Oats Market Trends & Summary

The global oats market is witnessing a steady yet transformative rise. According to Renub Research, the market is projected to grow from US$ 5.21 billion in 2024 to US$ 7.56 billion by 2033, achieving a CAGR of 4.22% during 2025–2033. The momentum behind this growth stems from a powerful convergence of consumer behavior changes, nutritional awareness, and innovation in plant-based and convenience foods.

As people across regions shift toward healthier, minimally processed foods, oats—long considered a humble breakfast staple—have emerged as a global dietary essential. Today, they are powering everything from breakfast cereals and snack bars to dairy alternatives and skincare formulations. This evolving multifunctionality positions oats as one of the most dynamic ingredients in the modern food economy.

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Global Oats Industry Overview

Oats, derived from Avena sativa, have long been prized for their nutritional richness. Packed with dietary fiber, especially beta-glucan, oats support cholesterol reduction, digestive health, and overall cardiovascular wellness. Beyond fiber, oats provide essential vitamins, minerals, antioxidants, and a balanced combination of proteins and carbohydrates—making them a preferred choice among health-conscious consumers.

Traditionally consumed in forms such as rolled oats, oatmeal, and instant oats, the ingredient now appears across product categories:

Granola, muesli, and energy bars

Smoothies, cookies, breads, and muffins

Oat flour as a gluten-free alternative

Animal feed for horses and livestock

Skincare products, where oat extracts support anti-inflammatory and soothing effects

Oats have successfully transitioned from a single-purpose grain to a multi-industry powerhouse.

Global Oats Market Growth Drivers

1. Rising Demand for Healthy, Functional, and Nutritious Foods

Consumers worldwide are increasingly mindful of the relationship between food and health. The high fiber content of oats—particularly beta-glucan—supports heart health, reduces cholesterol, and enhances digestion. With surging rates of lifestyle-related disorders such as diabetes, obesity, and heart disease, many households have turned to oats as a trusted natural remedy and preventive staple.

Clean-label trends have further accelerated oat consumption, as people prefer whole grains with minimal processing. Companies are capitalizing on this shift. For example, ITC introduced its “Right Shift” line in August 2024, featuring jaggery oats cookies and multigrain snacks targeted at health-conscious consumers above age 40.

2. Plant-Based and Gluten-Free Diet Explosion

The global rise in vegan, vegetarian, and flexitarian lifestyles has significantly expanded the oats market. Naturally plant-based and gluten-free (when processed in controlled facilities), oats are a foundational ingredient in:

Oat milk

Vegan snacks

Gluten-free baked goods

Functional beverages

Oat milk remains the standout success story, rapidly becoming a preferred dairy alternative due to its creamy texture and nutritional profile.

In December 2023, Life Health Foods launched So Good Oat plant-based milk in India, demonstrating the growing momentum of oat-based beverages in emerging markets.

3. Surge in Convenience and Ready-to-Eat Foods

Accelerated lifestyles and urban living have reshaped eating patterns. Consumers now demand convenient, nutritious options that save time without sacrificing health benefits. As a result, instant oats, flavored oatmeal cups, granola bars, and ready-to-eat oat snacks have surged in popularity.

In September 2024, Fresh Del Monte entered the convenience breakfast segment with ready-to-eat oats featuring fresh fruits—an innovation aligning perfectly with on-the-go trends.

Oats' versatility allows manufacturers to continuously innovate with new flavors, textures, and formats, expanding their relevance across demographics.

Regional Outlooks

North America: Mature Market, Continuous Innovation

North America remains one of the strongest and most mature oat markets globally. The U.S. and Canada dominate consumption, with oats widely used in breakfast cereals, snack bars, bakery items, and oat-based beverages.

United States Oats Market

Demand for healthy, plant-based, and convenient foods is driving strong growth in the U.S. market. Oatmeal, granola, cereals, flavored porridges, and oat milk are everyday staples for millions of Americans.

Growing focus on heart health, digestive wellness, and gluten-free diets continues to boost demand. Product innovation remains robust, as seen in Tirlán’s launch of Truly Gluten Free Irish Oat Drink in March 2024—a premium offering targeting U.S. consumers seeking allergen-friendly beverages.

Europe: Sustainability and Plant-Based Diets Fuel Growth

Europe represents one of the fastest-growing oat markets due to demand for sustainable, organic, and plant-forward food choices. Key markets—France, Germany, the UK, Italy, Spain, Belgium, the Netherlands, and Turkey—show rising consumption of oat cereals, bakery products, snacks, and beverages.

Germany Oats Market

German consumers prioritize organic and sustainably sourced foods, making oats an increasingly preferred grain. High fiber content, cholesterol-lowering properties, and versatility contribute to robust demand.

A rising trend in plant-based diets has amplified oat milk consumption. In October 2023, German brand Velike launched NOT M'LK, the country’s first refillable vegan oat milk sold in returnable glass bottles—highlighting Europe’s innovation in sustainability.

Asia Pacific: Rapid Growth Driven by Health Awareness and Western Influence

The Asia Pacific oats market is expanding rapidly, supported by fast-paced urbanization, lifestyle changes, and growing acceptance of Western dietary habits. Major markets include China, Japan, India, South Korea, Indonesia, Thailand, Malaysia, Australia, and New Zealand.

Oats are increasingly perceived as a nutritious, convenient breakfast and snack option. The demand for plant-based, gluten-free, and functional foods boosts adoption of oat milk, oat-based drinks, and ready-to-eat oatmeal.

China Oats Market

China is witnessing a significant surge in demand driven by health awareness and growing preference for convenient meals. Instant oatmeal and oat beverages are especially popular among urban consumers.

The influence of Western diets, rising e-commerce distribution, and product innovations are accelerating growth. In September 2024, Luckin Coffee introduced a new oat milk series—including Oat Milk Latte and Oat Shakerato—illustrating China’s evolving appetite for oat-based beverages.

Latin America: Rising Adoption of Nutritious Breakfast and Snack Foods

Latin America shows steady growth as consumers seek healthier food alternatives. Brazil, Mexico, and Argentina are the key markets where oats are widely used in cereals, smoothies, bakery products, and plant-based beverages.

Brazil Oats Market

Brazil's market is expanding due to rising health consciousness and demand for fiber-rich foods. Plant-based eating trends have further accelerated oat milk and oat snack adoption.

In July 2023, Brazil’s top plant-based brand Fazenda Futuro launched Futuro Aveia, a new oat-based beverage line, signaling strong demand for dairy alternatives.

Oats Market Segmentation

By Type

Rolled Oats

Whole Oats

Steel-Cut Oats

Instant Oats

Others

By Application

Animal Feed

Food & Beverage

Personal Care & Cosmetics

Others

By Country (25 Markets Covered)

North America

United States, Canada

Europe

France, Germany, Italy, Spain, United Kingdom, Belgium, Netherlands, Turkey

Asia Pacific

China, Japan, India, South Korea, Thailand, Malaysia, Indonesia, Australia, New Zealand

Latin America

Brazil, Mexico, Argentina

Middle East & Africa

Saudi Arabia, United Arab Emirates, South Africa

Company Analysis (4-Point Coverage Per Company)

Overview

Key Person

Recent Developments

Strategies

Major Companies Covered

General Mills

B&G Foods Inc

Kellanova

Marico Ltd

PepsiCo Inc

Nestlé SA

Blue Lake Milling

Avena Foods

Final Thoughts: Why the Oats Market Is Positioned for Long-Term Growth

As consumers embrace health-focused diets, sustainability, plant-based living, and convenience-driven lifestyles, the oats market is uniquely positioned to expand across multiple industries. From breakfast cereals to cosmetic formulations, oats continue to show remarkable versatility and adaptability.

Standing at US$ 5.21 billion in 2024, the industry’s projected rise to US$ 7.56 billion by 2033 reflects not only growing consumption but also continuous innovation. Whether through oat beverages, ready-to-eat convenience foods, or eco-friendly packaging models, the future of oats is not just promising—it is transformative.