This case study outlines the steps Oatly has taken so far to achieve its goal of becoming the largest ‘dairy and milk’ producer in the world. Oatly develops, produces and markets dairy and milk analogues, with an overriding ambition to promote structural changes in the dairy industry. Oatly’s approach relies on state-of-the-art technologies that can create dairy analogues and milk-like fluids. The resulting products are marketed under their own brand and promoted by provocative and innovative communication strategies that include storytelling, policy-related activities, social media campaigns and more traditional sales concepts. The company is constantly developing and opening factories that enable them to expand into foreign markets, whilst applying diverse marketing strategies. Following Oatly’s example, other retailers and food companies also expressed their interest in dairy and milk replacement products, increasing the market competition.
CASE STUDY
Oatly, a serious ‘problem’ for the dairy industry? A case study
Caspar Krampe Related information
*Corresponding author: caspar. krampe@wur. nl
aPostdoctorial researcher, Marketing and Consumer Behaviour Group, Wageningen University and Research, Hollandseweg 1, 6706 KN Wageningen, the Netherlands.
, Adar Fridman Related informationaPostdoctorial researcher, Marketing and Consumer Behaviour Group, Wageningen University and Research, Hollandseweg 1, 6706 KN Wageningen, the Netherlands.
bStudent, Marketing and Consumer Behaviour Group, Wageningen University and Research, Hollandseweg 1, 6706 KN Wageningen, the Netherlands.
, International Food and Agribusiness Management Review: 25
(1)- Pages: 157 - 171
Published Online: September 23, 2021
Abstract
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Pablo Mac Clay and Roberto Feeney
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Caspar Krampe and Adar Fridman
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