Oats Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

Quaker is the best-performing oats brand in July 2026, moving 30,000 units across 3 ASINs for 29.1% of Top 10 volume. 365 by Whole Foods Market follows with 28,000 units (27.2%), ahead of Amazon Grocery on 18,000 units (17.5%).

With 5 brands splitting the Top 10 and 73.8% of volume sitting with three of them, this is a concentrated shelf — the leaders hold multiple listings or one very high-velocity ASIN, so a new entrant competes against established review moats rather than an open field. Average selling prices among the leaders run from $3.12 to $13.79, which frames the price band a competing listing has to justify.

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: B07TRN4WVY booked 10K units at $2.38, with ▲ 66.7% 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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.