Oats Global Market Report 2024

Oats, derived from cereal grains grown from seeds, serve as a key ingredient in food preparation, particularly as an excellent option for breakfast. They constitute a whole grain food, boasting a rich nutrient profile characterized by a high concentration of soluble fiber and dense nutrients.

Diverse types of oats include whole, steel-cut, Scottish, regular roll, quick rolled, instant, and others. Whole oats, also termed grain kernels, are harvested oats with the highest content of vitamins and minerals, requiring the longest cooking time. These oats are available in various forms such as flakes, granules, and flour, finding applications in bakery products, animal feeds, food ingredients, healthcare, cosmetic products, among other uses. Oats are distributed to consumers through various channels, including hypermarkets, supermarkets, specialty retail outlets, convenience stores, independent retailers, and others.

The oats market research report is one of a series of new reports that provides oats market statistics, including oats industry global market size, regional shares, competitors with a oats market share, detailed oats market segments, market trends and opportunities, and any further data you may need to thrive in the oats industry. This oats market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The oats market size has grown strongly in recent years. It will grow from $7.15 billion in 2023 to $7.7 billion in 2024 at a compound annual growth rate (CAGR) of 7.7%. The expansion observed in the historical period can be ascribed to shifts in dietary preferences, heightened awareness regarding health benefits, a growing demand for healthier and more convenient breakfast choices, impactful marketing campaigns and branding initiatives aimed at creating awareness, and the appeal of convenient and time-efficient options.

The oats market size is expected to see strong growth in the next few years. It will grow to $10.9 billion in 2028 at a compound annual growth rate (CAGR) of 9.1%. The projected growth in the forecast period can be credited to the rising demand for products based on oats, an increasing preference for quick, convenient, and healthy breakfast alternatives, evolving consumer preferences and lifestyles, the expansion of online retail channels and e-commerce platforms, and a growing awareness of the environmental advantages associated with oatmeal. Key trends anticipated in the forecast period involve innovations and advancements in oat-based products, regional and ethnic diversities, customizable oatmeal selections, an escalating consumer emphasis on environmentally friendly packaging, and a preference for clean labeling.

The oats market is experiencing growth due to the increasing popularity and preference for healthy meals. Consumers are increasingly seeking foods and beverages that align with nuanced health and wellness, ethical, and sustainability criteria. Oatmeal, known for its health benefits and high nutritional value, is widely consumed as a healthy breakfast option. It aids in weight management, controls blood sugar levels, and manages cholesterol. Reports from Food Insight in July 2022 indicated a rising trend, with 52% of participants in the Food and Health Survey following specific diets, up from 39% in 2021. Clean eating (16%), mindful eating (14%), and calorie counting (13%) were the top choices. Additionally, a Poll/HealthDay survey revealed that approximately 63% of American adults planned to modify their diets in 2022. Consequently, the increasing popularity and preference for healthy meals are poised to drive the oats market's growth in the foreseeable future.

The growing use of oats in animal feed is anticipated to contribute to the oats market's expansion. Oats, valued for their high fiber, energy, and protein content, offer nutritional benefits in livestock and poultry diets. With the global demand for animal products on the rise, oats play a crucial role in formulating balanced feed, promoting the growth and overall health of livestock. According to the UK's Department for Environment Food and Rural Affairs, the utilization of oats in animal feed witnessed a substantial 21% increase in 2021, reaching 444 thousand tons compared to 2020. Imports of oats also rose by 3 thousand tons in 2021, totaling 28 thousand tons. Therefore, the increasing use of oats in animal feed is a significant driver of the oats market's growth.

Innovations in products are gaining traction in the oats market, with major companies focusing on developing creative offerings to meet customer demands and strengthen their market positions. For example, in September 2022, the Quaker Oats Company introduced Quaker Oats Muesli, a product packed with five grains and 22% fruits, nuts, and seeds, available in variants such as Fruit & Nut and Berries & Seeds. This innovative muesli provides a wholesome, multi-textural, and convenient breakfast experience, catering to health-conscious consumers seeking nutritious yet delicious options, even on busy mornings.

Major players in the oats market are also introducing protein-rich oats to gain a competitive advantage. These oats, cultivated and processed to contain higher protein levels, offer a nutritionally dense source of this macronutrient. In August 2023, Bob’s Red Mill launched Protein Oats, made from a special variety of oats with up to 60% more protein than regular oats. These protein oats, gluten-free and Non-GMO Project verified, provide a convenient and protein-rich breakfast option that can be used in various recipes, appealing to those looking for a quick and satisfying way to boost their protein intake.

In July 2021, Above Food Inc., a Canada-based food company, acquired Only Oats and Culcherd. This acquisition has enabled Above Food Corp to establish a substantial oat supply chain, strengthening its presence in the growing market for oat-based products and expanding its offerings in the plant-based food sector. Only Oats, a Canada-based oat products company, and Culcherd, a Canada-based organic dairy company specializing in artisanal dairy alternative products, including plant-based cheeses and butters, contribute to Above Food Corp's strategic growth in the plant-based food industry.

Major companies operating in the oats market include Blue Lake Milling Pty Ltd., Bob's Red Mill Natural Foods Inc., Bloch & Guggenheimer, The Kellogg Company, Avena Foods Ltd., General Mills Inc., Grain Millers Inc., Quaker Oats Company, Nestlé SA, Nature's Path Foods Inc., Morning Foods Ltd., Weetabix Ltd., Glanbia PLC, PepsiCo Inc., Hain Celestial Group, Richardson International Ltd., Bagrry's India Ltd., W Jordan Ltd., McCann's Irish Oatmeal, Swedish Oat Fiber AB, Creafill Fibers Corp, Albert's Organics Inc., Glebe Farm Foods Ltd., Ceres Organics Pvt Ltd., Nature's Best Ltd., CanMar Grain Products Ltd., Arrowhead Mills Inc., ThinkThin LLC, Montana Gluten Free Processors LLC, Bakery On Main LLC

Europe was the largest region in the oats market in 2023. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the oats market share report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, the Middle East, and Africa.

The countries covered in the oats market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA.

The oats market consists of sales of steel-cut oats, oatmeal, oat flour, instant oats, and other oats. Values in this market are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.


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