Oatly, the Swedish oat milk pioneer, is recalibrating its messaging and product strategy, betting big on fibre as the next frontier in functional nutrition. The move comes amid a cooling US plant-based milk market, where sales fell 5% to US$2.8 billion in 2024, while dairy milk edged up 1%, buoyed by the enduring protein craze. prismmarketview.com.
CEO Jean-Christophe Flatin attributes the slowdown to consumer burnout from climate-centric marketing and greenwashing. “People got fed up with that,” he told the Financial Times, noting that sustainability messaging has lost its edge. Instead, Oatly is leaning into fibre — a nutrient with broad health benefits and growing consumer appeal.
Recent data backs the pivot. NielsenIQ reports that 82% of US consumers view fibre-rich foods positively, outpacing interest in superfoods (72%) and probiotics (67%), according to. In Europe, 39% of consumers are “very or extremely interested” in fibre, compared to just 24% for probiotics. Yet in the UK, only 4% of adults meet the recommended daily fibre intake, underscoring a significant public health gap.
Oatly COO Daniel Ordonez puts it bluntly: “There is a total surplus of protein… What the world has is a big, big deficit for fibre”. Celebrity chef Jamie Oliver has echoed this concern, calling the UK’s fibre shortfall “bonkers” and highlighting that Britons consume 50% more protein than needed.
Emerging research and marketing insights suggest that fibre-rich is a more effective promotional term than vegan, climate-friendly, or even high-protein. According to Oatly’s 2025 Future of Taste report, discussions around fibre in beverages surged 9,500% between June and July 2025, a phenomenon dubbed “fibremaxxing”. Unlike climate or vegan labels, which can polarise or fatigue consumers, fibre appeals across demographics — offering tangible health benefits without moral baggage.
This shift reflects a broader trend: consumers are gravitating toward functional nutrition — foods that do something for them, not just the planet. Fibre supports digestion, heart health, and metabolic function, making it a credible anchor for innovation in the plant-based space.
For brands like Oatly, the message is clear: climate guilt is out, digestive health is in. Fibre may not be flashy, but it’s fast becoming the nutrient of choice for a generation seeking wellness without the noise.
Sources: prismmarketview.com Financial Times, NielsenIQ, Jamie Oliver commentary; Latterly | Oatly Future of Taste Report
