Yosoy’s Oatstanding Success: How a Catalan Family Business is Leading the Plant-Based Revolution
Liquats Vegetals, the family-owned Catalan company behind the Yosoy brand, continues to demonstrate the surging demand for plant-based beverages. The company reported a total revenue of €95 million in 2025, a 2% increase from the previous year. Yosoy itself contributed significantly to this success, with sales reaching €36.8 million – a 9.2% jump – solidifying its position as a leader in the Spanish market.
The Rise of Plant-Based: Beyond a Trend
The success of Yosoy isn’t simply riding the wave of veganism; it’s a testament to strategic brand building and innovation. The company’s focus on “clean label” products – beverages without additives – has resonated with consumers. This approach, particularly emphasized since 2018, sets it apart in a competitive landscape. Yosoy now holds a 13% market share in Spain’s vegetable beverage segment, up from 12.5% in 2024.
Oat Milk Dominance and Strategic Expansion
While Yosoy offers a range of plant-based options, it’s the oat drink category where the brand truly excels, commanding a 24% market share in Spain – the largest in the country. Liquats Vegetals has strategically partnered with major retailers like El Corte Inglés and Alcampo, and foodservice chains like Honest Greens, to expand its reach.
Beyond Spain, the company exports under the brand name Natrue to 45 countries, including the Netherlands, Austria, Germany, and Belgium, representing 22% of total revenue. This name change is a deliberate move to cater to local preferences and linguistic nuances.
A Diversified Portfolio: Beyond Yosoy
Liquats Vegetals doesn’t rely solely on the Yosoy brand. The company also produces Almendrola (almond-based beverages) and Monsoy (a more diet-focused, organic line). Approximately 50% of its revenue comes from manufacturing beverages for third parties, including private label brands, particularly for international companies.
Innovation and the Future of Plant-Based Beverages
According to Anna Rovira, Liquats Vegetals’ marketing director, the company’s growth is fueled by product innovation, increased presence in major retailers, and strategic partnerships within the foodservice industry. This suggests a continued focus on expanding product lines and distribution channels.
Did you know? Liquats Vegetals’ production facility in Viladrau is strategically located near the Montseny mountain range due to the high quality of the water available – a key ingredient in their beverages.
Looking Ahead: Trends Shaping the Plant-Based Beverage Market
The Rise of Functional Beverages
Consumers are increasingly seeking beverages that offer more than just hydration. Expect to see plant-based drinks fortified with vitamins, minerals, and adaptogens to support specific health goals, such as immunity, energy, or gut health.
Sustainable Packaging Solutions
Environmental concerns are driving demand for sustainable packaging. Companies like Liquats Vegetals will likely invest in eco-friendly materials, such as plant-based plastics or recyclable cartons, to reduce their environmental footprint.
Personalized Nutrition
Advances in technology could lead to personalized plant-based beverages tailored to individual dietary needs and preferences. This could involve customized blends of plant proteins, fats, and carbohydrates.
Expansion into New Plant Sources
While oat, almond, and soy milk are currently dominant, expect to see increased innovation with less common plant sources, such as pea protein, hemp, and sunflower seeds, offering unique nutritional profiles and flavor options.
FAQ
What percentage of Liquats Vegetals’ revenue comes from Yosoy? Approximately 38.7% of Liquats Vegetals’ total revenue in 2025 came from Yosoy.
Where is Liquats Vegetals located? Liquats Vegetals is located in Viladrau, Girona, Spain.
What other brands does Liquats Vegetals produce? Liquats Vegetals also produces Almendrola, Monsoy, and Natrue.
How many people does Liquats Vegetals employ? The company employs 280 people.
Pro Tip: Seem for plant-based beverages with minimal ingredients and no added sugars or artificial flavors for the healthiest options.
Want to learn more about the plant-based food industry? Explore our other articles on sustainable food production and innovative beverage technologies.
