Instant Oatmeal Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Instant Oatmeal sales on Amazon US totaled 310,500 units in July 2026 (▲ 4.5% vs. the prior month), generating an estimated $2,789,771 in revenue across the 50 top-ranked ASINs for this search term. Demand is heavily concentrated at the top of the ranking — the ten best performers capture 44.8% of unit volume and 30.9% of revenue, while a typical listing is priced at $10.96. The keyword itself pulled 30,067 Amazon queries over the same period (▲ 11.6% MoM).
Zooming out to the 12-month window ending July 2026, the instant oatmeal Top 50 moved 3,676,900 units and $33,071,262 in cumulative sales — an average of 306,408 units and $2,755,939 per month. Monthly throughput topped out at 365,500 units in January 2026 and dipped to 177,600 in May 2026, leaving the latest reading 9.3% higher than August 2025.
Instant Oatmeal Sales Trend (Trailing 12 Months)
Based on the top 50 ASINs by monthly sales for this keyword
2025/08
2025/09
2025/10
2025/11
2025/12
2026/01
2026/02
2026/03
2026/04
2026/05
2026/06
2026/07
Monthly Sales 2026/07
310.5K
▲ 4.5% MoM
Monthly Revenue 2026/07
$2.8M
▲ 0.7% MoM
Top 10 Market Share 2026/07
44.8%
Instant Oatmeal Market Share & Sales Concentration on Amazon US — July 2026
The most-sold instant oatmeal listing on Amazon US in July 2026 is ASIN B07CZCM4VZ (Brand: Cheerios), which sold 30,000 units at $3.47 apiece — equal to 9.7% of every unit tracked in this report and 1.5× the volume of the No. 2 listing.
The Top 10 ASINs account for 139,000 units and $862,270 in July 2026 — 44.8% of unit volume and 30.9% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Instant Oatmeal' on Amazon
July 2026
Is 44.8% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B07CZCM4VZ
Cheerios Honey Nut Breakfast Cereal, Heart Healthy, Gluten Free, 10.8 oz | Real Honey & Natural Almond Flavor, Can Help Lower Cholesterol, Excellent Source of Vitamin D, 22g Whole Grain per Serving
30K
▲ 50.0%vs. prior month
$94.5K
latest month
12-month trend
B07WD631ZX
Catalina Crunch Protein Cereal, Cinnamon Toast, 9 oz Bag (Pack of 1) | Sugar Free, 11g of Protein, Gluten Free, Excellent Source of Fiber, Breakfast Cereal, Packaging May Vary
20K
▲ 0.0%vs. prior month
$131.6K
latest month
12-month trend
B07NSRHMPR
365 by Whole Foods Market, Organic Rolled Quick Oats, 18 Ounce
20K
▲ 150.0%vs. prior month
$85.8K
latest month
12-month trend
B0BVT37H4W
Nature Valley Oats & Honey Protein Granola, Family Size, 17 oz | 50% More Than 11 oz Pouch, 13g Protein & 33g Whole Grain per Serving, Good Source of Fiber
10K
▲ 0.0%vs. prior month
$59.8K
latest month
12-month trend
B00IGHKDT2
Grape-Nuts Original Cold Breakfast Cereal, 20.5 oz Box | Crunchy Pieces With Whole Grain Wheat & Barley, Excellent Source Of Fiber, Iron & Folate, NON-GMO Project Verified
10K
▲ 0.0%vs. prior month
$51.3K
latest month
12-month trend
B01M3RZBFH
Quaker Instant Oatmeal Express Cups, 4 Flavor Variety Pack, 1.76 Ounce (Pack of 12)
10K
▲ 25.0%vs. prior month
$109K
latest month
12-month trend
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Best Instant Oatmeal Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Cheerios is the best-performing instant oatmeal brand in July 2026, moving 30,000 units across 1 ASIN for 21.6% of Top 10 volume. Quaker follows with 30,000 units (21.6%), ahead of Catalina Crunch on 20,000 units (14.4%).
Volume is spread across 8 brands, with the top three holding 57.6% between them. No single label controls the shelf, which usually leaves room for a well-differentiated listing to take share without outspending an incumbent. Average selling prices among the leaders run from $3.47 to $12.13, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Cheerios
1 ASIN in Top 10
21.6%
Units
30K
Revenue
$94.5K
Avg. price
$3.47
B07CZCM4VZ
$3.47·★4.8·58K revsCheerios Honey Nut Breakfast Cereal, Heart Healthy, Gluten Free, 10.8 oz | Real Honey & Natural Almond Flavor, Can Help Lower Cholesterol, Excellent Source of Vitamin D, 22g Whole Grain per Serving
Units sold30K
Quaker
3 ASINs in Top 10
21.6%
Units
30K
Revenue
$354K
Avg. price
$12.13
B01M3RZBFH
$11.88·★4.6·10.7K revsQuaker Instant Oatmeal Express Cups, 4 Flavor Variety Pack, 1.76 Ounce (Pack of 12)
Units sold10KB074PTWHC4
$10.78·★4.8·23.3K revsQuaker Instant Oatmeal, Maple & Brown Sugar, Individual Packets, 1.51 Ounce (Pack of 48)
Units sold10KB09DRLD79T
$13.72·★4.7·8.1K revsQuaker Instant Oatmeal Fruit & Cream Variety Pack, Single Serve Packets, (44 Pack)
Units sold10K
Catalina Crunch
1 ASIN in Top 10
14.4%
Units
20K
Revenue
$131.6K
Avg. price
$6.20
B07WD631ZX
$6.20·★4.1·7.6K revsCatalina Crunch Protein Cereal, Cinnamon Toast, 9 oz Bag (Pack of 1) | Sugar Free, 11g of Protein, Gluten Free, Excellent Source of Fiber, Breakfast Cereal, Packaging May Vary
Units sold20K
Trending Instant Oatmeal Products — Growth Leaders & New Top 10 Entrants
Based on July 2026 data, this shortlist surfaces the two kinds of ASIN worth keeping an eye on — the ones that just broke into the Top 10, and the ones growing fastest month over month. Specifically, 3 ASINs forced its way in: B07NSRHMPR booked 20K units at $4.49, with ▲ 150.0% MoM change.
The two signals carry different weight. A fresh entrant means share has already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date. A steep growth rate works as the earlier warning: it marks demand that is still compounding, usually a month or two before the ranking catches up to it.
B07NSRHMPR
365 by Whole Foods Market, Organic Rolled Quick Oats, 18 Ounce
Price
$4.49
Rating
4.6
Reviews
7K
Latest month sales
B01M3RZBFH
Quaker Instant Oatmeal Express Cups, 4 Flavor Variety Pack, 1.76 Ounce (Pack of 12)
Price
$11.88
Rating
4.6
Reviews
10.7K
Latest month sales
B07TRN4WVY
Amazon Grocery, Quick Cook Oats, 18 Oz
Unlock to view ASIN details and product titles
Price
$2.38
Rating
4.5
Reviews
8.1K
Latest month sales
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