"Anti-Milk" Oat Milk Brand OATLY's ambition is the difference between listed oatmeal milk and ordinary milk

On April 19, OatLY announced that it would submit a prospectus to the Securities and Exchange Commission to raise $100 million to list on Nasdaq.

As of Dec.31,2020, OATLY offered dozens of oat milk products to about 60,000 retail stores and 32,000 coffee shops worldwide, with total revenue of $421 million in 2020, up 106.5 percent from $204 million in 2019, according to the prospectus.

But in fact, this isn't the first time OATLY has heard of seeking a listing.

In February, Bloomberg, The Wall Street Journal and other media reported that Oatly, a plant-based beverage and food brand, was seeking an IPO and was expected to appear on the New York Stock Exchange as soon as May.

In July last year, OATLY completed financing of US $200 million, valued at about US $2 billion. After the news was released, it immediately aroused everyone's attention. Many industry personages said: OATLY this action may be to prepare for listing or acquisition. So it seems that, as industry personages say, Oatley milk OATLY's big ambition is to go public!!

OATLY originated from Sweden's oat milk brand in the 1990s and was founded in 1994, but it really entered the Chinese market in 2017. Behind these figures, people can't help thinking: Why has OATLY developed so fast in just a few decades?

To sum up, the main reasons are as follows:

One.

The popularity of "oat milk"

"Oatmeal milk" has become a frequent visitor to cafes since last year.

The reason why "oat milk" can become a frequent visitor to coffee shops is that some consumers are lactose intolerant and cannot drink milk coffee, and "oat milk and coffee" just meets the needs of lactose intolerant consumers, so it is popular among lactose intolerant people and coffee lovers. On the other hand, because OATLY oat "milk" is out of the circle in the coffee world, the concept of "oat milk" enters the eyes of consumers more frequently.

"If 627 hours of painting a wall can catch the eye of baristas, well, that's what we'll do."

The so-called "oat milk" actually does not cover milk, but a cereal drink made of oat + water. Among them, OATLY, which focuses on making oat brands, is very well known in the coffee field. One important reason is that OATLY was created by a scientific research team that discovered "lactose intolerance". When it first entered the United States, it also took the "anti-milk" route. Rickard Öste, one of the founders of OATLY, also developed oat milk to give people with lactose intolerance the freedom to have "milk" products. In addition, OATLY oat milk has a special patented enzyme technology, and its oat plant protein products can add flavor while retaining high-quality dietary fiber-β-glucan, so that the taste of the product can be "like milk". The unique taste and flavor have become the preferred brand of many cafes.

Two.

The coffee shop's strong blessing

With the rise of the third wave of coffee and the popularity of "oat milk", OATLY entered the market through boutique cafes and quickly seized the coffee sales channel.

Today, the world's largest coffee chain brand Starbucks, domestic coffee chain brands Ruixing Coffee, boutique coffee shops Seesaw, MANNER, online coffee %ARABICA, even new tea brands Xi tea and Naixue can see the Swedish oat milk brand OATLY figure, these coffee or tea brands are currently oat milk OATLY partners, from this level, OATLY has been "captured" more than half of the coffee circle, as of last year, OATLY has entered the country more than 10,000 coffee shops, As for why OATLY can seize such a large coffee market, you can review the previous article: Oatmeal milk OATLY why sit more than 10,000 cafes?

In addition, according to Nielsen data, by the end of 2020, OATLY had a 53% market share in total sales of dairy substitutes in Sweden. Starbucks introduced oatmeal milk latte in about 1300 stores in the Midwest last year, and the product was actually included in the menu in March this year. However, after all Starbucks stores in the United States will promote oatmeal milk from March 2, only one month later, due to a temporary shortage of oatmeal milk and strong demand, Starbucks in some parts of the United States cannot make this drink.

Three.

Layout of diversified scenes

Entering Wanjia Coffee Shop is only the first step of oatmeal giant OATLY from 0 to 1. For now, OATLY has to do: layout more diversified scenes.

At present, OATLY is also constantly expanding product forms and scenarios, such as oat-based cream, oatmeal yogurt, oatmeal ice cream and other products. At the OATLY booth of HOTELEX Guangzhou Exhibition before, OATLY demonstrated the versatility of OATLY new products through a variety of creative drinks, including oatmeal thick milk latte, fruit oat yogurt and thick oat milk tea, etc. In the future, OATLY will also provide more creative oatmeal products.

In recent years, OATLY, the global oatmeal giant, has been attracting attention since it became famous in the coffee circle. Before that, OATLY brand offline channels include many boutique coffee shops around the world, and online channels include Tmall and other e-commerce channels. However, OATLY is no longer satisfied with the coffee field. OATLY is about to enter more fields, such as tea, baking, dining, etc. For OATLY, this practice provides a brand-new development space for it and will accelerate the development of OATLY brand.

Oat milk is a new plant drink, and industry insiders expect China's plant milk market to double by 2025.

* Image source: Internet