Oatly Audience in United States
Oatly has an estimated audience of 288,406 people in United States. 56.6% are female, 43.4% are male, average age 32.1. Top regions: California, New York, Texas. Top brand affinities: Silk (soy milk), Milk substitute, Soy milk, Rice milk, Plant-based diet.
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 Healthy Lifestyle, Travelling. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.
Category: Food & Beverages · Type: Brand
Demographics of Oatly fans
| Metric | Value |
|---|---|
| Female | 56.6% |
| Male | 43.4% |
| Average age | 32.1 |
| Estimated audience size | 288,406 |
Audience persona
The typical Oatly fan in United States is more female, around 32.1 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Silk (soy milk).
Top regions in United States
| Region | Reach | Affinity |
|---|---|---|
| California | 58,551 | 1.85× |
| New York | 36,602 | 2.27× |
| Texas | 20,941 | 0.84× |
| Florida | 18,429 | 0.94× |
| New Jersey | 14,758 | 2.01× |
| Illinois | 12,414 | 1.29× |
| Pennsylvania | 10,449 | 1.08× |
| Massachusetts | 9,763 | 1.72× |
| Washington | 8,715 | 1.51× |
| Virginia | 8,579 | 1.22× |
| Georgia | 8,169 | 0.92× |
| North Carolina | 7,969 | 0.92× |
| Ohio | 7,405 | 0.83× |
| Michigan | 6,109 | 0.81× |
| Colorado | 5,766 | 1.27× |
| Maryland | 5,041 | 1.02× |
| Oregon | 4,851 | 1.47× |
| Connecticut | 4,766 | 1.65× |
| Minnesota | 4,553 | 1.1× |
| Arizona | 4,527 | 0.77× |
| Tennessee | 4,504 | 0.78× |
| Indiana | 3,796 | 0.72× |
| Utah | 3,470 | 1.34× |
| Wisconsin | 3,373 | 0.78× |
| Missouri | 3,184 | 0.68× |
| South Carolina | 2,879 | 0.66× |
| Nevada | 2,835 | 1.02× |
| Kentucky | 2,281 | 0.63× |
| Louisiana | 2,083 | 0.56× |
| Washington, District of Columbia | 1,860 | 2.15× |
| Oklahoma | 1,783 | 0.56× |
| Iowa | 1,721 | 0.72× |
| Alabama | 1,614 | 0.4× |
| Arkansas | 1,565 | 0.66× |
| Hawaii | 1,557 | 1.26× |
| Rhode Island | 1,483 | 1.62× |
| New Hampshire | 1,408 | 1.24× |
| Kansas | 1,369 | 0.6× |
| Maine | 1,168 | 1.13× |
| Idaho | 1,095 | 0.76× |
| Nebraska | 1,071 | 0.74× |
| New Mexico | 929 | 0.64× |
| Mississippi | 924 | 0.39× |
| Delaware | 765 | 0.96× |
| Vermont | 762 | 1.51× |
| Montana | 602 | 0.75× |
| West Virginia | 508 | 0.38× |
| South Dakota | 327 | 0.49× |
| Alaska | 282 | 0.46× |
| North Dakota | 271 | 0.46× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Silk (soy milk) | 132.94× | Food & Beverages |
| Milk substitute | 87.18× | Food & Beverages |
| Soy milk | 135.39× | Food & Beverages |
| Rice milk | 199.56× | Food & Beverages |
| Plant-based diet | 17.51× | Health |
| Tofurky | 91.13× | Food & Beverages |
| Effects of global warming | 34.17× | Politics & Society |
| Almond milk | 21.57× | Food & Beverages |
| Vegan nutrition | 11.39× | Health |
| Healthy habits | 6.42× | Health |
| Non-dairy creamer | 27.87× | Food & Beverages |
| Self care | 5.1× | Health |
| Organic product | 7.56× | Food & Beverages |
| Califia Farms | 38.41× | |
| Vegetarian cuisine | 6.71× | Food & Beverages |
| Plant milk | 20.77× | Food & Beverages |
| Coconut milk | 23.53× | Food & Beverages |
| Sex and the City | 5.96× | Movies & TV |
| Morningstar Farms | 46.2× | Food & Beverages |
| Healthy food | 6.93× | Health |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Healthy Lifestyle | BALANCE | 2.12 |
| Travelling | THRILL | 1.97 |
| Sustainability | BALANCE | 1.7 |
| Design Affinity | PREMIUM | 1.59 |
| LGBTQ+ Identity | OPEN | 1.51 |
| Convenience Orientation | PREMIUM | 1.44 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 19.6% |
| Germany | 12.3% |
| United Kingdom | 8.9% |
See Oatly audiences in other countries
More Food & Beverages audiences in United States
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- EBay (75,427,823)
Frequently asked questions
How many fans does Oatly have in United States?
Oatly has an estimated audience of 288,406 people in United States, concentrated in California and New York.
What is the gender split and age of Oatly fans?
56.6% of Oatly fans are female, 43.4% are male, with an average age of 32.1 years.
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.
Where do Oatly fans live in United States?
Oatly fans in United States are most concentrated in California (reach 58,551), New York (reach 36,602), and Texas (reach 20,941). These three regions account for the largest share of the active audience.
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.
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.