Oatmeal MarketSize and Trends

Instant rolled oats segment is one of the fastest growing segment among the product type of oatmeal market, owing to advantages offered by instant rolled oats such as easy to cook, on-the-go, and are pre-cooked. Among distribution channel, supermarket segment is projected to witness the highest share in the global oatmeal market, owing to the capability of this distribution channel to offer wide range of oatmeal products with discounts and offers, which gains consumer traction.

Market Dynamic

Increasing preference for healthy meal among individuals with rich source of fiber is one of the major driver for growth of the global oatmeal market. Moreover, increasing use of oats as a part of daily meal by people suffering from cardiovascular disorders and diabetes is driving market growth, as consumption of oats reduce the postprandial glycaemic response, which refers to an elevated blood glucose concentration after a meal. According to the WHO, the number of people diagnosed with diabetes has increased from 108 million in 1980 to 422 million in 2014. The WHO also projected diabetes to be the seventh largest cause of death by 2030.

Development of various flavored oatmeal and use of oatmeal in the cosmetic industry is expected to create lucrative growth opportunities for the oatmeal market. For instance, in 2018, Oat Cosmetics, a manufacturer and supplier of 100% natural, oat derived cosmetics ingredients to the beauty and personal care industry, launched a new range called as aurafirm, which consist of three oat-based active ingredients used to improve skin health, boost cell turnover, and also improve complexion radiance.

However, availability of alternatives such as cornflakes, buckwheat, and quinoa are the key factors restraining market growth.