Strong branding and numbers – how much has OATLY gained?

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Oatly has also proven that a strong brand can change the perception of an entire product category. Previously, plant-based products were niche, but now they have become mainstream. This shows how branding not only sells products but also shapes market trends. Oatly’s rebranding, which took place in 2012 under the leadership of CEO Toni Petersson, had a huge impact on the brand’s success. By 2019, Oatly had seen a 500% increase in traffic to its website and revenues reached $204 million. The company became a business owner database leader in the plant-based beverage category, especially in coffee shops, thanks to its unique offering and engaging branding. Additionally, during the pandemic, demand for its oat beverage increased by 300%, which helped the brand to continue its growth. In 2021, Oatly debuted on the stock exchange, reaching a valuation of $10 billion. Although the company later encountered difficulties related to supply chain issues, the initial effects of the rebranding were crucial in its expansion into plant-based beverage markets.