Opinion: Lawrence Moore
Lawrence Moore, commercial director at Oato, discusses why oat milk is the unrivalled dairy alternative for the UK's independent trade, and a choice for everyone.
Independent businesses are uniquely positioned to embrace and champion consumer trends. Among the myriad of plant-based dairy alternatives currently gracing our shelves and coffee counters, one truly reigns supreme: oat milk.
Far from being a niche choice, these dairy alternatives — oat milk in particular — are rapidly becoming a mainstream preference. From dedicated vegans to curious flexitarians, the audience for dairy alternatives continues to grow.
Many alternatives; one clear leader
For years, soya milk held the fort as the go-to dairy alternative, followed closely by almond milk, celebrated for its lower calorie count. More recently, rice milk and even pea and potato milk have joined the fray, each bringing their own distinct characteristics to the table.
This abundance of choice is fantastic for consumers, catering not just to varying dietary needs or allergen concerns, but to a diverse palate of tastes and preferences. There are outlets which would do well to embrace the breadth of choice, if the audience is there.
When we delve into the specifics though, oat milk consistently emerges as the most appropriate answer, particularly for the independent coffee shop, café or retailer.
Its consistency and flavour propel it beyond being just another alternative; it's a genuine game-changer, appealing to almost all customers, regardless of their usual dairy consumption.
The king of consistency: why oat milk stands apart
Oat milk's creamy texture and remarkably neutral flavour make it an unrivalled choice for a wide range of applications. Even the most ardent coffee snobs embrace the smooth texture and neutral flavour profile of oat milk, with many saying it brings out the nuances in different coffees. Recent experience at The London Coffee Festival backs that up, with dozens of baristas championing oat milk as a crucial ingredient in their amazing creations.
Beyond coffee, oat milk is gaining fans from the breakfast table and beyond. Many consumers now have it as their go-to for cereal, tea, baking and more. The arrival of genuinely fresh products, such as our very own Oato, are bringing another dimension to the category too, as are fortified oat milks and flavours.
UK plant-based milk sales have seen consistent year-on-year growth, with oat milk leading the charge as the fastest-growing segment within this category. For independent businesses across the UK, embracing oat milk isn't just about keeping up — it's about leading and tapping into this substantial market expansion that increasingly encompasses all segments of the population.
The anecdotal evidence speaks volumes too. Major oat milk brands initially built their success by forging strong partnerships with independent coffee shops.
These establishments, often trendsetters in their communities, were instrumental in popularizing oat milk and demonstrating its superior performance, ultimately creating a virtuous cycle of demand and availability that continues today across British high streets and beyond, reaching customers from all walks of life.
While the market offers a diverse landscape of dairy alternatives, oat milk stands head and shoulders above the rest. Its harmonious blend of superior taste, barista-friendly qualities, impressive sustainability profile and broad health benefits make it the undisputed king.
For the UK's independent trade, stocking and promoting oat milk isn't just a smart business decision; it's an opportunity to solidify your reputation as a forward-thinking, customer-centric establishment, ready to thrive in the evolving culinary world and, most importantly, to genuinely offer a delicious and appealing choice for absolutely everyone who walks through your door.
By Lawrence Moore, Oats