Oats Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022-2027)

Global Oats Market is segmented by Form (Flavoured Oats and Base Oats), by Distribution Channel (Supermarket/Hypermarket, Convenience Stores, Online Channels, and Others), and by Geography (North America, Europe, Asia Pacific, South America, and the Middle East & Africa). The report offers market size and forecasts in value (USD million) for the above segments.

Market Snapshot

Oats Market Summary
Study Period: 2016-2027
Base Year: 2021
Fastest Growing Market: Asia-Pacific
Largest Market: North America
CAGR: 4.8 %
Oats Market Major Players

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Market Overview

The global oats market is projected to witness a CAGR of 4.80% during the forecast period, 2022 – 2027.

The COVID-19 pandemic had a positive impact on the oats market. The sudden shift in day-to-day lifestyle, morning routines coupled with the stay-at-home situation led by strict lockdowns boosted the cooking-at-home instances. While consumers increasingly opted for convenient, easy-to-cook food products, “health” remained one of the most sought-after attributes, prior to their purchase. As a result, the demand for healthier breakfast options including oatmeals bolstered, since March 2020. Moreover, the stockpiling trend further catalyzed the product demand primarily during the second quarter of 2020.

The changing lifestyle of consumers, including the decision to opt for light and healthy meals, is driving the demand for oats. The high nutritive content of oats is the major driver of the market. Additionally, an increase in preference for healthy meals and demand for convenience food is also driving the Asia oats market.

Also, its added functional properties enhance its usage by the consumers, and it is witnessed to be consumed majorly as a breakfast food. Moreover, the working population's fast-paced lifestyle has catalyzed the demand for oats as breakfast cereals.

Scope of the Report

Oats are a whole-grain food, known scientifically as Avena sativa. Oat groats, the most intact and whole form of oats, take a long time to cook. The global oats market has been segmented by form into flavoured and base oats. By distribution channel, the market is segmented into supermarket/hypermarket, convenience stores, online channels, and others. Also, the study provides an analysis of the oats market in the emerging and established markets across the globe, including North America, Europe, Asia-Pacific, South America, and the Middle East & Africa. For each segment, the market sizing and forecasts have been done on the basis of value (in USD million).

By Form
Flavoured Oats
Base Oats
By Distribution Channel
Convenience Stores
Online Channels
North America
United States
Rest of North America
United Kingdom
Rest of Europe
Asia Pacific
Rest of Asia-Pacific
South America
Rest of South America
Middle East and Africa
South Africa
United Arab Emirates
Rest of Middle East and Africa

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Key Market Trends

Flavoured Oats to Outpace the Market Demand

Flavored oats both savory and sweet have received a positive response from consumers, driving the value sales of the market studied. Oats naturally being bland in flavor leaves a lot of scope for consumers to experiment with the recipes. However, now with the proliferation of flavored oat products, manufacturers are trying to capture a large segment of consumers that are on the constant lookout for taste in health-oriented products. Moreover, companies are trying to reposition cereals as a snack or dessert instead of strictly marketing them for breakfast meals, in order to zone in more consumers. For instance, Post Holdings through its Dream Cereal range offers oat-based cereal integrated with OREO cookie taste. Thus, the incorporation of exotic flavors into the product variants is emerging as a safe bet for manufacturers in the industry.

Oats Market: Year-on-Year Growth Rate (%), Flavored Oats, Global, 2016 - 2021

North America Holds the Major Market Share

North America accounts for the major market share followed by Europe. An increase in demand for convenience food coupled with rising obesity and diabetes cases in the region has led to an increase in demand for healthier breakfast options such as oats. Moreover, oatmeal being one of the most prominent weight-loss food gains an edge among other breakfast cereal products. Additionally, the rich fiber content in oats known as beta-glucans helps lower blood sugar levels and thus makes an excellent choice among diabetic patients. In 2021, North America remained the second most diabetes prevalent region in the world. About 12% of adults (20-79 years) dealt with diabetes.

The rising population of health-conscious consumers in the countries of the regions is influencing the high growth of oats markets. Moreover, increasing imports as well production of oats especially in the United States is another factor helping the growth of the oats market in the North American region.

Oats Market - Market Size (%), by Region, Global, 2021

Competitive Landscape

The global market for oats is competitive, owing to the presence of large regional and domestic players in different countries, where domestic companies have gained preference over multinationals due to their strong market power. Emphasis is given on the merger, expansion, acquisition, and partnership of the companies along with new product development as strategic approaches adopted by the leading companies to boost their brand presence among consumers. The global leaders in the oats market include PepsiCo, Inc., The Kelloggs Company, B&G Foods, Nestle SA, General Mills, and others.

Major Players

  1. PepsiCo, Inc.

  2. B&G Foods, Inc.

  3. Marico

  4. Nestle SA

  5. The Kellogg Company

Oats Market Concentration

Recent Developments

In March 2021, Quaker Oats launched unique product that brings plain oats with 2 different flavours - Homestyle Masala and Tangy Tomato – in one pack to targeting the growing oats demand in India.

In April 2020, Marico Limited collaborated with Swiggy and Zomato to deliver its range of oats, and cooking oils to consumers with launch of "Saffola Store" in prominent city across India.

In July 2018, B&G Foods Acquired McCann’s® Irish Oatmeal with view to expand its market presence and widen the product portfolio.

Table of Contents


    1. 1.1 Study Assumptions & Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Form

      1. 5.1.1 Flavoured Oats

      2. 5.1.2 Base Oats

    2. 5.2 By Distribution Channel

      1. 5.2.1 Supermarket/Hypermarket

      2. 5.2.2 Convenience Stores

      3. 5.2.3 Online Channels

      4. 5.2.4 Others

    3. 5.3 Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.3.2 Europe

        1. Spain

        2. United Kingdom

        3. Germany

        4. France

        5. Italy

        6. Russia

        7. Rest of Europe

      3. 5.3.3 Asia Pacific

        1. China

        2. Japan

        3. India

        4. Australia

        5. Rest of Asia-Pacific

      4. 5.3.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.3.5 Middle East and Africa

        1. South Africa

        2. United Arab Emirates

        3. Rest of Middle East and Africa


    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 PepsiCo, Inc.

      2. 6.4.2 Nestle SA

      3. 6.4.3 B&G Foods, Inc.

      4. 6.4.4 Marico Limited

      5. 6.4.5 Nature's Path Foods

      6. 6.4.6 The Kellogg Company

      7. 6.4.7 Bob's Red Mill Natural Foods

      8. 6.4.8 General Mills

      9. 6.4.9 Post Holdings

      10. 6.4.10 The Raw Factory

    5. *List Not Exhaustive


**Subject to Availability
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Frequently Asked Questions

The Oats Market market is studied from 2016 - 2027.

The Oats Market is growing at a CAGR of 4.8% over the next 5 years.

Asia-Pacific is growing at the highest CAGR over 2021- 2026.

North America holds highest share in 2021.

PepsiCo, Inc., B&G Foods, Inc., Marico, Nestle SA, The Kellogg Company are the major companies operating in Oats Market.

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