{"id":132126,"date":"2025-10-20T15:21:39","date_gmt":"2025-10-20T13:21:39","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=132126"},"modified":"2025-10-20T15:21:45","modified_gmt":"2025-10-20T13:21:45","slug":"oatly-worstelt-met-terugval-in-plantaardige-zuivel","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/oatly-worstelt-met-terugval-in-plantaardige-zuivel\/","title":{"rendered":"Oatly worstelt met terugval in plantaardige zuivel: \u201cMensen zijn klimaatdoemverhalen beu\u201d"},"content":{"rendered":"\n<p>Plantaardige melk verliest aan populariteit in de Verenigde Staten. <strong>Oatly <\/strong>trekt aan de alarmbel, bang dat Europa dezelfde kant uit gaat: \u201cgreenwashing en doemdenken\u201d stoten consumenten af.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Eerste winst ondanks verliezen?<\/h2>\n\n\n\n<p>Bij Oatly, die sinds 2021 noteert aan de beurs van New York, valt de groei stil. Althans, op de Amerikaanse markt: de Zweedse haverdrankproducent verlaagde er zijn omzetverwachting voor dit jaar van 2 \u00e0 4% naar hooguit 1% groei. In het tweede kwartaal liep de omzet met liefst 6,8% terug. De onderneming onderzoekt bovendien haar positie in China, waar de omzet met 6,4% daalde.<\/p>\n\n\n\n<p>Wereldwijd steeg de kwartaalomzet toch nog met 3% tot 208 miljoen euro, maar dat was dankzij een toename van 12% in Europa. Ondanks de kwakkelende prestaties houdt het bedrijf wel vast aan zijn doel om dit jaar voor het eerst een positief ebitda te boeken. In 2023 halveerde Oatly zijn verlies voor belastingen tot 198,6 miljoen euro.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Koemelk maakt comeback<\/h2>\n\n\n\n<p>Volgens de Good Food Institute daalde de verkoop van plantaardige melk in 2024 met 5% tot 2,8 miljard Amerikaanse dollar (zo&#8217;n 2,6 miljard euro), terwijl de verkoop van koemelk juist met 1% toenam. Het segment van plantaardige melk vertegenwoordigt nog zo\u2019n 14% van de totale Amerikaanse melkmarkt.<\/p>\n\n\n\n<p>COO Daniel Ordonez benadrukt dat Oatly in de VS nog altijd sneller groeit dan de markt, ondanks de herpositionering van koemelk als premiumproduct met labels als \u201cgrasgevoerd\u201d en biologisch. Hij noemt de huidige obsessie met eiwit een vergissing: \u201cEr is een <a href=\"https:\/\/www.ft.com\/content\/7f8f2793-8194-413b-b15f-40139416dd08\">totaal overschot aan prote\u00efne in de wereld<\/a>, vooral in ontwikkelde landen. Wat de wereld echt mist, is vezels.\u201d<\/p>\n\n\n\n<p>Oatly-topman Jean-Christophe Flatin wijt de neergang deels aan de toon van het debat over duurzaamheid. \u201cIn het verleden spraken mensen over klimaatverandering of duurzaamheid op een sombere, bestraffende manier. En daar raakten consumenten op uitgekeken,\u201d zegt hij aan de Financial Times. Positieve boodschappen moeten volgens hem de boventoon voeren: \u201cWij zijn er om het mensen makkelijk te maken beter te eten en gezonder te leven, zonder de planeet roekeloos uit te putten.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Plantaardige melk verliest aan populariteit in de Verenigde Staten. Oatly trekt aan de alarmbel, bang dat Europa dezelfde kant uit gaat: \u201cgreenwashing en doemdenken\u201d stoten consumenten af.<\/p>\n","protected":false},"author":5,"featured_media":132171,"comment_status":"open","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],"tags":[784,72],"people":[],"extra":[43],"company":[1848],"topic":[88,273],"region":[207],"class_list":["post-132126","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","tag-veggie-vegan","tag-zuivel","extra-plus","company-oatly","topic-bedrijfsresultaten","topic-duurzaamheid","region-verenigde-staten"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Oatly worstelt met terugval in plantaardige zuivel: \u201cMensen zijn klimaatdoemverhalen beu\u201d - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Plantaardige melk verliest aan populariteit in de Verenigde Staten. Oatly trekt aan de alarmbel, bang dat Europa dezelfde kant uit gaat.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/oatly-worstelt-met-terugval-in-plantaardige-zuivel\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Oatly worstelt met terugval in plantaardige zuivel: \u201cMensen zijn klimaatdoemverhalen beu\u201d - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Plantaardige melk verliest aan populariteit in de Verenigde Staten. 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