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The oatmeal market is estimated to grow at a CAGR of 4.45% between 2022 and 2027. The size of the market is forecast to increase by USD 751.97 million. The growth of the market depends on several factors, including rapid increase in urbanization globally, growing popularity of oatmeal, and expansion of oatmeal market.
This report extensively covers market segmentation by application (instant rolled oat, whole oat grain, regular oats, steel cut oats, and others), product type (cold oatmeal and hot oatmeal), and geography (North America, Europe, APAC, Middle East and Africa, and South America). It also includes an in-depth analysis of drivers, trends, and challenges. Furthermore, the report includes historic market data from 2017 to 2021.
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The increasing urbanization globally is notably driving the market growth, although the presence of substitute products may impede the market growth. Our researchers analyzed the data with 2022 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.
The rapid increase in global urbanization is notably driving the oatmeal market growth. The world population is increasingly moving to cities, and this is a major global factor behind the growth of the oatmeal industry. As more and more people move to urban areas, individuals prepare breakfast regularly. This has increased the need for a quick, easy, healthy, portable breakfast option like oatmeal. As oatmeal is easy to prepare and portable, it is a great breakfast choice for city dwellers. It can be prepared in minutes and easily transported in single-serving packs or containers.
Additionally, oatmeal is a nutritious breakfast option that can provide sustained energy, especially in the morning. It is rich in fiber, protein and other nutrients, making it a nutritious breakfast option. As the world population continues to urbanize and the oatmeal market expands globally, demand for quick, easy, and healthy breakfast options is expected to grow. For example, single-serve oatmeal cups and flavored oatmeal packets can be quickly prepared and consumed on the go. This driver is therefore anticipated to propel the growth of the global oatmeal market over the forecast period.
The availability of gluten-free and allergy-friendly oatmeal is a key trend influencing the oatmeal market growth. There is a growing need for eco-friendly options. Oatmeal is naturally gluten-free, but processing can introduce gluten. Oatmeal manufacturers have developed gluten-free oatmeal-based products to accommodate customers with gluten intolerance or celiac disease. Oatmeal manufacturers are responding to this trend by creating oatmeal-based products that are free of common allergens such as dairy, nuts, and soy.
This pattern is driving manufacturers to develop cutting-edge gluten-free and allergy-friendly oatmeal products to meet consumer demand. As it launches, it is expected to drive the growth of the global oatmeal market. Therefore, this trend is expected to drive the growth of the global oatmeal market during the forecast period.
The presence of different substitute products challenges the oatmeal market growth. Competition from other breakfast options is one of the biggest challenges facing the global oatmeal market. Granola, yogurt, smoothies, and other to-go options are among the many breakfast options available to consumers today. Consumer preference for these other options over oatmeal may limit market growth between 2023 and 2027. One of the main factors in this competition is that oatmeal is a simple and uninteresting breakfast with little variety or excitement. Manufacturers must meet this challenge by launching fresh, new oatmeal products with a variety of flavors and textures to suit consumer tastes.
Several innovative products have already been developed, including oatmeal bars, oatmeal cups, and instant oatmeal packs. Another challenge in the oatmeal market is the perception that other breakfast options are more convenient and require less preparation time than oatmeal. This allows instant oatmeal cups and portion packs to be quickly prepared and consumed on the go. Therefore, this challenge is expected to restrain the growth of the global oatmeal market during the forecast period.
The report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their growth strategies.
Global Oatmeal Market Customer Landscape
Vendors are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
Avena Foods Ltd: The company provides different types of food ingredients, namely gluten-free oats, gluten-free flours and grits, whole and split pulses, dietary fibers, and pet food ingredients.
The report also includes detailed analyses of the competitive landscape of the market and information about 15 market vendors, including:
Qualitative and quantitative analysis of vendors has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize vendors as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize vendors as dominant, leading, strong, tentative, and weak.
The market share growth by the instant rolled oat segment will be significant during the forecast period. Instant oatmeal is the major application type in the global oatmeal market. To cook it faster, oat groats are rolled and flattened before being steamed and lightly toasted. This gives busy consumers access to a convenient and easy-to-prepare breakfast option. Growing health consciousness and consumer demand for quick and healthy foods are expected to drive the steady growth of the global oats market over the forecast period. With significant growth potential during the forecast period, instant oatmeal is likely to become an important market segment during 2023-2027.
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The Instant rolled oat segment was valued at USD 1,256.81 million in 2017 and continued to grow until 2021. Over the past decade, the global oatmeal market has seen a significant increase in sales of cold oatmeal, also known as overnight oats. Cold oatmeal has many advantages that accelerate market expansion. Cold oatmeal is a great choice for consumers who are pressed for time in the morning and is an easy and quick breakfast option that can be fully prepared before consumption. Cold oatmeal is a nutritious breakfast alternative and, helps consumers maintain a balanced diet and reduce the risk of chronic diseases.
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North America is estimated to contribute 36% to the growth of the global market during the forecast period. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.
Oatmeal is one of the most popular breakfast foods in North America, and market growth is fueled by increasing consumer demand for quick and easy breakfast options. Consumer demand, government initiatives, and initiatives of market players supporting market growth in this region are expected to drive steady growth over the forecast period. The main suppliers of rolled barley for the North American market are the United States and Canada. The United States has the largest market in the region because many Americans prefer oatmeal for breakfast. The increasing adoption of healthy eating options in Canada is boosting the domestic oatmeal market. The North American oatmeal market has a number of government initiatives aimed at encouraging consumers to adopt healthy eating habits. Moreover, to meet changing consumer demand, market participants in the North American oatmeal market are focusing on innovation and product development. To meet consumer demand, suppliers such as Kellogg's, General Mills and Bob's Red Mill are investing in product innovation to bring new types and flavors of oatmeal to market. These factors are therefore expected to drive the growth of the regional oatmeal market over the forecast period.
In 2020, the COVID-19 outbreak negatively impacted the North American oatmeal market. Due to the rising number of COVID-19 cases, lockdowns were implemented in the region in 2020, shutting most manufacturing facilities for several months. This negatively impacted the demand for oatmeal in the region. Additionally, supply chain disruptions created a gap between oatmeal demand and supply, negatively impacting the market in 2020. Major vendors in the region pursued strategies such as online distribution channels, online portals and partnerships with retailers to increase sales of their products. The increasing number of online users and the presence of established sales channels for such products in the region fueled the growth of oatmeal market in the region during the forecast period.
The report forecasts market growth by revenue at global, regional & country levels and provides an analysis of the latest trends and growth opportunities from 2017 to 2027.
Technavio categorizes the global oatmeal market as part of the global packaged food and meat market, under the global food segment of the global food, beverage, and tobacco market. The global packaged food and meat market includes food processing manufacturers or suppliers involved in food processing to eliminate microorganisms and extend shelf life. Technavio calculates the global packaged food and meat market size based on the total revenue of the vendors operating in the market. The market does not include manufacturers of food processing equipment. Manufacturers of packaged alcoholic and non-alcoholic beverages, including bottled water, have also been removed from the market.
Oatmeal Market Scope |
|
Report Coverage |
Details |
Page number |
160 |
Base year |
2022 |
Historic period |
2017-2021 |
Forecast period |
2023-2027 |
Growth momentum & CAGR |
Accelerate at a CAGR of 4.45% |
Market growth 2023-2027 |
USD 751.97 million |
Market structure |
Fragmented |
YoY growth 2022-2023(%) |
3.62 |
Regional analysis |
North America, Europe, APAC, Middle East and Africa, and South America |
Performing market contribution |
North America at 36% |
Key countries |
US, Canada, Australia, Russia, and UK |
Competitive landscape |
Leading Vendors, Market Positioning of Vendors, Competitive Strategies, and Industry Risks |
Key companies profiled |
Avena Foods Ltd., Blue Lake Milling, Bobs Red Mill Natural Foods Inc., Bright People Foods Inc., Castle Valley Mill, Easywell Consumer Products Inc., General Mills Inc., Glanbia plc, Grain Millers Inc., Kellogg Co, Morning Foods Ltd., Natunola Health Inc., Nestle SA, New Hope Mills Manufacturing Inc., PepsiCo Inc., Richardson International Ltd., Small Valley Milling, Torto Food Industries M Sdn Bhd, TreeHouse Foods Inc., and Weetabix Ltd. |
Market dynamics |
Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID 19 impact and recovery analysis and future consumer dynamics, Market condition analysis for forecast period |
Customization purview |
If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
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