Boom of Oatmeal's in Quick commerce - India

1. Historical Overview of Oatmeal Sales in India

📌 Before 2015:

• Oatmeal was a niche product in India, consumed mostly by health-conscious urban professionals.

• The market was dominated by Quaker (PepsiCo), Saffola (Marico), and Bagrry’s, primarily selling raw oats rather than ready-to-eat (RTE) oatmeal bowls.

• Online sales were minimal, as traditional retail dominated food purchases.

  
  

📌 2015-2020: Rise of E-commerce & Health Trends

• Indian oats market grew at 17% CAGR (2015-2020) due to rising health awareness.

• E-commerce platforms like Amazon, BigBasket, and Grofers (now Blinkit) began offering bulk packs of oats with increasing demand.

• The concept of overnight oats, oatmeal bowls, and flavored oats gained traction, but food delivery adoption was slow.

• Market size of oats in India: ₹1,600 crore (~$190M) in 2020.

  
  

📌 2020-Present: Pandemic-Driven Acceleration

• COVID-19 accelerated health-conscious eating habits, leading to a 40% spike in demand for oats-based products (Source: Nielsen).

• Quick commerce (Blinkit, Zepto, Instamart) reported 2.5x increase in oats sales (2021-2023).

• On Zomato & Swiggy, cloud kitchens & health-focused brands like EatFit, The Bowl Company, and FreshMenu added oatmeal-based meals.

• Market size of oats in India (2024): ₹2,500 crore (~$300M), growing at 15% CAGR.

2. Current Market Trends on Quick Commerce & Food Aggregators

✅ Trend 1: Shift Towards Healthy Breakfast Options

• Oatmeal bowls are among the fastest-growing breakfast categories on Swiggy & Zomato.

• Swiggy’s 2023 report stated that healthy breakfast orders (including oatmeal) increased by 125% YoY.

• Top-selling oatmeal bowls contain banana, honey, peanut butter, berries, and chia seeds.

  
  

✅ Trend 2: Quick Commerce Driving Impulse Oats Purchases

• Quick commerce platforms (Blinkit, Zepto, Instamart) report that 50% of oats purchases occur between 7 AM - 11 AM, indicating breakfast demand.

• Growth of instant oatmeal sales:

  • Blinkit: 3x increase in single-serve oatmeal packs (₹30-₹60 price range).

  • Zepto: 40% growth in overnight oats sales in Tier-1 cities.

  • Instamart: 28% of oats buyers add complementary products (almond milk, honey, nuts) to their cart.

    
    

✅ Trend 3: Premiumization & Customization Driving Food Delivery Orders

• Average price of a basic oatmeal bowl on Swiggy/Zomato: ₹180-₹250.

• Premium oat-based breakfast orders have grown by 80% YoY due to demand for gourmet options.

• High-growth oatmeal categories on Zomato/Swiggy:

  • Classic Oatmeal Bowl (₹180-₹220) – 35% of orders

  • Protein Oatmeal Bowl (₹220-₹280) – 30% of orders

  • Overnight Oats Jar (₹200-₹250) – 25% of orders

  • Savory Oats (Masala Oats, ₹150-₹180) – 10% of orders

    
    

✅ Trend 4: Rise of Private Label & Direct-to-Consumer (D2C) Oats Brands

• Blinkit & Zepto have launched private label oatmeal brands, competing with Quaker & Saffola.

• D2C brands like The Whole Truth & Yogabar have increased oats-based product sales by 120% YoY.

• Cloud kitchens are using D2C oat brands for partnerships, offering exclusive branded oat bowls.

  
  

✅ Trend 5: Tier-2 & Tier-3 Market Expansion

• Tier-1 cities (Mumbai, Delhi, Bangalore, Hyderabad) drive 70% of oatmeal sales.

• Tier-2 cities like Jaipur, Pune, Indore, Lucknow show 50% YoY growth in oatmeal orders.

• Tier-3 cities still prefer traditional breakfast options (poha, idli, paratha) but are gradually adopting instant oats (25% growth in 2023).

3. Future Potential & Market Growth Drivers

📈 1. Expansion in Cloud Kitchens & Healthy Food Startups

• Swiggy Access & Zomato Wings are supporting healthy cloud kitchens, which could increase oatmeal’s presence on food delivery apps.

• Prediction: By 2026, oatmeal will be a ₹500 crore ($60M) category on food delivery platforms.

  
  

📈 2. Growth of Functional & Protein-Based Oats

• Expect high-protein, keto-friendly, and fortified oats (e.g., probiotics, immunity-boosting).

• Oatmeal smoothies, oat-milk-based shakes, and savory oat meals will drive the next phase of growth.

  
  

📈 3. AI-Driven Personalization & Cross-Selling on Quick Commerce

• Zepto & Blinkit are integrating AI to suggest healthy breakfast bundles, pairing oats with nuts, milk, or honey.

• 30% of quick commerce oat purchases are now part of larger “healthy breakfast” carts.

  
  

📈 4. Retail & Restaurant Collaborations with Zomato & Swiggy

• Oats-based direct-to-customer brands will emerge, launching virtual kitchens instead of just selling packaged oats.

• Subscription models for meal-prepped oats could gain traction.

Final Takeaway: Is Oatmeal a Profitable Bet on Quick Commerce & Food Delivery?

✅ YES, with the right strategy!

• Quick commerce thrives on instant oatmeal packs, overnight oats jars, and breakfast meal kits.

• Food delivery platforms (Swiggy, Zomato) will benefit from customizable oat bowls, premium variants, and gourmet flavors.

  
  

🚀 Strategic Recommendations:

1️⃣ Cloud Kitchen Collaboration – Partner with health-focused restaurants or launch an exclusive oatmeal cloud kitchen.

2️⃣ Quick Commerce Optimization – Focus on single-serve instant oats, high-protein oat meal kits, and combo bundles.

3️⃣ Influencer & Digital Marketing – Leverage health & fitness influencers to promote oatmeal as a daily habit.

4️⃣ Subscription & Loyalty Models – Offer repeat purchase discounts for fitness-conscious customers.