Market Trends of united states oat milk Industry
Increased product innovations and investments, coupled with rising obesity rate, are driving the consumption of oat milk
- The per capita consumption of oat milk is rising significantly in the United States, supported by investments and innovations, resulting in more than 52% of US consumers preferring plant-based food. This growth is primarily due to the growing number of people turning to veganism to support animal welfare, as factory farming, where animals are not treated humanely, is the norm in the United States. Most Americans generally consume less dairy and other animal products, but they are not doing away with them entirely. In comparison to vegans or vegetarians, there are more flexitarians in the country. As of 2022, 7% of US consumers adopted a flexitarian diet, compared to over 12% who prefer a plant-based diet. Although Americans of all ages are interested in plant-based foods, people in their 20s and 30s are the most interested.
- The United States has one of the highest obesity rates in the world. As of November 2021, the United States had adult obesity rates of 30% or higher, with 19 states maintaining rates of 35% or higher. The growing number of lactose-intolerant consumers in the country is also driving the plant-based milk market, including oat milk. In 2022, 30-50 million Americans were lactose intolerant. To counter these problems, people are exploring ways to stay fit and opting for healthy lifestyles. Oat milk is the second most consumed plant milk for weight loss and lactose intolerance.
- There is a constant rise in the per capita consumption of oat milk due to consumer preference for sustainable ingredient sourcing, which is concerned with hormones (plant estrogen or iso-flavones) found in soy milk. Oat milk also comes with GMO-free, low-fat, and allergen-free claims, giving consumers more plant-based options to diversify their diets. Products labeled hormone- or antibiotic-free posted double-digit growth in the past four years, generating USD 11.4 billion in sales last year.
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OTHER KEY INDUSTRY TRENDS COVERED IN THE REPORT
- Changing environmental factors impact the country's oat production
