Oatly Report Finds Baristas Now Rank Mouthfeel Alongside Flavour as Café Menus Move Past Coffee

Oatly's second annual Future of Taste Report reveals that baristas and café owners are now placing equal importance on mouthfeel and flavour in drinks, with 82% mentioning drinks that are neither coffee nor tea. Texture, including foams, jellies, and chewy toppings, is a key element in menu development, influenced by East and Southeast Asian drinks culture. Customers are choosing between dairy and non-dairy options based on which provides the best texture for a particular drink, reflecting a shift away from dairy as the default choice for creaminess.

The report also highlights the top flavour trends, including herbs and botanicals as well as fermentation. Ingredients like ginger, hibiscus, and lavender are popular, along with fermented drinks like kombucha, tepache, and kvass. Cafés are seen as social venues, with a focus on community and human interaction over automation. The trend towards unique and unusual drinks from East and Southeast Asia is noted, reflecting a desire for experiences that customers can share with others.