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

Quaker is the best-performing overnight oats brand in July 2026, moving 37,000 units across 4 ASINs for 38.1% of Top 10 volume. 365 by Whole Foods Market follows with 20,000 units (20.6%), ahead of MUSH on 17,000 units (17.5%).

With 6 brands splitting the Top 10 and 76.3% 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 $1.67 to $11.65, 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, one ASIN forced its way in: B07VCM66N6 booked 6K units at $25.12, with ▲ 20.0% MoM change. On the growth side, B07JYY4Q2S leads positive momentum with ▲ 1900.0% MoM growth on 1K units, with B07NSRHMPR close behind at ▲ 150.0% MoM on 20K units.

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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.