Oatly expands Irish presence with local team
Oatly, the world’s original and largest oat drink company, has announced the establishment of a dedicated local team in Ireland, signalling Oatly’s commitment to further developing the Irish market.
Oatly’s research also identified the younger generation are leading the way with this plant-based shift
At the helm of this expansion is Dónal Comerford, country manager for Oatly Ireland, an accomplished FMCG leader with a proven track record in brand building and market development.
Comerford, who brings extensive experience from roles at companies like Diageo and Richmond Marketing, is now spearheading Oatly’s direct presence in the country.
“Establishing our own dedicated team here in Ireland is a natural and exciting evolution for Oatly,” states Comerford.
“After a three year partnership with Richmond Marketing, which saw Oatly sales surge by over 50%, it felt like the right time to make this move.
“Tastemaker markets such as LA, Seoul and London are seeing an evolution of consumer habits in coffee shops, where it’s all about Oat Matcha Lattes and Iced Oat Lattes.
“Oatly is passionate to support the development of these trends in Ireland.
“Our team of seven have a background in FMCG, tech, and coffee, and are focused on partnering with coffee shops and retailers to create amazing taste experiences for its customers and partners.”
The formation of this local team underscores Oatly’s belief in the Irish market’s unique dynamics and its strategic importance.
The team will concentrate on brand building and expanding product availability, ensuring that Oatly’s much-loved taste and adaptability reach more independent coffee shops, workplaces, and retailers across the country.
“We’ve invested in a full end to end business here with logistics facilities near Dublin and an office in Portobello,” Comerford adds.
“Retail, coffee and food service are industries that place high value on real relationships, and appreciate suppliers that truly understand their customers.
“We’ve created roles that are pivotal to understanding and responding to local nuances and culture, driving our marketing efforts, and ensuring that Irish shoppers have access to a plant-based alternative of choice for their coffee and beyond.
“Since the team has been in place we’ve expanded the range, with three chilled products now available in retailers and I’m really excited for some amazing product launches planned for 2026 that will really appeal to those interested in drink trends and sustainable food choices.”
The expansion comes as new research reveals a significant shift in Irish consumer habits.
A recent blind taste test showed that 58% of Irish cow’s milk drinkers actually prefer Oatly in their coffee, often without realising it.
Furthermore, seven in ten Irish consumers who opt for a plant-based alternative in cafés choose oat milk, solidifying its position as the nation’s preferred dairy alternative.
“We were stunned with the results of the blind taste test, especially as it was one of the highest results from tests done all over the world.”, Comerford continued.
“It suggests that the Irish consumer, famous for it’s love of dairy milk, actually prefers the taste of Oatly in coffee.”
“It’s a really exciting time to be part of a growing category.
“We believe Irish shoppers deserve access to a plant-based alternative of choice, whether they’re in a supermarket, a coffee shop, or on the go.
“That’s why our new local team is actively building partnerships to ensure Oatly is available everywhere, and why we have launched our latest integrated brand campaign that heroes the delicious taste of Oatly Barista Edition.”
To mark this national ‘oat awakening’ and further engage with the growing community of oat-curious consumers, Oatly has teamed up with popular Irish comedian and oat lover, Mark Mehigan.
Together it is launching the ‘I love Oatly in my coffee when I don’t know it’s Oatly’ hotline.
The 58% of people who might prefer Oatly in their coffee can dial 1800-HIOATLY for some light-hearted advice and support for those embracing plant-based alternatives.
“The data reveals what many Irish consumers’ taste buds already know,” states Dónal Comerford.
“The widespread preference for Oatly in coffee is a testament to its taste and versatility.
“The 1800-4462859 hotline offers a light-hearted way to acknowledge and support this national taste evolution, providing a fun and accessible entry point for anyone curious about making the switch”
Addressing the growing conversation around plant-based foods, Comerford asserts: “The rise of plant-based alternatives in Ireland is unequivocally a real trend, not a fad.
“Previous research indicates that one-third of Irish shoppers bought more dairy alternatives in 2023 than in 2020, and this trajectory continues upwards.
“Consumers are increasingly viewing plant-based options as a credible, mainstream lifestyle choice.
“Whilst taste is the number one reason people have made the switch to oat drink, over a third of Irish consumers said it’s because they want to reduce their dairy intake and nearly a quarter said it’s because oat drink is better for the environment.”
Oatly’s research also identified the younger generation are leading the way with this plant-based shift: 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.
Excited for what the future holds Comerford highlights Oatly’s collaborative approach in Ireland: “We don’t view other plant-based food companies as competitors; we see them as fellow innovators on the right path.
“There is ample room for all of us to grow and contribute to a more sustainable food system.
“Our mission is to make it easy for people to eat better and live healthier lives without recklessly taxing the planet’s resources, and the more brands that support that journey, the better.”
