The article highlights the paradoxical decrease in Australian oat cultivation areas despite the global oat market's significant growth. This trend is attributed to the unprofitable pricing of oats, which is not reflective of its increasing human consumption and value in the food industry. Experts stress the need for a pricing overhaul to address this issue and to recognize oats' potential as a profitable crop for human food. The global oat market is on the rise, fueled by increasing consumer awareness of oats' benefits, growing demand for plant-based products, and expansion in oat processing capacity. Oat milk, in particular, is experiencing remarkable growth, with the Asia-Pacific region showing strong demand for oatmeal products.