North America Oats Market

Market Overview:

The North America oats market size reached US$ 1.5 Billion in 2023. Looking forward, IMARC Group expects the market to reach US$ 2.1 Billion by 2032, exhibiting a growth rate (CAGR) of 3.6% during 2024-2032. The rising demand for natural and healthy food, the growing awareness regarding gluten-free diets, and the growing popularity of plant-based diets among consumers are some of the major factors propelling the market.

Oats are a type of cereal grain widely cultivated and consumed around the globe. They belong to the species Avena sativa and are primarily grown for their edible seeds. They are highly nutritious, rich in dietary fiber, protein, vitamins, and minerals and have a distinctive nutty flavor and a chewy texture when cooked. They are commonly consumed as oatmeal, a popular breakfast dish produced by boiling or soaking oats in water or milk. They are also employed in several baked goods such as cookies, bread, and granola bars. Some easily available oat-based products include oat flour, oat bran, and rolled oats in supermarkets. Additionally, they are also known for their high antioxidant content and their potential to support digestion and weight management.

The oats market is primarily driven by the increasing awareness among consumers about the health benefits associated with oats. In addition, the rising consumption of oats in various healthy breakfast options such as muesli, granola bars, cookies, bread, and muffins is contributing to the market growth. Moreover, the market has been positively influenced by the easy accessibility of high-quality oat-based products in retail stores and online platforms. Besides this, the busy lifestyles of consumers have also contributed to the demand for convenient ready-to-eat (RTE) oat products. Along with this, manufacturers are introducing premium oat-based bakery items and beverages, further driving the market. Furthermore, the easy availability of unique flavors such as mint, masala, and orange in oats and oat-based products is also creating a positive market outlook across the region.

North America Oats Market Trends/Drivers:

The growing demand for healthy and natural food

The increasing focus on health and wellness is escalating the demand for healthy and natural food options in North Europe. Additionally, consumers are becoming more conscious of the impact of their dietary choices on their well-being influencing the market growth. Also, oats, being a nutrient-dense grain, is gaining popularity as a healthy food choice, known for their high fiber content, which aids digestion, helps maintain healthy cholesterol levels, and provides a feeling of fullness, making them ideal for weight management solutions. Oats also contain various vitamins, minerals, and antioxidants, further enhancing their nutritional profile. Moreover, the growing demand for healthy and natural food, as consumers are seeking products that are free from artificial additives, preservatives, and genetically modified organisms (GMOs) represents another major growth-inducing factor. As a result, oats naturally meet these criteria, as they are minimally processed and do not require extensive chemical treatments or genetic modifications, making oats an attractive option for health-conscious consumers looking for clean and wholesome food choices propelling the market growth.

The increasing awareness regarding gluten-free diets

The rising incidences of gluten intolerance and celiac disease among individuals are encouraging consumers to opt for gluten-free alternatives to manage their dietary needs augmenting the market growth. Also, oats offer a versatile alternative for individuals following gluten-free diets, allowing them to enjoy a range of oat-based products such as oat flour, oatmeal, and granola without compromising taste or texture. Along with this, the easy availability of certified gluten-free oats has significantly contributed to the growth of the gluten-free oats market in North Europe. Besides this, the increasing shift toward plant-based diets and veganism is accelerating market growth. Along with this, oats are essential in plant-based diets as they provide essential nutrients such as protein, fiber, and iron, and are often used as a substitute for animal-derived ingredients in recipes, offering a versatile and sustainable option propelling the market growth.

North America oats Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the North America oats market report, along with forecasts at the regional and country levels from 2024-2032. Our report has categorized the market based on product type and application.

Breakup by Product Type:

• Flakes
• Flour
• Bran
• Others

Flakes dominates the market

The report has provided a detailed breakup and analysis of the market based on the product type. This includes flakes, flour, bran, and others. According to the report, flakes represented the largest segment.

Oat flakes, also known as rolled oats, are a popular form of oats that have been steamed and flattened for easier cooking and consumption. They are widely used in breakfast cereals, granola bars, cookies, and other baked goods. In addition, the escalating demand for oat flakes due to their versatility and convenience is influencing the market growth. They are easy to incorporate into various recipes and can be cooked quickly, making them a convenient choice for busy individuals. Additionally, oat flakes are known for their nutritional benefits, including high fiber content, which aids digestion and promotes satiety. Their popularity as a healthy breakfast option has further contributed to their market dominance.

Furthermore, other oat product types, such as steel-cut oats, oat flour, and oat milk, also hold significant market shares, oat flakes continue to be the preferred choice for many consumers in North America due to their widespread availability, ease of use, and familiarity in a variety of culinary applications.

Breakup by Application:

• Food Use
• Feed Use

Feed use holds the largest share of the market

A detailed breakup and analysis of the market based on the application have also been provided in the report. This includes food use and feed use. According to the report, feed use accounted for the largest market share.

Oats are widely utilized as animal feed, especially for horses and livestock due to their high nutritional value, oats serve as an excellent source of energy and essential nutrients for animals, and the fibrous nature of oats also contributes to healthy digestion in animals. Moreover, the expanding agricultural sector and extensive livestock production represent another major growth-inducing factor. As oats provide a cost-effective feed option for farmers, ensuring the well-being and productivity of their animals is propelling the market growth. Apart from this, oats are highly valued as a feed grain for livestock, particularly horses, due to their nutritional profile and digestibility. Horses require a diet rich in fiber and energy, and oats fulfill these requirements effectively. Also, livestock farmers also utilize oats as feed for other animals such as cattle, sheep, and poultry, as a reliable source of energy and protein, promoting growth, milk production, and animal health. Furthermore, the fibrous nature of oats aids in maintaining proper digestion and preventing digestive disorders in animals, propelling the market growth.

Breakup by Country:

• United States
• Canada

United States exhibits a clear dominance in the market

The report has also provided a comprehensive analysis of all the major regional markets, which include the United States and Canada. According to the report, United States accounted for the largest market share.

The United States has a significant share of the oats market due to its large-scale production and established agricultural practices in the United States, with the favorable climate conditions in regions such as the Midwest contributing to the successful cultivation of oats. The United States has a strong consumer demand for oats and oat-based products, as oats are widely consumed as a breakfast option, with oatmeal being a popular choice among Americans. Moreover, the increasing awareness of the health benefits of oats, including their high fiber content and heart-healthy properties, has further fueled the demand. Besides this, the United States has a well-developed food processing industry, allowing the production of numerous oat-based products including instant oatmeal, oat bars, oat milk, and oat-based snacks, catering to the diverse preferences of consumers.

Competitive Landscape:

Key players in the oats market are implementing various strategies to strengthen their position and capitalize on market opportunities. They are expanding their production capabilities and distribution networks by investing in new manufacturing facilities, acquiring or partnering with local oat processors, and establishing strategic collaborations with distributors and retailers. Moreover, companies are investing in research and development (R&D) to introduce innovative oat-based products that cater to changing consumer preferences including developing new flavors, textures, and formulations to enhance the taste and versatility of oats. Besides this, key players are focusing on effective marketing and branding strategies to create awareness, differentiate their products, and build consumer loyalty. This includes targeted advertising campaigns, social media promotions, and engaging with consumers through influencers or brand ambassadors.

The report has provided a comprehensive analysis of the competitive landscape in the market. Detailed profiles of all major companies have also been provided.

North America Oats Market Report Scope:

Key Questions Answered in This Report:

• How has the North America oats market performed so far, and how will it perform in the coming years?
• What are the drivers, restraints, and opportunities in the North America oats market?
• What is the impact of each driver, restraint, and opportunity on the North America oats market?
• What is the breakup of the market based on the product type?
• Which is the most attractive product type in the North America oats market?
• What is the breakup of the market based on the application?
• Which is the most attractive application in the North America oats market?
• What is the competitive structure of the North America oats market?
• Who are the key players/companies in the North America oats market?

Key Benefits for Stakeholders:

• IMARC’s report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the North America oats market from 2018-2032.
• The research study provides the latest information on the market drivers, challenges, and opportunities in the North America oats market.
• The study maps the leading, as well as the fastest-growing, regional markets.
• Porter's five forces analysis assist stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the North America oats industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.