Low Calorie Oat Meal Market Report

Rising consumers demand for overnights oats with low calorie options, that caters convenience and nutrition, to delivered this many market players are launching new oatmeal flavours to meet diverse taste and palettes of the growing demand of flavoured oats, these are combined with whole grain protein goodness with rich in fibre, without perfect choice for consumers seeking for convenience meal without sacrificing on taste.  For instance, in April 2023, QUACKER launched 3 minutes instant oats, with trio of exciting flavours such as herby cheese, masala magic and mixed berries with proteins and fibres, designed for easy preparation with reduced sugar content.

Growing consumers preference for organic and non-GMO oatmeal products, are increasingly seeking out natural and minimally processed plant based and gluten-free options.  The rise in plant-based diets and the need for gluten-free products have driven growth, as these are naturally gluten-free, but many market players are ensuring that these are certified to cater gluten sensitivity consumers. For instance, in June 2023, SunOpta partnered with Sundays launched oat protein cereal, made with upcycled protein powder. Available in simply honey, super fruity, maple cinnamon and chocolate sea salt containing 5 grams of upcycled plant-based protein with artificial flavour and light intensity natural sweetener such as dates, maple with benefits of gluten free, non-GMO verified.

The market of low-calorie oatmeal is becoming increasingly saturated as many market players and products are making it challenging for new entrants to stand out. Additionally, the higher price associated with fortified nutrients, and raw material, resulting in impacting the pricing and profitability of product, and supply chain disruption due to fluctuation in changing weather conditions for raw materials, hence hampering the growth of market and limiting of market growth due to lesser acceptance among budget-conscious consumers. In addition, lack of awareness among consumers about the benefits of low-calorie oatmeal, making it difficult to accept it as a regular part of their diet, affecting market growth. However, changing consumer preferences toward other available breakfast options ,smoothies and protein bars, can make it challenging to stand out and impact the demand for low calorie oatmeal as some consumers can find it less appealing due to their perception of taste of regular oatmeal, impacting the market acceptance for choosing low-calorie options.

Furthermore, many oatmeal products are found unsafe to consume due to several contamination, leading to rising health concerns. For instance, in January 2024, FDA released a product recall against QUACKER oats company because of potential to cause serious infection due to Salmonella and weekend immune system in infants as well as elderly population such as nausea and abdominal pain while in serious cases it may lead to atrial infection and arthritis.

Rising consumers demand for overnight oats, market players are introducing new launched low-calorie oatmeal versions, made with simple, natural ingredients in diverse flavours such as Berry and Vanilla Chia, with increasing focusing on reduced calorie content without sacrificing taste. Many brands are introducing a new protein-enriched oatmeal, lower in calories in different oats flavours such as vanilla almond and chocolate peanut butter, designed to offer a satisfying, high-protein, low-calorie breakfast option. For instance, in October 2023, Bob’s Red Mill launched protein oats, claims 50% more proteins available in both organic and non-organic varieties, containing 9 grams of protein with 190 calories with 5 grams of fibres wholly made from 100% whole grain oat flakes that gives more staying power.

Changing consumers preference in ready-to-eat and instant oatmeal products due to busy lifestyles, single-serve packets, cups, and other convenient packaging options are increasingly popular among consumers looking for quick and easy meal solutions, with low-calorie enriched whole grain oatmeal options combined with fruits and nuts, in different flavours that can be satisfying, due to this many players are introducing new products. For instance, in August 2022 Kellogg’s special k brand launched oat crunch honey-flavoured multigrain flakes in vanilla flavoured, offers a 20gms of protein per serving in forms of chocolates and almond flavors flakes. These are keto-friendly flakes to caters sugar related dietary requirements of consumers and cinnamon flavoured cereal puff with no sugar, 2 net carbs per serving with 18 grams of plant-based protein.

North America is witnessing significant growth in low calorie oat meal market due to high health consciousness population and increasing focus on weight management and healthy eating, results in rise in demand for natural and nutritive breakfast meals options.  Market players are expanding oatmeal line to include low-calorie options, blending their signature meal with oats flavours such as Maple Brown Sugar and Apple Cinnamon, offerings to provide a balanced, lower-calorie breakfast.

Additionally, Europe is showing steady growth in the low-calorie oatmeal market, driven by rising health awareness and dietary trends, and increasing emphasis on minimal processed food and growing interest in low-calorie foods. Many companies are launching diverse flavoured formulations while following strict food regulations products to cater consumers looking for a lighter alternative to traditional oatmeal. While, Asia-Pacific region is accounting a rapid growth in low-calorie oatmeal market, due changing lifestyle and increasing disposable income population, resulting in rise in demand for more convenient and healthy food option, driving the market growth.  Smaller and niche brands are also entering the market, and launching uniquely flavoured options to differentiate themselves.