This task is a desk-based market and literature study aimed at identifying target consumer groups for oat-based functional foods designed to address nutritional deficiencies (“hidden hunger”). The nutritional needs of key population groups will be mapped against potential oat-based product solutions.
The Irish market will be systematically screened to identify existing oat-based products and to assess gaps and opportunities for innovation. This will include evaluation of product limitations such as phase separation in oat drinks, low solubility of oat proteins, inferior sensory performance compared to dairy, and relatively low protein content.
A literature review will be conducted to define key target consumer groups, including those at risk of nutritional deficiencies such as women of reproductive age and older adults (e.g. sarcopenia risk group).
Existing oat-based products in the Irish market will be benchmarked to identify: product gaps, formulation limitations, sensory challenges, and nutritional shortcomings.
Opportunities for product improvement and innovation will be mapped in preparation for new product development.
