Oat Milk Emerging as a Popular Product Category in the Plant-Based Food Market

In recent years, the demand for plant-based products has seen impressive progress due to the growing concern for the environment, rising awareness about health & wellness, and diversity in protein sourcing. According to Nestle's report, 87% of consumers in the U.S. are including plant-based food into their diet. Among various plant-based food, oat milk has emerged as an important product in the market.

Oats are known for their health benefits. The consumption of beta-glucan soluble fiber from whole grain oat is attributed to reducing the risk of coronary heart diseases. High water and soluble fiber content in oatmeal help to lose weight and control hunger. Therefore, the FDA has allowed using health claims on oat-based food labels. Thus, this has contributed to the increase in the sale of oat milk.

Further, the surging veganism revolution and the evolution of clean labels is striking demand for plant-based food and beverages. Wherein, oat milk has marked its utmost priority among the vegan population. According to the report of the USDA, 2020, European food culture is turning more into vegan. For instance, 35% of the German population see the availability of vegetarian or vegan products as ‘very important,’ and 63% of Germans are trying to reduce their meat consumption, making the country one of the most vegetarian places in the world. Thus, the surge in veganism provides great scope for the oat milk market.

Oat milk is associated with solving various problems of consumers related to cow milk allergy, lactose intolerance, calorie concern, and the prevalence of hypercholesterolemia and celiac. This milk is considered as the best option for a person suffering from a metabolic disorder, such as lactose intolerance and celiac because the milk is naturally free of lactose, gluten, and calorie.

On the other hand, the practices made in conventional dairy farms, such as artificially insemination, injection of hormones and antibiotics, and cruelty toward animals, have gravitated consumers toward plant-based products. The method of conventional farming to get a high yield cause long-term detrimental effect on the animal as well as on human health. The injected chemicals show adverse biological effects on human health and have also been found to be carcinogenic. Therefore, food safety concerns have regulated consumers' attention toward plant-sourced products.

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