세계의 오트밀크 시장 규모는 2024년에 7억 1,780만 달러에 달했습니다. 향후 IMARC Group은 2033년에는 18억 4,560만 달러에 이르고, 2025년부터 2033년까지 11.1%의 연평균 복합 성장률(CAGR)을 보일 것으로 예측했습니다. 현재 유럽이 시장을 독점하고 있으며 2024년 시장 점유율은 52.8%를 넘었습니다. 이 지역에서는 유제품의 대체 우유로서 제품 수요가 증가하고 있으며, 이것이 시장 성장의 원동력이 되고 있습니다. 또한 소비자의 가처분 소득 증가, 제품이 제공하는 건강상의 이점에 대한 의식 증가, 유당 불내증 환자 증가가 시장 수요를 촉진하는 요인의 일부가되었습니다.
건강, 환경, 식생활에 대한 우려로 인해 식물 기반이나 유제품이 없는 대체품에 대한 소비자 수요 증가가 오트밀크 시장의 성장을 가속하는 주요 요인이 되고 있습니다. 식이섬유와 저지방과 같은 높은 영양가는 건강 지향 소비자에게 어필하고 있습니다. 이 외에도 유당 불내증의 유병률 증가와 채식주의의 상승이 세계 제품의 채용을 뒷받침하고 있습니다. 또한 풍미의 변화와 강화 버전의 혁신은 시장의 매력을 크게 향상시키고 있습니다. 이에 따라 외식에서 커피, 디저트 메뉴에 이르기까지 오트밀크를 도입하는 것이 수요 증가를 뒷받침하고 있습니다. 게다가 소셜미디어에 대한 의식과 영양사에 의한 프로모션이 소비자의 기호를 높여 신흥경제 국가뿐만 아니라 선진국 시장에서도 안정된 성장에 기여하고 있습니다.
미국 오트밀크 시장은 큰 성장을 이루고 있으며, 전체 시장의 75.3% 점유율을 차지하고 있습니다. 주요 촉진요인 중 하나는 미국인의 유당 불내증 증가이며, 그 비율은 36%로 추정되며 오트밀크와 같은 유제품 대체품 수요를 촉진하고 있습니다. 또한, 채식주의와 식물 기반 식생활 증가가 오트밀크 제품의 판로를 확대하고 있습니다. 2023년 현재 미국 소비자의 4%가 채식주의자이며, 이는 오트밀크와 같은 보다 윤리적인 식단 취향으로의 변화를 반영합니다. 풍부한 식이섬유와 필수 비타민을 포함한 영양가 높은 오트밀크는 건강 지향 소비자에게 인기가 있습니다. 이 외에도 커피숍 등 외식산업에서 오트밀크의 인기가 높아짐에도 시장 성장을 가속하고 있습니다.
편리한 패키징 솔루션으로 제품을 손쉽게 제공
오트밀크 시장의 성장을 뒷받침하는 것은 편리한 패키징 솔루션으로 제품을 쉽게 얻을 수 있다는 것입니다. 오트밀크는 1회분 용기나 큰 카톤을 포함한 다양한 사이즈로 입수할 수 있으므로, 소비자가 일상생활에 도입하기에 매우 편리합니다. 2023년, 오트밀크의 가장 일반적인 포장 유형은 카톤이며, 세계 오트밀크 시장 전체의 53.1%를 차지하고 있습니다. 이러한 패키지의 편의성은 현대적이고 페이스가 빠른 라이프 스타일에 매치하고 있어, 사람들은 외출처나 직장, 자택등에서 오트밀크를 손쉽게 즐길 수 있습니다. 오트밀크의 휴대성은 카페와 커피숍에서의 인기에도 기여하고 있습니다. 오트밀크는 사용이 간편한 패키지와 함께 식료품점에 널리 유통되어 있어 노출도가 높아져, 보다 폭넓은 소비자에게 있어서 실행 가능한 선택이 되어 시장을 강화하고 있습니다.
유명인에 의한 제품 추천 증가
유명인에 의한 제품 추천 증가는 오트밀크 시장의 성장에 크게 기여하고 있습니다. 유명인은 열렬한 팬이 많아 소비자의 선택에 큰 영향력을 가지고 있습니다. 유명인이 소셜 미디어 게시, 인터뷰, 제휴 등을 통해 오트밀크를 공개적으로 지지하는 것은 제품의 지명도를 높일 뿐만 아니라 제품에 매력적인 요소를 제공합니다. 한 업계 보고서에 따르면 2024년 10월 시작 시점에서 전 세계 소셜 미디어 사용자는 52억 2천만 명으로 전 세계 인구의 63.8%에 해당합니다. 소비자는 좋아하는 유명인의 라이프 스타일과 선택을 흉내내려고 하는 경우가 많고, 오트밀크를 즐기는 것을 보면, 자신도 해보려는 마음이 듭니다. 이러한 간접적인 추천은 소비자층의 급속한 확대로 이어집니다. 건강지향과 환경지향 라이프스타일의 일환으로 오트밀크를 애용하는 유명인이 늘면 오트밀크 시장도 그에 따라 수요와 인기가 높아집니다.
제품 혁신과 유형 증가
제품 혁신과 유형의 지속적인 증가가 시장을 촉진하고 있습니다. 소비자의 선호도가 다양해지고 진화함에 따라 제조업체는 다양한 취향, 식사 요구 및 사용 장면에 맞는 다양한 오트밀크 옵션을 도입하여 대응하고 있습니다. 바닐라, 초콜릿과 같은 향이 있는 오트밀크, 발리스타 블렌드 커피, 저당 또는 무당의 변형, 유기농 옵션 등의 혁신은 오트밀크의 매력을 더 많은 사람들에게 넓혀줍니다. 이러한 혁신을 통해 오트밀크는 커피부터 요리와 과자 만들기까지 다양한 요리 용도에 원활하게 통합할 수 있습니다. 게다가 글루텐 프리나 견과류 무첨가 오트밀크와 같은 특정식이 요법을 목표로 하는 특별한 제형은 알레르기나 과민증이 있는 사람에게도 오트밀크를 사용할 수 있게 되었습니다. 오트밀크가 제공할 수 있는 한계에 계속 어려움을 겪으면서, 제조업체 각사는 참신하고 커스터마이징 가능한 유제품의 대체품을 요구하는 소비자의 관심을 모아 시장을 견인해 왔습니다. 오트밀크 시장의 수익은 식물 유래의 유제품 대체품에 대한 소비자 수요와 제품 제공의 확대로 인한 강력한 성장을 반영하여 상승 경향이 있습니다.
The global oat milk market size was valued at USD 717.8 Million in 2024. Looking forward, IMARC Group estimates the market to reach USD 1,845.6 Million by 2033, exhibiting a CAGR of 11.1% from 2025-2033. Europe currently dominates the market, holding a market share of over 52.8% in 2024. The increasing product demand as a dairy milk substitute in the region is driving the market growth. In addition, the inflating disposable incomes of consumers, the rising awareness regarding the health benefits offered by the product, and the growing number of lactose-intolerant individuals are some of the factors propelling the market demand.
Rising consumer demand for plant-based and dairy-free alternatives, driven by health, environmental, and dietary concerns, has been acting as the prime factor driving the growth of the oat milk market. Its nutritional profile, such as fiber and low fat, appeals to health-conscious consumers. Besides this, the increasing prevalence of lactose intolerance and the rise in veganism are boosting product adoption worldwide. Moreover, innovation in flavor variations and fortified versions is greatly enhancing market appeal. In line with this, the inclusion of oat milk in food service to coffee and dessert menus fuels its rising demand. Furthermore, social media consciousness and promotions from nutritionists enhance consumer preference, thereby contributing to the steady growth of the market in developed as well as emerging economies.
The U.S. oat milk market is witnessing significant growth, holding 75.3% of the total market share. One of the primary drivers is the growing incidence of lactose intolerance among Americans, estimated at 36%, which fuels the demand for dairy substitutes such as oat milk. Additionally, the increase in veganism and plant-based diets has expanded the outlet for oat milk products. As of 2023, 4% of U.S. consumers identify as vegan, reflecting a shift towards more ethical eating preferences like oats milk. Its nutritious content of high fiber and essential vitamins makes it a popular choice among health-conscious consumers. Besides this, the growing popularity of oat milk in food service industries, such as among coffee shops is also impelling the market growth.
Easy Product Availability in Convenient Packaging Solutions
The easy product availability in convenient packaging solutions is fueling the oat milk market growth. The accessibility of oat milk in various sizes, including single-serve containers and larger cartons, makes it incredibly convenient for consumers to incorporate into their daily routines. In 2023, cartons represented the most popular packaging type for oat milk, accounting for a share of 53.1% of the total global oat milk market. This packaging convenience aligns well with modern, fast-paced lifestyles, allowing people to enjoy oat milk on the go, at work, or home without hassle. The portability of these packaging solutions has also contributed to oat milk's popularity in cafes and coffee shops, enabling baristas to incorporate it into beverages easily. The widespread distribution of oat milk in grocery stores, along with its user-friendly packaging, has increased its exposure and made it a viable option for a broader range of consumers, thus bolstering the market.
Increasing Product Endorsement by Celebrities
The increasing product endorsement by celebrities has significantly contributed to the oat milk market growth. Celebrities often have a large and dedicated fan base and wield considerable influence over consumer choices. When well-known individuals openly endorse oat milk, whether through social media posts, interviews, or partnerships, it not only boosts the product's visibility but also lends it an element of desirability. According to an industrial report, there were 5.22 billion social media users around the world at the start of October 2024, equating to 63.8 percent of the total global population. Consumers often seek to emulate the lifestyles and choices of their favorite celebrities, and when they see them enjoying oat milk, it can motivate them to try it as well. This form of indirect recommendation can lead to a rapid expansion of the consumer base. As more and more celebrities choose to promote oat milk as part of their health-conscious or environment-friendly lifestyles, the market for oat milk experiences a corresponding boost in demand and popularity.
Rising Product Innovations and Varieties
The continuous rise in product innovations and varieties is fostering the market. As consumer preferences diversify and evolve, manufacturers have responded by introducing a wide array of oat milk options to cater to different tastes, dietary needs, and usage scenarios. Innovations such as flavored oat milk (vanilla, chocolate, etc.), barista blends for coffee, low-sugar or unsweetened variations, and organic options have expanded the appeal of oat milk to a broader audience. These innovations ensure that oat milk can seamlessly integrate into various culinary applications, from coffee to cooking and baking. Furthermore, specialized formulations targeting specific dietary requirements, such as gluten-free or nut-free oat milk, have extended oat milk's accessibility to those with allergies or sensitivities. By continually pushing the boundaries of what oat milk can offer, manufacturers have managed to captivate the interest of consumers seeking novel and customizable alternatives to dairy milk, thereby propelling the market. The oat milk market revenue is on an upward trajectory, reflecting the robust growth driven by consumer demand for plant-based dairy alternatives and expanding product offerings.
Conventional oat milk accounts for the majority of the market share at 74.0% in 2024. A wide lead for conventional oat milk is explained by wide availability, low-cost production, and traditional consumer trust. In line with this, this oat milk variant usually covers a very large scope of customers, mainly in countries where cost and accessibility matter the most. These traditional products continue to perform well as are integrated into existing supply chains and have strong brand recognition. Their ability to meet the demands of a price-sensitive market ensures sustained dominance, even while organic and premium oat milk variants gradually increase their foothold in the industry.
Plain oat milk holds the largest market share at around 58.3% in 2024. It is so popular due to its flexibility and preference among most consumers for unsweetened additive-free options. Plain oat milk is a staple for various purposes, such as to drink on its own, for cooking, or when mixed with other beverages, such as coffee. It's extremely convenient for this reason and highly appealing to clean-label-conscious consumers. In addition to this, it serves vegan and lactose-intolerant customers. Being a neutral base, plain oat milk also enables customization in terms of flavors or sweeteners, which is the driving force behind its dominance in both the retail and food service segments across the world.
In 2024, cartons accounted for about 53.2% of the oat milk market. Their popularity can be attributed to such factors as convenience, eco-friendliness, and effective preservation of the product's freshness. Cartons offer light and easily transportable packaging that is preferred by consumers and retailers alike. In confluence with this, the increased need for recyclable packaging solutions to achieve sustainability is also contributing to their growing adoption and aiding in market expansion. This adaptability to different sizes and branding also makes them attractive to manufacturers who seek visually and functionally appealing options, making cartons the most dominant packaging type in the market for oat milk.
Beverages dominate the oat milk market in 2024, holding approximately 68.2% of the market share. This dominance is driven by oat milk's widespread use as a dairy alternative in coffee, smoothies, and other drink formulations. Its creamy texture and neutral flavor make it a favorite for consumers seeking plant-based, lactose-free options in cafes and households. The versatility of oat milk in enhancing both hot and cold beverages leading to its high demand is presenting lucrative opportunities for market expansion. Apart from this, its nutritional profile and growing popularity among health-conscious consumers reinforce its application as a preferred ingredient, ensuring the beverages segment remains the market leader.
Supermarkets and hypermarkets dominate the oat milk market in 2024, capturing approximately 40.4% of the market share. These outlets remain the primary choice for consumers due to their extensive product variety, convenience, and competitive pricing. Supermarkets and hypermarkets offer well-organized sections that make it easy for customers to compare brands, sizes, and prices, enhancing the shopping experience. Concurrent with this, strategic product placement and promotional activities within these stores drive higher sales volumes, creating a positive outlook for market expansion. Besides this, their widespread presence in urban and suburban areas ensures accessibility, making them a key distribution channel for oat milk in both developed and emerging markets.
In 2024, Europe holds the largest market share in the oat milk market, accounting for over 52.8%. The region's dominance is fueled by the growing adoption of plant-based diets and heightened consumer awareness of sustainable and dairy-free alternatives. In line with this, countries like Sweden, Germany, and the UK have been at the forefront of this shift, driven by strong environmental consciousness and a high prevalence of lactose intolerance. Furthermore, Europe's advanced food processing infrastructure and widespread availability of oat milk in retail and food service channels further bolster its leadership. Apart from this, the implementation of favorable government policies supporting sustainable and vegan products contributes to the region's market strength, fostering the market expansion.
North America Oat Milk Market Analysis
The growth of oat milk in North America is driven by increasing demand for plant-based alternatives, with approximately 41% of U.S. households purchasing non-dairy milk regularly, with a repeat purchase rate of 76%. Lactose intolerance, affecting around 36% of the population, significantly influences this shift. The rise in veganism, with about 4% of Americans identifying as vegan in 2023, further accelerates demand. Oat milk's nutritional benefits, such as high fiber and beta-glucan content, attract health-conscious consumers, while its environmental sustainability appeals to eco-aware buyers. Food service adoption, particularly in coffee shops, has also surged, with oat milk becoming a preferred choice for lattes and specialty beverages. Additionally, product innovation, including fortified options and flavored varieties, continues to expand its appeal. With increasing retail availability and robust marketing campaigns, oat milk is rapidly establishing itself as a staple in North American households, reflecting a broader trend toward plant-based, sustainable, and health-focused dietary preferences.
United States Oat Milk Market Analysis
Robust growth is being experienced in the U.S. oat milk market with the spate of health trends, dietary shifts, and sustainability concerns. Consumer demand for plant-based and lactose-free alternatives for boosting the market increases due to oat milk being a popular dairy alternative. According to an industrial report, more than half (52%) of U.S. consumers are eating more plant-based foods and they believe it makes them feel healthier. The market share has significantly expanded, thanks largely to the presence of dominant brands like Oatly, Califia Farms, and Silk. Oatly, for example, has emerged as a prominent leader with increased market share due to its strong brand presence and innovations in product development. Similarly, the distribution channels for oat milk are expanding rapidly, where it is growing more intensively throughout the stores, cafes, and coffee shops throughout the country. With the growth of health-conscious consumers, oat milk is the nutritious and eco-friendly substitute over traditional dairy. Furthermore, product innovation, including barista-specific oat milk, will increase demand in the cafe segment. This will be a significant driver of future growth.
Europe Oat Milk Market Analysis
Among the largest markets for oat milk is Europe, which leads the way in oat milk sales, at least in countries like the UK, Sweden, and Germany. The market shift towards plant-based diets is greatly supported by growing concerns about sustainability, health, and environmental impact about dairy farming. European consumers increasingly accept oat milk as a viable alternative to traditional dairy products. Such rising acceptance is traced to the health benefits encompassing oat milk, which is lactose-free and high in fiber. In 2023, oat milk sales exceeded all other plant-based milk alternatives in terms of growth across many European markets. Strong distribution channels are driving this market, and major brands such as Oatly, Alpro, and Minor Figures are increasingly penetrating the European home and cafe. Europe continues to harmonize its regulatory approach towards sustainability and plant-based products, which is also supporting the growth in this market. Innovations, like the barista-specific formulations targeted to coffee shops, make oat milk more attractive not only to consumers but also to the industry players.
Asia Pacific Oat Milk Market Analysis
The Asia Pacific oat milk market is growing rapidly, driven by increased health awareness, dietary preferences, and a shift towards plant-based diets. Countries such as China, Japan, South Korea, and Australia are facing major adoption of oat milk due to lactose intolerance, veganism, and health concerns that keep consumers away from traditional dairy. For example, oat milk sales in China increased rapidly after international brands such as Oatly arrived in the country and gained market dominance. There is increased awareness about health matters across the region, along with a burgeoning middle-class population, which has fueled the consumption of plant-based beverages. Other factors contributing to the accessibility of oat milk products will be the high growth rate of e-commerce and online grocery shopping. Thus, there will be more people reaching into this category of dairy-free products; the market is expected to continue its growth path further, driven by increasing interest in nutrition, sustainability, and clean-label products.
Latin America Oat Milk Market Analysis
As consumers are reaching out for dairy alternatives in growing numbers, the market of oat milk is rising in Latin America. Health and wellness awareness increases along with dietary changes in countries like Brazil and Mexico toward plant-based and lactose-free diets. Oat milk's increased availability in local supermarkets and coffee shops is further stimulating adoption. Regional brands also introduce oat milk products, following the global trends and catering to the demand of healthier beverages and more environmentally friendly options in the region. As the region's middle-class population and their disposable income grows, consumers are willing to spend more on higher-quality plant milks. According to world bank data, in Latin America and the Caribbean, the share of high-income countries has climbed from 9% in 1987 to 44% in 2023. All these factors will likely to infuse the market.
Middle East and Africa Oat Milk Market Analysis
Growth in the oat milk market is occurring early in the Middle East and Africa, where growth in health consciousness and demand for dairy alternatives is continuously increasing. Purchasing is prominent in countries such as the UAE, Saudi Arabia, and South Africa as oat milk gains higher visibility in grocery stores and cafes. Trending consumer preferences toward plant-based diets and the growing vegan culture are fueling the expansion of this market. A plant-based revolution is underway in the Middle East. A survey by a leading research organization found that 87% of respondents in the UAE and 81% in Saudi Arabia have tried plant-based food and beverages. Key motivators for adopting plant-based or vegan diets in the region include improving quality of life, ethics, and addressing health issues. With the region seeing higher disposable incomes and higher awareness of health and wellness, the demand for oat milk is sure to increase further
Top companies are strengthening the market through strategic initiatives. They invest in robust marketing campaigns to enhance brand visibility, leveraging celebrity endorsements and social media influencers to reach a wider audience. These companies also focus on widespread distribution, ensuring their products are readily available in grocery stores, cafes, and online platforms, thus maximizing consumer accessibility. Furthermore, continuous product innovation remains a key strategy. These companies introduce new flavors, formulations, and packaging sizes to cater to diverse preferences. Collaborations with coffee chains and food establishments have also helped integrate oat milk into mainstream menus, driving adoption. Top brands also prioritize sustainability, aligning with eco-conscious consumer values. They attract environmentally-aware customers by emphasizing their products' environmental benefits and ethical sourcing practices.