Core Insights - Oatly, the world's largest oat drink company, achieved profitable growth in Q3 2025, reigniting interest in the long-dormant plant milk market [1] - The plant milk market has seen a significant decline in investment and consumer interest since 2022, with a notable drop in market share and retail presence [4][6] Market Trends - The plant milk market experienced explosive growth from 2020 to 2021, with a market growth rate of 800% and a 900% increase in buyers [3] - However, investment activities in the plant milk sector have sharply decreased, with only 4 financing cases in 2022 and just 1 in 2023 [4] - The market share of plant milk in the packaged beverage sector fell from 13.72% in Q1 2023 to 5.38% in Q3 2025 [4] Consumer Behavior - Consumers are increasingly concerned about health and are shifting their preferences towards products that offer emotional value and functional benefits [2][13] - Over half of consumers perceive the price of oat milk as too high, with 58.9% indicating that the cost is a barrier to purchase [10] - The current consumption scenarios for plant milk largely overlap with those of traditional dairy, lacking distinct consumer demand [11] Company Performance - Oatly reported a revenue of $115 million in the Greater China market in 2024, a 7.8% decline year-on-year, but saw a 28.8% increase to $37.4 million in Q3 2025 [7] - Despite revenue growth, Oatly has struggled with profitability, only achieving its first profitable quarter in Q3 2024 [7] - Other domestic plant milk companies, such as Yangyuan and Chengde Lululemon, have also reported declines in plant milk sales, indicating a broader trend in the industry [8] Industry Challenges - The decline in the plant milk market is attributed to multiple factors, including taste acceptance, pricing, competition, and supply chain issues [9][12] - The competitive landscape has intensified, with traditional dairy brands entering the plant milk space, further squeezing profit margins [9][12] - The industry is undergoing a rationalization process, moving towards healthier and more sustainable growth rather than speculative expansion [12][14]