The market for oats is expected to reach a valuation of USD 17,332.1 million by 2034, having crossed USD 9,181.7 million in 2024. From 2024 to 2034, the oats industry is expected to grow at a compound annual growth rate (CAGR) of 6.6%.
The players in the market are cognizant of how consumers are beginning to weigh sustainability more heavily when making decisions. Oats have emerged as a strategic asset for brands prioritizing sustainable sourcing and production practices, owing to their acknowledged low environmental impact. Conscious customers respond favorably to items that support the environment, which helps to promote oat-based products as ethical options.
Growing knowledge of celiac illness and gluten sensitivity is propelling the oats market’s explosive rise. Oats are a great option for people actively looking for gluten-free alternatives to traditional grains because of their natural gluten-free status. Product portfolios are being restructured by this trend, which is an adaptation to changing dietary preferences. Oat-based and gluten-free goods are becoming increasingly popular.
The rising trend of healthy snacking presents opportunities to innovate oat-based snacks. Granola bites, energy bars, and other savory oat-based snacks are handy, nutrient-dense oat snacks that can capitalize on the market for on-the-go snacking by offering customers healthier options without sacrificing flavor.
Key Takeaways from the Oats Market Report:
- The rolled oats product type segment occupied 35.1% of the market shares in 2024.
- The conventional nature segment captured 87.5% of the market share in 2024.
- The market size in the United States is projected to rise at a 4.9% CAGR through 2034.
- The market size in Germany is anticipated to develop at a 1.4% CAGR through 2034.
- The market size in the United Kingdom is estimated to surge at a 2.6% CAGR through 2034.
- The market size in France is expected to thrive at a 7.2% CAGR through 2034.
Competitive Landscape
The oats market is fiercely competitive. Industry titans like Quaker, General Mills, and Kellogg lead the competitive oats market, which is attributable to their wide distribution and well-known brands. Swift firms that focus on trends like organic and gluten-free oats simultaneously disrupt the market with innovation. The competitive dynamics are defined by diversification into beverages and snacks, strategic partnerships, and an increasing focus on sustainability.
Recent Developments
- In October 2023, Post Consumer Brands’ Honey Bunches of Oats launched a fresh, imaginative campaign to remind customers that if they enjoy oats, they’ll love them even more in bunches. Produced by Carmichael Lynch, the brand’s creative AOR, the fully integrated campaign, which runs through 2024, features national TV, social media, and digital content and elevates Bunches of Oats with a healthy dose of sardonic comedy.
- In August 2023, Quaker Oats, owned by PepsiCo, expanded its Oat So Simple line with the new Caramelised Biscuit flavor. The latest addition makes breakfast more convenient by being offered in both sachet and on-the-go pot styles.
Global Oats Market Segmentation
By Product Type:
- Oat Groats
- Whole Oats
- Steel Cut Oats
- Rolled Oats
- Oats Flour
By End Use:
- Breakfast Cereals
- Bakery Products
- Snacks & Savories
- Others
By Distribution Channel:
- Hypermarkets/Supermarkets
- Convenience Stores
- Online Retail
- Others
By Region:
- North America
- Latin America
- Western Europe
- Eastern Europe
- Asia Pacific (APAC)
- Middle East & Africa (MEA)
- Japan
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