Oats are a widely used grain traded internationally, and predominantly used as animal feed, cosmetics and consumer food. Whole oats, oat groats, steel-cut oats, rolled oats, instant oats and oat flour, are consumed as food.
The rolled oats (consumed by humans) account for major part of the crop. However, majority of the produced oats is used as animal feed (95% in the United States and 70% in Germany), while cosmetics constitute a minute fraction of oats consumption.
Oats are best grown in moderate climates owing to their requirement of low heat and greater tolerance to rain compared to the other cereals. These annual plant crops can be planted in autumn (for late summer harvest) or in spring (for early autumn harvest).
Top ten oats producing countries are Russia, Canada, Poland, Finland, Australia, United States, Spain, United Kingdom, Sweden, and Germany. The global production of oats in 2013 was 20.73 million metric tons. The output by the five major producers accounted for 51% of the global output. The United States, Germany and Mexico are the major consumers and importers of oats globally; the United States accounts for more than half of the market demand.
Nevertheless, in 2014-15, the countries of European Union emerged as the major consumers of oats, globally. Russia is the largest producer of the crop, though it supplies only for its domestic consumption. Canada and Finland are the main exporters with a combined share of 70%. However, countries like Czech Republic and Sweden have emerged as the fastest growing exporters during the last five years. In the holistic trade scenario, Canada dominates the global market and the United States is the major trade partner for Canadian oats.
The health benefits from oats and oat products have increased the demand for oats on health and wellness grounds. The European Union has approved several health claims about oats, which led to an increasing demand in the region. As per Statistics Canada (STC), the total area under oats cultivation in Canada is expected to decline by 10.9% from the 2015 level of 3.337 million acres.
The oats cultivating area in the United States is slated to decline by 5% on low returns. Imports to Japan saw a surge of 14% in 2015, while remaining in broader downtrend. In case of imports, both raw oats and oat products are experiencing a static growth in the United States market. Finland significantly strengthened its position in the global trade over the last five years. In the price front, the increase of prices in 2008 apparently improved the producersâ€™ margin, which is now in a declining phase.
Global oats yields have been growing continuously despite the decline in breeding activities in North America and the European region. Privately-financed breeding activities have been limited, while domestic breeding activities turned out economically sound in the European countries.
Additionally, in many producing countries, the use of certified oat seeds is limited. Strong environmental variation affects the breeding of higher and more stable oat grain. The issues related to finance and higher number of field trials have been deterring the efforts of oats seed breeding. With the application of innovative seed breeding techniques, the oats seed industry can be developed further in comparison to other arable crops.
In case of the demand for oats, domestic companies have gained preference over multinationals due to the strong market power. The global leaders in the oats market are The Quaker Oats Company, Grain Millers Inc., Blue Lake Milling, Avena Food Ltd, and Richardson International, among others.
Food market giants like Pepscio are trying to enter the market in an effective way; Pepscico opened its first Quaker Oats plant in China in October 2015 in an effort to expand its nutritional business in the country. Companies, both at local and international levels, are currently focusing on addressing specific challenges, such as crop protection, sustainable protein production and food processing & manufacturing efficiency, among others.
Key Deliverables in the Study
Market analysis for the global oats market with the region-specific assessments and competition analysis on the global and regional scales
Market definition, along with the identification of key drivers and restraints
Identification of factors instrumental in changing the market scenarios, rising prospective opportunities, and identification of key companies that can influence this market on the global and regional scales
Extensively-researched competitive landscape section with the profiles of major companies and their market shares
Identification and analysis of the macro and micro factors that affect the global oats market on both the global and regional scales
A comprehensive list of key market players along with the analysis of their current strategic interests and key financial information.
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