Strengths:
Oatly became the first brand to establish Oatmilk in the marketplace. Krampe, E., & Fridman, M. (2022)
Most popular brand for alternative milk drinkers
Consistently innovates new oatmilk products and expands partnerships
Consistently practices sustainability in reducing carbon footprint
Strong social media presence with high direct consumer engagement
Brand is considered trendy and witty with its audience
Weakness:
High price tag for small quantity
Has had some questionable partnerships with investors associated with Donald Trump (Green Queen, 2023)
Limited availability in different countries
Contamination-related recalls
Potential negative health issues related to rapeseed oil
Opportunities:
Large population are allergic to dairy products or have inflammation related or lactose issues, opportunity to cater to that niche market
Strong community of people looking for alternatives in their diet due to their restrictions, this is good for having a lifetime consumer base.
Threats:
Economy, with the cost of living continuing to rise, people will cut costs.
Supply chain or contamination can hurt the brand reputation as it has in the past
Online health critics who’ve tried to call out the brand for not being ethical in their sustainability practices
Online health critics who’ve tried to call out the brand for not being healthy for all individuals
The actionable insights here are to strengthen the brand by reinforcing the narrative and truth that Oatly is the first to do this, and also to expand product offerings. Humans will continue to need accommodations, focusing and investing in diverse foods will benefit in the long run, however although the brand has great values and continues to be a leader in the social impact space, their product isn’t accessible to everyone.
There is an opportunity down the line to look at how Oatly can make more affordable products. If people who are from low-income families cannot afford these products and they have sensitivities, Oatly can include that in their strategy as they continue to grow and innovate. Overall Oatly is a large competitor in the non-dairy, planet-based space and will have the potential to expand and grow.