Oatmeal, which was the first place in the "Sold Items Ranking" in the second year of COVID-19. How is the market moving? Based on the brand landscape report using the retail store panel and the consumer panel, let’s have a look at the most remarkable trend.

Oatmeal market

289% year-on-year – You can understand that the popularity of oatmeal has grown drastically in the last 1-2 years.

How about the stores where you can buy "Oatmeal" (category-level store count distribution)?

Store count distribution rate of the brands ranked in second place and lower has been increasing. In previous year, there were only two brands which have 5% or more of store count distribution rate. Currently, the number has been increased to 5 brands, and it means the choices for consumers are steadily increasing as well.

On the other hand, the category total remains flat, although there are increases and decreases due to seasonality. The key to the future expansion of the category will be whether the number of “oatmeal stores” will increase.

Who Is Driving Oatmeal Purchases?

Compared to the population composition of Japan, users are female. In addition, they seem to be gaining popularity mainly among people in their 40s-60s.