Oatmeal Market 2019 Development Status, Size Estimation, Global Trends, Sales Revenue, Key Players Analysis, Competitive Landscape, Future Plans and Regional Forecast to 2027
According to the new research report published by The Insight Partners, titled “Oatmeal Market – Global Analysis and Forecast to 2027”, the global oatmeal market is valued at US$ 9.86 Bn in 2018 and is expected to grow at a CAGR of 4.2% during the forecast period 2019 – 2027, to account to US$ 14.08 Bn in 2027 Driven by the Versatile health benefits of oatmeal and Recent changes in lifestyle inclined towards developing healthy eating habits.
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The prominant market players operating in the market are B&G Foods, Inc., Bagrrys India Limited, Hamlyns of Scotland, Kellogg Company, Nature’s Path Foods Inc., Nestlé S.A., The Quaker Oats Company, Weetabix Limited, World Finer Foods Inc., McCann’s Irish Oatmeal, Grain Millers Inc., Trader Joe’s, Marico Limited among other prominent market players.
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The North America region comprises the U.S., Canada, and Mexico. Oat is consumed as a staple breakfast meal in both the U.S. and Canada in the form of either porridge or oatmeal. However, its consumption in Mexico is less. Also, Canada is one of the largest oats producing nation across the globe. Further, in 1996, oats became the first single food product in the U.S. to make a health claim allowed by the FDA.
Regardless of the health claim, oats consumption was comparatively low in the late ‘90s although, with the increasing potential of food & beverage manufacturers to recognize the potential of oats to be used in different kinds of oatmeal, its consumption increased drastically. In the North American region, oats are grown in spring season and harvested in late summer or early fall. Earlier, oats was sold more frequently during winters however, it is now evolved as a cereal demanded throughout the year. Some of the key oatmeal players in the region including, Quaker and Danone North America have also launched oatmilk across the U.S.; and Oatly, a Swedish company has established its manufacturing plant in the U.S. market.
Australia is one of the major oat producer in the region. Around half of the oats are produced in the Western Australia. A significant portion of oats produced in Australia is exported to south-east Asian countries. Owing to the increasing demand for oats, the industry is focusing on increasing its capability to serve the international as well as regional demand. For instance, Co-operative Bulk Handling (CBH) Group entered the market by acquiring Blue Lake Milling, a key oat products manufacturer in Australia in 2015.
The acquisition was aimed at tapping the south-east Asian oat market as well as to develop significant presence in the Asia Pacific. Further, the company opened a new facility in Forrestfield to focus on China market. Also, UniGrain has invested a significant amount in the past few years for expanding its operating capacity to fulfil the rising demand. In 2017, Freedom Foods and Seamild Group, an oat-based cereal producer partnered to improve its Seamild branded oat products.
A major trend towards ready-to-eat meals in increasing in North-western Europe particularly. Also, another notices in the market is the growing convenience of online market. Several high-end oat brands can be easily purchased online. Since 2016, around 70% of the hot cereals launched in the region are oat-based. Although, porridge launches are more active in the region as compared to other regions, the consumption of oats differs by country and it is noticeable that climate as well as tradition propel both consumption and innovation. U.K., Russia, Germany, Poland, and Czech Republic are few of the prominent oatmeal consuming countries. However, owing to warmer weather in countries such as Italy and France the consumption of hot breakfasts is less. Thus, oatmeal consumption in these countries is less in comparison to northern countries.
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Whole oat groats are hulled kernels of grain, which is slightly processed to take out the outer hull or husk of the grain. They are highly nutritious as they retain bran and germ. The texture of whole oat groats is similar to thick rice and is chewy. Further, it is required to be simmered or soaked before cooking, as they make more time to cook compared to other types of oats. Generally, it is used in stews and porridges. Whole oat groats preserve the high-fiber bran, which has iron, protein, fatty acids, and B-vitamins. Further, they retain germ that is high in polyunsaturated fats as well as contains minerals and vitamins.
Steel cuts oats slightly more processed form of whole oat groats and is prepared by chopping the whole oat groats into smaller pieces, using a steel metal blade. The nutritional values and texture of these oats are similar to whole oat groats. They take comparatively lesser time to cook than whole oat groats (usually 15-20 minutes). They are slightly chewy and have chunky and rough consistency, which gives different eating experience than rolled oats. Also, Owing to their composition, these oats are often used in stews and soups to provide creaminess, texture, and thickness. They are also referred to as Irish or white oats.
The oatmeal market in Asia Pacific region is accelerating with a fastest growth rate. The region comprises of several developing countries particularly, South-East Asian countries, witnessing a rise in middle class population. Also, China and India is noticing high growth in the demand for oatmeal. Further, the emerging middle class is anticipated to account for 3 Bn by 2020. A trend towards health consciousness is noticed among some of the middle class population thus, creating an opportunity for the oatmeal market. As per the director of grains research and innovation at Department of Agriculture and Food Western Australia, the interest in consumption of oats as human food is majorly noticed for traditional oat products such as rolled and flaked oats. Also, a trend towards ready-to-make oatmeal in also noticed in the region.
Key findings of the study:
The global oatmeal market is profoundly captured by several established companies as well as regional players across the globe. These companies are facilitating to meet the constantly increasing demand from customers. Attributing to the fact, the oatmeal companies are highly focused on offering unique oatmeal with different flavors and taste at a competitive price. Some of the recent developments in the oatmeal market include:
• In 2019, Nestlé Toll House launched two cookie dough range for the consumer as a snacking option. The ingredients of the dough include peanut butter, oats, and the dough contain no artificial flavors.
• In 2018, The Quaker Oats Company announced the launching of oat-based beverages in the US. The beverage would come in three flavors and is expected to be sold at a price of US$4.29.
Oats are essential part of the country’s diet and thus, the oatmeal consumption is high in the UK country. In May 2018, Arla Foods entered the U.K. breakfast food-to-go market with a launch of new milk & oats range as well as ready-to-drink beverages. Also, in October 2018, Quaker launched a new campaign, ‘I owe it to Oats’, to refresh the brand name by communicating the power of the oat. The campaign featured a series of stories focused on the Quaker’s key health pillars. Further, in July 2017, the company launched its ‘on-the-go’ breakfast range, which included ‘Porridge To Go’- made of wholegrain oats.
The Strategic Insights and Recent Developments in Oatmeal Industry:
The players operating in the oatmeal market are mainly focusing on product launch and innovative marketing strategies to expand their geographical presence. Few of the recent developments of the players operating in the oatmeal market are listed below:
• 2018: B&G Foods acquired McCann’s which is a premium oatmeal brand of TreeHouse Foods, Inc. for about US$ 32.0 Mn in cash.
• 2016: Bagrry’s India Ltd ventured into ventured into the Quick Service Restaurants with Bagrry’s Health Café the restaurant would offer a variety of high fiber grains.
• 2016: McCann’s Irish Oatmeal announced the expansion of its product portfolio by launching three new product lines namely McCann’s Traditional Steel Cut Irish Oatmeal Gluten-Free; McCann’s Quick & Easy Steel Cut Irish Oats Single Serve Microwavable Cups, and Non-GMO Certified McCann’s Steel Cut Irish Oatmeal.
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