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HomeFood ScienceCan Oatly reinvigorate slowing oatmilk class gross sales with launch unsweetened, clean-label...

Can Oatly reinvigorate slowing oatmilk class gross sales with launch unsweetened, clean-label choices?



Whereas plant-based milk is a “quiet famous person” ​within the broader plant-based class with the Plant Based mostly Meals Affiliation reporting family penetration of plant-based milk upwards of 40% in 2023 with a repeat buy charge of 75%, the class noticed gross sales slide in 2023. In keeping with Circana​, plant-based milk gallon gross sales fell 7.2% within the yr ending Dec. 3, 2023 with soy and almond dropping simply over 9% every and oat eking out a 0.9% enhance.

The drop has been attributed partly to cost hikes associated to inflation but in addition rising shopper perceptions that plant-based milks are excessive in sugar and made with lengthy lists of unfamiliar components ​that don’t match into the rising “clear” meals motion.

To deal with these considerations and convey “extra great-tasting oat-based merchandise to extra folks,” Oatly created its new Unsweetened Oatmilk, which touts zero-sugar and solely 40 energy per serving because of a brand new proprietary oat base, and Tremendous Fundamental Oatmilk, made with simply 4 components, together with upcycled citrus zest fiber to ship the “creamy increase” customers need with out added oils, fortifications or the 9 main allergens, in keeping with the corporate. Each choices shall be accessible in coming months at retailers nationwide for a instructed worth of $5.99 for 64 ounces.

Oatly President Mike Massersmith shared with FoodNavigator-USA extra concerning the inspiration for Unsweetened Oatmilk and Tremendous Fundamental Oatmilk, the place they sit within the aggressive panorama, how they complement the corporate’s current portfolio and the way the corporate is working with retailers at a time when many are rationalizing SKUs. Lastly, he shares the place he sees the largest challenges and alternatives for oatmilk and plant-based milk extra broadly going ahead.

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