"More Nutty Than Milk"... Cafes Captivated by the Charm of Oat

Fueled by the Vegan and Plant-Based Beverage Trend,
Ediya Coffee Adds Options Starting March
Consumer Usage Up 31% in the Past Month
Starbucks Sells 200,000 Cups Monthly

Following the global trend of vegan and plant-based food consumption, oats are gaining attention in coffee shops.

Oats.

Starbucks' Oat Cold Brew.
[Photo by Starbucks]

According to the industry on the 22nd, Ediya Coffee, which added an oat option for beverage purchases in March this year, saw a 31% increase in the number of option changes in the past month (October 20 to November 19) compared to the first month after its launch (March 20 to April 19).

Starbucks also launched 'Oat Milk' for a limited time in April 2021, and within a month of its release, it sold 200,000 cups, leading to its conversion into a regular menu item called 'Oat Cold Brew.' According to Starbucks, the sales volume of this beverage has increased by about 24% compared to right after its launch, and a dedicated fan base for oat beverages has since formed, with steady sales of 200,000 cups every month.

Previously, Starbucks began expanding customer experience with oat milk by continuously releasing various products such as 'Oatmeal Latte' in 2017, 'Oat Green Tea Latte' and 'Real Nut Oat Mocha' in 2018, 'Oat Strawberry Banana Blended,' and 'Hazelnut Oat Chocolat' in 2020.

In addition, coffee shops offering plant-based alternative milk options including oats, such as Twosome Place, Paul Bassett, and Mega Coffee, are continuously increasing, contributing to the growth of the domestic alternative milk market. According to market research firm Euromonitor, the domestic alternative milk market size is expected to grow from 694.2 billion KRW in 2021 to 1 trillion KRW by 2026.

Professor Eunhee Lee of Inha University’s Department of Consumer Studies analyzed, "As consumers who care about veganism and animal welfare increase, the plant-based beverage market is steadily growing. If related companies, including coffee shops, continue to develop products that these consumers can accept without resistance, the related market will expand."