燕麦奶行业进入调整期，企业拓展多元消费场景

Core Insights - The oat milk industry in China is facing a growth bottleneck starting from 2023, with a shift towards refined operations and expansion into new consumption scenarios such as tea drinks, retail, and functional products [1][2] Industry Overview - The sales revenue of oat milk in retail channels reached 206 million yuan in 2020, marking the beginning of rapid growth. In 2021, sales surged to 644 million yuan, a year-on-year increase of 211.9%. By 2022, sales reached 696 million yuan, with a growth rate slowing to 8.1% [1] - The period from 2018 to 2020 was identified as the market cultivation phase, while 2020 to 2022 was characterized as a high expansion phase. The period from 2022 to 2025 is expected to enter an adjustment and optimization phase [2] Market Performance - In 2023, the retail sales of oat milk declined by 12.0% to 612 million yuan, with a further projected decrease of 16.5% to 512 million yuan in 2024. This decline is attributed to rational consumer sentiment and overall economic weakness [2] - Consumers are increasingly focused on nutritional content, cost-effectiveness, and usage scenarios, which poses challenges for the relatively high-priced plant-based category [2] Competitive Landscape - OATLY, as the category creator, has shown a clear first-mover advantage from 2019 to 2024. The brand "Feino" has increased its market share to 7% through a low-price strategy and expansion into ready-to-drink tea channels [3] - The main consumption scenarios for oat milk have become clearer, primarily focusing on pairing with coffee and direct consumption. By 2024, 73% of oat milk products related to "coffee/latte" on Alibaba's platform were sold, significantly outpacing other non-coffee products [3] Consumer Preferences - High-end brands maintain a higher price range, appealing to middle-class consumers in first-tier cities, while local brands priced between 6-10 yuan per liter are emerging to attract price-sensitive consumers in lower-tier markets [4] - The distribution of oat milk consumption is diversifying, with dining channels (like cafes and tea shops) being the primary touchpoints for consumer awareness, while online platforms are preferred for bulk purchases and trying new products [4] Supply Chain Insights - The area of oat cultivation in China has remained stable, with Inner Mongolia being the largest production region. In 2021, the oat planting area was 525,000 hectares, increasing to 530,000 hectares in 2022 [4] - China's oat production has stabilized at around 600,000 tons, accounting for 2.28% of the world's oat production, ranking eighth globally [4]