Oatly Urges Food Industry to Remove Sustainable Choice

Swedish oat milk company Oatly is calling on the global food and drink sector to dismantle the main obstacles preventing consumers from making sustainable choices. The firm's new report, based on interviews with 29 industry stakeholders and a survey of more than 12,000 consumers across six countries, outlines five critical areas for action to accelerate a climate-friendly food system.

Oatly's senior sustainability director, Caroline Reid, stated the company wanted to look beyond its own environmental footprint to influence broader food system transformation. "In a year marked by some of the clearest reminders yet of the impacts of climate change, it can be tempting to focus on what isn't working," she said. "But despair doesn't drive change."

Optimism as a Catalyst for Change

The report frames optimism as a deliberate practice essential for systemic change. It points to positive shifts, such as the move towards 'plant-based by default' approaches that can cut emissions. The document cites a United Nations report suggesting several climate solutions are nearing a self-reinforcing tipping point. For instance, electric vehicle sales grew from under 3% of the global market in 2019 to 25% last year. In Oatly's sector, plant-based milk is becoming a daily norm in coffee shops.

Public sentiment shows nuance. Around 80% of surveyed consumers said the future of food matters to them, yet a third believe they worry about it more than others. Oatly warns this perceived gap can lead to silence and inaction. The company urges the food industry to maintain sustainability efforts despite policy stalls or backlash. It also calls on media and brands to reframe narratives around climate change, questioning portrayals that treat natural disasters as isolated events.

Taste is the Primary Driver

Oatly asserts that for diets to change, sustainable food must be desirable. Taste and quality were cited by 26% of respondents as among the most important factors needing improvement to encourage sustainable eating. The company highlighted a blind taste test it conducted last year in eight cities, where half the participants preferred coffee made with its oat milk over dairy. This result is significantly higher than the number of consumers who have ever tried oat milk.

Given this focus, Oatly has adopted a taste-led strategy involving partnerships on trendy beverages and seasonal recipe guides. The company's data indicates consumers hold food manufacturers most responsible for ensuring healthy, sustainable eating (44%), above farmers, supermarkets, individuals, and government. Oatly calls on companies to develop foods that taste good without being positioned as mere 'alternatives.' Retailers and foodservice operators are urged to design environments that encourage better choices.

Combating Misinformation

The report identifies an "infodemic" of misleading information as a major hurdle. Oatly's poll found 72% of people believe decisions about food system health and sustainability are only sometimes or rarely based on science. It points to orchestrated campaigns against the Eat-Lancet Commission's Planetary Health Diet report as an example.

"Across our research, it has become increasingly apparent that many consumers reach the moment of choice with strong views shaped by a crowded and often confusing information landscape," the report states. To combat this, Oatly advocates for clear accountability standards for misleading claims online. It insists food and climate policy must remain rooted in independent scientific evidence, and companies must become trusted sources through transparent communication.

Making Sustainability the Default

Oatly argues that making sustainable options the default is a powerful lever for change. In its survey, 38% of respondents selected this as one of the three most important needed changes. Specifically, 68% said they wouldn't mind if oat milk was the default option in coffee shops, provided cost and choice were preserved.

This approach shifts the focus from persuading individuals to establishing new norms. "It means the sustainable option is no longer the alternative, and it removes the idea that it is 'second best'," the report explains. Oatly calls on public institutions to use procurement to make plant-rich meals the default in schools and hospitals. Foodservice operators should use menu design to make healthy choices the easy, opt-out option.

Addressing the Price Disparity

Affordability remains the biggest barrier, with 53% of consumers naming price and access as the primary hurdle to eating sustainably. Oatly highlights an uneven playing field, where plant-based alternatives compete against industries supported by subsidies and established pricing structures. While two-thirds of respondents are open to oat milk as a café default, only 28% would still agree if it cost them more.

The company stresses that levelling the price playing field is critical for mainstream adoption. It calls for systemic changes to address the economic disadvantages faced by sustainable options, arguing that true consumer choice cannot exist without cost parity. The report concludes that progress across these five areas can make the sustainable choice the easy one.