Oats Market Size, Share, Industry, Forecast and outlook (2023-2030)

Global Oats Market is segmented By Type (Whole Oat Groats, Steel Cut Oats, Scottish Oats, Regular Rolled Oats, Quick Rolled Oats, Instant Oats, and Others), and By Distribution Channel (Hypermarket, Supermarket, Specialty Retailers, Convenience Stores, Independent Retailers, and Others), and By Region (North America, Latin America, Europe, Asia Pacific, Middle East, and Africa) – Share, Size, Outlook, and Opportunity Analysis, 2023-2030

Oats Market Overview

The Global Oats Market reached US$ 6.5 billion in 2022 and is projected to witness lucrative growth by reaching up to US$ 100 billion by 2030. The market is expected to exhibit a CAGR of 5.5% during the forecast period 2023-2030.

Oats, scientifically known as Avena sativa, are a type of grain. Whole oats and rolled oats are common forms of oats consumed for their nutritional benefits. They are rich in fiber, vitamins, and minerals. Oats are versatile and can be used in various dishes like oatmeal, baked goods, and snacks. They are also a suitable option for those following gluten-free diets.

The Oats Market encompasses products such as oatmeal, oat-based cereals, snacks, and beverages. It is driven by increasing consumer demand for healthy and convenient food options, growing awareness of the health benefits of oats, and the rise of plant-based and gluten-free diets. The oats market offers opportunities for innovation and growth in response to changing consumer preferences.

Oats Market Scope

Oats Market Dynamics

Rising Consumer Demand for Healthy and Nutritious Options Drives Growth in the Oats Market

According to the oats market analysis, one of the key drivers of oats market is the increasing consumer demand for healthy and nutritious food options. Scientifically known as Avena sativa, oats are widely recognized for their health benefits, including high fiber content (averaging around 9-10%), vitamins, minerals, and antioxidants. With a growing emphasis on maintaining a balanced diet, consumers actively seek out oat-based products such as oatmeal, oat-based cereals, and oat-based snacks.

Additionally, oats, particularly whole oats and rolled oats, are naturally gluten-free, making them suitable for individuals with gluten sensitivities or celiac disease. The versatility and convenience of oats as a breakfast staple, snack, or ingredient in various recipes have also contributed to their market success, with the oats market accounting for approximately 20% of the global breakfast cereal market.

Competition from Breakfast and Snack Alternatives Poses Restraint on Oats Market Growth 

According to the oats market analysis, one major restraint in the oats market is the competition from other breakfast and snack options. While oats, including steel-cut oats, oat flour, and oat bran, offer numerous health benefits and versatility, they face stiff competition from a wide range of alternative breakfast and snack products. Consumers have many choices, including cereals, granola bars, yogurt, and smoothies, which may divert their attention away from oats and can impact the oats market share. 

Furthermore, a consumer survey revealed that 45% preferred flavored cereals over plain oats, indicating the perception of oats as plain or bland. Regarding market share, oats accounted for 13% of the global breakfast cereal market in 2020, showcasing the competition they face. Additionally, some consumers may perceive oats, especially the less common variants like steel-cut oats, oat flour, and oat bran, as plain or bland compared to more indulgent or flavorful options. 

Oats Market Segment Analysis

The Global Oats Market is segmented based on type, distribution channel, and region.

Rising Demand for Organic and Gluten-Free Whole Oat Groats, along with Nutritional and Flavor Preferences, Drive Market Potential

The oats market is segmented based on whole oat groats into gluten-free,  organic whole oat groats, sprouted, and toasted whole oat groats.

According to oats market analysis, the subsegments within whole oat groats show potential for growth and market share based on consumer trends and preferences. The demand for organic food products has been on the rise, indicating a growing market share for Organic Whole Oat Groats among health-conscious consumers. Similarly, the increasing prevalence of gluten sensitivities and celiac disease drives the market share of Gluten-Free Whole Oat Groats as individuals seek safe and gluten-free options. 

Sprouted whole oat groats, known for their perceived nutritional benefits, cater to the oats market share of consumers seeking nutrient-rich and easily digestible oat products. Moreover, Toasted Whole Oat Groats, enhanced flavor and texture may attract consumers seeking a unique and versatile oat option. 

While specific market share percentages are unavailable, these subsegments align with consumer demands and indicate potential growth in their respective market shares based on prevailing trends and preferences.

Source: DataM Intelligence Analysis (2023)

Oats Market Geographical Penetration

North American Oats Market Thrives on Growing Consumer Demand for Healthy and Convenient Options

The Global Oats Market is segmented by region into North America, South America, Europe, Asia-Pacific, and Middle-East & Africa. 

North America holds a majority share of the oats market; it has experienced significant growth in recent years, driven by increasing consumer demand for healthy and convenient food options. The oats market analysis shows that oatmeal, oat-based cereals, and oat-based snacks have gained popularity due to their nutritional benefits and versatility. Consumers increasingly seek gluten-free options, leading to a surge in the demand for gluten-free oats. 

Being naturally gluten-free, oats have become a preferred choice for individuals with gluten sensitivities or celiac disease. Major players in the market offer a wide range of oat-based products, including oatmeal packets, instant oatmeal, granola bars, and oat-based cookies, catering to the diverse preferences of consumers. 

The growing awareness of the health benefits associated with oats, such as high fiber content and heart-healthy properties, has further fueled the growth of oats’ market share. The convenience and versatility of oats as a breakfast staple, snack, or ingredient in baked goods have contributed to their sustained popularity in the North American market.

Source: DataM Intelligence Analysis (2023)

Oats Market Competitive Landscape

The major global players include Avena Foods Ltd, Blue Lake Milling, Glanbia Plc, Grain Millers Inc., JELU-WERK J. Ehrler GmbH & Co. KG, Lantmannen, Morning Foods, Oy Karl Fazer AB, Richardson International Ltd, and Swedish Oat Fiber AB.

COVID-19 Impact Analysis

The COVID-19 pandemic significantly impacted the oats market. Consumers turned to oats as a pantry staple due to their long shelf life and versatility. The increased focus on health and immunity during the pandemic boosted the demand for oat-based products, including oatmeal and oat milk. Overall, COVID-19 accelerated the growth of the oats market, driven by changing consumer preferences and increased awareness of their nutritional benefits.

By Type

• Whole Oat Groats
• Steel-cut Oats
• Scottish oats
• Regular Rolled Oats
• Quick Rolled Oats
• Instant Oats
• Others

By Distribution Channel

• Supermarkets/Hypermarkets
• Specialty Retailers
• Convenience Stores
• Independent Retailers
• Others

By Region

• North America
  • The U.S.
  • Canada
  • Mexico
• Europe
  • Germany
  • The U.K
  • France
  • Italy
  • Spain
  • Rest of Europe
• South America
  • Brazil
  • Argentina
  • Rest of South America
• Asia-Pacific
  • China
  • India
  • Japan
  • Australia
  • Rest of Asia-Pacific
• Middle East and Africa

Key Developments

• On February 01, 2021, Post Holdings, a leading consumer packaged goods holding company, acquired Almark Foods, a manufacturer of refrigerated and hard-boiled egg products. While the acquisition was primarily focused on eggs, Almark Foods also produces oatmeal, expanding Post Holdings' presence in the oats market. 
• On October 30, 2020, Nestlé acquired a majority stake in Freshly, a US-based meal delivery company. Freshly offers oat-based meals, and this acquisition provided Nestlé with a foothold in the fast-growing segment of convenient and healthy food options, including oat-based products. 
• On February 02, 2021, Kellogg's introduced a new granola variant under its Bear Naked brand, featuring oats and honey. The product capitalizes on the popularity of oats as a nutritious ingredient and targets health-conscious consumers looking for a convenient breakfast or snack option.

Why Purchase the Report?

• To visualize the Global Oats Market Segmentation based on type, distribution channel, and Region and understand key commercial assets and players.
• Identify commercial opportunities by analyzing trends and co-development. 
• Excel data sheet with numerous data points of oats-level with all segments.
• The PDF report includes a comprehensive analysis after exhaustive qualitative interviews and an in-depth study.
• Product mapping available as Excel consisting of key products of all the major players.

The Global Oats Market Report Would Provide Approximately 53 Tables, 52 Figures And 195 Pages.

Target Audience 2023

• Manufacturers/ Buyers
• Industry Investors/Investment Bankers
• Research Professionals
• Emerging Companies