Oat milk has become the leading plant-based drink in Britain, experiencing a significant increase in sales and popularity despite challenges faced by other plant-based alternatives. Sales volumes of plant-based drinks have increased by 2.1%, with oat milk leading the way at 7.2% growth. Nearly 35% of UK households now consume plant-based drinks, with annual sales of oat milk reaching £275 million.

Analysts attribute oat milk's success to its appealing taste, recognizability, and health benefits. While the dairy industry receives heavy government subsidies, leading to a higher price point for oat milk compared to cow's milk, its popularity continues to grow. The growing preference for oat milk in coffee shops and the plant-based sector's rebound have contributed to its rapid ascent in the market.