Oats Market Trends & Summary (2025–2033): A Global Shift Toward Health, Convenience & Plant-Based Nutrition

Introduction

The global oats market is entering a new era of demand, transformation, and innovation. According to Renub Research, the market is projected to rise from US$ 5.21 billion in 2024 to US$ 7.56 billion by 2033, reflecting a steady CAGR of 4.22% between 2025 and 2033. As consumers increasingly prioritize healthier, plant-based, and minimally processed food options, oats—already known for their remarkable nutritional profile—have become a household staple across the globe.

From instant oatmeal bowls and oat-based beverages to gluten-free baked goods and functional skincare applications, the oats industry is benefitting from a broad shift in modern dietary and lifestyle preferences. This editorial-style summary breaks down the trends, regional insights, company actions, and growth drivers shaping the future of the oats market.

Global Oats Industry Overview

Oats, derived from the Avena sativa plant, have gained worldwide importance due to their powerful nutritional value and impressive versatility. Their high beta-glucan content supports healthy cholesterol levels and overall heart health, while their balance of fiber, protein, and essential micronutrients makes them suitable for a wide range of diets.

Traditionally consumed as oatmeal or rolled oats, their usage now spans:

Breakfast cereals

Granolas and energy bars

Smoothies and bakery items

Oat flour-based gluten-free goods

Plant-based milk alternatives

Animal feed formulations

Skincare and cosmetic products, due to anti-inflammatory benefits

As the demand for better-for-you foods continues to rise, oats remain one of the most trusted and affordable whole grains in the global market.

Key Market Growth Drivers

1. Rising Demand for Healthy, Nutritious Foods

Health consciousness is no longer a trend—it is becoming a global lifestyle. As diseases like obesity, cardiovascular issues, and diabetes rise, consumers are shifting toward nutrient-dense foods such as oats. Their cholesterol-lowering properties, digestive benefits, and rich vitamin and mineral profile have boosted demand worldwide.

In India, for example, ITC launched ‘Right Shift’ oats, jaggery cookies, and multigrain snacks (August 2024), specially targeting consumers aged 40+, highlighting the widening interest in functional, preventive nutrition.

2. Surge in Plant-Based and Gluten-Free Diet Trends

Oats perfectly align with two of the world’s fastest-growing dietary movements:

Plant-based diets

Gluten-free lifestyles

As more consumers avoid dairy or seek dairy alternatives, oat milk has seen explosive growth. Countries like India have welcomed brands such as Life Health Foods, which launched So Good OAT plant-based milk in December 2023.

Similarly, gluten-sensitive consumers and those with celiac disease are choosing oats for their versatility in cookies, breads, cereals, and snacks. This dual demand fuel innovation across baked goods, beverages, and packaged foods.

3. Growing Need for Convenience & Ready-to-Eat Foods

Fast-paced modern lifestyles are driving a massive shift toward on-the-go consumption. Oats have emerged as an ideal solution thanks to:

Instant and quick-cook meal formats

Ready-to-eat granola bars

Flavored oat bowls

Pre-packaged oatmeal cups

Brands like Fresh Del Monte introduced ready-to-eat breakfast oats with fresh fruit (September 2024), signaling rising demand for nutritious convenience.

This trend is especially strong among young professionals, students, and urban consumers who require quick, affordable, and wholesome meal solutions.

Regional Market Outlook

North America: A Mature & Dominant Oats Market

North America remains a global leader in oats consumption, driven by widespread awareness of their nutritional benefits and strong penetration in household diets.

United States Market Trends

The U.S. oats market continues to expand as consumers seek healthier breakfasts, plant-based beverages, and snack options. Oats are now central to:

Bakery products

Granola and cereal bars

Oat milk

Flavored instant oats

Innovations are rising as well. In March 2024, Tirlán launched the “Truly Gluten Free Premium Irish Oat Drink” in the U.S., strengthening competition in the oat milk category.

Europe: Rapid Growth Driven by Sustainability & Plant-Based Eating

Europe is witnessing sustained growth in oats consumption due to strong interest in sustainable, high-fiber, and plant-forward diets. Countries such as Germany, France, the UK, Italy, and Spain are major contributors.

Germany Market Insights

Germany stands out due to:

High adoption of oat milk

Strong preference for organic products

Growing demand for gluten-free bakery items

In October 2023, the German oat dairy brand Velike launched NOT M’LK, the first refillable vegan oat milk in returnable glass bottles—reflecting consumer focus on eco-friendly packaging.

Asia-Pacific: The Fastest Growing Oats Market

Asia-Pacific is experiencing dynamic growth driven by:

Health awareness

Western dietary adoption

Growth of oat-based beverages

Expanding urban working populations

Major markets include China, India, Japan, South Korea, Australia, and Southeast Asia.

China Market Trends

China is leading the regional acceleration with rising consumption of:

Instant oatmeal

Oat-based beverages

Oat-infused bakery goods

The September 2024 launch of Luckin Coffee’s Oat Milk Latte and Oat Shakerato shows how major beverage chains are propelling market growth.

Latin America: Steady Health-Driven Growth

Brazil, Mexico, and Argentina represent the strongest oats markets in Latin America. Rising disposable incomes, higher urbanization, and expanding supermarket networks support oats adoption.

Brazil Market Highlights

Brazil is witnessing strong growth in:

Breakfast oatmeal

Oat-based bakery items

Smoothies

Plant-based beverages

In July 2023, Fazenda Futuro launched its oat-based beverage line Futuro Aveia, positioning itself within the flourishing plant-based milk segment.

Oats Market Segmentation Overview

By Type

Rolled Oats

Whole Oats

Steel-Cut Oats

Instant Oats

Others

By Application

Animal Feed

Food & Beverage

Personal Care & Cosmetics

Others

By Region (25 Countries)

North America:

United States, Canada

Europe:

France, Germany, Italy, Spain, UK, 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, UAE, South Africa

Company Analysis (Key Players)

Leading companies shaping the global oats industry include:

General Mills

B&G Foods Inc.

Kellanova

Marico Ltd

PepsiCo Inc.

Nestle SA

Blue Lake Milling

Avena Foods

Each company plays a strategic role in product innovation, distribution expansion, sustainable sourcing, and new oat-based product lines across beverages, cereals, and snacks.

Their business strategies typically involve:

New flavor launches

Gluten-free product innovation

Market expansion in Asia and Latin America

Partnerships with foodservice and retail chains

Investments in sustainable raw material sourcing

Final Thoughts

The oats market is experiencing a global renaissance. From breakfast bowls and dairy alternatives to snacks, bakery items, and cosmetics, oats have proven their versatility and value across industries. As consumers prioritize health, plant-based diets, sustainability, and convenience, the oats market is well-positioned for robust expansion through 2033.

With a projected market valuation of US$ 7.56 billion by 2033, the next decade will bring even greater innovation, investment, and adoption—especially in emerging markets where health awareness and demand for clean-label foods are rising sharply.

Whether as a pantry staple or a foundation for next-generation food innovation, oats are becoming indispensable in the global shift toward healthier living.