Innova Market Insights reports that of the more than 1,360 breakfast cereal launches from January to June, nearly 45% contained oats. Cereal bars followed closely with more than 40% though just 6% of bread launches contained oats.

The resurgence of oats as an ingredient in the food industry has continued in recent years, driven by oats’ healthy image as a high-energy, whole grain and heart-benefit food, states an Innova Market Insights report regarding the recording of the 1,600-plus global launches of bakery and cereal products containing oats in the first six months of 2010.

More than 1,360 breakfast cereal launches were recorded in the January-to-June 2010 period, and nearly 45% contained oats, although this covered all types of cereals using oats as a significant component, not just oat cereals. Cereal bars followed closely behind, with more than 40% of launches containing oats, while at the other end of the scale, just 6% of bread launches contained oats, although this was up from less than 5% five years prior.

The appeal of oats seems to be growing unimpeded, and giving impetus to a fairly mature breakfast cereals’ market, reports LuAnn Williams, head of research for Innova Market Insights. “As the healthy image of oats has developed further in the wake of research about controlled energy release on top of growing awareness of the link between oats, cholesterol levels and heart health, the potential for further development seems considerable,” Williams says.
“The additional benefit of a natural image has helped oats still further, and aided the rising levels of demand in other sectors of the bakery and cereals market, including bread, biscuits, cereal bars and snacks. Ongoing high levels of activity in these and other product sectors seems inevitable.”