Oat milk on everyone's lips
In 2017, almond milk was still the winner in terms of plant milk innovation in Germany, but last year's trophy went to oat milk, which accounted for 26 percent of all product launches in this category.
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Photo by Nikolai Chernichenko on Unsplash
In addition to taste and health reasons, ethical reasons also play a role in the increasing popularity of oat milk. Compared to soy milk, it can be produced locally and thus has a more positive environmental balance. After all, a good third of Germans say that plant proteins are better for the environment than proteins of animal origin.
This home advantage not only makes oat milk a better choice in terms of ecological balance, but also makes the plant drink cheaper. Besides, it can be combined with coffee in an excellent taste. Barista's oat milk is appreciated for its creamy texture, which makes it easy to process into foam.
In the states, the popularity of the milk alternative was mainly driven by the Swedish brand Oatly!, which initially deliberately only offered its product in selected coffee shops before launching its oat milk in local supermarkets. At one point, the product was so popular in the States that it was completely sold out at some grocers.
Building on this integration into coffee culture, international brands are now trying to respond to this trend with RTD coffee drinks containing oat milk. However, Oatly! is one step ahead of its competitors, and the brand's portfolio now includes natural energy and protein drinks with oat milk protein.
Keyword protein: Oat milk contains more fibre and protein than nut milk and is also rich in iron and B vitamins. It is also free of allergens compared to soy and almond milk.
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