Rascasse Audience Intelligence

Oatly Target Market in United States

A data profile of the people who buy, follow and care about Oatly in United States — modelled from more than twelve digital signal sources. Oatly has an estimated audience of 284,185 people in United States.

#5152among Brand in United States#2555in Food & Beverages

The average Oatly fan in United States is 32.1 years old, more female, and lives primarily in California.

The audience is concentrated in California, New York, Texas.

Top brand affinities include Silk (soy milk), Milk substitute, Soy milk, with strongest over-indexing on Silk (soy milk) (132.94× the country average).

Demographically, the Oatly audience skews more female with an average age of 32.1, and over-indexes on personality traits such as Sustainability, Quality Awareness.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Oatly fan in United States is more female, around 32.1 years old, with strong Sustainability tendencies and a notable affinity for Silk (soy milk).

Category: Food & Beverages · Type: Brand

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Oatly profile in United States.

Audience size
284K
in United States
Gender
56.6%♀
43.4% male
Age
32.1
average years
Country rank
#49696
Brand in United States
Fig. 01

Search interest · 12-month trend

-16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Oatly

56.6% are female, 43.4% are male, average age 32.1.

Fig. 02

Gender split

56.6%
Female
43.4%
Male
Demographic split for Oatly audience in United States
MetricValue
Female56.6%
Male43.4%
Average age32.1
Estimated audience size284,185
Fig. 03

Age distribution

Ø 32.1
average years
Age distribution of the Oatly audience in United States
Age bracketShare%
16-1928%
20-2935%
30-3921%
40-4911%
50+6%
Fig. 04

Worldwide distribution

19.1%

of the worldwide Oatly audience comes from United States.

Worldwide audience distribution share by country for Oatly
CountryShare
United States19.1%
Germany12.5%
United Kingdom8.7%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Oatly audience in United States is strongest.

Fig. 05

Top regions by affinity

Oatly customers by region in United States
#RegionReachAffinity×
01New York~30K2.09×
02New Jersey~10K1.82×
03Washington, District of Columbia~2K1.81×
04California~60K1.79×
05Massachusetts~9K1.63×
06Connecticut~4K1.49×
07Rhode Island~1K1.47×
08Washington~8K1.41×
09Oregon~5K1.41×
10Hawaii~2K1.31×
11Vermont<1K1.30×
12Utah~3K1.26×
13Illinois~10K1.24×
14Colorado~5K1.21×
15Virginia~8K1.20×
16New Hampshire~1K1.18×
17Maine~1K1.11×
18Pennsylvania~10K1.10×
19Minnesota~4K1.06×
20Maryland~5K1.05×
21Nevada~3K1.02×
22Delaware<1K0.98×
23Florida~20K0.97×
24Georgia~8K0.94×
25North Carolina~8K0.92×
26Montana<1K0.91×
27Alaska<1K0.90×
28Arizona~5K0.86×
29Idaho~1K0.86×
30North Dakota<1K0.86×
31Michigan~6K0.85×
32South Dakota<1K0.85×
33Nebraska~1K0.83×
34Texas~20K0.82×
35Wisconsin~4K0.81×
36New Mexico~1K0.81×
37Ohio~7K0.80×
38Tennessee~5K0.80×
39Iowa~2K0.80×
40Arkansas~2K0.80×
41West Virginia~1K0.77×
42South Carolina~3K0.76×
43Kansas~2K0.76×
44Indiana~4K0.75×
45Missouri~3K0.72×
46Kentucky~3K0.71×
47Mississippi~2K0.71×
48Louisiana~3K0.70×
49Oklahoma~2K0.69×
50Alabama~3K0.62×
Fig. 06

Affinity by region

Affinity by region — Oatly, United States
0.62×1.00×2.09×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Oatly audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Oatly audience
#·InterestCategoryAffinity×
01Rice milkFood & Beverages199.56×
02Soy milkFood & Beverages135.39×
03Silk (soy milk)Food & Beverages132.94×
04TofurkyFood & Beverages91.13×
05Milk substituteFood & Beverages87.18×
06Meatless MondayFood & Beverages46.53×
07Morningstar FarmsFood & Beverages46.20×
08Califia FarmsTopic38.41×
09Effects of global warmingPolitics & Society34.17×
10Non-dairy creamerFood & Beverages27.87×
11Coconut milkFood & Beverages23.53×
12Almond milkFood & Beverages21.57×
13Plant milkFood & Beverages20.77×
14Plant-based dietHealth17.51×
15Vegan nutritionHealth11.39×
16Organic productFood & Beverages7.56×
17Vegetarian cuisineFood & Beverages6.71×
18Healthy habitsHealth6.42×
19Self careHealth5.10×
20Trader Joe'sShopping3.56×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Oatly audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Oatly audience · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE3.19×
Quality AwarenessPREMIUM2.99×
Design AffinityPREMIUM2.83×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Oatly audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.56×
Need for SecurityCONSERVATISM0.60×
PatriotismCONSERVATISM0.68×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Oatly's target market in United States?

Oatly's target market in United States covers an estimated 284,185 people, concentrated in California and New York.

02

What is the gender split and age of Oatly customers?

56.6% of the Oatly audience are female, 43.4% are male, with an average age of 32.1 years.

03

Which brands do Oatly fans like most?

Oatly fans show strongest brand affinity for Silk (soy milk) (132.94×), Milk substitute (87.18×), and Soy milk (135.39×) over the country average.

04

Where do Oatly fans live in United States?

Oatly fans in United States are most concentrated in California (reach ~60K), New York (reach ~30K), and Texas (reach ~20K). These three regions account for the largest share of the active audience.

05

What other brands do Oatly fans also like?

Beyond Oatly itself, the audience over-indexes on Milk substitute (87.18×), Soy milk (135.39×), Rice milk (199.56×), and Plant-based diet (17.51×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Food & Beverages audiences in United States

See Oatly audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Oatly. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →