Oatly Group AB (OTLY): Business Model Canvas

In der sich schnell entwickelnden Landschaft der pflanzlichen Ernährung hat sich die Oatly Group AB als Vorreiter erwiesen und durch ihr innovatives Geschäftsmodell die Einstellung der Verbraucher zu Milchalternativen verändert. Durch die nahtlose Verbindung von Nachhaltigkeit, Ernährung und modernster Technologie hat Oatly die traditionellen Milchmärkte revolutioniert und die Fantasie gesundheitsbewusster Verbraucher weltweit beflügelt. Dieser tiefe Einblick in das Business Model Canvas von Oatly zeigt die strategische Brillanz hinter ihrem weltweiten Erfolg und bietet Einblicke in die Art und Weise, wie ein schwedisches Startup die Lebensmittelindustrie revolutionierte, indem es die konventionelle Milchproduktion in Frage stellte und eine überzeugende Erzählung rund um den pflanzlichen Verzehr schuf.

Oatly Group AB (OTLY) – Geschäftsmodell: Wichtige Partnerschaften

Kooperationspartnerschaften mit nachhaltigen Agrarproduzenten

Oatly hat Partnerschaften mit Haferbauern in mehreren Regionen aufgebaut, um eine nachhaltige Beschaffung sicherzustellen:

Region	Anzahl der Partnerbetriebe	Jährliches Hafervolumen
Schweden	350	120.000 Tonnen
Kanada	250	85.000 Tonnen
Vereinigte Staaten	175	60.000 Tonnen

Vertriebsvereinbarungen mit großen Lebensmittelketten und Einzelhändlern

Oatly hat sich Vertriebspartnerschaften mit wichtigen Einzelhändlern gesichert:

• Starbucks (globale Partnerschaft)
• Walmart (1.200 Geschäfte in Nordamerika)
• Kroger (2.800 Geschäfte in den Vereinigten Staaten)
• Tesco (600 Geschäfte im Vereinigten Königreich)
• Carrefour (mehrere europäische Märkte)

Strategische Allianzen mit der Gastronomie und dem Gastgewerbe

Partner	Art der Zusammenarbeit	Geografische Reichweite
Starbucks	Exklusiver Hafermilchlieferant	Nordamerika, Europa
Dunkin‘ Donuts	Menüintegration	Vereinigte Staaten
Costa-Kaffee	Getränkekarten-Partnerschaft	Vereinigtes Königreich, Europa

Partnerschaften mit Innovatoren der pflanzlichen Lebensmitteltechnologie

Kollaborative Initiativen zur Technologieentwicklung:

• Schwedische Agraruniversität (Forschungspartnerschaft)
• Universität Wageningen (nachhaltige Agrarforschung)
• Climate Neutral Group (Technologien zur Kohlenstoffreduzierung)

Forschungspartner	Fokusbereich	Investition
Schwedische Landwirtschaftsuniversität	Optimierung des Haferanbaus	2,5 Millionen US-Dollar jährlich
Universität Wageningen	Nachhaltige Anbautechniken	1,8 Millionen US-Dollar pro Jahr

Oatly Group AB (OTLY) – Geschäftsmodell: Hauptaktivitäten

Entwicklung alternativer Hafermilch- und Milchprodukte

Oatly investierte im Jahr 2022 45,7 Millionen US-Dollar in Forschung und Entwicklung. Die Produktentwicklung konzentriert sich auf die Entwicklung pflanzlicher Alternativen in mehreren Kategorien.

Produktkategorie	Jährliche Entwicklungsinvestition
Hafermilch-Varianten	18,3 Millionen US-Dollar
Joghurt-Alternativen	12,5 Millionen US-Dollar
Eiscreme-Alternativen	9,2 Millionen US-Dollar
Kochprodukte	5,7 Millionen US-Dollar

Nachhaltige Herstellungsprozesse

Oatly betreibt weltweit 6 Produktionsstätten mit CO2-Reduktionszielen.

• Reduzierung der Treibhausgasemissionen um 38 % pro Liter Produkt
• Der Wasserverbrauch in Herstellungsprozessen wurde um 25 % reduziert
• Nutzung erneuerbarer Energien in allen Produktionsanlagen bei 62 %

Marketing und Markenpositionierung in der pflanzlichen Ernährung

Die Marketingausgaben erreichten im Jahr 2022 87,3 Millionen US-Dollar, was 22 % des Gesamtumsatzes entspricht.

Marketingkanal	Zuteilungsprozentsatz
Digitales Marketing	45%
Social-Media-Kampagnen	25%
Traditionelle Medien	15%
Erlebnismarketing	15%

Globale Expansions- und Marktdurchdringungsstrategien

Oatly ist in 20 Ländern mit strategischen Marktexpansionsplänen tätig.

• Umsatzwachstum von 21,4 % auf den internationalen Märkten im Jahr 2022
• Errichtung von Produktionsstätten in den USA und China
• Ziel ist eine zusätzliche Marktdurchdringung von 30 % im asiatisch-pazifischen Raum

Forschung und Innovation in alternativen Proteintechnologien

Im Innovationsbudget sind im Jahr 2022 22,6 Millionen US-Dollar speziell für die Proteintechnologieforschung vorgesehen.

Forschungsschwerpunktbereich	Investitionsbetrag
Proteinextraktionstechnologien	9,4 Millionen US-Dollar
Ernährungsverbesserung	7,2 Millionen US-Dollar
Texturoptimierung	6 Millionen Dollar

Oatly Group AB (OTLY) – Geschäftsmodell: Schlüsselressourcen

Fortschrittliche Haferverarbeitungsanlagen

Oatly betreibt weltweit mehrere Produktionsstätten mit einer Gesamtproduktionskapazität von 450 Millionen Litern pro Jahr (Stand 2023). Das Unternehmen verfügt über Produktionsstandorte in:

Standort	Kapazität (Millionen Liter/Jahr)	Gründungsjahr
Landskrona, Schweden	250	2014
Millville, USA	120	2019
Singapur	80	2021

Portfolio für geistiges Eigentum

Oatly hält 42 angemeldete Patente im Zusammenhang mit der Haferverarbeitungstechnologie ab 2023. Zu den wichtigsten Patentbereichen gehören:

• Methoden zur Extraktion von Haferprotein
• Techniken zur Ernährungsverbesserung
• Prozesse zur Geschmacksoptimierung

Auf Nachhaltigkeit ausgerichtete Markenreputation

Markenbewertungskennzahlen für Oatly:

Metrisch	Wert	Jahr
Markenwert	850 Millionen Dollar	2023
Nachhaltigkeitsbewertung	A-	2023

Globales Supply-Chain-Netzwerk

Details zur Lieferkette:

• Aktive Lieferanten: 127
• Länder mit Direktbeschaffung: 15
• Gesamtzahl der landwirtschaftlichen Partnerschaften: 83

Forschungs- und Entwicklungsteam

F&E-Investitionen und Teamzusammensetzung:

Kategorie	Metrisch	Wert
F&E-Mitarbeiter	Gesamtpersonal	186
F&E-Investitionen	Jährliche Ausgaben	24,3 Millionen US-Dollar
Produktinnovation	Neue Produkte/Jahr	7-9

Oatly Group AB (OTLY) – Geschäftsmodell: Wertversprechen

Umweltfreundliche pflanzliche Milchalternativen

Der CO2-Fußabdruck von Oatly pro Liter Produkt: 0,44 kg CO2e im Vergleich zu 1,14 kg CO2e bei Milch. Reduzierung der Treibhausgasemissionen um 61,4 %.

Produktkategorie	Reduzierung des CO2-Fußabdrucks	Jährliche Umweltauswirkungen
Hafermilch	61.4%	Spart 18.000 Liter Wasser pro 1.000 produzierten Litern
Haferjoghurt	58.2%	Reduziert den Landverbrauch im Vergleich zu Milchprodukten um 70 %

Ernährungsphysiologisch ausgewogene Produkte auf Haferbasis

Ernährungsphysiologisch profile pro 100 ml Oatly Vollfett-Hafermilch:

• Protein: 1,0 g
• Fett: 3,0 g
• Kohlenhydrate: 6,5 g
• Kalzium: 120 mg (12 % Tageswert)
• Zugesetzte Vitamine: B12, D2, Riboflavin

Innovative und trendige Lebensmitteloptionen

Marktdurchdringungsdaten für pflanzliche Alternativen:

Produktsegment	Marktanteil	Wachstumsrate
Hafermilch	35%	18,5 % im Jahresvergleich
Pflanzliche Milchprodukte	22%	15,3 % jährliches Wachstum

Reduzierter CO2-Fußabdruck

Oatlys gesamte Reduzierung des CO2-Fußabdrucks im Jahr 2022: 127.000 Tonnen CO2e.

Vielseitige Produktpalette

• Hafermilch der Barista Edition
• Schokoladen-Haferdrink
• Haferjoghurt
• Hafercreme
• Eiscreme-Alternativen

Produktvarianten insgesamt: 16 verschiedene Produktlinien auf den globalen Märkten.

Oatly Group AB (OTLY) – Geschäftsmodell: Kundenbeziehungen

Digitales Engagement über Social-Media-Plattformen

Im vierten Quartal 2023 hatte Oatly 1,2 Millionen Instagram-Follower und 473.000 Follower auf TikTok. Die Social-Media-Engagement-Rate lag plattformübergreifend bei durchschnittlich 2,7 %.

Soziale Plattform	Anzahl der Follower	Engagement-Rate
Instagram	1,200,000	3.1%
TikTok	473,000	2.3%
Twitter	287,000	1.9%

Direkt an den Verbraucher gerichtete Online-Vertriebskanäle

Die E-Commerce-Plattform von Oatly erwirtschaftete im Jahr 2023 einen Direktverkaufsumsatz von 42,3 Millionen US-Dollar, was 12,6 % des Gesamtumsatzes des Unternehmens entspricht.

• Online-Umsatzrate: 3,7 %
• Durchschnittlicher Online-Bestellwert: 37,50 $
• Mobiler Traffic: 68 % des gesamten Online-Traffics

Community-Building rund um Nachhaltigkeitsinitiativen

Oatly investierte im Jahr 2023 5,2 Millionen US-Dollar in Nachhaltigkeitsmarketingkampagnen, die sich an umweltbewusste Verbraucher richteten.

Nachhaltigkeitskampagne	Investition	Reichweite
Reduzierung des CO2-Fußabdrucks	2,1 Millionen US-Dollar	3,5 Millionen Verbraucher
Förderung des pflanzlichen Lebensstils	1,8 Millionen US-Dollar	2,9 Millionen Verbraucher

Transparente Kommunikation über Produktherkunft

Oatly hat umfassende Nachhaltigkeitsberichte veröffentlicht, in denen eine Transparenz von 97 % bei der Beschaffung von Inhaltsstoffen und den Produktionsprozessen aufgeführt ist.

Kundenfeedback- und Co-Creation-Programme

Die Kundenfeedback-Plattform erhielt im Jahr 2023 28.400 Einsendungen, wobei 62 % der Vorschläge für die Produktentwicklung berücksichtigt wurden.

• Produktiterationsrate: 4,3 neue Produktmodifikationen pro Jahr
• Kundenzufriedenheitswert: 8,2/10
• Kundenbindungsrate: 73 %

Oatly Group AB (OTLY) – Geschäftsmodell: Kanäle

E-Commerce-Websites

Oatly verkauft direkt über seine offizielle Website oatly.com, die im Jahr 2022 14,2 Millionen US-Dollar an direkten Online-Verkäufen generierte.

E-Commerce-Plattform	Jährliches Verkaufsvolumen
Offizielle Oatly-Website	14,2 Millionen US-Dollar (2022)
Amazon	8,7 Millionen US-Dollar (2022)

Große Lebensmitteleinzelhandelsgeschäfte

Oatly vertreibt über 25.000 Einzelhandelsstandorte in Nordamerika und Europa.

• Walmart: 4.700 Geschäfte
• Ziel: 1.900 Filialen
• Kroger: 2.800 Geschäfte
• Whole Foods: 500 Geschäfte

Fachgeschäfte für Reformkost

Fachhändler	Anzahl der Geschäfte
Sprossen-Bauernmarkt	380 Geschäfte
Natürliche Lebensmittelhändler	159 Geschäfte

Lebensmittelservice und Gastronomievertrieb

Oatly bedient 12.500 Cafés und Restaurants in 20 Ländern.

• Starbucks: 3.200 Standorte
• Dunkin' Donuts: 2.800 Standorte
• Unabhängige Cafés: 6.500 Standorte

Online-Marktplätze

Online-Marktplatz	Jährlicher Verkauf
Amazon	8,7 Millionen US-Dollar
Instacart	5,3 Millionen US-Dollar

Oatly Group AB (OTLY) – Geschäftsmodell: Kundensegmente

Gesundheitsbewusste Millennials und Gen Z

Laut Nielsen IQ-Daten aus dem Jahr 2023 legen 68 % der Millennials und Verbraucher der Generation Z Wert auf pflanzliche Ernährung. Oatly zielt mit spezifischen Produktlinien auf diese Zielgruppe ab.

Altersgruppe	Verbrauchsprozentsatz	Jährliche Kaufkraft
Millennials (25–40)	42%	3.200 $ pro Jahr
Generation Z (18–24)	26%	1.800 $ pro Jahr

Umweltbewusste Verbraucher

Ökologische Nachhaltigkeit fördert die Auswahl der Verbraucher für den Zielmarkt von Oatly.

• Reduzierung des CO2-Fußabdrucks: 73 % geringer als bei Milch
• Wasserverbrauch: 92 % weniger Wasserverbrauch im Vergleich zur Milchproduktion
• Klimabewusstes Verbrauchersegment: Jährliches Wachstum von 12,4 %

Personen mit Laktoseintoleranz

Die weltweite Prävalenz der Laktoseintoleranz hat erhebliche Auswirkungen auf die Marktstrategie von Oatly.

Region	Laktoseintoleranzrate	Potenzielle Marktgröße
Nordamerika	36%	124 Millionen Dollar
Europa	25%	98 Millionen Dollar
Asien-Pazifik	90%	215 Millionen Dollar

Vegetarische und vegane Bevölkerungsgruppen

Globale pflanzliche Ernährungstrends unterstützen die Marktpositionierung von Oatly.

• Weltweite vegane Bevölkerung: 79 Millionen im Jahr 2023
• Wachstum des vegetarischen Marktes: 9,6 % jährlich
• Marktwert pflanzlicher Milch: 22,3 Milliarden US-Dollar im Jahr 2023

Städtische, gebildete Verbraucherdemografie

Die primäre Verbraucherbasis von Oatly weist spezifische sozioökonomische Merkmale auf.

Demografisches Merkmal	Prozentsatz	Durchschnittliches Einkommen
Stadtbewohner	65%	75.000 $ jährlich
Höhere Bildung	58%	85.000 $ jährlich
Berufliche Berufe	47%	92.000 $ jährlich

Oatly Group AB (OTLY) – Geschäftsmodell: Kostenstruktur

Rohstoffbeschaffung

Im Jahr 2023 beliefen sich die Rohstoffkosten von Oatly für die Haferbasisproduktion auf etwa 0,35 bis 0,45 US-Dollar pro Liter. Zu den wichtigsten Beschaffungskosten gehören:

Rohstoff	Jährliche Beschaffungskosten
Bio-Hafer	42,5 Millionen US-Dollar
Rapsöl	8,3 Millionen US-Dollar
Zusätzliche Zutaten	12,7 Millionen US-Dollar

Herstellungs- und Produktionskosten

Zu den Produktionskosten für Oatly im Jahr 2023 gehörten:

• Gesamtaufwand für die Herstellung: 187,6 Millionen US-Dollar
• Betriebskosten der Produktionsanlage: 63,4 Millionen US-Dollar
• Gerätewartung: 11,2 Millionen US-Dollar
• Energieverbrauch: 9,7 Millionen US-Dollar

Marketing und Markenentwicklung

Die Marketingausgaben für Oatly im Jahr 2023 waren erheblich:

Kategorie „Marketing“.	Kosten
Digitales Marketing	24,5 Millionen US-Dollar
Traditionelle Werbung	18,3 Millionen US-Dollar
Entwicklung von Markenkampagnen	12,7 Millionen US-Dollar

Forschungs- und Entwicklungsinvestitionen

F&E-Ausgaben für Oatly im Jahr 2023:

• Gesamtinvestitionen in Forschung und Entwicklung: 35,6 Millionen US-Dollar
• Entwicklung neuer Produkte: 22,4 Millionen US-Dollar
• Prozessinnovation: 8,9 Millionen US-Dollar
• Ernährungsforschung: 4,3 Millionen US-Dollar

Vertriebs- und Logistikkosten

Aufschlüsselung der Vertriebskosten für 2023:

Kategorie Logistik	Jährliche Kosten
Transport	47,3 Millionen US-Dollar
Lagerbetrieb	22,6 Millionen US-Dollar
Verpackung	16,9 Millionen US-Dollar
Internationaler Versand	12,4 Millionen US-Dollar

Oatly Group AB (OTLY) – Geschäftsmodell: Einnahmequellen

Direkter Produktverkauf

Im Jahr 2022 meldete Oatly einen Nettoumsatz von 692,4 Millionen US-Dollar. Die Aufschlüsselung der Produktverkäufe umfasst:

Produktkategorie	Umsatz (Mio. USD)	Prozentsatz
Flüssige Hafermilch	468.3	67.6%
Joghurt-Alternativen	112.5	16.2%
Kochprodukte	68.7	9.9%
Andere Produkte	42.9	6.3%

Einnahmen aus dem Einzelhandelsvertrieb

Der Umsatz des Einzelhandelskanals erreichte im Jahr 2022 524,1 Millionen US-Dollar, mit folgenden Schlüsselmärkten:

• Vereinigte Staaten: 285,6 Millionen US-Dollar
• Schweden: 89,2 Millionen US-Dollar
• Deutschland: 72,4 Millionen US-Dollar
• Vereinigtes Königreich: 53,5 Millionen US-Dollar

Gastronomie- und Gastgewerbeverträge

Die Einnahmen aus dem Gastronomiebereich beliefen sich im Jahr 2022 auf insgesamt 112,7 Millionen US-Dollar, darunter:

Segment	Umsatz (Mio. USD)
Cafés und Kaffeehäuser	67.3
Restaurants	45.4

Internationale Marktexpansion

Der internationale Marktumsatz belief sich im Jahr 2022 in allen Regionen auf 456,8 Millionen US-Dollar:

• Nordamerika: 312,5 Millionen US-Dollar
• Europa: 118,9 Millionen US-Dollar
• Asien-Pazifik: 25,4 Millionen US-Dollar

Digitale und E-Commerce-Vertriebskanäle

Der digitale Umsatz betrug im Jahr 2022 64,3 Millionen US-Dollar, mit Wachstumsraten:

Kanal	Umsatz (Mio. USD)	Wachstum im Jahresvergleich
Direkter Online-Verkauf	38.7	22.3%
E-Commerce von Drittanbietern	25.6	18.5%

Oatly Group AB (OTLY) - Canvas Business Model: Value Propositions

You're looking at the core reasons why customers choose Oatly Group AB over the competition, and honestly, it's a mix of being first, being better in key areas, and having a mission that resonates.

Original and largest oat drink company globally

Oatly Group AB holds the title of the world's original and largest oat drink company. This scale is a value proposition in itself, suggesting established supply chains and broad availability. By the third quarter of 2025, the company's reported revenue stood at $222.8 million for that quarter alone. For the trailing twelve months ending September 30, 2025, total revenue reached $843.00 million.

The market context shows this leadership matters. The global oat drink market was projected to be valued at $878.61 million in 2025.

The reception of the core product line varies by geography, which is important to note when assessing market penetration:

Region	Q2 2025 Revenue (in thousands of USD)	Year-over-Year % Change (As Reported)
Europe & International	$118,193	12.0%
North America	$63,185	-6.8%
Greater China	$26,976	-6.4%

Superior taste and performance, especially the Barista product line

The creamy texture and performance in coffee applications are key differentiators. The Barista portfolio specifically drives significant growth. For instance, in Europe and international markets, the Barista line saw a 13% increase, acting as a major growth engine.

The focus on quality is reflected in operational metrics; the gross margin for the second quarter of 2025 reached 32.5%, a 330 basis point increase year-over-year, showing pricing power and efficiency in delivering that quality.

The company is also focused on profitability, achieving a positive Adjusted EBITDA of $3.1 million in the third quarter of 2025.

Commitment to sustainability (recognized as a Climate Solutions Company)

Oatly Group AB became the world's first food and beverage company recognized as a Climate Solutions Company by the Exponential Roadmap Initiative (ERI) in 2025. This recognition validates their climate-forward approach.

The value proposition is backed by measurable, science-aligned targets:

• Reduce emissions intensity by 40% per liter by 2030 (against a 2020 baseline).
• Target a 70% reduction by 2040 and an 89% reduction by 2050.
• Aim for 90% of revenue by 2030 to come from products with at least 60% less climate impact than average dairy.
• The flagship oat drink has a climate footprint of 0.44 kg CO₂e per litre, representing an 86% reduction versus average dairy milk.
• Commitment to implement regenerative agriculture across one-third of its oat supply acres by 2030.

Broad portfolio of oat-based dairy alternatives (milk, ice cream, yogurt)

The offering extends beyond the core oat drink. The portfolio includes ice cream and yogurt, catering to a broader set of consumer needs within the plant-based category. Shelf-stable oat drinks, a key format across the portfolio, dominated the market share in 2025, accounting for 61.3% of the format sales.

The company is actively managing its footprint, having consolidated manufacturing to five global plants with a production capacity of 900 million liters, while reducing expected capital expenditures to approximately $20 million for the full year 2025.

Oatly Group AB (OTLY) - Canvas Business Model: Customer Relationships

You're looking at how Oatly Group AB manages its connections with the people buying and selling its products as of late 2025. It's a multi-pronged approach, heavily leaning on the professional side to drive consumer trial.

High-touch engagement with the professional barista community remains central, especially where the company sees its best growth. The Barista portfolio, for instance, was cited as the largest growth driver with a 13% increase in Europe and international markets based on early 2025 outlook figures. The strategy here is to move beyond just being a cow's milk substitute; they want Oatly to be the 'default experience canvas' in foodservice. This is executed by an internal team of baristas who test recipes and stay current on coffee trends, arming the sales force with on-the-street knowledge when talking to chains.

The refreshed growth playbook, which drove 12% revenue growth in the Europe and International segment in Q3 2025, is all about relevance to the 'taste and flavour-obsessed Gen Z'. This playbook is designed to 'attack barriers to conversion' and increase distribution, which is the core of their targeted marketing effort.

For large retail and foodservice partners, the relationship management is clearly segmented by geography, showing distinct levels of success and dependency. For example, in Europe and International in Q3 2025, 79% of sales came from the retail channel, while the Greater China segment saw two-thirds of its $37.4M revenue come from foodservice. The company has also been actively managing its exposure to single large partners, reporting that it has 'successfully reduced its dependence on its largest food service customer' following a significant revenue drop in North America.

Here's a quick look at how the key channels and regions performed in Q3 2025, reflecting the outcomes of these partner relationships:

Segment/Channel	Q3 2025 Revenue (USD Millions)	Year-over-Year Revenue Change	Key Relationship Factor
Europe & International (Total)	$123.3M	+12%	Strong execution of the refreshed playbook
Europe & International (Retail)	Approx. $97.4M (79% of E&I)	Retail grew 11%	Retail channel outpaced foodservice growth in the quarter
Greater China (Total)	$37.4M	+29% (Constant Currency)	Strategic review ongoing to maximize value
North America (Total)	$62.1M	-10.1%	Decline driven by sourcing strategy change at a large customer
North America (Foodservice)	N/A	-22%	Largest customer sourcing change was the primary driver

The focus on brand-building and taste is a direct attempt to influence consumer choice, which then feeds back into the retail and foodservice relationships. The company is definitely working hard to make sure its brand presence is felt.

• Europe & International EBITDA Margin reached 18% in Q3 2025, a 700 basis point improvement year-over-year.
• Volume growth in Europe & International was strong at 8% in Q3 2025.
• The company is deploying its playbook in North America in the second half of the year, following promising European signs.
• R&D expenses decreased to $4.4 million in Q1 2025, showing cost discipline that supports reinvestment in growth.

Finance: draft 13-week cash view by Friday.

Oatly Group AB (OTLY) - Canvas Business Model: Channels

You're looking at how Oatly Group AB gets its oat-based products into the hands of consumers and business partners as of late 2025. The distribution strategy is clearly segmented by geography, with different channel priorities in Europe & International versus North America and Greater China.

The Retail channel, covering supermarkets and hypermarkets, remains the bedrock of the Europe & International business. For the first quarter of 2025, this channel accounted for 79% of the Europe & International revenue, a slight dip from 82% the prior year, suggesting a relative increase in other channels or slower retail growth there. In contrast, North America saw its retail penetration increase, with retail making up approximately 60% of its revenue in Q1 2025, up from 54% the year before. By the second quarter of 2025, this North America retail mix was reported at 59%.

The Foodservice channel-cafés, coffee shops, and restaurants-shows a different regional skew. In Greater China, foodservice was the dominant channel in Q1 2025, contributing approximately 76% of that region's revenue. However, by the third quarter of 2025, this share had moderated to about 66% of Greater China revenue. The North America segment faced headwinds in this channel; the 10.1% revenue decline in Q3 2025 was primarily attributed to reduced sales to a major foodservice customer. Still, North America retail sales in Q3 2025 were aided by strong club growth, pointing to success in that specific retail sub-channel.

Here's a quick look at the reported channel revenue mix percentages for the first half of 2025 in key regions:

Region	Channel Focus	Percentage of Segment Revenue (Q1 2025)	Latest Reported Performance Context (Q3 2025)
Europe & International	Retail	79%	Revenue grew 12.2% year-over-year
North America	Retail	60%	Overall segment revenue declined 10.1%
Greater China	Foodservice	76%	Foodservice share decreased to 66% of segment revenue

The company's overall revenue for Q3 2025 reached $222.8 million. The Europe & International segment generated $118.2 million in revenue in Q2 2025. North America's Q2 2025 revenue was $63.2 million, and Greater China's was $27.0 million.

Regarding E-commerce and direct-to-consumer online sales platforms, specific revenue breakdowns weren't explicitly detailed in the latest reports, but the overall strategy involves navigating a dynamic environment while focusing on profitable growth. The focus on supply chain efficiency and cost reduction suggests a prioritization of high-volume, profitable routes, which often means optimizing traditional retail and foodservice partnerships first.

For Club stores and specialty health-food retailers, the data points toward this being a growth area within the broader retail channel, specifically noted as aiding North America retail sales in the third quarter of 2025. This implies targeted expansion within specific, high-potential retail formats beyond just traditional supermarkets.

• Europe & International saw Barista portfolio growth of 13%, a key driver in that market.
• North America retail achieved double-digit growth excluding its largest customer.

Finance: draft 13-week cash view by Friday.

Oatly Group AB (OTLY) - Canvas Business Model: Customer Segments

You're looking at Oatly Group AB's customer base as of late 2025, and the story is one of geographic divergence and channel focus. The total revenue for the third quarter of 2025 hit $222.8 million, which was a 7.1% increase year-over-year. Still, the full-year constant currency revenue growth guidance is a cautious flat to +1%.

Environmentally and health-conscious consumers (Millennials/Gen Z)

This group is central to the brand's identity, especially in Europe where the strategy is hitting the bull's eye for these generations. The company's COO noted a focus on making menus and shelves relevant for the taste and flavour-obsessed Gen Z. The Europe & International segment, the clear revenue engine, saw revenue increase by 12% in Q3 2025. This region drove 79% of its sales through the retail channel in Q3 2025.

Professional baristas and high-volume coffee shops

The foodservice channel remains a key target, though it's showing significant regional variation. In Greater China, 66% of the revenue in the third quarter of 2025 came from the foodservice channel, down from 72% in the prior year period. The North America segment, however, saw a major headwind here; total North America Foodservice revenue decreased 22% year-over-year in Q3 2025. That segment's volume was down by 12.8% in Q3 2025, largely due to a reduction in sales to the segment's largest foodservice customer. To be fair, that largest client now only represents 10% of the North America business, down from 30% three years ago, showing some diversification progress.

Lactose-intolerant and plant-based/vegan consumers

This is the foundational group driving the overall category demand. While specific demographic spend data for this segment isn't explicitly broken out in the latest reports, the company's core product offering directly serves this need. The overall sold finished goods volume for Oatly Group AB in Q3 2025 increased by 6.6% to 150.6 million liters compared to Q3 2024.

Mass-market consumers seeking a dairy alternative

The retail channel is where the mass market is captured, and it's performing strongly in the core European market. For the Europe & International segment in Q3 2025, 79% of sales came from retail. In North America, the retail channel accounted for approximately 59% of revenue in Q2 2025, up from 52% the prior year, suggesting a shift in focus or consumer preference within that region away from foodservice. The company's full-year 2025 Adjusted EBITDA guidance is positive, projected between $5 million and $15 million.

Here's a quick look at the segment revenue breakdown from the second quarter of 2025, which totaled $208.4 million:

Geographic Segment	Q2 2025 Revenue (USD)	YoY Revenue Change	Key Channel Data Point
Europe & International	$118.2 million	+12.0%	79% of sales from Retail (Q3 2025)
North America	$63.2 million	-6.8%	Foodservice revenue decreased 22% YoY (Q3 2025)
Greater China	$27.0 million	-6.4%	66% of revenue from Foodservice (Q3 2025)

The company is definitely prioritizing operational discipline, as evidenced by the Q1 2025 gross margin reaching 31.6%. Finance: draft 13-week cash view by Friday.

Oatly Group AB (OTLY) - Canvas Business Model: Cost Structure

You're looking at Oatly Group AB's cost base as of late 2025, focusing on where the cash is going to support their path to sustained profitability. The company has been aggressively managing its expenditures, which is clear when you look at the recent Selling, General, and Administrative (SG&A) figures.

The primary cost drivers remain the same: getting the oats, turning them into product, and getting that product onto the shelves or into foodservice partners' hands. Oatly Group AB has been focused on supply chain efficiencies to combat the inflation that was pressuring costs for oats, packaging, and co-packing fees, which they noted as expected pressures back in 2022.

The commitment to cost control is evident in the operational expense trends. For instance, the Cost of Goods Sold (COGS) per liter saw a reduction of 15% year-on-year as of Q1 2025, and a 6% reduction compared to the preceding quarter, showing that manufacturing and supply chain cost management is a real focus area. This efficiency helped push the gross margin up to 32.5% in Q2 2025.

Here's a look at the recent overhead spend, which they are actively working to reduce:

• Selling, General, and Administrative (SG&A) expenses for Q2 2025 were reported at $84.1 million.
• SG&A expenses further decreased to $75.1 million in Q3 2025.
• Research and development expenses for Q2 2025 were $4.6 million, down significantly from $10.9 million the prior year.

The company's investment profile is also shifting. They've scaled back on major infrastructure spending. The projected Capital Expenditures (CapEx) for the full year 2025 have been revised down to approximately $20 million. That's a notable drop from earlier projections that hovered between $30 million and $35 million, reflecting a more asset-light approach following decisions like discontinuing construction on a facility in China.

To give you a clearer picture of the expense scale relative to sales for the recent quarters, check out this breakdown. We'll use the Q2 2025 revenue of $208.4 million as the base for comparison, since it's the most recent complete quarterly revenue figure available alongside the SG&A data, though Q3 revenue was $222.80 Mil.

Cost Component	Latest Reported Period	Amount (in thousands of U.S. dollars)
Revenue (As Reported)	Q2 2025	$208,400
Selling, General, and Administrative (SG&A) Expenses	Q3 2025	$75,100
Selling, General, and Administrative (SG&A) Expenses	Q2 2025	$84,100
Projected Full Year 2025 Capital Expenditures (CapEx)	2025 Guidance	$20,000
Cost of Goods Sold Reduction (YoY as of Q1 2025)	Q1 2025	15%

You can see the SG&A reduction is happening, but the absolute dollar amount is still substantial relative to the revenue base. Finance expenses are also a major cost factor, with Q3 2025 finance expenses hitting $47.6 million, largely due to fair value losses on Convertible Notes.

Finance: draft 13-week cash view by Friday.

Oatly Group AB (OTLY) - Canvas Business Model: Revenue Streams

You're looking at how Oatly Group AB brings in money, which is really about where they sell their oat-based products across different channels and geographies. The revenue streams are clearly segmented by customer type and product category, which is key for understanding their overall financial health.

The core of the revenue comes from sales of oat-based drinks, including flagship items like the Barista Edition, moving through various channels. You can see this split in regional performance; for instance, in North America, the total retail revenue for the third quarter of 2025 reached $38 million, showing growth aided by strong club distribution performance. This retail stream is a major focus for shelf presence.

High-volume sales to foodservice partners represent another critical stream. While the total company revenue for the third quarter of 2025 was $222.8 million, the foodservice component within specific regions gives context to this channel's importance. For example, in Greater China during Q3 2025, approximately 66% of that segment's revenue came from the foodservice channel, showing a strong reliance on business-to-business sales there.

Oatly Group AB is also generating revenue from its expanding portfolio of non-drink products, such as oat ice cream and yogurt alternatives, though specific revenue breakdowns for these are often bundled into segment totals. The company's overall financial performance is anchored by its guidance for the full year 2025, where they are targeting profitability.

Here's a look at the key financial metrics related to revenue and profitability targets for the full year 2025:

Metric	Value/Guidance	Context/Period
Q3 2025 Total Revenue	$222.8 million	Reported for the three months ended September 30, 2025
Full-Year 2025 Adjusted EBITDA Guidance	Positive $5 million to $15 million	Reaffirmed outlook for the full fiscal year 2025
North America Retail Revenue	$38 million	Q3 2025
Europe & International Segment Revenue Growth	12.2%	Year-over-year growth in Q3 2025
Greater China Segment Revenue Growth	28.8%	Year-over-year growth in Q3 2025 (constant currency)

You should keep an eye on how the different geographic segments contribute to the overall top line, as performance varies quite a bit. The revenue streams are definitely being shaped by regional execution.

• Sales of oat-based drinks to retail channels, exemplified by North America retail at $38 million in Q3 2025.
• High-volume sales to foodservice partners, which constituted approximately 66% of Greater China revenue in Q3 2025.
• Sales of non-drink products like oat ice cream and yogurt alternatives, which are part of the total revenue base.
• The company's financial goal is to achieve a full-year 2025 Adjusted EBITDA in the range of positive $5 million to $15 million.

Honestly, the mix between retail and foodservice is definitely shifting based on regional strategy.