Table of Contents
Overview
New York, NY – July 25, 2025 – The Global Oat-Based Snacks Market is experiencing strong growth, driven by rising consumer demand for healthy and convenient snack options. Valued at USD 22.7 billion in 2024, the market is projected to reach USD 35.6 billion by 2034, growing at a CAGR of 4.6% from 2025 to 2034.
As consumers increasingly prioritize functional foods that fit their dietary needs, oat-based snacks have become a significant segment of the snack market. The U.S. Department of Agriculture (USDA) notes that oats are a top source of dietary fiber, offering about 10.6 grams per 100-gram serving, promoting digestive health and aiding weight management.
Consumers increasingly prioritize snacks that offer both convenience and health benefits. According to Better Homes & Gardens, 56% of U.S. consumers now view protein as a key health component, driving demand for protein-enriched foods. This trend has boosted the popularity of oat-based snacks, such as high-protein bars and crisps, in mainstream markets.
Research, including findings from the U.S. Food and Drug Administration (FDA), shows that consuming 3 grams of oat beta-glucan daily, roughly equivalent to one cup (70g) of cooked oats, can lower LDL (“bad”) cholesterol by 5–10%, as supported by meta-analyses. This reduction targets a major risk factor for cardiovascular disease, making beta-glucan-fortified oat snacks highly appealing to health-conscious consumers.
The U.S. Bureau of Labor Statistics reports the Producer Price Index (PPI) for oats at 232.8 in May 2025, down slightly from 239.5 in April but still elevated compared to earlier in the year, reflecting tight supplies and rising production costs passed on to snack manufacturers. Global oat supplies remain constrained, with Canadian oat ending stocks at a near-record low of 376,000 tonnes for the 2024–25 season, intensifying price pressures.
Denmark’s whole-grain program illustrates the impact of public health initiatives, with whole-grain (including oat) consumption rising from 36g/day in 2008 to 82g/day by 2019 through effective public-private partnerships and clear labeling. This success provides a model for other countries to promote oats in healthy eating campaigns, paving the way for further growth in the oat-based snack market.
Key Takeaways
- Oat-Based Snacks Market size is expected to be worth around USD 35.6 billion by 2034, from USD 22.7 billion in 2024, growing at a CAGR of 4.6%.
- Snack Bars held a dominant market position, capturing more than a 38.2% share of the global oat-based snacks market.
- Hypermarkets and Supermarkets held a dominant market position, capturing more than a 42.9% share of the global oat-based snacks market.
- Europe emerged as the dominant regional market for oat-based snacks, capturing 45.9% of global revenues—equating to around USD 10.4 billion.
How Growth is Impacting the Economy
The Oat-Based Snacks Market significantly impacts the U.S. economy. It supports job creation in agriculture, manufacturing, and retail, with the market’s expansion to a projected driving employment in oat cultivation and processing. The demand for innovative products boosts R&D investments, fostering economic activity.
Additionally, the rise in online sales enhances e-commerce platforms, benefiting logistics and digital marketing sectors. Exports of oat-based snacks contribute to trade balances, while increased consumer spending on healthy snacks stimulates related industries, strengthening economic resilience.
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Strategies for Businesses
Businesses can capitalize on the oat-based snacks market by focusing on product innovation, such as introducing new flavors like apple cinnamon or pumpkin spice to attract diverse consumers. Emphasizing organic and gluten-free options aligns with health trends. Leveraging online platforms with targeted digital marketing and exclusive deals can boost visibility and sales. Strategic partnerships with retailers and e-commerce giants enhance distribution. Additionally, investing in sustainable sourcing and packaging appeals to eco-conscious consumers, while optimizing supply chains mitigates rising raw material costs, ensuring competitive pricing and market share growth.
Report Scope
| Market Value (2024) | USD 22.7 Billion |
| Forecast Revenue (2034) | USD 35.6 Billion |
| CAGR (2025-2034) | 4.6% |
| Segments Covered | By Product Type (Snack Bars, Puffs, Cookies, Crackers and Toasties, Others), By Distribution Channel (Hypermarkets and Supermarkets, Convenience stores, Specialist stores, Online stores, Others) |
| Competitive Landscape | Abbott, Bobo’s Oat Bars, Britannia Industries, General Mills Inc., Kellogg NA Co., Mondelēz International, Nairn’s Oatcakes Limited, Pamela’s Products, PepsiCo, Inc., Seamild Food Group, Simply Delicious, Inc., The Quaker Oats Company |
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Key Market Segments
By Product Type Analysis
In 2024, Snack Bars commanded a 38.2% share of the global oat-based snacks market, fueled by rising demand for nutritious, portable food options. Made with oat concentrates and often enriched with ingredients like nuts, dried fruits, seeds, or protein blends, snack bars appeal to health-conscious consumers and those with active lifestyles.
Their long shelf life and versatility further enhance their popularity. The surge in fitness trends, meal replacement preferences, and clean-label snacking has solidified the snack bar segment’s dominance. In North America and Europe, oat-based snack bars are a retail staple, while Asia-Pacific shows growing adoption due to shifting dietary habits and increasing disposable incomes.
By Distribution Channel Analysis
In 2024, Hypermarkets and Supermarkets captured a 42.9% share of the global oat-based snacks market, owing to their widespread presence and extensive product ranges. These retail channels offer both premium and affordable oat-based snacks, catering to a broad consumer base.
Shoppers favor these stores for the ability to explore new products, compare brands, and benefit from promotions. Additionally, partnerships with manufacturers have led to the introduction of private-label oat-based snacks, boosting category visibility. The convenience of one-stop shopping and the ability to physically evaluate products further strengthen the dominance of hypermarkets and supermarkets.
Regional Analysis
In 2024, Europe accounted for 45.9% of the global oat-based snacks market, equating to roughly USD 10.4 billion in revenue. This dominance is driven by a strong health-snacking culture, advanced retail networks, and consumer preference for whole-grain, functional, and clean-label products in countries like the UK, Germany, and France.
The European Food Safety Authority’s (EFSA) endorsement of oat beta-glucan’s cholesterol-lowering benefits has bolstered product credibility, supporting marketing efforts. Major UK supermarkets, holding over 60% of the grocery market, have expanded shelf space for oat-based snack bars and puffs to meet demand for convenient, nutritious options.
Europe’s leadership is further supported by robust supply chains. EU agricultural policies promote sustainable oat cultivation and whole-grain initiatives, ensuring high-quality raw materials and cost-effective production, which translates to competitive pricing for consumers.
Recent Developments
1. Abbott
- Abbott has expanded its nutrition portfolio with oat-based snack bars under its Glucerna brand, targeting diabetics. The new snacks combine oats with protein and fiber to manage blood sugar. Abbott emphasizes science-backed ingredients for health-conscious consumers.
2. Bobo’s Oat Bars
- Bobo’s launched stuffed oat bars with nut butter fillings, enhancing texture and flavor. The brand also expanded distribution to major retailers like Walmart and Kroger, increasing accessibility. Bobo’s focuses on organic, non-GMO oats for clean-label appeal.
3. Britannia Industries
- Britannia introduced oat-based cookies and granola bars under its NutriChoice brand in India. The products cater to health trends, with low sugar and high fiber. The company is leveraging oats as a functional ingredient in snacks.
4. General Mills Inc.
- General Mills expanded its Nature Valley oat bars, launching new flavors like dark chocolate and almond. The brand emphasizes sustainability, sourcing oats through regenerative agriculture. They also introduced oat-based Lärabar varieties.
5. Kellogg NA Co.
- Kellogg’s RXBAR launched oat-based protein bars, blending oats with egg whites for high protein. The company also reformulated Kashi oat snacks with simpler ingredients, responding to clean-label demand.
Conclusion
The Oat-Based Snacks Market’s robust growth reflects consumer shifts toward healthier, convenient options, supported by oats’ nutritional benefits. It drives economic benefits through job creation and innovation. Businesses can succeed by innovating products, leveraging e-commerce, and adopting sustainable practices. Continued focus on health trends and strategic market approaches will ensure sustained growth, positioning oat-based snacks as a staple in the evolving snack industry.
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