– Taste buds don’t lie – new blind taste test reveals 58% of cow’s milk drinkers in Ireland actually prefer Oatly in their coffee.*

 – Oatly and comedian Mark Mehigan debut 1800-HIOATLY, a playful “Oatline” for the newly oat-curious.

 – 70% of Irish consumers who choose a plant-based option in cafés opt for the Oat drink, making it the nation’s default dairy alternative.** • Munster leads the oat preference (59%), followed by Leinster (55%)

–  Oatly is partnering with coffee shops across Dublin to offer the first 50 customers a free Oatly coffee on Sept 17–19.***

DUBLIN, Ireland [Sept 17th 2025] – Taste buds don’t lie, and it turns out Ireland’s coffee drinkers have been quietly swapping dairy for oats in their caffeine fix.

In a blind taste test 58% of cow’s milk drinkers in Ireland said they prefer Oatly in their coffee, with many praising Oatly’s smooth, creamy flavour and health benefits as their reasoning. When ordering a plant-based option in cafés, seven in ten Irish consumers now choose the oat drink, making it the country’s go – to dairy alternative.

What makes this even more profound is that for almost one in three people, the oat drink is now an essential part of their daily coffee ritual. This quiet shift is happening nationwide, with Munster leading the way (59%), followed by Leinster (55%), and the strongest adoption is among 25–34-year-olds.

The research also revealed:

  • Over a quarter of Irish consumers now describe themselves as flexitarian – primarily eating plant based with occasional consumption of meat and dairy.
  • Whilst taste is the number one reason people have made the switch to the oat drink, nearly a quarter said it’s because it is better for the environment.
  • It’s the younger generation who are leading the way: 91% of 18–25-year-olds know someone who buys plant-based alternatives, and two thirds think that drinking plant-based alternatives in coffee will become as normal as drinking dairy milk.

To mark this national ‘oat awakening’, Oatly has teamed up with Comedian and Podcaster Mark Mehigan to launch the ‘‘I love Oatly in my coffee when I don’t know it’s Oatly’ hotline (1800-HIOATLY) – a playful ‘oatline’ for the newly oat-curious. Whether you 1 All Oatly products that are available in Ireland are for7fied with addi7onal vitamins and minerals, apart from Oatly’s Organic Oat Drink and Barista Organic Oat Drink which are not for7fied with addi7onal vitamins or minerals because of current EU legisla7ons 2 From our own LCA: Blonk Consultants (2022), LCA of Oatly Barista, and comparison with cow’s milk

need advice on how to break the news to your dairy loving mates, want to confess your oat drink -conversion, or just fancy a chat about coffee, Mark’s got you.

“It seems Ireland has collectively decided that Oatly is the secret ingredient to a perfect coffee, and apparently, I’m now the designated ‘Oat Whisperer’ for the nation. Good Stuff. So, if you’re one of the 58% who may unknowingly prefer the taste (I KNOW!), then ring me up on 1800-HIOATLY (1800-4462859). I’m here to confirm your suspicions, validate your taste buds, and maybe even help you convince your mates that yes, your coffee has been upgraded. Don’t worry, your secret’s safe with me… mostly” says Mark Mehigan.

And because good news tastes better with free coffee, Oatly is giving away Oatly coffees in partner cafés across Dublin. The first 50 customers each day will get theirs on the house.***

“The data reveals what many Irish consumers’ taste buds already know,” states Dónal Comerford, Country Manager for Oatly Ireland. “The widespread preference for Oatly in coffee is a testament to its taste and versatility. The hotline offers a light-hearted way to acknowledge and support this national taste evolution. We encourage people to pop by and grab a free coffee in our partner coffee shops to celebrate Ireland’s love of Oats.”

While taste is the star of the show, Oatly’s drinks also contain essential vitamins and minerals, including calcium, riboflavin, and vitamins B12 and D1. They are low in salt and saturated fats and consistently demonstrate a lower climate impact compared to comparable cow’s milk2. So, whether you’re newly oat–curious or a long-time oat enthusiast, you can either grab yourself a free coffee or pick up your next carton of Oatly at your local shop, available nationwide in all major retailers.