1. According to Oatly CEO Toni Petersson, much of Oatly's growth will come from new users. Are you more likely to first try oat milk at a coffee shop or buy it in a grocery store? How does Oatly's multichannel strategy help the company capitalize on growth opportunities?
2. Europe is Oatly's biggest market, and oat milk is the preferred plant-based milk in Sweden, the United Kingdom, and Germany. However, in the United States, currently Oatly's second most important market, almond milk holds a much larger share of the market. Do you think consumers see the two products as substitutes for each other or only as substitutes for dairy milk? Explain.
3. Oatly claims that sustainability is at the center of everything it does. Discuss the economics of shifting toward more plant-based food consumption in relation to sustainability. What are the economic benefits of a more sustainable food industry? What drawbacks do you see?