Oatmeal market was valued at USD xx billion in 2023 and is expected to reach USD 3.69 billion by 2028 with a CAGR of 4.70% during the forecast period 2023-2028.
Oats are a type of cereal that belong to the plant family Poaceae. They are the seeds of oat grass that are edible and extremely beneficial to the body. Oats are otherwise known as Avena sativa and are used for a plethora of purposes. The processing of oats takes a long time and is a very strictly mediated process. The process of creating oats leads to several by-products that are used in various industries like animal feeds, pet foods, common everyday food, and even baby food. The several parts of the plant are all consumed in different ways, the seeds of the plant (Oats), the husk of the plant (oat bran), and the stems of the leaves and stems of the plant (oat straw) are all used in various purposes. Oat cultivation has been around for more than 4000 years ago and the Middle East was predicted to be the native region of the product. Oatmeal is any food product made out of different types of oats for consumption.
The oatmeal market is expected to grow due to the several health benefits of oats and an increasing shift among the population toward healthier foods. Oats have been proven to help with health conditions like helping in reducing fats/cholesterol in the body, thus promoting weight loss, lowering blood sugar levels, thus helping control diabetic problems, and oats also help with stabilizing heart conditions reducing the risk of cardiac problems. Additionally, oats are an excellent source of vitamins, minerals, fiber, and antioxidants. Oats are a high source of protein and contain beta glucan that promotes heart health. They provide anti-inflammatory and anti-itching properties to the body along with promoting good blood flow and stabilized BP. They are also useful for relieving constipation due to fiber content and can also help prevent asthma problems in children. Therefore, the several health benefits of oats support the growth of the market.
The various industries of applications for oats and the different types of oats used are also supporting the growth of the oatmeal market. For example, rolled oats that have been flattened with the husks removed are often used as oatmeal/breakfast cereal. The groats (husk removed and unflattened) oats are used for different breakfasts and oat flour is often used in cookies and puddings. The oat grains are used in animal feeds and the straw is used as bedding for livestock. The different types and options of oats like Irish oats, Scottish oats, rolled oats, and instant oats. quick cooking oats, etc., drive the demand for the oatmeal market. Oats are often used in commercial healthy products like granola health bars, breakfast instant oats, oat biscuits, oat cookies, etc. Additionally, the ease of production for oats plants leads to more growth for the market, oats can survive in very harsh conditions if enough moisture is provided and are mostly free of pesticides and insects as well. They can be grown in dry soils and sands as well, leading to oatmeal market demand.
Additionally, oats can also be used for skin care and cosmetic applications. Oats when topically applied on the skin can help relieve the symptoms of certain skin conditions like itching and irritation. They can help provide moisture t the skin and reduce dry skin problems. Ground oats are often used in skincare products as they are FDA-approved to be effective for skin problems. Oats can help regulate hunger in several dogs and are good for improving digestion as well, therefore, they are often used in pet foods. Oats are also said to help with improved muscle health, eliminating certain odors, and used in substitution to flour, and in meatballs to increase volume. The growing consumption of instant foods and breakfasts due to ease of cooking and the increasing shift toward natural and organic foods supports the oatmeal market growth.
Even though there are several advantages to using oatmeal there are certain side effects of the food that one needs to keep in mind before consumption. The oats when consumed through the mouth in large quantities for the first time can cause gas and bloating and therefore, it is advised to slowly ease into eating oats. Additionally, it is important to do a test patch to oat-based cosmetics on the skin before using them as they can cause rashes in some cases. Furthermore, people with digestive conditions of the stomach, gut, esophagus, etc, should avoid consuming oats as they can block digestion in such patients. Therefore, the several side effect and the bland taste of oats which are not appealing to flavour-loving populations are the drawbacks to the oatmeal market demand. The availability of several oat substitutes like brown rice, quinoa, buckwheat, etc also impedes the growth of the market.
Impact of covid-19 on the oatmeal market:
The pandemic had a different impact on several industries. As the lockdown caused the closure of all production and transport services, many businesses faced losses and difficulties in providing products to the market. However, the oatmeal market revenue had a positive impact from the pandemic due to the growing shift of the public toward healthy foods. Additionally, as the demand for immunity-boosting foods increased during the pandemic grain-based foods like wheat, brown rice, oats, etc increased in demand. The advice for nutrition released by the WHO has recommended consuming starchy, unprocessed foods like oats and gain during the pandemic further encouraging sales for the market. Additionally, the panting facilities remained unimpacted due to the pandemic leading to further production oatmeal market size.
March 4, 2023, Heath Bear Foods launched ready-to-eat oatmeals in cups, which can be taken anywhere. These sugar-free plant protein oatmeal cups claim to be highly nutritious and beneficial to the body. They are entirely sugar-free and come in different flavors like coconut, dates, cardamom, etc. The product is available at supermarkets and e-commerce platforms like amazon for online purchases as well.
March 1, 2023, Whoa Dough is launching an oatmeal flavor cookie dough in its new gluten-free snack line. The company is known for its products of plant-based on-the-go cookie dough bars and the company is launching this new flavor at Expo West being held in Anaheim, California. The cookies claim to be made with completely natural ingredients and healthy products like brown sugar.
February 19, 2023, Tirlan, the company that is known for providing a plant-based and gluten-free variety of foods like cheese, breakfast, yogurt, etc. has now made a mark in the oatmeal industry for being the most gluten free product providing company. The company claims that even though all oatmeals are gluten-free contamination can occur during processing and gluten can find its way into the oatmeal, therefore, the “closed-loop”, 14-step supply chain system called OatSecure used by the company ensures that the oats are completely gluten-free as they claim to be.
The conventional segment is currently dominating the market and is expected to keep growing during the forecast period due to the wide availability of packaged oatmeals from multiple giants in multiple locations and their wide usage due to their high shelf life. Additionally, the growing innovations in instant oatmeals with new flavors and sugar and gluten-free versions support the growth of the segment.
The organic segment is also expected to grow during the forecast period due to the increasing demand for clean-label foods and natural ingrediants for healthier options.
• Steel Cut/Irish Oatmeal
• Quick/Instant Rolled Oats
• Oat Flour
• Scottish Oatmeal
The quick/instant rolled oats segment is expected to dominate the market during the forecast period due to the ease of consumption and less preparation time for this type. Additionally, pressed and rolled oats preserve healthy oils and are affordable and accessible. They are also widely used in various types of snacks and breakfast cereals leading to more markets for the segment.
The steel cut/irish oatmeal is also expected to have grown due to its use in meatloaf and congees and its several health benefits like helping the digestion system.
By Distribution Channel:
• Convenience Stores
• Online Retail
The supermarkets and hypermarkets segment is expected to dominate the market during the forecast period due to the convenience of availability at large retail stores and the wide variety of companies and options at these stores. Additionally, the large influx of consumers at super and hypermarkets leads to the oatmeal market demand in the segment.
Online retail stores are also expected to grow due to the rising internet penetration and online order of food items. Additionally, after the pandemic, many markets have shifted services to the online mode leading to more growth.
Oatmeal Market Regional Analysis:
The oatmeal market in North America is expected to dominate the market during the forecast period due to the rising levels of health-conscious populations due to rising cases of chronic diseases like diabetes, obesity, and high blood pressure. Additionally, the growing fast and rapid lifestyle and working population lead to the need for more ready-to-eat and quick-to-make instant food. Therefore, as most instant foods contain preservatives and high calories, oats are a healthier choice leading to market growth in the region. With the rising demand for organic foods in countries like the US and Canada, the oatmeal market is on the rise. Furthermore, the use of oat milk substitutes due to lactose intolerant populations and the patients of celiac disease consuming oats as they are more gluten-free supports the growth of the market in the region.
The market in Europe and Asia-Pacific are also expected to have sizable growth during the forecast period due to the growing preference for healthier snack options and the growing population opting for morning cereals and oats. The rising shift in lifestyles toward a more westernized approach especially in countries like India, South Korea, Japan, China, etc drives the growth of the market in the Asia-Pacific region.
Key market players:
Bagrry's India Ltd.
General Mills, Inc.
Hamlyn's Of Scotland
Nature's Path Foods, Inc.
PepsiCo, Inc. (The Quaker Oats Company)
Post Holdings, Inc. (Weetabix ltd.)
World Finer Foods inc.
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