lactose intolerance is a reaction in digestive system to lactose, the sugar in milk. It causes uncomfortable symptoms in response to the consumption of dairy products. |
| Cream Cheese | Cream cheese is a soft and creamy fresh cheese with a tangy taste made from milk and cream. |
| Sorbets | Sorbet is a frozen dessert made using ice combined with fruit juice, fruit purée, or other ingredients, such as wine, liqueur, or honey. |
| Sherbet | Sherbet is a sweetened frozen dessert made with fruit and some sort of dairy product such as milk or cream. |
| Shelf stable | Foods that can be safely stored at room temperature, or "on the shelf," for at least one year and do not have to be cooked or refrigerated to eat safely. |
| DSD | Direct Store Delivery is the process in supply chain management wherein the product is delivered from manufacturing plant directly to the retailer. |
| OU Kosher | Orthodox Union Kosher is a kosher certification agency based in New York City. |
| Gelato | Gelato is a frozen creamy dessert made with milk, heavy cream and sugar. |
| Grass-fed Cows | Grass-fed cows are allowed to graze in pastures, where they eat a variety of grasses and clover. |
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Research Methodology
Mordor Intelligence follows a four-step methodology in all our reports.
- Step-1: Identify Key Variables: In order to build a robust forecasting methodology, the variables and factors identified in Step 1 are tested against available historical market numbers. Through an iterative process, the variables required for market forecast are set, and the model is built on the basis of these variables.
- Step-2: Build a Market Model: Market-size estimations for the forecast years are in nominal terms. Inflation is not a part of the pricing, and the average selling price (ASP) is kept constant throughout the forecast period for each country.
- Step-3: Validate and Finalize: In this important step, all market numbers, variables, and analyst calls are validated through an extensive network of primary research experts from the market studied. The respondents are selected across levels and functions to generate a holistic picture of the market studied.
- Step-4: Research Outputs: Syndicated Reports, Custom Consulting Assignments, Databases & Subscription Platforms
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