Global Oat Groats Market Size, Share, and Trends Analysis Report – Industry Overview and Forecast to 2032

Global Oat Groats Market Segmentation, By Product Type (Whole Oat Groats, Steel-Cut Oat Groats, and Rolled Oat Groats), Application (Food and Beverages, Animal Feed, Personal Care, Pharmaceuticals, and Others), Distribution Channel (Online Retail, Supermarkets/Hypermarkets, Specialty Stores, and Others), End-User (Household, Commercial, and Industrial) – Industry Trends and Forecast to 2032.

Oat Groats Market Size

• The global oat groats market size was valued at USD 1.25 billion in 2024 and is expected to reach USD 2.06 billion by 2032, at a CAGR of 6.40% during the forecast period
• The market growth is being fuelled by the increasing consumer shift toward whole grain, fiber-rich, and minimally processed foods driven by rising health consciousness and dietary awareness
• The expansion of the oat-based product portfolio, such as oat milk, protein bars, and instant breakfast options, is further supporting demand

Oat Groats Market Analysis

• The market is witnessing steady growth as consumers increasingly recognize the nutritional benefits of oat groats, including high fiber, antioxidants, and slow-digesting carbohydrates
• Both premium health food brands and large-scale cereal producers are incorporating oat groats into new product formulations to meet the demand for clean label and functional foods
• North America dominated the oat groats market with the largest revenue share of 36.2% in 2024, supported by established health food markets, widespread oatmeal consumption, and strong retail distribution networks
• Asia-Pacific is expected to be the fastest-growing region during the forecast period, driven by rising middle-class incomes, increasing awareness of healthy eating habits, and the growing influence of Western dietary trends in countries such as China, India, and Southeast Asian nations
• The whole oat groats segment dominated the largest market revenue share of 32.76% in 2024, supported by rising consumer preference for minimally processed, nutrient-dense grains. Whole oat groats retain their bran and germ, providing high fiber, protein, and essential minerals, which makes them highly appealing in health-conscious diets

Report Scope and Oat Groats Market Segmentation 

Oat Groats Market Trends

Growing Popularity of Health and Wellness-Oriented Diets

• The global oat groats market is experiencing a notable trend driven by increasing consumer preference for nutrient-rich, minimally processed grains
• Oat groats are valued for their high fiber content, essential vitamins, and minerals, aligning with the rising demand for whole foods and clean-label products
• The surge in plant-based diets and functional foods is further boosting oat groats consumption across diverse applications such as food and beverages, personal care, and pharmaceuticals
• Manufacturers are innovating with product formats such as steel-cut and rolled oat groats to cater to varying consumer tastes and cooking preferences
• In the food and beverages sector, oat groats are being incorporated into cereals, bakery products, snacks, and dairy alternatives, offering both health benefits and versatile use
• The witnessing rising adoption due to increasing awareness of healthy eating habits and with a well-established consumer base and advanced retail infrastructure

Oat Groats Market Dynamics

Driver

Increasing Demand for Whole Grains and Functional Food Ingredients

• Growing consumer focus on preventive health and wellness is a major driver for the oat groats market
• Oat groats provide benefits such as cholesterol reduction, improved digestion, and sustained energy release, making them popular in health-conscious diets
• The expansion of the food and beverages industry, along with innovations in product offerings, is enhancing the accessibility of oat groats to a broader audience
• Supportive government initiatives promoting whole grain consumption and clean-label foods are contributing to the steady market growth
• The rising penetration of online retail platforms and the availability of oat groats in supermarkets, hypermarkets, and specialty stores are boosting global demand

Restraint/Challenge

Price Volatility and Limited Consumer Awareness in Emerging Markets

• Fluctuations in oat production due to climatic conditions and supply chain disruptions can lead to price instability, affecting market competitiveness
•  In several emerging markets, limited consumer awareness about oat groats and their health benefits poses a challenge to wider adoption
• The processing of whole oat groats into various forms such as steel-cut and rolled variants can involve higher costs, impacting pricing in cost-sensitive markets
• Competition from other grains and cereal products, as well as traditional dietary preferences, can limit the pace of market expansion in certain regions
• Inconsistent quality standards and labeling practices across countries create barriers for international trade, particularly in the personal care and pharmaceutical applications

Oat Groats market Scope

The market is segmented on the basis of product type, application, distribution channel, and end-user.

• By Product Type

On the basis of product type, the global oat groats market is segmented into whole oat groats, steel-cut oat groats, and rolled oat groats. The whole oat groats segment dominated the largest market revenue share of 32.76% in 2024, supported by rising consumer preference for minimally processed, nutrient-dense grains. Whole oat groats retain their bran and germ, providing high fiber, protein, and essential minerals, which makes them highly appealing in health-conscious diets. Their versatility in both sweet and savory recipes, along with growing demand for clean-label and gluten-free alternatives, has strengthened their adoption in both household and commercial food preparation.

The steel-cut oat groats segment is expected to register the fastest growth rate from 2025 to 2032, driven by increasing popularity in gourmet breakfast menus, functional foods, and high-protein meal plans. Steel-cut oats offer a chewy texture and lower glycemic index, appealing to consumers seeking blood sugar control and sustained energy release. The surge in demand from artisanal bakeries, premium cereal manufacturers, and health-focused meal service providers is also propelling segment growth. The rolled oat groats segment continues to hold a stable share due to its dominance in quick-prep and ready-to-eat applications, particularly in packaged cereals, granola bars, and instant oatmeal products.

• By Application

On the basis of application, the global oat groats market is categorized into food and beverages, animal feed, personal care, pharmaceuticals, and others. The food and beverages segment held the largest revenue share in 2024, fueled by the growing inclusion of oat groats in breakfast cereals, bakery products, plant-based dairy alternatives, and functional snacks. Rising consumer focus on plant-based proteins, heart health, and digestive wellness has made oat groats a staple ingredient in both mainstream and specialty food products. Manufacturers are increasingly fortifying oat-based products with added vitamins, minerals, and probiotics, further driving demand.

The personal care segment is anticipated to grow at the fastest CAGR from 2025 to 2032, supported by the rising use of oat extracts and oat flour in skincare and haircare formulations. Rich in antioxidants and soothing compounds such as beta-glucan and avenanthramides, oat groats are gaining traction in products targeting sensitive skin, eczema relief, and anti-aging benefits. The animal feed segment also continues to expand steadily, driven by demand for nutrient-rich feed solutions for horses, poultry, and livestock. Pharmaceutical applications are increasing gradually, especially in the production of nutraceuticals and dietary supplements targeting cholesterol management and cardiovascular health.

• By Distribution Channel

On the basis of distribution channel, the global oat groats market is segmented into online retail, supermarkets/hypermarkets, specialty stores, and others. The supermarkets/hypermarkets segment accounted for the highest revenue share in 2024, owing to the wide product variety, bulk purchasing options, and convenience of one-stop shopping. Established retail chains are expanding their oat-based product portfolios, often featuring organic, non-GMO, and specialty diet options to cater to diverse consumer needs.

The online retail segment is projected to grow at the fastest rate from 2025 to 2032, driven by the boom in e-commerce platforms, subscription-based grocery services, and direct-to-consumer health food brands. Consumers are increasingly turning to online channels for greater product transparency, doorstep delivery, and access to niche oat groat varieties not commonly available in physical stores. Specialty stores maintain a loyal customer base seeking premium, organic, or region-specific oat groat products, while “others” include wholesalers, co-operatives, and farmers’ markets serving local communities.

• By End-User

On the basis of end-user, the global oat groats market is segmented into household, commercial, and industrial. The household segment led the market in 2024, supported by the rise in home cooking trends, healthy breakfast habits, and DIY baking during and after the pandemic. Growing awareness of the nutritional value of oat groats, coupled with their adaptability in both traditional and modern recipes, has solidified their place in household pantries worldwide.

The commercial segment is forecast to grow at the fastest pace from 2025 to 2032, fueled by demand from restaurants, cafés, hotels, and catering services offering oat-based menu items. The expansion of quick-service and health-focused eateries incorporating oat groats into bowls, smoothies, and desserts is a major contributor to this trend. The industrial segment continues to see stable demand from large-scale food manufacturers, beverage companies, and cosmetic producers that rely on oat groats as a primary or secondary raw material.

Oat Groats Market Regional Analysis

• North America dominated the oat groats market with the largest revenue share of 36.2% in 2024, supported by established health food markets, widespread oatmeal consumption, and strong retail distribution networks
• Consumers prioritize oat groats for their nutritional benefits, including high fiber content and heart-healthy properties, particularly in regions with increasing health-conscious populations
• Growth is supported by advancements in processing technologies, rising demand for organic and non-GMO oat groats, and expanding applications in food, animal feed, and personal care products

U.S. Oat Groats Market Insight

The U.S. oat groats market captured the largest revenue share of 77.54% in 2024 within North America, fueled by strong demand for whole and steel-cut oat groats in the food and beverage sector. Growing consumer awareness of oats’ health benefits, such as cholesterol reduction and digestive health, drives market expansion. The trend toward clean-label and plant-based diets, combined with robust distribution through supermarkets and online retail, further boosts growth.

Europe Oat Groats Market Insight

The European oat groats market is expected to witness significant growth, driven by increasing demand for healthy and sustainable food options. Consumers seek oat groats for their versatility in food applications and nutritional value. Growth is notable in both household and commercial segments, with countries such as Germany and the U.K. showing strong uptake due to rising interest in organic products and eco-friendly diets.

U.K. Oat Groats Market Insight

The U.K. market for oat groats is expected to experience rapid growth, driven by consumer demand for high-fiber, plant-based foods in urban and suburban areas. Increased focus on health and wellness, along with the popularity of oat-based products in breakfast and snack categories, encourages adoption. Evolving dietary preferences and strong retail distribution channels further support market expansion.

Germany Oat Groats Market Insight

Germany is expected to witness rapid growth in the oat groats market, attributed to its advanced food processing industry and high consumer focus on nutrition and sustainability. German consumers prefer whole and rolled oat groats for their health benefits and versatility in food applications. The integration of oat groats in premium food products and growing demand in the personal care sector drive sustained market growth.

Asia-Pacific Oat Groats Market Insight

The Asia-Pacific region is expected to witness the fastest growth rate in the global oat groats market, driven by rising health awareness, expanding food and beverage industries, and increasing disposable incomes in countries such as China, India, and Japan. Growing demand for functional foods, coupled with government initiatives promoting healthy eating, boosts the adoption of oat groats across various applications.

Japan Oat Groats Market Insight

Japan’s oat groats market is expected to witness rapid growth due to strong consumer preference for high-quality, nutrient-rich foods that support health and wellness. The presence of major food manufacturers and the integration of oat groats in innovative food products accelerate market penetration. Rising interest in plant-based diets and online retail channels further contributes to growth.

China Oat Groats Market Insight

China holds the largest share of the Asia-Pacific oat groats market, propelled by rapid urbanization, increasing health consciousness, and growing demand for functional foods. The country’s expanding middle class and focus on dietary wellness support the adoption of whole and steel-cut oat groats. Strong domestic production capabilities and competitive pricing enhance market accessibility across online retail, supermarkets, and specialty stores.

Oat Groats Market Share

The oat groats industry is primarily led by well-established companies, including:

• Bob’s Red Mill Natural Foods (U.S.)
• Grain Millers, Inc. (U.S.)
• Gluten-Free Prairie (U.S.)
• Hodgson Mill (U.S.)
• Country Life Natural Foods (U.S.)
• Anthonys Goods (U.S.)
• HOMETOWN FOOD COMPANY (U.S.)
• Great River (U.S.)
• La Milanaise (Canada)
• Quaker (U.S.)
• RICHARDSON INTERNATIONAL LIMITED (Canada)
• To Your Health Sprouted Flour Co. (U.S.)
• NuNaturals Ltd (U.S.)

What are the Recent Developments in Global Oat Groats Market?

• In August 2023, Bob’s Red Mill launched Protein Oats, a new product made from a specially cultivated oat variety developed through conventional breeding. These oats contain up to 60% more protein than regular oats, delivering 9–10 grams of protein per serving without any added protein powders. Available in both organic and conventional varieties, they are non-GMO and certified gluten-free, making them ideal for health-conscious consumers. Designed for versatility, Protein Oats can be used in hot cereal, overnight oats, smoothies, and baked goods—offering a naturally nutritious option for everyday meals
• In April 2023, Tirlán expanded its oat portfolio with the launch of Organic Oat-Standing™ Functional Oat Flour, crafted from organic oats grown in Ireland. Milled through a proprietary process, this flour delivers consistent viscosity across heating and cooling cycles, along with valuable functional properties and a clean oat flavor. It is especially suited for dairy alternative applications, offering smooth texture and enhanced sensory appeal. Free from synthetic pesticides and fertilizers, the product supports clean-label formulations and meets growing consumer demand for natural, nutritious, and sustainable ingredients
• In September 2022, Quaker, a brand under PepsiCo India, entered the ready-to-eat cereal segment with the launch of Quaker Oats Muesli. This innovative breakfast offering combines the goodness of five grains—oats, wheat, corn, barley, and rice—with 22% fruits, nuts, and seeds. Designed to meet the growing demand for nutritious and convenient breakfast options, the muesli is available in two flavorful variants: Fruit & Nut and Berries & Seeds. With a crunchy texture and wholesome ingredients, it aims to become a staple for health-conscious consumers seeking a quick yet balanced start to their day
• In June 2023, SunOpta partnered with Seven Sundays to launch a pioneering breakfast product: Oat Protein Cereal, made using OatGold™, an upcycled oat protein powder derived from oat milk production. This collaboration aims to reduce food waste and promote sustainability by repurposing nutrient-rich byproducts. The cereal is gluten-free, Non-GMO Project Verified, and available in four flavors—Simply Honey, Super Fruity, Maple Cinnamon, and Chocolate Sea Salt. Each serving delivers 5 grams of plant-based protein, with no artificial flavors or high-intensity sweeteners, making it a wholesome and eco-conscious choice for modern consumers

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