Competition

While Quaker Oats can try being a part of every other breakfast meal one can think of say Idli, sambhar, parathaa, poha in order to provide complete nutrition, it still faces indirect competition with idli sambhar, poha, parathas, oats biscuits, oats noodles and direct competition with Bagrrys oats (marketed by Bagrrys Oats Ltd. New Delhi), Saffola oats (which claim to have taste bhi health bhi in its refined oil), Kellogg's oats, Britannia Oats, Horlicks Oats,etc.

Year in which Oats Products were launched in Indian Market:

2008 – Quaker Oats (PepsiCo)

2010 – Saffola Oats (Marico)

2010 – Kellogg’s Oats (Kellogg’s)

2011 – Horlicks Oats (GSK Consumer’s)

2012 – Britannia Oats (Britannia Industries)

Market Share of Oats Brands in India:

Following are the approx market share of the top 5 brands of Oats in the Indian market. These are estimated data based on the research of the top research institute documents.

 

                                  30-32% – Quaker Oats

                               

                                    16-18% – Saffola Oats

                                

                                    13-15% – Horlicks Oats

                            10-11% – Kellogg’s Oats

                                

                                      5-6% – Britannia Oats

Quaker Oats should not try to break the Indian habit anymore as they have learnt it from Maggi and Kellogs' efforts in the past. They might as well be a part of the existing food habits of the Indians. They can also position themselves as "any time available" or "easy to cook" or "healthy nutrition in 2 min" kind of food which might compel more people to consume this product.