OAT-BASED products, including an array of porridges, cereals, cereal bars and flapjacks, have driven sales in recent years, as consumer messaging on the nutritional advantages of wholegrain foods has gathered pace. In fact, the Harvard Medical School recently placed oats first in a list of 11 foods most effective in reducing cholesterol levels. The Ivy League researchers have recommended that people turn to oat-based cereals to boost their consumption of oats to the recommended level of 20 to 35 grams a day.
Illustrating Ireland’s further potential for growth within this category, Flahavan’s recently announced a E1.6 million investment package for its Kilmacthomas mill in Co Waterford. On-the-go options, such as porridge and cereal pots and flapjacks have also proved popular with consumers who want a snack that excels in convenience and health. Such variants make an attractive lunchbox option for mums and children, as well as appealing to the health-conscious adult market which wants to remain heart-healthy and increase fibre intake.
Futthermore, there is increasing evidence on an international platform which points to oats’ growing status as a super grain. Firstly, they are a good source of cholesterol-lowering soluble fibre beta-glucan, found in oat bran, rolled oats and whole oat flour. They also score low on the glycaemic index, helping consumers to maintain consistent blood sugar levels. In Ireland, brands such as Flahavan’s and Odlums have recognised consumers are starting to understand the benefits of this grain ingredient, and have launched innovations in oat cereals and expanded product ranges in order to capitalise on this burgeoning market opportunity. In the UK meanwhile, recent formulation developments including Weetabix's Oatibix and Oatibix bites as well as 'Nestle's Oats & More,’ have also demonstrated an increasing consumer awareness and preference for the health advantages oats can deliver. more >