Market Trends of Oats Industry
Surging Demand for Dietary Fiber Ingredients
- Oats are dietary fiber beneficial for a healthy gut microbiome. Higher intake of dietary fiber is linked with positive effects on health and decreased incidence of several diseases such as cardiovascular disease, colorectal cancer, and other diseases.
- Consumers are seeking positive nutrition, and thus the increasing interest of consumers in food and beverage products that are perceived to be healthier is boosting the demand for dietary fiber ingredients as it offers various health benefits such as maintaining bowel health, lowering cholesterol levels, controlling blood sugar level, aids in achieving a healthy weight, and others.
- Dietary fiber ingredients are gaining attention from consumers as they are perceived as healthful, and thus demand for fiber-rich food products is increasing. For instance, in 2021, according to the International Food Information Council (IFIC), the food and health survey showed that 56% of consumers are actively trying to consume fiber.
- Furthermore, the increasing importance of nutraceuticals, on account of rising health awareness, consumer shift toward natural ingredients, and regulatory support intended to promote the inclusion of functional ingredients are expected to fuel the demand for oats as a functional ingredient in many food products like bakery products.
- Hence, the growing demand for functional food and healthy food ingredients among manufacturers, along with the growing demand for food products with high fiber content owing to their health benefits, is fuelling the demand for dietary fiber ingredients such as oats in the market.
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North America Holds the Major Market Share
- North America accounts for the major market share, followed by Europe. According to the Organization for Economic Co-Operation and Development (OECD) analysis, the percentage of health expenditure spent on overweight and related conditions is predicted to account for 14% in the United States from 2020 to 2050.
- An increase in demand for convenience food coupled with rising obesity and diabetes cases in the region has increased demand for healthier breakfast options such as oats. Moreover, oatmeal being one of the most prominent weight-loss food, gains an edge over 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.
- According to International Foundation for Gastrointestinal Disorders, around 5-10% of the population globally suffer from irritable bowel syndrome (IBS), and 25 and 45 million people are affected by IBS in the United States. Oat is a type of prebiotic that helps nourish gut microbes. Prebiotic products are gaining popularity among consumers globally owing to growing awareness about improved gut health.
- The increasing consumption of prebiotics owing to the rising awareness regarding the health benefits of prebiotics, including improved digestion, lower stress response, better hormonal balance, and a decrease in cardiovascular diseases among consumers, is driving the market's growth.
- Thus, consumers are prioritizing their gut health and have thus been opting for products like dietary supplements, nuts and seeds, whole grains, and other food and beverage products that are rich in prebiotics. Thus, manufacturers are gaining interest in functional ingredients like oats that offer the benefits of prebiotics, such as ease of constipation, helps absorb calcium and mineral, and nourish gut microbes, to manufacture functional health supplements, food and beverages products, and others.
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