Market Development

Market Development is a core function of POGA, and Canadian oat exports have been growing significantly higher in Mexico and Japan. Thishas been accomplished through POGA’s outreach to importers and social media campaigns directed at consumerswith particular success in Mexico, through an annual recipe contest as well as outreach aligning with World Diabetes Day.

POGA also recently launched a social media campaign targeted at Canadian consumers in 2020 with preliminary results looking very promising.

The primary goals of the marketing initiatives are to:

  • Promote Canadian oats and oat products that increase value;
  • Expand markets; and,
  • Provide greater returns to producers.

2021 Highlights

Mexico   |   Japan   |   Canada 

 

Mexico

Export numbers to November 2021 confirms Canada to be by far the leading exporter with 80% of the oat market share. POGA began it’s campaign in mid-2014 and since 2015, Canada has been able to more than triple its oat exports to Mexico.

Mexican consumer interest in oats remains high—record high consumption levels for processed oats were again achieved in 2021.   Exports did decrease in 2021 due to drought conditions affecting availability.  We have been assured demand is still very strong!

Source: Mexican SIAVI (Sistema de Información Arancelaria) http://www.economia-snci.gob.mx/
Source: Mexican SIAVI (Sistema de Información Arancelaria) http://www.economia-snci.gob.mx/
Canadian Exports to Mexico (kgs) as per Mexican Sistema de Información Arancelaria

Country/Code

1004.90.99
oats other than seed

1103.19.01
groats & meal of oats,
pellets of oats

1104.12.01
oat flakes or rolled oats

1104.22.01
worked grain of oats

Total*

2017

2,746,853

1,390,730

2,045,177

50,529,341

56,712,101

2018

148,429,573

1,561,093

1,924,998

47,620,440

199,536,104

2019

142,919,891

1,343,194

1,072,903

39,336,867

184,672,855

2020

212,533,066

1,455,927

1,005,123

53,015,819

268,009,875

2021**

96,526,282

***

701,475

50,553,937

147,781,694

*       Totals include some rounding across multiple commodities.
**     2021 results are up to November 2021.
***   Data not available.

 

JAPAN

Canada holds 44% of the Japanese oat market share. This proves the effectiveness of outreach and marketing activities and that gains that can be made in the future.

Overall, oat exports to Japan have been increasing for the past four years, indicating that oats are becoming a common choice for Japanese consumers who regularly enjoy including oats in their diets. 2021 exports from all countries set a new record high, reaching almost 80K MT, representing a 10% increase compared to 2020. Exports of Canadian oats flakes and rolled oats went remarkably well, with a 60% increase compared to 2020, which means that Canada is also getting the revenue associated with valued added and raw products. However, the overall Canadian exports had a slight decrease of 3K MT compared to 2020 very likely due to lack of availability due to drought conditions.

Market Development
Canadian Exports to Japan (kgs)
Country/Code <>1004.10.00
oat seed
1004.90.00
oats other than seed
1104.12.01
oat flakes or rolled oats
1104.22.01
worked grain of oats
Total

2018

26,515,000

448,129

172,340

27,135,469

2019

34,189,000

556,314

163,810

34,909,124

2020

12,000

36,806,000

1,132,079

123,260

38,073,339

2021

33,438,000

1,814,423

107,956

35,360,379

 

CANADA

The first nine months of the 2021 Canada–Oats Everyday campaign received limited funding for social media advertising. Even with restricted resources, the average monthly reach sat comfortably at 359,900. In January 2022, additional funding approval was received from the Ag Action Manitoba Program for Industry Organizations (funded by the governments of Canada and Manitoba). This resulted in massive increases across all numbers: the average monthly reach for the 2021 fiscal year increased by 388% and sits at >1.4M views each month.

The Key Performance Indicators (KPIs) for the 2021-2023 campaign are:

Activity

Target #

Actual #

KPI (% of target)

Reach/Circulation/Readership

50,000

49,330

98% achievedat 50% of the project timeline

Website & social media views

36,000,000

17,164,624

47.6% achievedat 50% of the project timeline

The project team will continue to optimize performance (such as using the advertising platform) and increase reach, and it is expected that targets will be easily surpassed by the end of the project term.

These marketing projects were funded by POGA and through the Agriculture and Agri-Food Canada (AAFC) AgriMarketing Program. A portion of the Canada campaign is also supported by Ag Action Manitoba Program for Industry Organizations which is funded by the governments of Canada and Manitoba.