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As soon as you said "oat milk" is "much cheaper," I knew this had to be in Europe. It's far more expensive in the US than it is here, particularly compared to American soy and almond milk prices. I believe this will change over time due to the large increase in interest (Oatly from Sweden has a North American product and now Silk is starting their own) and the existence of a significant domestic oat industry.

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Is almond and soy milk a bigger thing in the US?

Yes, they're far more common. I don't recall seeing oat milk on store shelves until very recently.

According to a source, "almond (64 percent market share), soy (13 percent market share) and coconut (12 percent market share)"

http://www.mintel.com/press-centre/food-and-drink/us-non-dai...

EDIT: I should add, for those interested, that this dominance is perhaps less strange when noting that California alone produces around 80% of the world's almonds.

here in canada (bc) the oat milk is usually a bit cheaper than soy milk.

For what it’s worth, Oatly is using Canadian oats in North America.

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