Oats, anyone?

It was billed as the Smart Heart Challenge. For 30 days, 94 volunteers at the Philippine Stock Exchange Bldg. were asked to take 70 grams of oatmeal every day. The volunteers took their oatmeal at a designated restaurant within the PSE building during the working week and were then given enough oatmeal to prepare on their own for the weekend.

"The results were amazing," said Nutrition Foundation of the Philippines president Dr. Rodolfo Florentino, who conducted the Smart Heart Challenge. "Total cholesterol levels of 69% of the male participants and 57% of the female participants dropped by 27.1 mg. percent. There was a decrease in prevalence of those who were at high risk for heart disease based on bad cholesterol levels. There was also a marked reduction in weight and in the blood pressure of hypertensive participants. The participants reported better digestion and a feeling of fullness longer. They were more energetic."

Patterned after similar tests conducted in the United States, Malaysia, and Hong Kong, the Smart Heart Challenge is part of the strategy of Quaker Oats Phils. to reposition oatmeal in terms of markets and of use, from its traditional markets of children and the aged and from its traditional breakfast orientation.

"We do not intend to supplant but only supplement existing eating habits of Filipinos with regular oats intake, which will lead to a healthier heart and lower cholesterol levels," said Jagrut Kotecha, commercial director for the Philippines of Quaker Oats Asia, Inc. which has been part of the PepsiCo Group since 2001."Quaker Oats Co. was given in 1997 by the American Food and Drug Administration the first food-specific health claim which is specific to oatmeal."

Market

Of the 6,000-ton oatmeal market in the Philippines, Quaker Oats has a market share of about 50%.

"We are the leading brand in Metro Manila, which accounts for 30% to 35% of Philippine sales," said Kotecha. "Nationwide, we have been getting steady double-digit growth of 15% to 20% a year for the last five years."

Quaker Oats’ market share is even more phenomenal, considering that it is premium-priced. This is due in part to the manufacturing/distribution setup where oatmeal for the Philippine market is 100% imported from Malaysia and in part to the product itself.

"Our product is premium quality. We have the best packaging in ultraviolet aluminum foils to block off sunlight that will reduce the purity of the grain’s germ quality," said Kotecha.

In an effort to make the purchase of oatmeal more cash-friendly, Quaker Oats Phils. is seriously thinking of coming out with single-serve sachet instant oats, which would be ideal for schools and office canteens or even among office workers with access to hot water dispensers.