2022
9
UK Breakfast Cereals Market Report 2022
2022-09-01T04:04:09+01:00
OX1102581
2195
155324
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Report
en_GB
“The strong perception of breakfast cereals as a good-value breakfast choice will support the market while household incomes are squeezed. Making the contribution to daily nutrient intakes more central to…

UK Breakfast Cereals Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Breakfast Cereals Market Report identifies consumers’ attitudes toward breakfast cereals, the frequency of eating them, and innovation in the breakfast cereals market. This report covers the breakfast cereal market size, market forecast, market segmentation and industry trends for the UK breakfast market.

Click here to view our German market research about Breakfast Cereals 2022.

 

Current Breakfast Cereals Market Landscape 

The conflict in Ukraine has disrupted global supplies of wheat and sunflower oil, leading to an increase in costs for manufacturers in the breakfast cereals market and resultant price hikes for consumers. Even as prices rise in the category, the rising cost of living will provide some support to the breakfast market, given its favourable perception as offering a good-value breakfast option.

The introduction of HFSS store location restrictions will likely to hinder a minority of products across the breakfast cereals market.

 

Breakfast Cereals Market Share and Key Industry Trends

The breakfast cereals market will hold its ground, continuing to be supported by economising behaviours and trading down to own-label mitigating the inflationary effect on value sales.

Despite the increased focus on public health, 68% of consumers would be interested in trying breakfast cereals that feature the flavours of sweet treat brands, pointing to opportunities for brand extension from other categories in the cereals market.

  • 37% of breakfast cereal eaters eat cereals with added fruit or nuts.
  • 28% of UK consumers eat cereals once a day or more.
  • 71% of breakfast eaters believe that breakfast cereals are a good-value choice.

 

Future Trends in the UK Breakfast Cereals Market

Mintel’s breakfast cereals market report identifies that eaters and buyers would like more ideas on foods to combine with breakfast cereal to make it more nutritious. This trend points to opportunities for the breakfast cereal market to discourage these users from swapping these traditionally less healthy cereals for healthier alternatives through tips on how to boost the overall nutrition of their breakfast through additions.

Read on to discover more about the UK Breakfast Cereal market, read our UK Breakfast Eating Habits Report 2022, or take a look at our other Food and Drink Market Research Reports.

Quickly Understand

  • Types and variants of breakfast cereals eaten and the frequency of eating.
  • Behaviours related to breakfast cereals.
  • New launch activity and concepts of interest in the breakfast cereals market.
  • Attitudes towards selected brands in the breakfast market.
  • Attitudes related to eating and buying breakfast cereals.
  • Explores breakfast cereals market size and breakfast cereals market share.

 

Covered in this Report

Products: Breakfast cereals, porridge, oatmeal and instant hot oat products.

Brands:  Weetabix Food Company (Ready Break, Alpen, Weetabix Original, Weetabix Minis), Kellogg’s (Crunchy Nut, Corn Flakes, Special K, Frosties, Coco Pops, Rice Crispies, Krave, All Bran) Nestlé (Shredded Wheat, Shreddies, Cheerios, Cookie Crisp), Associated British Foods (Jordan’s, Dorset Cereals), PepsiCo (Quaker Oats, Quaker Oats So Simple, Scotts) Flahaven, Mornflake, Bio&Me, Spoon Granola, M&S, Aldi (Harvest Morn), Saimsbury’s, Premier Foods (Ambrosia), Doves Farm.

 

Expert Analysis from a Specialist in the Field

This report, written by Alice Pilkington, a leading analyst in the Food and Drink sector, delivers in-depth commentary and analysis to highlight current trends in the breakfast cereals market and add expert context to the numbers.

“The strong perception of breakfast cereals as a good-value breakfast choice will support the market while household incomes are squeezed. Making the contribution to daily nutrient intakes more central to on-pack messaging can help the category tap into the predicted long-term focus on health. Meanwhile, interest in ideas about what other foods can be added to boost cereal’s nutrition offers scope for healthy and indulgent cereals alike.”

Alice Pilkington
Food and Drink Research Analyst

 

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Market context
    • Products covered in this Report
  2. Executive Summary

    • The five-year outlook for breakfast cereals
      • Figure 1: Category outlook, 2022-27
    • The market
    • Sales fall in 2021; income squeeze supports the market; long-term decline predicted
      • Figure 2: Market forecast for retail value sales of breakfast cereals, 2017-27
    • RTE cereal sales continue to dominate the market
      • Figure 3: UK retail value sales of RTE and hot breakfast cereals, 2017-22
    • Companies and brands
    • Weetabix retains top position in RTE cereals in 2021/22, indulgent brands buck decline
      • Figure 4: Leading brands’ shares in the UK retail RTE cereals market, by value, 2019/20-2021/22
    • PepsiCo brands make up half of hot cereal sales, Quaker Oat So Simple returns to value growth in 2021/22
      • Figure 5: Leading brands’ shares in the UK retail hot cereals market, by value, 2019/20-2021/22
    • Category ramps up NPD activity in light of upcoming HFSS restrictions
    • Claims related to digestive health continue to rise in launches
    • Adspend declines in 2021
    • The consumer
    • 86% eat breakfast cereals
      • Figure 6: Types of breakfast cereals typically eaten, 2021 and 2022
    • Plain remains the most popular individual variant of breakfast cereal
      • Figure 7: Variants of breakfast cereals eaten, 2021 and 2022
    • Half of RTE cereal eaters eat them at least four times a week; porridge/oats eaten less frequently
      • Figure 8: Frequency of eating breakfast cereals, 2021 and 2022
    • High contribution to nutrient intake chimes widely; over half want ideas on nutritious food pairings
      • Figure 9: Behaviours related to breakfast cereals, 2022
    • Interest in gut health points to ongoing opportunities for cereals
      • Figure 10: Concepts of interest in breakfast cereals, 2022
    • Easier-to-understand sugar information interests 67%; ‘Make your own breakfast cereal’ meal deal appeals to 43%
      • Figure 11: Attitudes towards breakfast cereals, 2022
  3. Issues and Insights

    • Three quarters prefer cereals that make a high contribution to recommended daily nutrient intake
    • Over half would like more ideas on foods to combine with breakfast cereal to make it more nutritious
    • Providing information on sugar content in easier-to-understand measures interests 67%
  4. Market Size and Performance

    • Reversal of fortunes for breakfast cereals in 2021
      • Figure 12: UK retail value and volume sales of breakfast cereals, 2017-22
  5. Market Forecast

    • The five-year outlook for breakfast cereals
      • Figure 13: Category outlook, 2022-27
    • Income squeeze will offer support to breakfast cereals market
    • Return of breakfast occasion competition and long-term focus on health will see market return to trajectory of long-term decline from 2024
      • Figure 14: Market forecast for retail value sales of breakfast cereals, 2017-27
      • Figure 15: Market forecast for retail volume sales of breakfast cereals, 2017-27
    • Learnings from the last income squeeze
      • Figure 16: Annual change in UK retail value and volume sales of breakfast cereals, by segment, 2010-14
    • Forecast methodology
  6. Market Segmentation

    • Income squeeze will support RTE cereal sales in 2022
      • Figure 17: UK retail value and volume sales of RTE and hot breakfast cereals, 2017-22
    • Hot cereal volume sales return to pre-COVID-19 levels
  7. Market Drivers

    • HFSS volume promotions ban postponed until October 2023
    • Breakfast cereals at a strong advantage compared to many other categories…
    • …but non-HFSS variants need to win over consumers
    • Kellogg’s loses legal challenge against DHSC in relation to HFSS legislation
    • Report on sugar reduction delayed until Autumn 2022
    • On-pack nutrition label consultation proposed
    • Health remains a key focus for consumers
    • Household incomes under pressure on several fronts
    • Manufacturers under pressure from rising wheat prices and sunflower oil shortage
      • Figure 18: Consumer Price Index annual rate of breakfast cereals and other cereal products, milk, cheese and eggs and food, Jan 2015- June 2022
    • Milk prices rise by 26% in a year
    • Opportunities for own-label to gain ground
    • Sustainability predicted to be a higher priority going forward
    • Interests of older demographics need addressing as population ages
      • Figure 19: Trends in UK population, by age, 2016-21 and 2021-26
  8. Market Share

    • Mixed fortunes for RTE cereal brands in 2021/22
    • Weetabix retains top position; indulgent brands buck decline
      • Figure 20: Leading brands’ sales and shares in the UK RTE cereals market, by value, 2019/20-2021/22
      • Figure 21: Leading brands’ sales and shares in the UK RTE cereals market, by volume, 2019/20-2021/22
    • Quaker Oat So Simple sees value sales return to growth
      • Figure 22: Leading brands’ sales and shares in the UK hot cereals market, by value, 2019/20-2021/22
      • Figure 23: Leading brands’ sales and shares in the UK hot cereals market, by volume, 2019/20-2021/22
  9. Launch Activity and Innovation

    • Category ramps up activity in light of upcoming HFSS restrictions
      • Figure 24: Proportion of new launches in breakfast cereals with low/no/reduced sodium, sugar and fat claims, 2017-22
    • Cereal Partners UK announces slashing of 59 million teaspoons of sugar
    • Kellogg’s reformulates Special K range to reduce salt
      • Figure 25: Recent examples of products with new recipe callouts, 2022
    • Major cereal makers announce new HFSS-compliant variants
    • Nestlé unveils its Cheerios Vanilla O’s and Shredded Wheat Fruity Bites…
    • …but delists non-HFSS Shreddies ‘The Simple One’ after just one year
    • Kellogg’s expands Wheats range and Quaker introduces two new ‘Oat So Simple’ flavours
      • Figure 26: New HFSS-compliant cereals from Nestlé and Kellogg’s, 2021
    • Claims related to digestive health continue to rise
      • Figure 27: Proportion of new launches in breakfast cereals with high/added fibre or digestive health claims, 2017-22
    • Spoon Granola calls out live cultures, Bio&Me secures funding and listings…
      • Figure 28: Recent examples of NPD targeting interest in gut health, 2021-22
    • …whilst M&S Food and Flahavan’s offer convenient digestive health solutions
    • Seasonal occasions inspire limited editions…
    • …and Coco Pops launches a Hazelnut Choc variant
      • Figure 29: Recent examples of seasonal launches and limited edition cereals, 2022
    • Brand extensions continue to feature in launch activity
    • Ambrosia and Doves Farm extend into the breakfast cereal category
      • Figure 30: Ambrosia extends into breakfast cereals category, 2022
    • Lyle’s Golden Syrup collaborates with Weetabix
    • Kellogg’s launches Special K granola
    • W.K.Kellogg by Kids brought under Rice Krispies brand
      • Figure 31: Kellogg’s brings W.K.Kellogg by Kids under Rice Krispies, 2022
    • Sustainability continues to be explored
    • Kellogg’s tests out green breakfast cereal liners…
    • …while Weetabix looks set to reach 99% recyclable packaging goal by Summer 2022
    • Nestlé announces regenerative farming initiative and joins Too Good To Go campaign
      • Figure 32: Nestlé calling out food waste initiative on-pack, 2022
  10. Advertising and Marketing Activity

    • Adspend declines in 2021
      • Figure 33: Total above-the line, online display and direct mail advertising expenditure on breakfast cereals, by media type, sorted by 2022, 2020-2022
    • Weetabix was biggest spender in 2021
      • Figure 34: Total above-the line, online display and direct mail advertising expenditure on breakfast cereals, by advertiser, sorted by 2022, 2020-2022
    • Kellogg’s promotes role of Special K as a good start to the day
    • ‘Go with your Gut’ campaign returns in May 2022
    • Kellogg’s brings back its personalisation initiative in 2021….
    • …and publicises its new Coco Pops variant
    • Weetabix retells Three Little Pigs in new TV advert
    • Oatibix returns to TV screens for first time in 10 years
    • #OvernightWeetabix racks up millions of views on TikTok
    • Cereal Partners UK collaborates with cholesterol charity
    • Quaker Oat ignites ‘The Fire Inside’
    • Quaker Oats plays part in The Ice Cream Project
    • Your Unbelievabowl Oats unveils first TV advert
    • Nielsen Ad Intel coverage
  11. Brand Research

    • Brand map
      • Figure 35: Attitudes towards and usage of selected brands, 2022
    • Key brand metrics
      • Figure 36: Key metrics for selected brands, 2022
    • Brand attitudes: Weetabix and Quaker lead on trust and quality perceptions
      • Figure 37: Attitudes, by brand, 2022
    • Brand personality: Kellogg’s Coco Pops and Crunchy Nut enjoy strongest fun perceptions
      • Figure 38: Brand personality – macro image, 2022
    • Kellogg’s Crunchy Nut is viewed as the most delicious
      • Figure 39: Brand personality – micro image, 2022
  12. Usage of Breakfast Cereals

    • 86% eat breakfast cereals
      • Figure 40: Types of breakfast cereals typically eaten, 2021 and 2022
    • Plain remains the most popular individual variant of breakfast cereal
      • Figure 41: Variants of breakfast cereals eaten, 2021 and 2022
  13. Frequency of Eating Breakfast Cereals

    • Half of RTE cereal eaters eat them at least four times a week
      • Figure 42: Frequency of eating breakfast cereals, 2021 and 2022
    • Porridge/oats eaten less frequently
  14. Behaviours Related to Breakfast Cereals

    • Three quarters prefer cereals that make a high contribution to recommended daily nutrient intake
      • Figure 43: Behaviours related to breakfast cereals, 2022
    • Prominent vitamin and mineral call-outs already commonplace…
      • Figure 44: Recent examples of breakfast cereals with prominent vitamin and mineral call-outs, 2022
    • …but calling out percentage contribution to nutrient intake is rare
      • Figure 45: Pollen + Grace kelp noodle & miso vitality box calling out contribution to daily intakes of a number of nutrients, 2018
    • Spotlighting the function of nutrients more prominently on-pack and in-store will help to link cereals with benefits people want from their diet
    • Over half would like more ideas on foods to combine with breakfast cereal to make it more nutritious
    • Highlight the nutrition that existing pairing suggestions bring
      • Figure 46: Nestlé calling out protein among pairing suggestions for Cookie Crisps, 2022
  15. Concepts of Interest in Breakfast Cereals

    • Interest in gut health points to ongoing opportunities for cereals
      • Figure 47: Concepts of interest in breakfast cereals, 2022
    • Calling out gut health in marketing campaigns and on-pack remains relevant
      • Figure 48: Waitrose & Partners Gut Health: Apple & Almond Granola reinforcing link between fibre and digestive health, 2021
    • Kellogg’s Australia takes people on a tour of the Gut Bacteria Reef…
    • …whilst Ryvita offers inspiration on how to foster a lifestyle positioning
    • HFSS makes boosting fibre content of less healthy variants particularly pertinent
    • ‘Best of both’ variants have forged a place in other categories…
      • Figure 49: Napolina 50%50 calls out that its whole wheat is ‘hidden’, 2020
    • …whilst inulin offers ways to kill two nutritional birds with one stone
      • Figure 50: Troo and Bio & Me call out inulin content, 2021-22
    • Collaborations with yogurt brands can also tap into interest in gut health
    • Help with healthy portion sizes interests one in four
      • Figure 51: Nestlé calls out suggested portion sizes for children and adults, 2022
    • Quaker Oat So Simple and Flahavan’s can offer inspiration
      • Figure 52: Quaker Oat So Simple recommends porridge sachet to measure milk, 2022
    • 26% seek cereals that aid relaxation
    • Creating links with moments of relaxation through brand communication will chime…
    • …as can building associations with activities that people undertake to relax
      • Figure 53: Danone Light & Free by Artists offering access to a curated playlist, 2019
    • Innovation leveraging the calming associations of ingredients appears timely
      • Figure 54: Troo’s Quick Porridge+ Sleepytime Chamomile & Gentle Ginger leveraging calming associations of chamomile, 2021
  16. Attitudes towards Breakfast Cereals

    • Providing information on sugar content in easier-to-understand measures interests 67%
      • Figure 55: Attitudes towards breakfast cereals, 2022
    • Cereals with less healthy propositions will benefit from adding more sugar information
      • Figure 56: Recent international examples of breakfast cereal brands calling out amount of sugar in teaspoons, 2020-21
    • 56% find high-protein cereals with visible sources of protein more appealing than those with invisible sources
    • Considerable interest in cereals that contain high-protein pulses
      • Figure 57: Recent examples of UK breakfast cereals with visible chickpeas, 2020-21
    • Snack brand Brave also offers cues for further NPD
    • ‘Make your own breakfast cereal’ meal deal appeals to 43%
    • Cereal toppers are currently rare in the UK
      • Figure 58: Linwoods calling out suitability for topping porridge and cereal, 2021
    • Opportunities for brands impacted by HFSS to gain visibility in breakfast cereal aisle
      • Figure 59: Snickers Crunchy Peanuts, 2022
  17. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  18. Appendix – Market Share

      • Figure 60: Leading manufacturers’ sales and shares in the UK RTE cereals market, by value, 2019/20-2021/22
      • Figure 61: Leading manufacturers’ sales and shares in the UK RTE cereals market, by volume, 2019/20-2021/22
      • Figure 62: Leading manufacturers’ sales and shares in the UK hot cereals market, by value, 2019/20-2021/22
      • Figure 63: Leading manufacturers’ sales and shares in the UK hot cereals market, by volume, 2019/20-2021/22
  19. Appendix: Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 64: Market forecast and prediction intervals for UK value sales of breakfast cereals, 2022-27
      • Figure 65: Market forecast and prediction intervals for UK volume sales of breakfast cereals, 2022-27
    • Market drivers and assumptions
    • Forecast methodology

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This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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