GLG Network Survey: Plant Based Dairy Products

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GLG interviewed 70 plant-based dairy product procurement professionals working across the US, Europe and Japan in supermarkets, restaurants and hotels.

What will you learn from this survey?

  • The survey gathered the respondents’ views about Oatly’s market positioning, discussing their experience purchasing products from them.
  • Experts commented on price pressures and the resultant cost-of-living squeeze and provided their views on what plant-based milk consumers will do in the future.
  • Lastly, the research looked at which plant-based dairy product categories might offer the most potential for future sales growth.

Examples of findings:

  • Overall, 43% of participants stated they expect consumers to switch from their current brand to a less expensive brand as a direct result of price pressures and cost-of-living squeeze.
  • 38% of experts mentioned they are still experiencing supply issues with Oatly.
  • Half of our respondents (53%) consider that oat milk has grown in popularity among plant-based milk consumers in the past couple of years. 


The GLG Surveys team drafted the questionnaire with the support of GLG Network Member, David Peters, former Head of Oatly UK.

The standard deliverable includes: 

  • 1 x Individual responses (“raw data”) in Excel.
  • 1 x PPT report with aggregated data.
  • Executive summary with key takeaways and highlights from the raw data.


  • Which of the following attributes of a plant-based milk are the top 3 most important ones to you when choosing whether to sell them in your store/coffee shop/restaurant/hotel?
  • From your experience, what profit margin do companies in your sector aim to generate when selling a plant-based milk?
  • Do companies in your sector charge customers extra if they want plant-based milk instead of cow’s milk in their coffee?
  • Why do you sell/serve Oatly in your store?
  • What is your impression of Oatly across the following criteria?
  • How much do you agree with the statement: “I am still experiencing supply issues with Oatly”?
  • Which of the following plant-based dairy product categories do you think offers the most potential for future sales growth?
  • What future innovations would you like to see from Oatly?

This survey is available to subscribers of the Consumer Goods and Services (CGS) sector (Limited subscriptions and above). This offer includes the raw data file and a high-level presentation through PowerPoint. Please contact your GLG representative for details on your firm’s access.

Request other available and upcoming Network Surveys within the sector:

  • GLG Tracker: Holiday Parks II – New! 
    • Second survey to follow the first wave conducted in July 2021. 60 senior executives working at Holiday Parks in Europe (UK, France, Germany, Spain, Italy, Netherlands and Belgium) discussed the COVID-19 impact on the market. The survey also looked into the outlook of the market for 2022 and the respondents’ predictions for recovery to pre-COVID-19 levels.
    • Questionnaire was drafted by Graham White, Former Chief Executive Officer of Chiswick Park Enjoy-Work.
  • Food Delivery Platforms – New! 
    • 50 senior executives at food delivery platforms discussed the future of the business model and operational considerations such as commission structure from restaurants and the use of drivers.
    • Questionnaire was drafted by Lila Benatoff, former Global Director at Deliveroo.



Please be advised that GLG Network Surveys operate differently than traditional GLG consultations, surveys, teleconferences, etc. and it is advisable that you consult with your firm’s legal and/or compliance department to review your use of the product and the payment for such work under your current subscription.

By downloading this document and/or participating in the Network Survey, you understand and agree that the information and material provided by GLG, including survey results and survey proposal information, is provided for your own insight and informational purposes only. You further acknowledge and agree that this is a Network Survey for multiple GLG clients, and the results will be provided to all GLG clients that agree to participate in the Network Survey and GLG clients that agree to purchase the Survey results in the future. All survey results do not constitute investment advice or a recommendation. In using this Survey, you agree to hold Gerson Lehrman Group and the Survey respondents harmless and free of all liability as a result of your use of this Network Survey, other than liability resulting from the gross negligence or wilful misconduct of the protected party. You otherwise agree to be bound by Gerson Lehrman Group’s Usage Policies in your interactions with Gerson Lehrman Group and your receipt of services. These Survey results are for are for client’s own use and client shall not redistribute, disseminate, publish, or display the same, in whole or in part, to any third parties or publicly without the prior written permission of Gerson Lehrman Group, except explicitly set forth in your agreement with GLG. This survey will be double-blinded to both client and respondent. GLG reserves the right to restrict the number of clients that can pre-commit access. These Network Surveys are priced outside of standard GLG subscriptions but at a substantially reduced price to commissioning a fully proprietary GLG Network Survey. Upon finding these terms acceptable, please send an affirmative confirmation via email, which GLG will file in its records. Once confirmed, please note that the Client’s agreement to purchase the Network Survey is a legally binding and irrevocable commitment. If the survey is not included within your subscription, GLG will invoice Client for the fees due for the Network Survey. Please note that some respondents may not be Network Members, and the Terms and Conditions of Network Membership would not apply to such respondents and detailed records for them will not be available aside from the information that GLG captures in the Network Survey.

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