Oatmeal innovation in Japan goes beyond
Oatmeal is experiencing growth beyond the breakfast scene in Japan. The popularity of oatmeal, processed for easy consumption, has been rising due to the increasing focus on health-conscious eating.

Hanamaruki Co., Ltd., a miso and fermented products manufacturer (Headquarters: Ina City, Nagano Prefecture, CEO: Shuichiro Hanaoka), is set to launch three new products in its highly popular “Sugu Uma Cup” series in spring 2024. The “Instant Oatmeal Sugu Uma Cup – Kaki-Tama,” “Instant Oatmeal Sugu Uma Cup – Nori Wasabi,” and “Instant Oatmeal Sugu Uma Cup – Chicken White Broth” will be available for purchase starting March 1, 2024. The products offer the convenience of being ready in one minute with just hot water, eliminating the need for additional utensils.

In recent times, the popularity of oatmeal, processed for easy consumption, has been rising due to the increasing focus on health-conscious eating. The latest market size for domestic oatmeal has grown to approximately six times that of three years ago, reaching 123.8 billion yen , and further expansion is predicted. Hanamaruki promptly recognized this market shift and aims to activate and expand the oatmeal market by developing and introducing new products.

Oatmeal is favored for its lower carbohydrate content compared to refined rice, along with its rich content of dietary fiber and iron . The practice of heating oatmeal with water to create a rice-like consistency, known as “riceification,” has gained attention on social media, especially among health and beauty-conscious women, establishing oatmeal as a staple. However, concerns about a monotonous eating style, uncertainty about variations, and time constraints in preparation have been identified as challenges for consumers (Hanamaruki Survey).

To address these customer concerns, Hanamaruki leverages the technology and know-how gained through the development of the popular “Sugu Uma Cup Miso Soup” series. The new oatmeal products are designed for simplicity, requiring only the opening of the lid and pouring of hot water for immediate consumption. The unique aroma of oatmeal is masked with carefully crafted dashi, ensuring a friendly and enduring taste for both those trying oatmeal for the first time and those who have found traditional oatmeal challenging to sustain. The products are recommended for those interested in oatmeal and those who have struggled with conventional oatmeal options, encouraging them to give it a try.

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