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Imagine having a billion dollars to spend, and being unable to make a factory that mixes ground up oats with water and puts it in a box. Too right the CEO is getting fired.
bruh manufacturing is pretty hard and so is meeting usda regulation. also blue collar labor to support matience and technical support on machines is in short supply and comands a preminum price
They are waaaaay too expensive for things like oat milk, which is very cheap to produce. They should have gone the cheaper but more mass way. But they went the premium route and are much more expensive than similar producers
This reminds me of when Coke decided to drop advertising for Mr. Pibb, because it essentially was helping their competitor Dr. Pepper grow market share of the overall soda market. Oatley advertised the benefits of oat milk, but failed to differentiate their product from other oat milk competitors and those other competitors essentially benefited at Oatley's expense.
right out of the gate they should have described their product as “the best oatmilk” which would still get people interested even if they didn’t know what it was. That’s what being a market learner is all about - you get first dibs on the narrative.
0:35 According to the National Institute of Diabetes and Digestive and Kidney Diseases, "Experts estimate that about 68% of the world's population has lactose malabsorption." That doesn't mean that 68% of the world's population is lactose INTOLERANT. I just wanted to point that out.
@ryaneylee no he's not. Intolerance means some sort of adverse side effect. You can have malabsorbtion and have no adverse side effects. Just means you get less calories from milk since your body can't absorb the main sugar properly.
Lactose is broken down by the enzyme lactase and Homo sapiens stop producing the enzyme after infancy hence lactose intolerance. A genetic mutation generally among Northern Europeans who have a tradition in drinking cow's milk allowed for the enzyme to be produced even after infancy. Hence it's actually no surprise most of the world are lactose intolerant, especially cultures that have no tradition in drinking cow's milk as a food source.
I consider myself to be in their target customer range (Gen Z, care about the environment, lover of nice looking packaging) and it was popular among some of my friends but it later became a splurge item due to price. It’s like $5-6 for a 0.5 gallon when regular milk is like $3 for that much. Once store brands launched their own cheaper version, there wasn’t a huge reason to buy Oatly anything.
Save for your retirement and drink water. Your generation is financially fucked. Save what little money you have. You’ll be richer than your peers in 25 years.
@@ashvio You’re right. The same thing happened with beef and it being price compared to alternatives like Beyond Meat. People go into the store and buy groceries without caring about what is subsidized and what isn’t.
@@andybaldman I make ~$400k a year, have a multi-million dollar inheritance in a trust. I can drink whatever I want. A 60 cent avocado or a latte won't break my bank. Meanwhile your drinking habits (medicare costs) and this unsustainable social security ponzi scheme will actually bankrupt this country and my future.
The barista one is actually useful lol Very good simulation when it comes to using an espresso frother and it stays good in the fridge a lot longer than normal milk.
You know this company is seriously on the rocks when they are trying to claim shipping not being a cost of goods sold that is just general gap accounting you can't really get around this
I am lactose intolerant so I have no choice but to use oat milk for my coffee. But as a milk replacement, it failed pretty bad. It has almost no protein and a lot of the vitamins and minerals added to it aren't very bio-available. There is lactose-free cow milk, but I use so little that it usually goes bad before I use 25% of it. Oat milk makes a decent taste replacement for cream/milk for coffee and cooking. For those who are lactose intolerant and want a protein replacement, use soy, it's much higher in protein than oat milk. In the end, cow milk is just way better if you can digest it.
@@thdjjfsfh You can freeze milk and it defrosts fine. Just split the half gallon into several smaller containers to freeze, then take out a pint as needed. My Mom drinks lactose free milk and does that sometimes.
I am very impressed that you actually did your research and found out that dairy cows mostly eat inedible byproducts and pasture on low quality land. I am a dairy farmer and i am so frustrated to hear talking heads on tv talk about how many millions of acres go to soybeans when in fact soybeans are grown for the oil and rhe soy hulls an soy meal are trash that get recycled to feed cows cheaply.
70% of US soybeans and 80% of worldwide soybeans are used for animal feed, mostly poultry and pigs. You do get soybean oil out of it, but there’s no way does that much need to be produced. Cows get a lot of heat because of their land use. There’s definitely a lot of arable land used for cows.
Cattle can also be raised in places that are totally unsuitable for farming. As long as they are managed well and don't overgraze, they are definitely better for land than ripping up ground just to grow corn and soybeans.
@matthewlvk7366 Plant-based products require far more resources and energy to produce. There have been far more bovine creatures farting on this planet long before we were ever farming them. It's all dailouge to take attention away from massive corporations and over-production. We never talk about the enviornmental impacts of monoculture. When you go plant-based, you're decimating whole swaths of land for one crop (often sprayed with pesticides). Nothing else lives there. There are no insects, birds, small mammals, and larger prey animals. Cows are animals that are bred specifically for our consumption. Who is massively breeding native rodents, insects and birds?
I think the issue is that all of those products can only manage to get good IPOs because of the novelty of their product. It really reminds me of all the meat alternative companies like Beyond. When the novelty wears out, you see how small the vegetarian/vegan market actually ends up to be.
I mean the real market for stuff like beyond is people who would typically eat meat. When they've gotten bigger I've seen many of the great vegetarian and vegan options in restaurants get replaced with beyond and co which is a damn shame because they taste like meat. Which is exactly what I don't want to eat.
I had no idea how massive this company is... I just thought it was some upstart company located somewhere in Nordics. I live in town of 3000 people (and about 1000 cows...) in northeast Finland, and you could get Oatly from local grocery store here...
I actually love oat milk and personally think its the best tasting between oat, almond, and regular milk, but its so expensive. Its one of those things ive never bought myself, but if see others have it, will take a cup. I just cant justify buying it when almond milk is much cheaper.
you can make it at home yourself just ground some oats in a blender and get a cheesecloth to take out the pulp. do the same with rice milk can add vanilla essence for some taste
I’m allergic to almonds so oat milk is my go-to. I also really like cashew milk, but have to make that from scratch because so many brands add almond extract to it 😤
Don't worry, it's actually super unhealthy for you and loaded with polyunsaturated oils you won't find in natural milk. Your wallet will not be the only one thanking you for having it in moderation. I'd cut it out entirely if I were you, it's just another unhealthy unneccessary carb source.
learn to make it. it is fast, cheap and easy. all you need is oats, water, some unflavoured oil like avocado oil and a blender. much cheaper and I can make way more of it
The 68% of lactose intolerance in global population mostly came from Asia which already has a long history of drinking soy milk, so products like oat milk and almond milk will take a very long time to take roots and they are already more expensive then soy milk which caused more pushed back by the population.
No not being lactose intolerant is from Europe and European mixed people. Everyone else is pretty much intolerant. I’m a quarter Scottish and still intolerant.
Haven't people heard of lactose-free milk? It's offered everywhere here in Finland despite most people being fine with regular milk. It doesn't taste the same, but definitely better than any plant based alternatives.
Cultures that eat a lot of dairy have low rates of lactose intolerance. The condition comes from how after you stop taking mother's milk the body often stops producing the enzyme that breaks lactose, but if you never stop eating lactose this nevrr happens
Oatly tastes better. I've compared with other brands side by side and oatly is always better. But admittedly, if not trying side by side the difference is harder to tell
@@scarvalho1 I'm not from the US. I'm from Southeast Asia and the brands we have here maybe different from yours. Mostly, I prefer local brands. My fav are Oatside (Singaporean brand) and Good Mate (local brand). Coffee shops here love So Good (another local brand) but I think it's too rich, if drinking without mixing with coffee.
@@nokatonin Finland Elovena, OddlyGood, Juustoportti and Fazer Aito are better than Oatly. All have revamped their recipe within the last 2 years with good success. So it can't be that hard to make good oat barista milk. Multiple companies are succeeding with it. Even stores own private label versions are starting to bypass Oatly.
Work at Starbucks here and we sell so much oat milk the company is always sending out outage notices. On top of that we continuously come out with new drinks made with oat milk and soon we’re gonna be making oat whipped cream and oat sweet cream for non dairy drinkers.
Good video, but with some pro-dairy misinfo, some corrections: 1. Cows milk is heavily subsidised by the government, so oatly does not have a level playing field 2. Cows milk does not really contain vitamin D, this is added afterwards 3. More than 50% of the land in the USA is dedicated to cattle grazing, both for beef and for milk 4. Dairy products contain trans and saturated fats, and thus are worse for heart disease than oat milk
It tasted ok but in tea and coffee it completely changed the taste of the drink I'm used to when using cow milk. On cereal it was ok but the price was too high to drown museli in every morning.
As a person who stopped drinking oat milk, I’m wondering the health concerns ever effects them. A ton of fitness influencers now bashing oats milk as a bad alternative milk because they have to add oils and have higher glucose spike.
Yes! They are absolutely correct. I came here from another video just discussing how deadly the amount of polyunsaturated vegetable oil we consume has become. It's found in nearly every processed food (and apparently drink) product. It is literally marching people into an early grave from record amassed preventable diseases.
Yeah, as an Asian, I'm absolutely baffled about the fuss with fake milk from Europe and America. Looking at the ingredient table, I'm even more baffled by the thickening agent and other crap they add. Really? BTW, unmodified soy milk can be made into a lot of different food, while the ones loaded with additive usually won't work. Cuz they usually have so little of the soy milk that it doesn't react properly when you try to turn it into tofu, tofu dessert, salty soy milk (more like a soup with soy milk solidifying as they serve it to you) and more.
I also observed that East Asian cuisines traditionally seem to have less dairy products, & I guess they are something that's been consumed there only more recently, so before that region was introduced to dairy, the biology of people there could've evolved to not be so used to consuming dairy products, which could be a factor behind higher lactose-intolerance/malabsorption in that region? Same goes with SE Asia too, perhaps also because their climate is too hot for cows & dairy farms, so they traditionally consume more coconuts & their milk instead. Singapore does have a goat farm though (that's milk-producing too) & I think Mongolia does so too
Grass turns CO2 into grass. Cow eats grass, produces milk and meat, amd releases some CO2. Grass turns CO2 into grass. But somehow cows are bad for the environment. The world is getting smarter every day.
Ruminants are pretty incredible honestly. I support reforming many farming practices to do less damage to the land, especially in crop farming but ruminants and their products get waaaaay too much flak for no reason, alot of people would starve without them. There is a reason why many in poorer nations see them as symbol of wealth, they literally turn worthless crap into a precious commodity.
The company is 30 years old. Hardly quick. The founders and CEO were rich for a while and only sold a small part of their stocks (i guess the rest was locked in)
I only recently learned this stuff was used as engine lube during ww2 and after the war the food oil lobby convinced governments to sell it to people after they made it "edible". That's canola story anyway, the other trans fat oils have a similar one. Great grift to be honest, selling cotton husks and other waste material as a premium cooking ingredient, and best of all they convinced most people it's healthier than the stuff humans have been using as cooking fat for the last 3000+ years.
I live in Eastern Europe and see this product in multiple big grosery stores in a special raft. They are always fully packed even with big price reducing. Nobody even touches the stuff. During covid all dairy products were sold out but the plant based stuff didnt sell at all.. 😅
I've been using Oatly or lactose free milks, but then I discovered Oatside Oat Milk. I will never come back to Oatly :( Oatside is creamier than Oatly. Oatside is a Singaporean company, product is produced in Indonesia.
Your breakdown of how cheap milk is to produce doesn't include all the subsidies given to soybean, corn, and dairy farmers along the way. It's not cheap to produce, it's just "cheap" to buy/sell along the way and government subsidies make up for the difference in cost. Also he tried to say that water isn't as healthy as cows milk in this video. 😂 While water technically has "no nutritional value" as he said, because it has no calories, that doesn't make drinking milk healthier than choosing to drink water and get the vitamins in milk through eating other plants in your diet.
Apparently the dairy industry gets at least $22 billion in subsidies each year. This represents 75% of producers income. This suggests that the price of milk the farmer receives should be 4 times as expensive as it is. Of course the retail price is substantially more than the production cost.
I am a agtech founder and dairy farmer. I am all for any way to more efficiently produce food and i tried oatly and it wasn't too bad just not as good and more expensive. The thing that isn't said about cattle and the production of methane is that the food that is grown sequesters most of the CO2 and methane that the cows exert as well as most of the cows feed is actually recycled by-products of inedible human foods. For example the byproduct of making ethanol for cars is distillers grain that cattle eat also the byproduct of soy in canola oil is soy and canola meal which are fed to cattle which many times people that don't know anything about farming claim that so many millions of acres of soybeans are grown for soybean meal and that's just not true soybean meal is a byproduct of soybean oil for humans. Along with literally a hundred other byproducts that we feed cows as well as cows pasture on all the land that is either too dry too hilly too wet to grow row crops on or vegetables.
I have no isse with people growing livestock in humane conditions (I don't consider a quick death inhumane, as a vegetarian) but you're acting like swathes of rainforest aren't cleared to provide cheap beef and dairy to multinationals. Mixed use farms which rotate cattle and crops can be sustainable. The industry is not. People don't have to cut meat out entirely but in most ecosystems the amount of chicken, pork and beef people consume isn't sustainable. You can have SOME of those things. 80% of deforestation in the Amazon is for ranching. Forgive me if I don't think an agtech founder and dairy farmer is the most balanced source of information but at least you were honest about your bias.
I think what you are overlooking is that he's speaking from hands on experience in the US, and he's not talking about the overall global issue at a high level. I think the US could do a way better job at figuring out how to make agriculture sustainable but since everything is controlled by all of the big ag companies, I don't see how it will happen anytime soon. It's very easy to fail in farming, and big ag has really set everything up to make sure you are dependent on them if you want to stay in business. We really need to fix this system and essentially find ways to make farming more environmentally sustainable through fixing broken systems and setting things up so that sustainable farming is the common sense easy default. All of the money in farming right now goes towards big ag and is only getting more gobbled up by that industry.
It's extremely totalitarian when you start trying to regulate things that are totally natural out of existence. The fact that they want to get rid of cattle because they fart is the single most totalitarian thing i've ever heard.
It seems that they are aiming to reduce expenses, yet they have chosen to establish a factory in Singapore. out of all locations in SEA? They could build the factory in a neighboring country like Malaysia, where costs are 70% lower, highlights the questionable decision-making skills of the higher management.
Low cost of dairy products has nothing to do with government subsidies which plant based alternatives don't have, no? Also forgot to mention the animal welfare issues, i.e. cycle of forcefully impregnating a cow and then separating it from its baby straight after birth
Uhm, you can. What do you think the contract manufacturers are doing? The idea was fine, but the execution was bad and the pricing of the end product was horrible. Put a production guy in charge of production, and leave marketing guys in their marketing bubble, and it will be much more successfull
As a milk drinker I got no problem with the oat milk products. There certainly better than the soy milk trash and they have to be more environmentally friendly than almond milk.
The guys that get greatest subsidies and see the market wants to shift to dairy alternatives? Doing everything to make it harder for these plant drinks to replace milk?
I find it strange that they struggled to open these new factories. Companies have been making food products efficiently for over a century now. I would think it’s much harder to produce baked products and you don’t see bread companies struggling to make bread.
@@SecondTake123 Sprite is a brand of the Coca Cola Company, Instagram is a brand of Meta Inc, etc etc etc. Many things are brands owned by companies and not companies themselves.
How do we know that the reason consumers drink more cow's milk is because it's a lower cost? If they were priced equally, how do we know that plant based milk wouldn't remain less popular than dairy milk?
It's a positioning problem. Oatly shouldn't be compared to cow's milk - it should occupy its own distinct niche. It's the classic Red Bull lesson - know your niche. When Red Bull was first introduced as a soda substitute, it was rejected by consumers (strange taste, strange can shape, more expensive than Coca Cola). However after repositioning itself as an energy drink, promoting alertless, focus and energy, and targeting students, athletes, and ambitious professionals, it's sales sky-rocketed. Oatly should move away from it's "Wow No Cow" messaging, and instead reposition itself as a health-focused beverage, promoting its nutrition and psychological benefits. Personally I would be more likely to buy oat milk if it had a tagline such as "Oat-Fueled Energy" or "Oat Up Your Life"
They want to rage bait and I'm not about it. I get almond malk occasionally. If I need real milk I get it. No substitute works well in baking usually for the same effects. I'm not allergic to it, so if I need real milk I get it. The wannabe do-gooders can have the stuff. I would rather buy local, which is much better for our environment.
Oatly is the best though! I've tried every Oat milk out there and nothing compares to the taste of Oatly and it's ability to froth up. I pay $7.99 for it here in Bushwick BK, that's how much more I like it.
Yep. I found a different brand with just oats, water, sea salt. It's also organic. Simple ingredients. That's what customers want. No additives, emulsifiers, stabilizers etc. I think Oatly realized this, I saw a 'simple' version of their oat milk yesterday. It wasn't organic... but a step in the right direction.
@@ChoKwo irrelevant. If oats had natural fats that remained in the oat milk, it’s natural. This is different from adding a random oil that nobody who is paying attention wants. Oil Is also not the only additive that Oatly uses. A lot of plant based milk companies add crap to their products. The demand for simple basic natural ingredients has been increasing for years. It’s worth the extra cost/money. The alternative is that fewer customers will choose your product.
I have special dietary needs. I have severe lactose intolerance. I can eat cheese and even yogurt in moderation... but not milk, and barely ice cream. I get very sick when I drink dairy milk, because of this I've always drank almond milk. I love plant milks, and I *need* it if I want milk, but my god is it expensive. I can't afford it anymore when I'm also dealing with my other health food needs and expensive commodities. it is so expensive it is one of the things I've realized I'll have to make myself or do without.
as for the retail price comparison: you need to also correct for the subsidies which are provided to dairy farmers in the US; without these subsidies, it may well me that dairy milk would be substantially more expensive than many plant-based milks.
I live in Scandinavia and I'm lactose intolerant. I've tried Oatly, but I never buy it. Lactose free milk is also available here, and it's at the same price and tastes way better. I think there's been a revolution in lactose removal from milk in the last few years, and that doesn't work in Oatly's favor
Oately was my favorite oat milk and milk alt. It tasted better than other brands. But I found out that all the processing included an ingredient that wasn’t healthy so I stopped drinking oat milk altogether.
@@ozjefyou are absolutely right, but if people had half a brain they would realize that these videos are purely for entertainment purposes. So much doom and gloom language
I find it interesting that the people who shun milk for environmental reasons are the same people who go to hipster breweries and drink wine because it makes them feel "cultured.".
Being in the livestock business I’d love to invite you to any family farm to see the books to show you how ”cheap” it is to feed animals. The hay price, just like all whole agricultural commodities is highly dependent on weather, geography and politics. With much of the country suffering a severe drought this year, grass (hay) is extremely expensive because it’s in short supply. In addition, most dairy cows can’t produce the amount of milk necessary to meet market demands being fed only forage. They also need grain - mostly in the form of corn and soybeans which are also up in price this year. I’d love to know where you got the statistic that 40% of a dairy cow’s diet comes from “trash” as you call it - ie. food byproducts. I’ve never known a dairy farmer to feed more than 10% of that as a total mixed ration (TMR). Again, milk production is dependent on nutrition. Put crap in = get crap out. Happy to have you out to the farm anytime!
I loved this brand initially but over time I started getting cramps and problematic GI issues. I attributed it to an oat allergy or intolerance but my husband recently pointed out to me how they use a ton of seed oils...and here I was thinking it was just water and oats (and sugar).
Oh ffs, look at the package and do some calculations. My oat milk contains 0.5% fat, other brands might have 1 or 2%. So, unless you drink the stuff by the gallons, how much seed oil do you think you are consuming?
Correct, it's just a commodity. The only plant milk I've had that seems special is Silk Soy. It tastes nothing like normal soy milk and tastes much better than dairy.
Use to drink Silk before they got cheap and greedy. Almost ALL of Silk's Milks use to be certified Organic so now I don't bother. Lara Bar use to be raw until General Mills bought them.
What I don't understand is why the almond and oat alternatives are so expensive. We now make our own at home at a fraction of the price. It's really sad, as dairy is one of the most abusive and cruel agricultural practices, up there with battery hens. And they have to eat trash too?
A business built around being woke is going broke. Imagine my shock. It's especially funny how when it came to the real market for the lactose intolerant people instead of a few new york hipsters, Oatley was immediately crushed by the competition.
This company is from my home town. The CEO is full of himself, the marketing should have been based on the good points of the product but instead it was about the CEO and milk/cows. Also they use so much water to produce that it needed its own water filtration system to release water back into the grid. It could have been a good product, but nope, they fked up.
You're dealing with people who actively refuse to learn the relevant laws/science so they have a plausible excuse for presenting a fantasy version of the world as fact
@@jonr6680 Why wouldn't they just show the actual smokestacks then? And why would they make the steam look so artificially dark in that picture? More likely, it was at a nulcear plant, which the ignorant environmentalists also oppose. But it doesn't emit CO2.
As a vegan for ~10 years Oatly was a Godsend. When they came out with the barista version- I begrudgingly paid £5 ($7+) for that little gray carton up to 3xs a week, they were simply the best. But now there are soo many options for tasty and more affordable alternatives from their competitors. Plus after realizing how easy it was, I often just make my own. They still have excellent products, their yogurt is good, their ice cream & cream cheese among my favorites but there are so many options…
You left out some major facts, such as: Cow’s milk has a lot of nutrients but it’s not meant for people. Cow’s milk is formula for baby cows. There’s a reason most people are lactose intolerant past infancy - we’re not supposed to drink milk. Humans are the only mammals that continuously drink milk past infancy/childhood. Also, a MAJOR reason the cost to produce dairy is so much lower is that the dairy industry is highly subsidized by the American government. Farmers and factories receive a ton of money to keep the prices of milk down. It’s not fair, and it’s a major reason why up until now the non dairy milk industry is having trouble competing.
Some of the healthiest tribes like the Maasai thrive on cow’s milk though. Much better than fake plant milk with all kinds of things added (unless it’s homemade).
I've tried several alternatives such as oat, almond, and soy. I'm not a huge milk drinker, but I still don't consider any of these as a replacement for milk. While I can tolerate some of them if needed, their flavors just aren't that great unless you add artificial flavor and sugar. Milk by itself tastes good. This goes for alternative meat, it's just not a replacement for the real thing.
Great analysis! I have a couple comments. Contract manufacturing isn't necessarily more expensive than making the product internally because you're also leveraging the experience, efficiency and economies of scale (production line capacity and cheap labor pool) they possess. It would have been interesting to understand how much government subsidies affect the price of a gallon of dairy milk as well. Thanks for another fantastic video!
The NNR is supported by the dairy industry.... It also stated that orange juice is twice as nutritious as soy milk and nearly as nutritious as dairy milk. 🤦♂️
@@obsidianjane4413 Lol, convincing.... You can produce 15x more protein per acre than beef. 70% of our grains go to feed animals. It's the subsidies, period.
@@davidkonyn8065from "my beef with dairy" northeastern university political review, may 16, 2020: "One year after the passage of the Agricultural Act of 2014-which reformed commodity and crop insurance programs-the American government spent $24.7 billion in direct and indirect subsidies. Subsequently, the dairy industry received $43 billion in 2016 and $36.3 billion in 2017. In 2018, 42 percent of revenue for US dairy producers came from some kind of government support."
@@davidkonyn8065 The US government even pays dairy producers to destroy milk in order to ensure a profit.... It's (falsely) deemed a national security issue (food production). Yep, heavily subsidized.
Cattle are also feed cereals that don’t meet quality requirements for human consumption. Removing cattle will just result in cereals being ploughed back into the soil instead of used productively.
Another factor that makes cow milk cheaper is that animal farming is sadly subsidized by goverments around the world. If they also gave money advantages to alternative meat/milk producers, then it might also get cheaper.
If you think the only reasons to choose oat milk over bovine milk is lactose intolerance and environmental damage, you really need to look up how the dairy industry works
that doesn't mean I have to buy Oatly, when I can easily make my own oat milk at home. all you need is oats, water, some unflavoured oil like avocado oil and a blender. much cheaper
Tried it once, but I found it has a strange aftertaste, like sugary almost, which is really off putting, especially in coffee. Thankfully I'm not lactose intolerant.
I worked at a Starbucks when they had a deal with Oatly to only use there oat milk but they couldn’t keep up with demand so my store manager went to the local Walmart to get whatever brand. Now Starbucks uses a nondescript oat milk like they already had for almond and coconut milk. I wonder if they focus on entrenching themselves in businesses they would have been able to find more success or at least for stalled the bleeding, or if the fact it was a commodity meant their failure was inevitable.
It'll drive B2B sales as long as people still want those drink items. I've only had one and it made me super ill and never drank it again. The oil content did not sit well with me.
It was a good idea at first, until I read the ingredients list. This is an overly processed fake seed based milk with all sorts of additives. I will go for cow's milk any time.
I have switched to oat milk for coffee because it just tastes better. However, Oatly is not my preferred brand because there are cheaper and better alternatives. The 20+ P/S valuation at IPO was absolutely baffling to me.
@@clintonherring As you point out, no one believes hot dogs to be anything of the nature of actual dogs. Unlike this dreck that people see as an actual equivalent of milk.
Eh, I still prefer soy milk over lactose-free milk. Milk makes me phlegmy even when it doesn't make me sick. And even lactose free milk still upsets my stomach if I have too much of it.
The barista version is the best one I’ve ever had. I stopped using it for a while because it was always out of stock at the supermarkets, and nothing compares to it. Alpro barista is the closest, but still quite below. I’m surprised specialty cafés don’t use it more often.
Soya milk is still way cheaper than real milk or even Oat milk. If people want alternative to milk, they can try soya instead. Though, I experience swollen joints as gout if I drink too much. Unfortunately, in countries like in the Philippines, real milk isn't exactly accessible. We only get the watered down "UHT" milk
In the sphere of lactose intolerance which mainly comprise of asian country, soy milk is still the undisputed king of plant based milk so product like oat milk and almond was met with a lot of skepticism. Since if you want to have a vegan option, we already have one, so why buy another more expensive one.
@11:26 "competitors were able to make their own oat milks with almost identical tastes" - yes, the competitors all taste similar to one another, but none of them taste like oatly. if you think they taste like oatly then you have no taste buds.
Greenwashing is a problem with all of these corporations spouting "sustainability" but the way CO2 accounting was done in favor of milk in the video is big adjusted EBITDA energy. And the "you're missing out on nutritional values by only drinking water" is also false premise because (I say this as a dairy products enjoyer) milk isn't even necessary if you are already eating a balanced diet (thus some OEDC countries like Canada has dropped milk entirely from their food guide)
Then again, if you like milk, you can adjust your diet accordingly. That's why people have drank it for millenias, since "balanced diet" hasn't really been a option for 99'9 % of people before refrigeration.
wow i just checked the Canada food guides, it looks disgusting, its like 90% plant based on the image. But they actually do have milk listed as a protein source.
Another reason milk isn't advertised by brand is that the US FDA literally runs ads itself for milk. All farmers pay a tax on dairy produced that goes into the government promoting the industry as a whole
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Oatly is so funny
Imagine having a billion dollars to spend, and being unable to make a factory that mixes ground up oats with water and puts it in a box. Too right the CEO is getting fired.
😂😂 the way you put it is so perfect
No amount of money can compensate for incompentance or greed
@@anush_agrawalOr a fake product. calling it milk is failure #1.
Don't forget all of that oil they put in!
bruh manufacturing is pretty hard and so is meeting usda regulation. also blue collar labor to support matience and technical support on machines is in short supply and comands a preminum price
They are waaaaay too expensive for things like oat milk, which is very cheap to produce. They should have gone the cheaper but more mass way. But they went the premium route and are much more expensive than similar producers
Came here to say this, but you said it better than I would have.
And yet they can't make money doing it
I guess you didn't pay attention or understand the video.
@@lonyo5377 way too much overhead and too fast Expansion
I love Oatly though 😭
This reminds me of when Coke decided to drop advertising for Mr. Pibb, because it essentially was helping their competitor Dr. Pepper grow market share of the overall soda market. Oatley advertised the benefits of oat milk, but failed to differentiate their product from other oat milk competitors and those other competitors essentially benefited at Oatley's expense.
right out of the gate they should have described their product as “the best oatmilk” which would still get people interested even if they didn’t know what it was. That’s what being a market learner is all about - you get first dibs on the narrative.
in the same shelf there are two other oat milk brands for less than half the price of oatly.
Yeh😮
@@RandomGuy-lu1enyez
0:35 According to the National Institute of Diabetes and Digestive and Kidney Diseases, "Experts estimate that about 68% of the world's population has lactose malabsorption." That doesn't mean that 68% of the world's population is lactose INTOLERANT. I just wanted to point that out.
They also said that it is a sliding scale so they are not entirely wrong
you're confusing 'intolerance' with 'allergy'
3:35 you mean, I think
@ryaneylee no he's not. Intolerance means some sort of adverse side effect. You can have malabsorbtion and have no adverse side effects. Just means you get less calories from milk since your body can't absorb the main sugar properly.
Lactose is broken down by the enzyme lactase and Homo sapiens stop producing the enzyme after infancy hence lactose intolerance. A genetic mutation generally among Northern Europeans who have a tradition in drinking cow's milk allowed for the enzyme to be produced even after infancy. Hence it's actually no surprise most of the world are lactose intolerant, especially cultures that have no tradition in drinking cow's milk as a food source.
I consider myself to be in their target customer range (Gen Z, care about the environment, lover of nice looking packaging) and it was popular among some of my friends but it later became a splurge item due to price. It’s like $5-6 for a 0.5 gallon when regular milk is like $3 for that much. Once store brands launched their own cheaper version, there wasn’t a huge reason to buy Oatly anything.
Save for your retirement and drink water. Your generation is financially fucked. Save what little money you have. You’ll be richer than your peers in 25 years.
Cow milk is super subsidized lol
@@ashvio You’re right. The same thing happened with beef and it being price compared to alternatives like Beyond Meat. People go into the store and buy groceries without caring about what is subsidized and what isn’t.
@@andybaldman I make ~$400k a year, have a multi-million dollar inheritance in a trust. I can drink whatever I want. A 60 cent avocado or a latte won't break my bank. Meanwhile your drinking habits (medicare costs) and this unsustainable social security ponzi scheme will actually bankrupt this country and my future.
Oatly tastes better than other brands tbh
The barista one is actually useful lol
Very good simulation when it comes to using an espresso frother and it stays good in the fridge a lot longer than normal milk.
True. I always have 2-3 cartons around. In case I run out of milk 😂.
Yes, in coffee it does not taste too terrible. But a small aftertaste of the oil always remains.
If you want to give yourself cancer by drinking rapeseed oil sure.
The original isn't bad either. I use it in my frother.
Yeah, no other company has made a barista-style version that is a match for Oatley's
You know this company is seriously on the rocks when they are trying to claim shipping not being a cost of goods sold that is just general gap accounting you can't really get around this
Actually it depends if it's inbound or outbound shipping.
Inbound shipping is COGS, but outbound shipping can be an Operating Expense or a COGS.
I am lactose intolerant so I have no choice but to use oat milk for my coffee. But as a milk replacement, it failed pretty bad. It has almost no protein and a lot of the vitamins and minerals added to it aren't very bio-available. There is lactose-free cow milk, but I use so little that it usually goes bad before I use 25% of it. Oat milk makes a decent taste replacement for cream/milk for coffee and cooking.
For those who are lactose intolerant and want a protein replacement, use soy, it's much higher in protein than oat milk.
In the end, cow milk is just way better if you can digest it.
@@thdjjfsfh Agree, what is the point of drinking Oat or Almond milk if you are only looking for milk. There is no nutritional value in both of them.
Makw it at home. It's cheaeper @@thdjjfsfh
@@thdjjfsfh You can freeze milk and it defrosts fine. Just split the half gallon into several smaller containers to freeze, then take out a pint as needed. My Mom drinks lactose free milk and does that sometimes.
I am very impressed that you actually did your research and found out that dairy cows mostly eat inedible byproducts and pasture on low quality land. I am a dairy farmer and i am so frustrated to hear talking heads on tv talk about how many millions of acres go to soybeans when in fact soybeans are grown for the oil and rhe soy hulls an soy meal are trash that get recycled to feed cows cheaply.
70% of US soybeans and 80% of worldwide soybeans are used for animal feed, mostly poultry and pigs. You do get soybean oil out of it, but there’s no way does that much need to be produced.
Cows get a lot of heat because of their land use. There’s definitely a lot of arable land used for cows.
Cattle can also be raised in places that are totally unsuitable for farming. As long as they are managed well and don't overgraze, they are definitely better for land than ripping up ground just to grow corn and soybeans.
@matthewlvk7366 Plant-based products require far more resources and energy to produce. There have been far more bovine creatures farting on this planet long before we were ever farming them. It's all dailouge to take attention away from massive corporations and over-production.
We never talk about the enviornmental impacts of monoculture. When you go plant-based, you're decimating whole swaths of land for one crop (often sprayed with pesticides). Nothing else lives there. There are no insects, birds, small mammals, and larger prey animals. Cows are animals that are bred specifically for our consumption. Who is massively breeding native rodents, insects and birds?
Well said
@@Fireclaws10so half your argument is speculation? Good
I think the issue is that all of those products can only manage to get good IPOs because of the novelty of their product. It really reminds me of all the meat alternative companies like Beyond. When the novelty wears out, you see how small the vegetarian/vegan market actually ends up to be.
Imagine making a product that costs more than the real thing and attracts less people and thinking its the best thing ever
I mean the real market for stuff like beyond is people who would typically eat meat. When they've gotten bigger I've seen many of the great vegetarian and vegan options in restaurants get replaced with beyond and co which is a damn shame because they taste like meat. Which is exactly what I don't want to eat.
I like the concept of meat/animal food alternatives but the real fact is that most of these products are unhealthy. Seed oils in my milk... WTF?
I had no idea how massive this company is... I just thought it was some upstart company located somewhere in Nordics.
I live in town of 3000 people (and about 1000 cows...) in northeast Finland, and you could get Oatly from local grocery store here...
Lack of economic moat means they should've sold to a conglomerate when they had the chance
I actually love oat milk and personally think its the best tasting between oat, almond, and regular milk, but its so expensive. Its one of those things ive never bought myself, but if see others have it, will take a cup. I just cant justify buying it when almond milk is much cheaper.
you can make it at home yourself just ground some oats in a blender and get a cheesecloth to take out the pulp. do the same with rice milk can add vanilla essence for some taste
I’m allergic to almonds so oat milk is my go-to. I also really like cashew milk, but have to make that from scratch because so many brands add almond extract to it 😤
Don't worry, it's actually super unhealthy for you and loaded with polyunsaturated oils you won't find in natural milk. Your wallet will not be the only one thanking you for having it in moderation. I'd cut it out entirely if I were you, it's just another unhealthy unneccessary carb source.
@@munaali840😂😂😂😂 You can do the same with dead grass, tastes the same.
learn to make it. it is fast, cheap and easy.
all you need is oats, water, some unflavoured oil like avocado oil and a blender. much cheaper and I can make way more of it
The 68% of lactose intolerance in global population mostly came from Asia which already has a long history of drinking soy milk, so products like oat milk and almond milk will take a very long time to take roots and they are already more expensive then soy milk which caused more pushed back by the population.
There is also already almond powdered drinks from Taiwan and Hong Kong which imo taste much better than the western almond milk sold in a carton.
No not being lactose intolerant is from Europe and European mixed people. Everyone else is pretty much intolerant. I’m a quarter Scottish and still intolerant.
Haven't people heard of lactose-free milk?
It's offered everywhere here in Finland despite most people being fine with regular milk. It doesn't taste the same, but definitely better than any plant based alternatives.
All the ingredients in fake milks are heavily subsidized (soy, rapeseed, corn, sugar, grains). Why should it be more expensive exactly?
Cultures that eat a lot of dairy have low rates of lactose intolerance. The condition comes from how after you stop taking mother's milk the body often stops producing the enzyme that breaks lactose, but if you never stop eating lactose this nevrr happens
OMG!! That stock footage of that lady drinking milk and smiling in slow motion was super creepy.
Yeah that was so off-putting lmao
Hello I am one human... mmm yes the liquid is rich in the nutrients, I do enjoy this. Do you enjoy this? Do you enjoy this?
lol, same here. As much as I like this channel, I have to treat it like a podcast because of how much cheap stock footage they use.
She didn't even drink anything lol
Notice how she took a tiny Ass sip? 🤣 i
Oatly tastes better. I've compared with other brands side by side and oatly is always better.
But admittedly, if not trying side by side the difference is harder to tell
It depends, because I find other brands taste better for me. Oatly is too watery for my taste.
@@nokaton really? Which ones? It can't possibly be ALL the other brands
@@scarvalho1 I'm not from the US. I'm from Southeast Asia and the brands we have here maybe different from yours. Mostly, I prefer local brands. My fav are Oatside (Singaporean brand) and Good Mate (local brand). Coffee shops here love So Good (another local brand) but I think it's too rich, if drinking without mixing with coffee.
@@nokaton oo okay. Next time I return to China I will look for those brands there and try em out.
@@nokatonin Finland Elovena, OddlyGood, Juustoportti and Fazer Aito are better than Oatly. All have revamped their recipe within the last 2 years with good success. So it can't be that hard to make good oat barista milk. Multiple companies are succeeding with it. Even stores own private label versions are starting to bypass Oatly.
The fact that they couldn't make money selling overpriced carbs and water is just crazy.
it was during a time when not very smart people were paid a lot because tech and crypto paid too much
Porridge water.
Sustainable porridge water 🥣 😂
Best comment 😂😂
better than being breast fed by a cow
Work at Starbucks here and we sell so much oat milk the company is always sending out outage notices. On top of that we continuously come out with new drinks made with oat milk and soon we’re gonna be making oat whipped cream and oat sweet cream for non dairy drinkers.
Yay
Good video, but with some pro-dairy misinfo, some corrections:
1. Cows milk is heavily subsidised by the government, so oatly does not have a level playing field
2. Cows milk does not really contain vitamin D, this is added afterwards
3. More than 50% of the land in the USA is dedicated to cattle grazing, both for beef and for milk
4. Dairy products contain trans and saturated fats, and thus are worse for heart disease than oat milk
i drank it for about a week, then switched to walmart brand for a week, then went back to milk
Try soy milk, it's really good
@@aaronmerkel5216too much estrogen in soy
You mean estrogen milk?
@@zyemblado some research - old incorrect news spread by dairy industry, don’t repeat, just read
Seeling water with trace amounts of whatever you call it for overinflated prices. How could they fail? It's a mystery.
Next thing they're going to do is start bottling water with nothing else....
Works well for homeopaths and a lot of the shelves at CVS.
Yeah, imagine a company selling 90% water with some carbonation and flavoring in it. How could they possibly be successful?
Next think we know people will start selling water, maybe adding some fiz to it and a bit of flavouring.
Just bought a sprite, did I get ripped off? Should I return it?
Who the hell created that excel chart with the dollar column missing a ones digit? The $0.05 got rounded up to $0.10.
It tasted ok but in tea and coffee it completely changed the taste of the drink I'm used to when using cow milk. On cereal it was ok but the price was too high to drown museli in every morning.
Its so gross with coffee
As a person who stopped drinking oat milk, I’m wondering the health concerns ever effects them. A ton of fitness influencers now bashing oats milk as a bad alternative milk because they have to add oils and have higher glucose spike.
everyone should try soy, screw oatmilk
Yes! They are absolutely correct. I came here from another video just discussing how deadly the amount of polyunsaturated vegetable oil we consume has become. It's found in nearly every processed food (and apparently drink) product. It is literally marching people into an early grave from record amassed preventable diseases.
It takes around 8 years for your body to get rid of the bad components of seed oils. Good luck
Don’t be stupid enough to listen to influencers
@@aaronmerkel5216well soy milk can mess up your hormones as far as i’m aware. each of them has its own downside
say what you want about the stock, but their oat milk is still the best i've tried. i buy it frequently and i ask for it at cafes for lattes.
yep. it’s definitely the best imo.
in my country the supermarket brand is identical
@@zkxnkj534 only to your taste buds
More fool you, it’s disgustingly unhealthy!
Have you tried planet oat?
Yeah, as an Asian, I'm absolutely baffled about the fuss with fake milk from Europe and America. Looking at the ingredient table, I'm even more baffled by the thickening agent and other crap they add. Really?
BTW, unmodified soy milk can be made into a lot of different food, while the ones loaded with additive usually won't work. Cuz they usually have so little of the soy milk that it doesn't react properly when you try to turn it into tofu, tofu dessert, salty soy milk (more like a soup with soy milk solidifying as they serve it to you) and more.
Doing anything at large scale with peak efficiency is more complicated than it sounds but yeah, these guys simply had no idea what they were doing
I also observed that East Asian cuisines traditionally seem to have less dairy products, & I guess they are something that's been consumed there only more recently, so before that region was introduced to dairy, the biology of people there could've evolved to not be so used to consuming dairy products, which could be a factor behind higher lactose-intolerance/malabsorption in that region? Same goes with SE Asia too, perhaps also because their climate is too hot for cows & dairy farms, so they traditionally consume more coconuts & their milk instead. Singapore does have a goat farm though (that's milk-producing too) & I think Mongolia does so too
humans are not baby cows. what is baffling is that so many people still drink milk as adults (especially that of another species)
@@aaronmerkel5216 well, i don't care. No one is getting in between me and my latte. No, I don't consider soy/oat/almond beverage as milk.
As an Asian, never heard of any friends and relatives with lactose intolerance. Meanwhile in the Western world everybody has it
I'm tired of cows being given a bad rep.
Yep. Also "muh lactose intolerance" cultures drink other types of animal milk.
Grass turns CO2 into grass. Cow eats grass, produces milk and meat, amd releases some CO2. Grass turns CO2 into grass. But somehow cows are bad for the environment. The world is getting smarter every day.
Depopulation plan
Ruminants are pretty incredible honestly. I support reforming many farming practices to do less damage to the land, especially in crop farming but ruminants and their products get waaaaay too much flak for no reason, alot of people would starve without them. There is a reason why many in poorer nations see them as symbol of wealth, they literally turn worthless crap into a precious commodity.
BG hates cows and want to make them fart less. Stupid god complex of unhinged rich people
Quick money products rise and fall quickly.
The company is 30 years old. Hardly quick. The founders and CEO were rich for a while and only sold a small part of their stocks (i guess the rest was locked in)
I'd rather drink fat from cows than canola oil.
It’s a lot less fat and generally animal fat is worse for you than plant fats. Different types of fat.
@@Lucas_Antar Red meat consumption is at a 100 year low. Obesity is at an all time high.
@@RBzee112And more males can’t figure out which bathroom to use.
Muh theories tho @@RBzee112
I only recently learned this stuff was used as engine lube during ww2 and after the war the food oil lobby convinced governments to sell it to people after they made it "edible". That's canola story anyway, the other trans fat oils have a similar one. Great grift to be honest, selling cotton husks and other waste material as a premium cooking ingredient, and best of all they convinced most people it's healthier than the stuff humans have been using as cooking fat for the last 3000+ years.
I live in Eastern Europe and see this product in multiple big grosery stores in a special raft.
They are always fully packed even with big price reducing. Nobody even touches the stuff.
During covid all dairy products were sold out but the plant based stuff didnt sell at all.. 😅
Probably not the best market for plant milk due to the fact that most people have little money .
Selling 5cents worth of product for 2€ should be illegal.
Still can´t make a profit...
No one's forcing you to buy it, why involve a nanny state
You can make it yourself then for 5 cent its a free market lmao
There's more costs than the oats though
Biz master ovah here
I've been using Oatly or lactose free milks, but then I discovered Oatside Oat Milk. I will never come back to Oatly :( Oatside is creamier than Oatly. Oatside is a Singaporean company, product is produced in Indonesia.
Your breakdown of how cheap milk is to produce doesn't include all the subsidies given to soybean, corn, and dairy farmers along the way. It's not cheap to produce, it's just "cheap" to buy/sell along the way and government subsidies make up for the difference in cost.
Also he tried to say that water isn't as healthy as cows milk in this video. 😂 While water technically has "no nutritional value" as he said, because it has no calories, that doesn't make drinking milk healthier than choosing to drink water and get the vitamins in milk through eating other plants in your diet.
I always hate opening my fridge and seeing “Help!” In huge letters on the side of the box. The irony.
The U.S. government subsidizes the U.S. dairy industry. That’s another reason why it’s cheaper.
US government bought so much dairy products that they threw it away
I find it crazy not to mention this when comparing milk to its plant based alternatives. Big dairy do their best to hold onto their throne.
was so surprised this was not mentioned!!! fun thing to google: united states government cheese caves
I'm no fan of the company Oatly, but this video has a number of glaring omissions that completely skew the story.
Apparently the dairy industry gets at least $22 billion in subsidies each year. This represents 75% of producers income. This suggests that the price of milk the farmer receives should be 4 times as expensive as it is. Of course the retail price is substantially more than the production cost.
It seems the CEO focused on branding and marketing so much he forgot about the product.
I am a agtech founder and dairy farmer. I am all for any way to more efficiently produce food and i tried oatly and it wasn't too bad just not as good and more expensive.
The thing that isn't said about cattle and the production of methane is that the food that is grown sequesters most of the CO2 and methane that the cows exert as well as most of the cows feed is actually recycled by-products of inedible human foods. For example the byproduct of making ethanol for cars is distillers grain that cattle eat also the byproduct of soy in canola oil is soy and canola meal which are fed to cattle which many times people that don't know anything about farming claim that so many millions of acres of soybeans are grown for soybean meal and that's just not true soybean meal is a byproduct of soybean oil for humans. Along with literally a hundred other byproducts that we feed cows as well as cows pasture on all the land that is either too dry too hilly too wet to grow row crops on or vegetables.
I have no isse with people growing livestock in humane conditions (I don't consider a quick death inhumane, as a vegetarian) but you're acting like swathes of rainforest aren't cleared to provide cheap beef and dairy to multinationals. Mixed use farms which rotate cattle and crops can be sustainable. The industry is not. People don't have to cut meat out entirely but in most ecosystems the amount of chicken, pork and beef people consume isn't sustainable. You can have SOME of those things. 80% of deforestation in the Amazon is for ranching. Forgive me if I don't think an agtech founder and dairy farmer is the most balanced source of information but at least you were honest about your bias.
I think what you are overlooking is that he's speaking from hands on experience in the US, and he's not talking about the overall global issue at a high level.
I think the US could do a way better job at figuring out how to make agriculture sustainable but since everything is controlled by all of the big ag companies, I don't see how it will happen anytime soon.
It's very easy to fail in farming, and big ag has really set everything up to make sure you are dependent on them if you want to stay in business. We really need to fix this system and essentially find ways to make farming more environmentally sustainable through fixing broken systems and setting things up so that sustainable farming is the common sense easy default.
All of the money in farming right now goes towards big ag and is only getting more gobbled up by that industry.
It's extremely totalitarian when you start trying to regulate things that are totally natural out of existence. The fact that they want to get rid of cattle because they fart is the single most totalitarian thing i've ever heard.
It seems that they are aiming to reduce expenses, yet they have chosen to establish a factory in Singapore. out of all locations in SEA? They could build the factory in a neighboring country like Malaysia, where costs are 70% lower, highlights the questionable decision-making skills of the higher management.
They probably received a grant from the Singapore government - there's a push for sustainable foods manufactured locally for food safety
I don't buy the cheapest option of milk because there's a local dairy that, while a little more expensive, we want to support more than the store.
Low cost of dairy products has nothing to do with government subsidies which plant based alternatives don't have, no?
Also forgot to mention the animal welfare issues, i.e. cycle of forcefully impregnating a cow and then separating it from its baby straight after birth
Contract manufacturing is the only way, you cant just build billion dollars of factories and expect to make it back on a commodity item.
Uhm, you can. What do you think the contract manufacturers are doing?
The idea was fine, but the execution was bad and the pricing of the end product was horrible.
Put a production guy in charge of production, and leave marketing guys in their marketing bubble, and it will be much more successfull
@4:10 l, FYI that’s not “Sub-Saharan” Africa. It’s actually Southern Africa that you highlighted.
As a milk drinker I got no problem with the oat milk products. There certainly better than the soy milk trash and they have to be more environmentally friendly than almond milk.
Its not.
My problem with Oat Milk was simple, I shy away from items with more than a line of ingredients. Oh, it is not milk.
Why not make your own flavor oat blended with water drink ?
Then you must eat almost nothing lol
No joke, a bunch of diary farmers actually hired an actress to make a fake foodtech startup commercial mocking these guys. It's "wood milk."
The guys that get greatest subsidies and see the market wants to shift to dairy alternatives? Doing everything to make it harder for these plant drinks to replace milk?
I find it strange that they struggled to open these new factories. Companies have been making food products efficiently for over a century now. I would think it’s much harder to produce baked products and you don’t see bread companies struggling to make bread.
I didn’t know it was a company. I thought it was just a brand. I stand surprised
What brand isn't a company? 🤔🤣
@@SecondTake123 He probably thought about the subsidiary relationship. Same way Nestle has a ton of brand subs.
@@SecondTake123 Sprite is a brand of the Coca Cola Company, Instagram is a brand of Meta Inc, etc etc etc. Many things are brands owned by companies and not companies themselves.
tried once, taste like cardboard juice, skipped
You don’t have to lie. It tastes quite good.
Yeah, I agree. I loved the taste. Taste is subjective.
Sad to see them go, although they were too expensive to consume regularly.
@@stephenpaul7499they just needed to make it cheap like coke
@@kapilchhabria1727tastes good if you like eating rotten milk
@@vicdansanchrotten milk is just Yogurt.
I think the first sign of trouble was when people realized they can put oats in a blender and get the same product.
No, it isn't. I tried to make oat milk myself and it's actually not that easy to simulate the taste of cow milk.
How do we know that the reason consumers drink more cow's milk is because it's a lower cost? If they were priced equally, how do we know that plant based milk wouldn't remain less popular than dairy milk?
It's a positioning problem. Oatly shouldn't be compared to cow's milk - it should occupy its own distinct niche. It's the classic Red Bull lesson - know your niche. When Red Bull was first introduced as a soda substitute, it was rejected by consumers (strange taste, strange can shape, more expensive than Coca Cola). However after repositioning itself as an energy drink, promoting alertless, focus and energy, and targeting students, athletes, and ambitious professionals, it's sales sky-rocketed. Oatly should move away from it's "Wow No Cow" messaging, and instead reposition itself as a health-focused beverage, promoting its nutrition and psychological benefits. Personally I would be more likely to buy oat milk if it had a tagline such as "Oat-Fueled Energy" or "Oat Up Your Life"
They want to rage bait and I'm not about it. I get almond malk occasionally. If I need real milk I get it. No substitute works well in baking usually for the same effects. I'm not allergic to it, so if I need real milk I get it.
The wannabe do-gooders can have the stuff. I would rather buy local, which is much better for our environment.
Oatly is the best though! I've tried every Oat milk out there and nothing compares to the taste of Oatly and it's ability to froth up. I pay $7.99 for it here in Bushwick BK, that's how much more I like it.
Wall Street Millennial does a really great job. Very well done, you deserve far more subscribers.
most of what he said has already been debunked
Appreciated how you took a closer look at the company’s marketing claims. Need more of that in our society!
They use vegetable oil in their oat milk. It is disgusting.
Another reason they may be failing, people are waking up to vegetable oils
Yep. I found a different brand with just oats, water, sea salt. It's also organic. Simple ingredients. That's what customers want. No additives, emulsifiers, stabilizers etc. I think Oatly realized this, I saw a 'simple' version of their oat milk yesterday. It wasn't organic... but a step in the right direction.
Oil aka fats is naturally in cow's milk
@@ChoKwo irrelevant. If oats had natural fats that remained in the oat milk, it’s natural. This is different from adding a random oil that nobody who is paying attention wants. Oil Is also not the only additive that Oatly uses. A lot of plant based milk companies add crap to their products. The demand for simple basic natural ingredients has been increasing for years. It’s worth the extra cost/money. The alternative is that fewer customers will choose your product.
@@ChoKwo Vegetable/seed oils are highly inflammatory. This is different than the animal fat.
I have special dietary needs. I have severe lactose intolerance. I can eat cheese and even yogurt in moderation... but not milk, and barely ice cream. I get very sick when I drink dairy milk, because of this I've always drank almond milk. I love plant milks, and I *need* it if I want milk, but my god is it expensive. I can't afford it anymore when I'm also dealing with my other health food needs and expensive commodities. it is so expensive it is one of the things I've realized I'll have to make myself or do without.
When you say sick, is it just diarrhea?
as for the retail price comparison: you need to also correct for the subsidies which are provided to dairy farmers in the US; without these subsidies, it may well me that dairy milk would be substantially more expensive than many plant-based milks.
I live in Scandinavia and I'm lactose intolerant. I've tried Oatly, but I never buy it. Lactose free milk is also available here, and it's at the same price and tastes way better.
I think there's been a revolution in lactose removal from milk in the last few years, and that doesn't work in Oatly's favor
Oately was my favorite oat milk and milk alt. It tasted better than other brands. But I found out that all the processing included an ingredient that wasn’t healthy so I stopped drinking oat milk altogether.
"supposedly", when you can't resist to inform without your biases
These videos are slop
@@ozjefyou are absolutely right, but if people had half a brain they would realize that these videos are purely for entertainment purposes. So much doom and gloom language
I find it interesting that the people who shun milk for environmental reasons are the same people who go to hipster breweries and drink wine because it makes them feel "cultured.".
Or maybe they do more than 5 min of research to confirm their bias
Being in the livestock business I’d love to invite you to any family farm to see the books to show you how ”cheap” it is to feed animals. The hay price, just like all whole agricultural commodities is highly dependent on weather, geography and politics. With much of the country suffering a severe drought this year, grass (hay) is extremely expensive because it’s in short supply. In addition, most dairy cows can’t produce the amount of milk necessary to meet market demands being fed only forage. They also need grain - mostly in the form of corn and soybeans which are also up in price this year. I’d love to know where you got the statistic that 40% of a dairy cow’s diet comes from “trash” as you call it - ie. food byproducts. I’ve never known a dairy farmer to feed more than 10% of that as a total mixed ration (TMR). Again, milk production is dependent on nutrition. Put crap in = get crap out. Happy to have you out to the farm anytime!
It’s delicious but honestly too much and I usually don’t even care about prices at grocery store
I loved this brand initially but over time I started getting cramps and problematic GI issues. I attributed it to an oat allergy or intolerance but my husband recently pointed out to me how they use a ton of seed oils...and here I was thinking it was just water and oats (and sugar).
Oh ffs, look at the package and do some calculations. My oat milk contains 0.5% fat, other brands might have 1 or 2%. So, unless you drink the stuff by the gallons, how much seed oil do you think you are consuming?
Correct, it's just a commodity. The only plant milk I've had that seems special is Silk Soy. It tastes nothing like normal soy milk and tastes much better than dairy.
Use to drink Silk before they got cheap and greedy. Almost ALL of Silk's Milks use to be certified Organic so now I don't bother.
Lara Bar use to be raw until General Mills bought them.
What I don't understand is why the almond and oat alternatives are so expensive. We now make our own at home at a fraction of the price.
It's really sad, as dairy is one of the most abusive and cruel agricultural practices, up there with battery hens. And they have to eat trash too?
You pay for marketing
GROWTH GROWTH GROWTH. Same story every time with greedy companies
Oatley tastes like donated food bank powdered milk mixed with too much water.
A business built around being woke is going broke. Imagine my shock.
It's especially funny how when it came to the real market for the lactose intolerant people instead of a few new york hipsters, Oatley was immediately crushed by the competition.
This company is from my home town. The CEO is full of himself, the marketing should have been based on the good points of the product but instead it was about the CEO and milk/cows.
Also they use so much water to produce that it needed its own water filtration system to release water back into the grid.
It could have been a good product, but nope, they fked up.
There is another reason stores are very competitive on milk pricing. A fairly short shelf life.
Modern cow breeds are also unholy milk machines and are milked by robots. Almost all of the cost of milk is in refrigerating/transporting
@4:51 is a large banner that reads "End Fossil Fuels", but has a picture of a cooling tower which releases only steam. LOL! These people...
they running their brain on low carbon emission mode
You're dealing with people who actively refuse to learn the relevant laws/science so they have a plausible excuse for presenting a fantasy version of the world as fact
The cooling tower is linked to a steam turbine, which is linked to a furnace which BURNS FOSSIL FUELS.
"LOL"
@@jonr6680 Why wouldn't they just show the actual smokestacks then? And why would they make the steam look so artificially dark in that picture? More likely, it was at a nulcear plant, which the ignorant environmentalists also oppose. But it doesn't emit CO2.
As a vegan for ~10 years Oatly was a Godsend. When they came out with the barista version- I begrudgingly paid
£5 ($7+) for that little gray carton up to 3xs a week, they were simply the best. But now there are soo many options for tasty and more affordable alternatives from their competitors. Plus after realizing how easy it was, I often just make my own. They still have excellent products, their yogurt is good, their ice cream & cream cheese among my favorites but there are so many options…
You left out some major facts, such as:
Cow’s milk has a lot of nutrients but it’s not meant for people. Cow’s milk is formula for baby cows. There’s a reason most people are lactose intolerant past infancy - we’re not supposed to drink milk. Humans are the only mammals that continuously drink milk past infancy/childhood.
Also, a MAJOR reason the cost to produce dairy is so much lower is that the dairy industry is highly subsidized by the American government. Farmers and factories receive a ton of money to keep the prices of milk down. It’s not fair, and it’s a major reason why up until now the non dairy milk industry is having trouble competing.
Yeah, there's a lot of information that feels conveniently ignored in this video. Almost like a hit piece.
Some of the healthiest tribes like the Maasai thrive on cow’s milk though. Much better than fake plant milk with all kinds of things added (unless it’s homemade).
100% agreed
@@clare_jordin they live in a survival situation, most of us don't
If I'm an ecological mindful client, I'm not buying a product that comes from across the ocean..
I've tried several alternatives such as oat, almond, and soy. I'm not a huge milk drinker, but I still don't consider any of these as a replacement for milk. While I can tolerate some of them if needed, their flavors just aren't that great unless you add artificial flavor and sugar. Milk by itself tastes good. This goes for alternative meat, it's just not a replacement for the real thing.
People try to make cauliflower taste like steak, not the other way around.
Great analysis! I have a couple comments. Contract manufacturing isn't necessarily more expensive than making the product internally because you're also leveraging the experience, efficiency and economies of scale (production line capacity and cheap labor pool) they possess. It would have been interesting to understand how much government subsidies affect the price of a gallon of dairy milk as well. Thanks for another fantastic video!
The NNR is supported by the dairy industry.... It also stated that orange juice is twice as nutritious as soy milk and nearly as nutritious as dairy milk. 🤦♂️
So what? They are exactly right. Dairy Milk is one of the healthiest drinks you can have.
Lol, orange juice is so unhealthy. And super processed. It only tastes the way it does because they add tons of flavoring to them.
Really liked the price and green washing overview.
Thank you!
No, it's because cows and dairy are heavily subsidized via tax dollars, unlike plant milk.
This was true 40 years ago but not today, at least not in the US.
Yes but no. Even without the subsidies cow milk would always be cheaper than a synthetic product for the reasons mentioned in the video.
@@obsidianjane4413 Lol, convincing.... You can produce 15x more protein per acre than beef. 70% of our grains go to feed animals. It's the subsidies, period.
@@davidkonyn8065from "my beef with dairy" northeastern university political review, may 16, 2020:
"One year after the passage of the Agricultural Act of 2014-which reformed commodity and crop insurance programs-the American government spent $24.7 billion in direct and indirect subsidies. Subsequently, the dairy industry received $43 billion in 2016 and $36.3 billion in 2017. In 2018, 42 percent of revenue for US dairy producers came from some kind of government support."
@@davidkonyn8065 The US government even pays dairy producers to destroy milk in order to ensure a profit.... It's (falsely) deemed a national security issue (food production). Yep, heavily subsidized.
Ive not drank cows milk in over 10 years. Plant based IS the way to go... hemp milk and oak milk are so delicious and much more healthier.
Cattle are also feed cereals that don’t meet quality requirements for human consumption. Removing cattle will just result in cereals being ploughed back into the soil instead of used productively.
Another factor that makes cow milk cheaper is that animal farming is sadly subsidized by goverments around the world. If they also gave money advantages to alternative meat/milk producers, then it might also get cheaper.
If you think the only reasons to choose oat milk over bovine milk is lactose intolerance and environmental damage, you really need to look up how the dairy industry works
that doesn't mean I have to buy Oatly, when I can easily make my own oat milk at home.
all you need is oats, water, some unflavoured oil like avocado oil and a blender. much cheaper
Tried it once, but I found it has a strange aftertaste, like sugary almost, which is really off putting, especially in coffee.
Thankfully I'm not lactose intolerant.
My kids drink all types of fake malk. I only drink that og whole milk 🥛
WOW !!!! Chart at 19:30 is AMAZING! So powerful, looking forward to show it to my hipster friends lol
Ironically, I literally received a notice of a class action lawsuit the same day this video debuted.
I worked at a Starbucks when they had a deal with Oatly to only use there oat milk but they couldn’t keep up with demand so my store manager went to the local Walmart to get whatever brand. Now Starbucks uses a nondescript oat milk like they already had for almond and coconut milk. I wonder if they focus on entrenching themselves in businesses they would have been able to find more success or at least for stalled the bleeding, or if the fact it was a commodity meant their failure was inevitable.
It'll drive B2B sales as long as people still want those drink items. I've only had one and it made me super ill and never drank it again. The oil content did not sit well with me.
It was a good idea at first, until I read the ingredients list. This is an overly processed fake seed based milk with all sorts of additives. I will go for cow's milk any time.
Milk ingredients
Ingredients: Water, Milk Fat, Lactose, Casein, Whey Protein, Calcium, Phosphorus, Vitamin A, Vitamin D, Vitamin B12, Riboflavin (Vitamin B2), Niacin, Pantothenic Acid, Choline, Sodium, Potassium, Magnesium, Zinc, Selenium, Iodine.
Oat milk
Ingredients: Oat Milk (Filtered Water, Oats), Rapeseed Oil, Dipotassium Phosphate, Calcium Carbonate, Calcium Phosphate, Sea Salt, Riboflavin (Vitamin B2), Vitamin B12, Vitamin D2, Vitamin A.
I have switched to oat milk for coffee because it just tastes better. However, Oatly is not my preferred brand because there are cheaper and better alternatives. The 20+ P/S valuation at IPO was absolutely baffling to me.
We need to stop calling things that don't come mammary glads "milk". I realize that "oat water" doesn't sound as good, but it isn't milk.
We should stop calling hotdogs hotdogs. It’s not dogs.
@@clintonherring As you point out, no one believes hot dogs to be anything of the nature of actual dogs. Unlike this dreck that people see as an actual equivalent of milk.
"Milk" is not just to do with mammaries.
It also means a mixture of oil & water.
“…because they eat grass and trash” 😆😆
Lactose free milk people. Not water and sugar.
In fact technically has less sugar right?
Eh, I still prefer soy milk over lactose-free milk. Milk makes me phlegmy even when it doesn't make me sick. And even lactose free milk still upsets my stomach if I have too much of it.
lactose is still dairy, which is unethical and inhumane
The barista version is the best one I’ve ever had. I stopped using it for a while because it was always out of stock at the supermarkets, and nothing compares to it. Alpro barista is the closest, but still quite below. I’m surprised specialty cafés don’t use it more often.
Soya milk is still way cheaper than real milk or even Oat milk. If people want alternative to milk, they can try soya instead. Though, I experience swollen joints as gout if I drink too much.
Unfortunately, in countries like in the Philippines, real milk isn't exactly accessible. We only get the watered down "UHT" milk
In the sphere of lactose intolerance which mainly comprise of asian country, soy milk is still the undisputed king of plant based milk so product like oat milk and almond was met with a lot of skepticism. Since if you want to have a vegan option, we already have one, so why buy another more expensive one.
How odd, i looked it up and soy milk is actually meant to alleviate gout, not worsen it. Maybe the added sugars?
It is the Phillippines, can't they just make Coconut Milk?
I also get swollen finger joints from soy milk.
Soya milk is not cool enough for the Westerners
Thanks to this I can’t get lactose milk in Swedish offices anymore lmao. Lactose free or oatly are the only options 😅
I feel your pain.
It's common in Finland too. You usually can get proper milk for coffee from places that have buffet lunch, from meal drinks line.
@11:26 "competitors were able to make their own oat milks with almost identical tastes" - yes, the competitors all taste similar to one another, but none of them taste like oatly. if you think they taste like oatly then you have no taste buds.
I study in sweden and i love oatly and genuinely loving the packaging. They need to figure out how to make it more affordable
Greenwashing is a problem with all of these corporations spouting "sustainability" but the way CO2 accounting was done in favor of milk in the video is big adjusted EBITDA energy. And the "you're missing out on nutritional values by only drinking water" is also false premise because (I say this as a dairy products enjoyer) milk isn't even necessary if you are already eating a balanced diet (thus some OEDC countries like Canada has dropped milk entirely from their food guide)
Then again, if you like milk, you can adjust your diet accordingly. That's why people have drank it for millenias, since "balanced diet" hasn't really been a option for 99'9 % of people before refrigeration.
wow i just checked the Canada food guides, it looks disgusting, its like 90% plant based on the image. But they actually do have milk listed as a protein source.
Yeah this video doesn’t quite nail the takedown
Another reason milk isn't advertised by brand is that the US FDA literally runs ads itself for milk. All farmers pay a tax on dairy produced that goes into the government promoting the industry as a whole