According to the latest market study on “Oats Market Forecast to 2028 – COVID-19 Impact and Global Analysis – by Process (Rolled and Steel-Cut), Category (Organic and Conventional), Nature (Gluten-Free and Conventional), Form (Flakes, Flour, and Others), and Application (Food & Beverages, Animal Feed, Personal Care, and Others),” the market was valued at  US$ 7,764.49 million in 2021 and is projected to reach US$ 9,939.82 million by 2028; it is expected to grow at a CAGR of 3.6% from 2021 to 2028. The report highlights key driving factors and prominent market players along with their developments in the market.

Oats (Avena sativa) are rich in cellulose, mixed-linkage (13) dietary fibre, and (14)-D-glucan arabinoxylans, among other dietary fibres. Oats' nutritional composition consists of protein, dietary fibres, vitamins, minerals, and carbs. Additionally, they are rich in antioxidants, which help to shield the body from chronic illnesses like diabetes, heart disease, and cancer. Oats are being added to more foods and beverages, cosmetics, and other items as a result of growing consumer knowledge of the advantages of eating them.

Oats are rich in oleic and linoleic acids, as well as vitamins B1, B2, and B6, as well as vitamins A, K, and E. They also include antioxidants, sterols, and helpful minerals. Oats have a better fatty acid profile than other cereals, making them a healthier choice. Oats contain 1-3% more crude protein than either barley or maize. Additionally, oats provide one of the highest concentrations of dietary soluble fibre beta-glucan, with each 100 g serving containing 5.0 g (oatmeal) to 7.2 g (oat bran). Oats have a high dietary fibre level, with 100 grammes of oats containing 9.9 to 14.9 grammes of fibre. Oats are higher in lipids (5–9%) and unsaturated fats, particularly the important fatty acid linoleic acid, than other cereal grains. They contain avenanthramides, special antioxidants. Additionally, they include tocotrienols and tocopherols, which are similar to vitamin E. Oats' numerous health advantages are significantly propelling the market's expansion.

The oats market has witnessed a major impact on its product trends. During the COVID-19 pandemic, consumer preference for healthy food products with various functional properties has increased significantly. Further, consumers are substituting conventional ingredients with healthier alternatives. Additionally, the consumer’s desire for new and innovative products to have different culinary experiences is also influencing the market trends for flavored oat beverages, gluten-free oats, and organic oats. Furthermore, during the pandemic there has been rapid surge in demand for immunity-boosting and healthy products, which is due to people seeking solutions to boost overall health and wellbeing. The COVID-19 pandemic has prompted customers to become health-conscious and turn to organic products. Hence, increasing health-consciousness and high demand for organic products among the global population due to the COVID-19 pandemic has had a positive impact on the oats market.

The market closure and the disruption of food services, however, have significantly affected food demand. Food producers and processors faced a variety of difficulties in their daily work. The HORECA (hotel, restaurant, and café) industry was negatively impacted by consumer preferences to stay at home. The supply and sale of seeds, fertiliser, and crop protection items were permitted by governments, therefore this had no impact on the manufacturing process. The Food and Agriculture Organization (FAO) said that Europe and Central Asia had sufficient food supply, including essential food items. However, with advancements in vaccination and actions made by various governments to boost economic and industrial growth, it is projected that the demand for oats would increase steadily in the coming years.

Avena Foods, Limited; Blue Lake Milling; Glanbia Plc; Grain Millers, Inc.; JELU-WERK J. Ehrler GmbH & Co. KG; Lantmännen; Morning Foods; Oy Karl Fazer Ab; Richardson International Limited; and Swedish Oat Fiber AB are among well-established players in the global oats market. Companies in the market are adopting strategies such as product developments, plant expansions, and mergers and acquisitions to expand their footprint worldwide and meet the growing demand from end users. For instance, in April 2021, Richardson International Limited announced a notable investment in its oat mill located in Bedford, England, to expand the plant and boost capacity by 35%. This latest investment will enhance all plant operations, from intake and warehousing capabilities to logistics and distribution.

By process, the global oats market is bifurcated into rolled and steel-cut. Based on category, the oats market is segmented into organic and conventional. By nature, the global oats market is bifurcated into gluten-free and conventional. Based on form, the oats market is segmented into flakes, flour, and others. Based on application, the global oats market is segmented into food & beverages, animal feed, personal care, and others. In terms of geography, the oats market is segmented into five main regions—North America, Europe, Asia-Pacific (APAC), the Middle East & Africa (MEA), and South and Central America (SAM).

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