Avena sativa is a member of the grass family that is grown for its cereal grain-oats. Its adaptability to both cold and warm climate has given it a privilege in terms of expanded geography. A large quantity of avena sativa is consumed in the form of animal feed, however, due to a number of potential health benefits, oats have grown in popularity amongst bakery and snacks manufacturers. The major trend driving the growth of the avena sativa market is the rise in health consciousness since avena sativa has been proven to lower cholesterol and reduce heart risk.
Veganism Is the Driving Force behind the Avena Sativa Market
With plant-based food and beverages exhibiting growth as high as 9% (Plant Based Food Association), manufacturers are branching out their product offerings to meet consumer demand. A vegan drink derived from avena sativa- oat milk/oat drink is the new development in the avena sativa market which is propelling the market growth. The target demo graph for the avena sativa market is the adult population in developed countries, who are increasingly cutting down meat and dairy products from their diet. Avena sativa is one of the key products which satiates this demand since other plant-based products such as nut milk and flour is expensive. Another demand trend which drives the growth of the avena sativa market is the buzz around whole grain and high fiber food. Breakfast cereals and snacks produced out of avena sativa are rich in fiber and proteins and are known to promote gut health. Amidst the demand for whole grain flour, avena sativa flour is a clear winner in the market. Also, avena sativa based products are being increasingly supported by the medical community as a way of healthy living. Such consensus from science has also resulted in increased consumer trust regarding the health benefits of avena sativa, and has driven the growth of the market. Another trend in favour of the growth of the avena sativa market is the demand for meat alternatives, where oat-based patties are becoming popular throughout Europe and North America. However, avena sativa has a high content of gluten proteins and consumers suffering from celiac disease have an intolerance from eating avena sativa based products.
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Avena Sativa Market Segmentation
The avena sativa market is segmented on the basis of product type, nature, end use and sales channel.
On the basis of product type, the avena sativa market is segmented into-
- Steel Cut
- Rolled
- Meal
- Flour
- Others
On the basis of nature, the avena sativa market is segmented into-
- Organic
- Conventional
On the basis of end use, the avena sativa market is segmented into-
- Food & Beverages Breakfast Cereals Bakery Products Snacks & Savory Products
- Cosmetic Care
- Animal Feed
On the basis of sales channel, the avena sativa market is segmented into-
- Direct
- Indirect Modern Trade Convenience Stores Discount Stores Specialty Stores Online Stores Others
Avena Sativa Market: Regional Analysis:
A notable development in avena sativa market is China is reducing the tariff on avena sativa based products, to almost zero, under the free trade agreement. This step comes after increased consumer demand in China for avena sativa based products. Mainly South-East Asia has emerged as a potential pocket for the avena sativa market. Australia is boosting its production capacity to support the increasing demand in Asia. While avena sativa market in North American and Europe is a far mature market, is witnessing innovation and product development. The expansion of retail outlets in developed regions which feature plant-based drinks is also supporting the growth of the avena sativa market.
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Avena Sativa Market: Key Participants
Some of the market participants in the Avena Sativa market are:
- PepsiCo, Inc.
- Mornflake
- Bob’s Red Mill Natural Foods
- Jordans Mill
- Grain Millers Inc
- The Hain Celestial Group, Inc.
- Wild Oats Marketing, LLC