The global oats market is expected to demonstrate steady growth, with its valuation projected to increase from approximately USD 9.81 billion in 2025 to about USD 18.78 billion by 2035. This corresponds to CAGR of 6.6% during the forecast period. The expanding demand for oats is driven by growing consumer awareness of their nutritional benefits, rising adoption of health-conscious diets, and increasing applications across food and beverage sectors.
Oats are widely recognized for their rich dietary fiber content, particularly beta-glucan, which contributes to cardiovascular health by lowering cholesterol levels. Their versatility and health benefits have made them a staple in breakfast cereals, snack foods, bakery products, and dairy alternatives. Additionally, the growing trend toward plant-based and gluten-free diets has further propelled oats as a preferred ingredient among health-conscious consumers.
The food and beverage industry remains the primary consumer of oats, with applications ranging from oatmeal and granola to oat milk and flour. The introduction of innovative oat-based products, including protein bars and functional beverages, is expanding market reach and consumer appeal. The natural and clean-label attributes of oats also align well with consumer preferences for minimally processed foods.
| Attributes | Description |
|---|---|
| Estimated Size, 2025 | USD 9.81 billion |
| Projected Size, 2035 | USD 18.78 billion |
| Value-based CAGR (2025 to 2035) | 6.6% |
Geographically, North America and Europe are leading markets due to established health and wellness trends, high per capita consumption, and advanced food processing industries. However, the Asia Pacific region is anticipated to witness the fastest growth, driven by increasing health awareness, rising disposable incomes, and expanding urbanization in countries such as China, India, and Japan.
Sustainability and responsible sourcing are becoming important factors influencing market growth. Oats are considered a sustainable crop due to their relatively low water and pesticide requirements, making them attractive to environmentally conscious consumers and manufacturers. Efforts to promote sustainable farming practices and reduce carbon footprints in the oats supply chain are gaining momentum. Innovation in processing technologies and product development continues to enhance the functional and sensory properties of oat-based products. This includes advances in oat protein extraction and formulation, contributing to broader applications in nutrition and wellness products.
In March 2024, Bob's Red Mill launched a new Cinnamon Swirl Coffee Cake Mix as part of its Signature Blends Baking Mixes line. This product is designed to compete with Krusteaz's popular coffee cake mix, offering a convenient and flavorful option for home bakers. The mix requires only oil, water, and eggs to prepare, and features a cinnamon swirl throughout the cake and a crunchy cinnamon streusel topping. It is currently available at Whole Foods and on Amazon, providing consumers with an easy way to enjoy a fresh coffee cake at home
The rolled oats segment is projected to hold a significant 35.1% market share in 2025, driven by its enduring popularity among consumers and widespread availability in both grocery stores and online retail channels. Rolled oats are a familiar and trusted product, favored for their convenience and versatility in meal preparation.
Their high beta-glucan content is linked to heart health benefits, particularly in reducing cholesterol levels, making them attractive to health-conscious consumers focused on cardiovascular wellness. The segment benefits from continuous innovation and quality improvements by leading brands, which support consumer confidence and loyalty. Rolled oats’ ability to be incorporated into a variety of food products, from breakfast cereals to snacks and baked goods, further solidifies their dominant position.
As consumer awareness of dietary health continues to rise, rolled oats remain a staple in both traditional and modern diets. The segment’s robust performance reflects not only its nutritional value but also its adaptability and consistent market demand, ensuring sustained growth throughout the forecast period.
The conventional oats segment is expected to dominate the market with an estimated 87.5% share in 2025, reflecting its widespread acceptance and versatility in food manufacturing. Conventional oats are preferred by food companies due to their compatibility with diverse processing techniques and suitability for large-scale production.
Their adaptability enables inclusion in numerous food items, from cereals and bakery products to snacks and health supplements. This flexibility addresses a broad spectrum of consumer dietary needs, accommodating various preferences and restrictions, which enhances market inclusivity. Conventional oats appeal to a wide demographic, making them a fundamental ingredient across multiple food sectors.
Their consistent quality and availability contribute to their dominant market presence. As consumer demand for wholesome, natural foods grows, conventional oats will continue to be favored for their reliable performance and nutritional benefits. Supported by ongoing advancements in agricultural practices and food technology, this segment is positioned for steady growth and sustained leadership in the oat market through the forecast period.
Rising Demand for Premium and Health-focused Pet Food Creates Opportunities in the Market
Manufacturers of the pet nutrition industry satisfy increasing customer demand for high-quality, health-focused pet food by using oats in the pet nutrition industry. Pet owners are constantly seeking high-quality and nutritious food for their pets.
Oats have many nutritional benefits that help to pets' health attracting manufacturers to use oats in pet food. The trend toward personalized pet food products, where customers can choose the right product and flavor for their pet. These are the Significant factors driving the market growth.
Manufacturers Capitalize on the Growing Personalization Trends
The oats industry is strategically shifting toward product customization in response to customer demand for personalized nutritional experiences. Innovative producers are allowing customers to customize their oat-based products by adding distinct flavors, ingredients, and healthy boosters to their mixes.
By catering to individual tastes and dietary requirements, this tailored strategy increases customer interaction and promotes brand loyalty. Executing this personalized product approach requires strong data analytics and direct consumer feedback systems, which will guarantee a smooth and customer-focused customization process.
Oats Begin to Make Inroads into the Beauty and Personal Care Industry
Benefiting from their calming and nourishing qualities, oats are becoming increasingly popular in the beauty and personal care sectors. Oat-based skincare products, such as scrubs, masks, and lotions, are popular among consumers looking for natural and plant-based components.
Working with producers of beauty products, funding studies that confirm oats' beneficial effects on dermatology, and launching targeted marketing campaigns that emphasize the all-natural and holistic qualities of oat-based beauty products are necessary to keep up with this trend.
To improve the market positioning of these oat-infused products, alliances with beauty and wellness merchants and certifications for sustainable and organic sourcing should be formed.
| Attributes | Details |
|---|---|
| Oats Market CAGR (2020 to 2024) | 6.3% |
The global Oats market increased at a CAGR of 6.3% from 2020 to 2024. For the next ten years (2025 to 2035), projections are that expenditure on Industry will rise at 6.6% CAGR.
Consumer awareness about healthy eating habits, wellness, and health is increasing. Oats are a good source of fiber and beta-glucan content, they are rich in antioxidants, vitamins, and minerals. Oats can give various health benefits with regular consumption, they can reduce cholesterol, and blud sugar levels, and improve insulin sensitivity.
Manufacturers are investing in innovation and the development of products. Product innovation and the health benefits of Oats are the prominent factors driving the market growth.
Oat-based snacks and quick breakfast alternatives are growing in popularity due to burgeoning consumer demand for ready-to-eat, convenient meals. The convenience food industry is experiencing growth due to the increasing demand for oat-based granola bars, cereals, and on-the-go snacks among busy consumers.
Consumers' awareness of celiac illness and gluten sensitivity and demand for gluten-free products are increased. Being gluten-free, oats are good choices for consumers. This is why more companies are making gluten-free oat products, and the market for these products is growing.
Selling products online and directly to customers is increasing. These help oat sellers to reach more people. Online shopping is important because it allows companies to interact with customers directly and learn important information, and market insights which is good for future direction.
There is an increasing trend where consumers want healthy and organic products. Clear nutrition information is significantly influencing consumer choices and attitudes, leading to an increase in the demand for oats. As people become more aware of the nutritional advantages of oats, this awareness is greatly aiding the growth of the oat market.
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| Countries | Value CAGR (2025 to 2035) |
|---|---|
| United States | 4.9% |
| Germany | 1.4% |
| United Kingdom | 2.6% |
| Canada | 7.2% |
| France | 3.6% |
The demand for oats in the United States is predicted to surge at a 4.9% CAGR through 2035. A transition in retail channels toward wellness marketing drives industry development in the United States. Retailers are marketing oats as the foundation of a balanced and wholesome lifestyle by implementing holistic wellness branding methods.
This trend generates a favorable feedback loop that fosters market expansion by appealing to consumers' desires for holistic well-being. The growth is motivated by real-time data analytics providing sophisticated insight into customer preferences.
Market leaders use cutting-edge analytics techniques to obtain practical insights into changing customer preferences and habits. This data-driven methodology ensures flexibility in satisfying changing market demands by influencing focused product development and marketing tactics.
The sales of oats in Germany are projected to rise at a 1.4% CAGR through 2035. A focus on sustainable sourcing methods serves as the foundation for the expansion in Germany.
Leading companies in the industry are incorporating Environmental, Social, and Governance (ESG) concepts into their supply chains in a deliberate manner to conform to the firm demands of German customers for goods that are responsibly produced and have little or no environmental impact.
Companies in the market are deliberately modifying the range of products they sell to suit different German regions' tastes. Local oat varieties draw inspiration from regional culinary customs, let businesses connect with particular customer preferences, and foster market expansion by providing individualized and culturally appropriate products.
The oats market growth in the United Kingdom is estimated at a 2.6% CAGR through 2035. Strategic partnerships with online meal kit providers help to expand the market. Embracing the convenience trend and the growth of e-commerce, oat manufacturers are incorporating their offerings into meal kit services. Companies use this synergistic method to expand their market reach and profit from evolving customer buying habits.
Oat companies that comply with renewable agriculture principles encourage market development. By adopting sustainable agricultural practices that prioritize biodiversity and soil health, firms improve their environmental credentials and satisfy the growing demand from British consumers for brands that uphold ecological responsibility.
The demand for oats in Canada is projected to surge at a 7.2% CAGR through 2035. The key drivers are:
The oats sales in France are anticipated to rise at a 3.6% CAGR through 2035. The key factors are:
The oat market is characterized by a competitive environment in which well-known companies with vast distribution networks, such as Quaker, General Mills, and Kellogg, dominate. Agile startups prioritize innovation while emphasizing specialized oat, gluten-free, and organic products.
Strategic alliances, sustainability initiatives, and diversification into snacks and drinks are shaping competition. The interaction between market leaders and quick starters illustrates a dynamic market that adapts to changing customer trends and tastes.
Recent Developments
| Report Attributes | Details |
|---|---|
| Current Total Market Size (2025) | USD 9.81 billion |
| Projected Market Size (2035) | USD 18.78 billion |
| CAGR (2025 to 2035) | 6.6% |
| Base Year for Estimation | 2024 |
| Historical Period | 2020 to 2024 |
| Projections Period | 2025 to 2035 |
| Quantitative Units | USD million for value and kilotons for volume |
| Product Types Analyzed (Segment 1) | Oat Groats, Whole Oats, Steel Cut Oats, Rolled Oats, Oats Flour |
| End Uses Analyzed (Segment 2) | Breakfast Cereals, Bakery Products, Snacks & Savories, Others |
| Distribution Channels Analyzed (Segment 3) | Hypermarkets/Supermarkets, Convenience Stores, Online Retail, Others |
| Regions Covered | North America; Latin America; Western Europe; Eastern Europe; South Asia and Pacific; East Asia; Middle East & Africa |
| Countries Covered | United States, Canada, Mexico, Brazil, Argentina, Germany, France, United Kingdom, Italy, Spain, Netherlands, China, India, Japan, South Korea, ANZ, GCC Countries, South Africa |
| Key Players influencing the Oats Market | Quaker Oats Company, General Mills, Kellogg Company, Nature's Path Foods, Bob's Red Mill Natural Foods, Post Holdings, Weetabix Limited, Grain Millers, Inc., The Jordans & Ryvita Company, Nature's Best Ltd. |
| Additional Attributes | Dollar sales by product type (groats, rolled, flour), Conventional vs organic oats trends, Growth of oat-based breakfast cereals and on-the-go snacks, Regional dietary trends favoring high-fiber grains, Expansion of e-commerce in grain-based health products |
| Customization and Pricing | Customization and Pricing Available on Request |
The oats market is valued at USD 9.81 billion in 2025.
The oats market size is estimated to increase at a 6.6% CAGR through 2035.
The oats market is anticipated to be worth USD 18.78 billion by 2035.
Rolled oats witnesses high demand in the industry.
The oats market in Canada is predicted to rise at a 7.2% CAGR through 2035.
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Oats Market
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