The global oatmeal market size is anticipated to expand at 5.7% CAGR through 2034. The sector’s value is estimated to reach USD 6,063 million in 2024 and USD 10,557 million by 2034.
Oatmeal is becoming a favorite breakfast staple globally due to its rich fiber content and presence of other essential nutrients like vitamins and minerals. High consumption of this product globally is expected to boost sales growth during the assessment period.
The oatmeal sector is on a spin. This can be attributed to the diminishing quality of life due to spiking stress levels, which is prompting sales of healthy food products like oats. Products like granola bars and baby food that contain oatmeal are also gaining notable traction. Product consumption as a breakfast staple alongside fruits is a favored consumer choice.
In North America, especially, the demand for oats is high. To meet the population demand, players like KWS, Advanta Seeds, and Johnny’s Selected Seeds are expanding their production capacity. Additionally, players are diversifying their products and expanding their portfolio by launching new product varieties.
Global Oatmeal Industry Assessment
| Attributes | Description |
|---|---|
| Estimated Size, 2024 | USD 6,063 million |
| Projected Size, 2034 | USD 10,557 million |
| Value-based CAGR (2024 to 2034) | 5.7% |
In Asia Pacific, the moderate growth of the industry can be linked to changing breakfast routines. The regional population has adopted busy urban lifestyles which paves the way for healthy, convenient, and quick breakfast options. Oatmeal, now available in nutritious and versatile formats, is being opted for such meals.
The widespread product availability is also fueling the sector’s growth. Producers in this region are shifting their focus to developing economies to ramp up their sales. As a result, they are increasing their footprint in selected regions.
Several firms are investing in cutting-edge machinery and modern technology to enhance product processing and output. Governments too are coming forward to provide tax breaks and supportive incentives to lead the sector.
Consumers are becoming aware of the ill effects of consuming chemical-based foods. From this standpoint, they are seeking organic oat products, especially in developed regions where income levels are high. Their popularity hinges on the fact that they are fit for consumption and cause a drastically reduced carbon footprint.
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Oatzempic Challenge Takes TikTok by Storm
Trends on social media create a craze for oats. TikTok especially produces the most viral trends. Recently, oatzempic challenge became famous on social media. This trend is a healthier take on the famous weight reduction drug Ozempic. This trend featured TikTokers digesting oatmeal drinks to shed pounds of weight instead of buying expensive shots that often result in several side effects.
Participants of this challenge have been able to successfully shed 40lbs in a matter of 2 months, simply by consuming smoothies containing instant oats, fresh lime juice, and water. Many claim that they have seen a decrease in multiple dress sizes.
Oat-based Breakfast Items Observing Upswing in Demand
Oats are increasingly being incorporated by food manufacturers as they aim to penetrate the market with breakfast cereal products. Consumers' purchasing decisions are also changing in favor of light and healthy meals. This is propelling the frequent use of this highly nutritive food in the meal plan.
Customers have this perception that they can tread a journey toward wellness by integrating oats into their daily diet. This standpoint is also improving the product’s sales.
Oatmeal Producers Pressed for Innovation, Lest They Would Lose Consumer Appeal
Manufacturers in the oatmeal market are facing competition from an array of breakfast options, including convenient breakfast bars and sugary cereals. Further, the oatmeal’s perception as a time-consuming and bland breakfast option is restricting its appeal among consumers. Even though the product provides ample health benefits, customers are finding exciting new breakfast trends to be more intriguing than this bland option.
Competition from private-label brands is pressing producers for innovation. New development strategies for the product include an emphasis on convenience, the creation of tastier options, and clear communication about the health benefits.
Global sales of oatmeal recorded a CAGR of 5.8% from 2019 to 2023. In 2019, the industry accumulated a valuation of USD 4,784 million. By 2023, the industry’s value rose to reach USD 5,512 million in 2023.
The use of oatmeal as a dietary staple for food and feed shifted toward a nutritive whole grain source for a balanced diet in the historical period. Spiked obesity, changed dietary intake, and surged gluten-free trends all fueled product demand.
Industry projections for the period 2024 to 2034 showcase a rise of 5.7% CAGR. The industry’s value is estimated to spearhead from USD 6,063 million in 2024 to USD 10,557 million by 2034.
Industry participants are anticipated to widen their product portfolios by launching distinct flavors. More restaurants are expected to mention oatmeal on their menu over the assessment period. Rising demand for protein-based foods is also projected to positively influence the sector’s growth.
Growing vegan population is another propeller for product sales. Moreover, rising concerns over the planet’s health are projected to improve product demand. The sustainability aspect of oats is thus highlighted in marketing strategies as they aim to capture ecologically conscious customers.
Principal Consultant
The growth of this sector in the first half (H1) of the 2023 to 2033 period is assessed to be 5.6% CAGR. Post this period, this sector will likely expand at 5.8% CAGR in the H2.
| Particular Value | CAGR |
|---|---|
| H1 | 5.6% (2023 to 2033) |
| H2 | 5.8% (2023 to 2033) |
| H1 | 6% (2024 to 2034) |
| H2 | 5.9% (2024 to 2034) |
Sales in the H1 of the 2024 to 2034 period are projected to rise at 6% CAGR. Over the H2 period, the industry is anticipated to advance at 5.9% CAGR, indicating a slight decline from that of H1 period.
Tier 1 companies operating in the oatmeal market hold a 35% value share. These companies enjoy international fame and recognition. They have efficient distribution capacity, allowing them to provide competitive pricing and broader product availability as opposed to smaller players.
Tier 1 companies have the resources to obtain regional or smaller brands that have a strong foothold in certain markets. This permits them to further expand their distribution network and reach customers more quickly.
Companies in this category hold the budget for large-scale marketing campaigns to reach more audiences. This is helping build brand recognition for their offerings across various regions.
Tier 2 firms in this sector have a share of 20%. These companies have a regional base and expertise. Due to their regional focus, they are incorporating and promoting the locally sourced ingredients or flavors that are available in certain regions in their product offerings.
As for their distribution tactic, online and direct-to-consumer sales are preferred for these companies’ sales. These companies are expanding into new territories, offering subscription services or local delivery to improve convenience for customers.
Tier 3 companies in this industry acquire a 45% value share. They are partnering with domestic grocery store chains or local shops to cover more areas for distribution. This allows them to compete with larger brands that usually have national distribution deals.
Firms are focusing on niche offerings that serve certain dietary requirements or preferences in a region. Further, they are promoting ethical sourcing of ingredients and sustainable practices to resonate with eco-conscious consumers. This also allows them to differentiate from the national brands that focus on mass production of conventional oatmeal.
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Growth projections in leading nations is evaluated in the following section. Over the next decade, Italy and Germany are projected to rise more strongly than the United States. In countries of Asia Pacific, like Indonesia and India, the product’s appetite is rising at an average of 6.1% and 5.9%, respectively.
| Countries | CAGR 2024 to 2034 |
|---|---|
| United States | 5.5% |
| Germany | 5.9% |
| Italy | 6.7% |
| India | 5.9% |
| Indonesia | 6.1% |
Product sales in the United States are set to consistently rise at a 5.5% CAGR through 2034. Increasing obese people and prevalent sedentary lifestyles across the nation are fueling the demand for healthy, nutritious breakfast options.
Health professionals are also recommending the population switch from wheat to oats since oats have superior satiety effects. Another key driver for this sector is the vast diabetic population, who are advised to consume oats in their dietary plans.
A key element for this sector’s growth is the growing perception of the positive value of oats in consumers’ minds. Their use in snack bars and breakfast cereals continues to be a driver for the sector.
In Italy, sales of oatmeal packs are expected to witness a surge of 6.7% CAGR over the assessment period. Many exciting things are planned for the growth of brands in this nation. In April 2024, for instance, Oatly introduced itself at the Milan Design Week with a Designed for Humans pop-up. This oat-based products company set up a design installation to welcome visitors to enjoy a cup of coffee with oats.
Oatmeal has also made its way into the Italian breakfast list and amassed loyal consumers due to its healthy constituents. This morning meal is also filling and is considered a hearty choice, boosting its sales.
In Indonesia, companies can expect a growth of 6.1% CAGR over the projected period. The pervasive consumption of oats in the form of rolled oats or oatmeal as a breakfast item is fueling product sales.
Consumer awareness about oatmeal and a growing preference for healthful snacks over conventional ones are prompting rapid sales. Food and beverage manufacturers in the nation are attempting to meet the changing needs of their customers by providing them with fortified oatmeal products.
The following section is dedicated to leading segments in this landscape. The whole oat grains segment is one such well-performing segment which is set to acquire a 37.5% share in 2024. Offline sales channel also demonstrates a significant hold over the sector. In 2024, this segment is anticipated to attain a 65.4% value share.
| Segment | Whole Oat Grains (Type) |
|---|---|
| Value Share (2024) | 37.5% |
Whole oat grains are projected to account for a revenue share of 37.5% in 2024. These grains are observing heightened demand as they are a nutritious powerhouse. They are replete with nutrients like protein, fiber, complex carbohydrates, and antioxidants. Consumers are thus continuously seeking whole grains for their health aspects.
Patients seeking diabetes management are also consuming whole oat grains to regulate their blood sugar levels. For weight management purposes too, the product is consumed to experience higher satiety levels. The introduction of oats recipes to prepare protein bars and baked goods is increasing its appeal in the oatmeal market.
| Segment | Offline Sales Channel (Sales Channel) |
|---|---|
| Value Share (2024) | 65.4% |
The offline channel continues to lead the oatmeal market, accounting for a share of 65.4% in 2024. Despite the ongoing shift to online sales channels, the offline medium still holds prominence. This can be attributed to the vast population that is accustomed to checking the oatmeal in person, comparing prices, flavors, and textures on the shelf.
People who eat it regularly buy the product in bulk. Since offline stores usually offer better deals on larger quantities, in-store sales are getting incentivized. Older demographics, which might be a significant consumer base for oatmeal, tend to shop offline to avoid complex online processes. This could skew the sales figures toward offline channels.
Industry participants are introducing new products that meet varied consumer preferences. Some famous options in the oatmeal market include organic oatmeal, instant oatmeal with various flavors and mix-ins, and single-serve portion packs for convenience.
Oatmeal contains high protein, fiber, and antioxidant content. It also holds potential health benefits such as digestive support and heart health. Oatmeal brands are thus promoting the nutritional advantages of their products in their marketing campaigns to appeal to health-conscious consumers.
Players are increasing the production of instant products, as these require minimal preparation and cook faster. Thus, making them more convenient for millennial customers who lead a busy lifestyle and seek quick and easy breakfast options.
Participants are utilizing marketing campaigns to highlight the health benefits and versatility of oatmeal. They also target certain demographics with their branding, like health-conscious families or millennials. Established brands are staying competitive by offering unique value propositions.
Industry Updates
The product is segmented on the basis of nature into conventional and organic.
The sector’s division based on type includes regular rolled oats, steel cut oats, instant rolled oats, quick oats, Scottish oats, whole oat grains, and others.
The product is sold through offline and online sales channels. The offline one includes supermarkets/hypermarkets, departmental stores, convenience stores, and other sales channels. The online medium includes the company website and eCommerce platform.
The report analyzes the sales trajectory in various continents like North America, Latin America, Europe, East Asia, South Asia, the Middle East and Africa, and Oceania.
The industry is projected to amass USD 6,063 million in 2024.
The sector is anticipated to expand at a 5.7% CAGR through 2034.
The sector is slated to reach USD 10,557 million by 2034.
Italy is anticipated to perform at a 6.7% CAGR through 2034.
The offline sales channel segment holds substance in this sector.
1. Executive Summary 2. Industry Introduction, including Taxonomy and Market Definition 3. Market Trends and Success Factors, including Macro-economic Factors, Market Dynamics, and Recent Industry Developments 4. Global Market Demand Analysis 2019 to 2023 and Forecast 2024 to 2034, including Historical Analysis and Future Projections 5. Pricing Analysis 6. Global Market Analysis 2019 to 2023 and Forecast 2024 to 2034 7. Global Market Analysis 2019 to 2023 and Forecast 2024 to 2034, By Nature 7.1. Organic Oatmeal 7.2. Conventional Oatmeal 8. Global Market Analysis 2019 to 2023 and Forecast 2024 to 2034, By Type 8.1. Steel Cut Oats 8.2. Regular Rolled Oats 8.3. Quick Oats 8.4. Instant Rolled Oats 8.5. Whole Oat Grains 8.6. Scottish Oats 8.7. Others 9. Global Market Analysis 2019 to 2023 and Forecast 2024 to 2034, By Sales Channel 9.1. Offline Sales Channel 9.1.1. Supermarkets/Hypermarkets 9.1.2. Departmental Stores 9.1.3. Convenience Store 9.1.4. Other Sales Channel 9.2. Online Sales Channel 9.2.1. Company Website 9.2.2. E-commerce Platform 10. Global Market Analysis 2019 to 2023 and Forecast 2024 to 2034, By Region 10.1. North America 10.2. Latin America 10.3. Western Europe 10.4. South Asia and Pacific 10.5. East Asia 10.6. Middle East and Africa 11. North America Sales Analysis 2019 to 2023 and Forecast 2024 to 2034, by Key Segments and Countries 12. Latin America Sales Analysis 2019 to 2023 and Forecast 2024 to 2034, by Key Segments and Countries 13. Western Europe Sales Analysis 2019 to 2023 and Forecast 2024 to 2034, by Key Segments and Countries 14. South Asia and Pacific Sales Analysis 2019 to 2023 and Forecast 2024 to 2034, by Key Segments and Countries 15. East Asia Sales Analysis 2019 to 2023 and Forecast 2024 to 2034, by Key Segments and Countries 16. Middle East and Africa Sales Analysis 2019 to 2023 and Forecast 2024 to 2034, by Key Segments and Countries 17. Sales Forecast 2024 to 2034 by Nature, Type, and Sales Channel for 30 Countries 18. Competition Outlook, including Market Structure Analysis, Company Share Analysis by Key Players, and Competition Dashboard 19. Company Profile 19.1. Quaker Oats Company 19.2. Weetabix 19.3. Kellogg 19.4. Nestle 19.5. Blue Lake Milling 19.6. Avena Foods 19.7. Bob's Red Mill Natural Foods 19.8. Dr. McDougall's Right Foods 19.9. General Mills 19.10. Richardson International 19.11. Sturm Foods 19.12. ThinkThin
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Oatmeal Market
