Saffola claims top spot as India's leading Oats Brand

Saffola Oats, a prominent brand under Marico Limited, has achieved a significant milestone by becoming the number one oats brand in India, according to Kantar Household Panel Data. Since its establishment in 2011, the brand has focused on innovation, understanding consumer preferences, and providing "better for you" food options.

 

Saffola Oats has not only witnessed substantial growth within the category but has also become a staple in the daily breakfast choices of consumers, experiencing a remarkable tenfold increase in offtake volumes since its inception. The Kantar Household Panel Data reveals that Saffola Oats now commands an impressive 43% share of the market in terms of value, surpassing all competitors. Furthermore, the data shows that 1 in every 11 households in the country actively incorporates oats into their daily consumption.

 

Saugata Gupta, MD and CEO of Marico Limited, expressed pride in this achievement, emphasizing the brand's commitment to excellence, innovation, and consumer satisfaction. Saffola Oats attributes its success to an unwavering dedication to quality and taste, supported by the invaluable endorsement of consumers, particularly in key markets like Maharashtra, Kerala, and West Bengal.

 

The brand's success story includes a strategic shift towards meeting the Indian consumer's preference for spicy flavors, leading to the introduction of the world's first 'Savoury Oats.' Beyond taste, Saffola Oats stands out for its focus on health benefits, weight management, and diversified product offerings. Aligning with the government's push for millets, Saffola Oats Gold was introduced, blending millet (Jowar) with oats.

 

Saffola Oats remains committed to putting the consumer first, evident in every spoonful of their product, and continues to set the standard for quality and innovation in the oats category.

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