Oatly's North America President, Mike Messersmith, discusses the brand's remarkable growth in the U.S., detailing its strategic market entry through coffee shops and subsequent expansion into major retailers like Target and Whole Foods. The episode highlights Oatly's success in transforming oat milk from a niche product to a mainstream phenomenon, aiming for broad accessibility beyond urban centers. Ecommerce operators can learn about effective distribution strategies, customer acquisition in a rapidly growing market, and how to maintain brand momentum during aggressive expansion.
It’s 2021, and oat milk has become a mainstream phenomenon. One brand leading that charge is Oatly. It’s a nearly-30-year-old Swedish company, but only expanded to the U.S. in the last five years. But its expansion helped spur a nationwide acceptance of dairy alternatives. Mike Messersmith, Oatly’s president of North America, joined the Modern Retail Podcast this week and talked about the brand’s growth, as well as the category as a whole. Oatly started its U.S. expansion in coffeeshops, and that helped it expand into retail; “people discover it, they talk about it and they want to buy a larger carton at the grocery store to bring home,” he said. With that, Oatly is now available nationally and in major retailers including Target and Whole Foods. In tandem with this increased distribution, the last two years have been huge for the milk alternative brand. According to Messersmith, over half of Oatly’s customers in 2020 were new to the brand that year. According to its most recent earnings report last June, the company brought in $146.15 million in revenue, a 53% jump from the year before. And while oat milk is often considered a more bourgeois product, Messersmith said he is intent on getting everyone in the country to drink it. “Our goal in this was not just to bring oat milk to Brooklyn and the arts district in LA,” he said. “I want people ordering oat milk lattes where I grew up in northeast Pennsylvania.” So far, those plans seem to be working out. The milk alternative category as a whole is exploding. Plant-based milk saw 20% year-over-year growth in 2020, hitting $2.5 billion in revenue, according to data from Spins. Oat milk sales specifically tripled in 2020. For now, his focus is on getting people to try oat milk, as well as very conscientiously expand Oatly’s product line. Last summer, for example, the company launched a series of soft-serve flavors. Even with this growth, Messersmith was clear that his strategy isn’t to take things for granted. “We’re stil