UK Breakfast Cereals Market Report 2023
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Unlock the potential of the UK breakfast cereal market with our comprehensive report. Our analysis examines consumer attitudes towards breakfast cereals, consumer purchasing behaviour, and the latest innovations and launch activity. With our extensive breakfast cereals report, you can gain a better understanding of how to respond to changing consumer demands and take advantage of new opportunities.
The cost-of-living crisis has taken its toll on the UK cereal market, with volume sales continuing on a downward trajectory. However, value sales have grown thanks solely to high inflation in the market.
Despite the decline in sales, breakfast cereals enjoy a near-universal appeal, with 85% of people in the UK eating them. While breakfast cereals will remain popular, the category faces stiff competition from a wide array of other breakfast foods available to consumers. Customers trading down to private label products will provide a challenge to brand leaders and products with higher price points.
The fact that almost half of UK cereal consumers agree that eating an indulgent breakfast cereal is a good way to satisfy sweet craving puts cereal brands in a strong position to compete with sweet snacks as a permissible snack for these moments. Own-label breakfast cereals have taken inspiration for flavours from bakery and desserts, and the high consumer interest suggests that indulgent flavours warrant further development.
With many households’ incomes under pressure, it is unsurprising that lower priced food products appeal widely. Some 80% of breakfast cereal eaters report that they would buy slightly broken/oddly shaped breakfast cereal sold at a lower price. As well as an appealing way to save money, misshaped or broken cereals also tap into the current consumer interest in reducing food waste.
Purchase our full report for more analysis of the latest trends and opportunities for growth in the UK Breakfast Cereal market. Readers of this report may be interested in Mintel’s A Year of Innovation in the Breakfast Cereals Market 2023.
This report examines the UK retail market for breakfast cereals. For the purpose of this report, breakfast cereals are segmented into RTE cereals and hot cereal products. Market share and sales of the industry leaders are featured, including Weetabix, Kellogg’s Crunchy Nut, Kellogg’s Corn Flakes, Nestle Shreddies, Quaker Oats, and more.
This report, written by Claire Finnegan, a leading food industry analyst, delivers in-depth commentary and analysis to highlight current trends in the breakfast cereals market and add expert context to the numbers.
Rising prices and squeezed incomes have taken their toll on the breakfast cereals category, with volume sales returning to their pre-pandemic downward trajectory and little to suggest this category could escape further volume sales declines in the coming years. Responding to consumer demand for convenience and permissible indulgence, as well as to health becoming more of a focus area, are needed to continue to engage consumers.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
*databooks not available with UK B2B Industry reports.
Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.