{"id":132188,"date":"2025-10-20T15:28:51","date_gmt":"2025-10-20T13:28:51","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=132188"},"modified":"2025-10-20T15:28:52","modified_gmt":"2025-10-20T13:28:52","slug":"les-produits-laitiers-vegetaux-en-recul-chez-oatly","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/les-produits-laitiers-vegetaux-en-recul-chez-oatly\/","title":{"rendered":"Les produits laitiers v\u00e9g\u00e9taux en recul chez Oatly : \u00ab Les gens en ont assez des discours alarmistes \u00bb"},"content":{"rendered":"\n

Le lait v\u00e9g\u00e9tal perd en popularit\u00e9 aux \u00c9tats-Unis. Oatly <\/strong>tire la sonnette d’alarme, craignant que l’Europe ne suive la m\u00eame voie : le \u00ab greenwashing \u00bb et le pessimisme rebutent les consommateurs.<\/p>\n\n\n\n

Premiers b\u00e9n\u00e9fices malgr\u00e9 les pertes ?<\/h2>\n\n\n\n

Chez Oatly, cot\u00e9 \u00e0 la bourse de New York depuis 2021, la croissance est au point mort. Du moins sur le march\u00e9 am\u00e9ricain : le producteur su\u00e9dois de boissons \u00e0 base d’avoine a revu \u00e0 la baisse ses pr\u00e9visions de chiffre d’affaires pour cette ann\u00e9e, passant de 2 \u00e0 4 % \u00e0 1 % maximum. Au deuxi\u00e8me trimestre, le chiffre d’affaires a chut\u00e9 de 6,8 %. L’entreprise examine \u00e9galement sa position en Chine, o\u00f9 le chiffre d’affaires a baiss\u00e9 de 6,4 %.<\/p>\n\n\n\n

Au niveau mondial, le chiffre d’affaires trimestriel a tout de m\u00eame augment\u00e9 de 3 % pour atteindre 208 millions d’euros, mais cela est d\u00fb \u00e0 une hausse de 12 % en Europe. Malgr\u00e9 ces performances m\u00e9diocres, l’entreprise maintient son objectif d’enregistrer pour la premi\u00e8re fois un EBITDA positif cette ann\u00e9e. En 2023, Oatly a r\u00e9duit de moiti\u00e9 sa perte avant imp\u00f4ts, qui s’\u00e9l\u00e8ve d\u00e9sormais \u00e0 198,6 millions d’euros.<\/p>\n\n\n\n

Le lait de vache fait son retour<\/h2>\n\n\n\n

Selon le Good Food Institute, les ventes de lait v\u00e9g\u00e9tal ont baiss\u00e9 de 5 % en 2024 pour atteindre 2,8 milliards de dollars am\u00e9ricains (environ 2,6 milliards d’euros), tandis que les ventes de lait de vache ont augment\u00e9 de 1 %. Le segment du lait v\u00e9g\u00e9tal repr\u00e9sente encore environ 14 % du march\u00e9 am\u00e9ricain total du lait.<\/p>\n\n\n\n

Le directeur g\u00e9n\u00e9ral Daniel Ordonez souligne qu’Oatly continue de cro\u00eetre plus rapidement que le march\u00e9 aux \u00c9tats-Unis, malgr\u00e9 le repositionnement du lait de vache en tant que produit haut de gamme avec des labels tels que \u00ab nourri \u00e0 l’herbe \u00bb et \u00ab biologique \u00bb. Il qualifie l’obsession actuelle pour les prot\u00e9ines d’erreur : \u00ab Il y a un exc\u00e9dent total de prot\u00e9ines dans le monde<\/a>, en particulier dans les pays d\u00e9velopp\u00e9s. Ce qui manque vraiment au monde, ce sont les fibres. \u00bb<\/p>\n\n\n\n

Jean-Christophe Flatin, PDG d’Oatly, attribue en partie ce d\u00e9clin au ton du d\u00e9bat sur la durabilit\u00e9. \u00ab Dans le pass\u00e9, les gens parlaient du changement climatique ou de la durabilit\u00e9 d’une mani\u00e8re sombre et r\u00e9probatrice. Et les consommateurs en ont eu assez \u00bb, d\u00e9clare-t-il au Financial Times. Selon lui, les messages positifs doivent pr\u00e9valoir : \u00ab Nous sommes l\u00e0 pour aider les gens \u00e0 mieux manger et \u00e0 vivre plus sainement, sans \u00e9puiser la plan\u00e8te de mani\u00e8re irresponsable. \u00bb<\/p>\n","protected":false},"excerpt":{"rendered":"

Le lait v\u00e9g\u00e9tal perd en popularit\u00e9 aux \u00c9tats-Unis. Oatly tire la sonnette d’alarme, craignant que l’Europe ne suive la m\u00eame voie : le \u00ab greenwashing \u00bb et le pessimisme rebutent les consommateurs.<\/p>\n","protected":false},"author":5,"featured_media":132189,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18,24],"tags":[784,72],"people":[],"extra":[43],"company":[1848],"topic":[373,266],"region":[446],"class_list":{"0":"post-132188","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-food","9":"tag-veggie-vegan","10":"tag-zuivel","11":"extra-plus","12":"company-oatly","13":"topic-durabilite","14":"topic-resultats-financiers","15":"region-etats-unis-2"},"acf":[],"yoast_head":"\nLes produits laitiers v\u00e9g\u00e9taux en recul chez Oatly : \u00ab Les gens en ont assez des discours alarmistes \u00bb - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Le lait v\u00e9g\u00e9tal perd en popularit\u00e9 aux \u00c9tats-Unis. 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