Saffola Oats, one of the leading brands of Marico Limited, has emerged as the Number 1 Oats brand in India, according to Kantar Household Panel Data. Since its inception in 2011, the brand has crafted a legacy of trust, consumer understanding and innovation to meet the diverse taste preferences of the Indian consumer and offer ‘better for you’ food products, the company said.
Saffola Oats has risen to prominence, experiencing remarkable growth within the category while seamlessly becoming a staple in the daily breakfast choices of consumers. The brand has witnessed an astonishing tenfold increase in offtake volumes since inception. According to the Kantar Household Panel Data, Saffola Oats now commands a 43% share of the market in value terms, surpassing all competitors. The data also underscores that 1 out of every 11 households in the country actively includes oats into their daily consumption.
Commenting on the development, Saugata Gupta, MD and CEO, Marico Limited, said, “We are proud to have achieved this significant milestone and emerge as leaders in the oats category. It’s a testament to our dedication to excellence, innovation and consumer satisfaction. Indians are uncompromising when it comes to taste. With this basic learning, we set out to Indianise oats by addressing the quintessential Indian taste preferences, while seamlessly integrating the health benefits that it offers. Supporting the government’s vision of promoting millets as a sustainable and nutritious food source, we have embraced millets in our product portfolio and blended the goodness of two superfoods – oats and millets in our Saffola oats range.
Our unwavering commitment to delight our consumers has helped us revolutionize oats as a category and played a pivotal role in propelling Saffola Oats to the coveted position of India’s Number 1 Oats Brand. Our journey continues, fueled by the trust of our customers and our commitment to provide ‘better for you’ products.”