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EXECUTIVE SUMMARY
- Opportunities for the snack bars and breakfast biscuits market
- Filled bars and unique ingredients hold potential in disrupting brand-loyal snackers
- All natural messaging can engage growing over-55s population
- Time-of-day messaging and brand tie-ups offer route to evening occasion
- Market dynamics and outlook
- Market size & forecast
- Market predictions
- Sales forecast to reach £845 million by 2029
- Kellogg’s remains the UK’s top cereal/snack bar and breakfast biscuit brand
- Graph 1: leading brands’ value sales in the cereal/snack bars market, 2022-24
- Food price rises past their peak, but some upward pressure in 2024
- Graph 2: consumer price inflation for all food items, 2022-25
- Snacking features in most diets
- Graph 3: frequency of snacking in the last two weeks, 2020, 2022 and 2024
- Mixed effects from changes in size of different age groups
- Graph 4: trends in the age structure of the UK population, 2020-30
- What consumers want and why
- Three in five eat cereal/snack bars or breakfast biscuits, one in ten daily
- Graph 5: frequency of eating breakfast biscuits and cereal/snack bars, 2024
- At-home eating grows to two thirds, one in three eat on-the-go
- Graph 6: where breakfast biscuits and cereal/snack bars are eaten, 2024
- Hunger satisfaction the priority for cereal/snack bar and breakfast biscuit eaters
- Graph 7: reasons for eating breakfast biscuits and cereal/snack bars, 2024
- A variety of factors can influence purchase decisions
- Graph 8: reasons for buying a cereal/snack bar over another type of snack, 2024
- Taste valued over low sugar content
- Graph 9: attitudes towards cereal/snack bars, 2024
- Brand loyalty prevalent in cereal/snack bars
- Graph 10: behaviours related to cereal/snack bars, 2024
- Innovation and marketing
- New varieties/range extensions and new packaging drive launches in 2024
- Graph 11: share of new launches in snack/cereal/energy bars, by launch type, 2019-2024
- A quarter of launches use chocolate
- Graph 12: share of new launches in the snack/cereal/energy bar market, by top flavour components, 2019-24
- Low calorie/diet claims rare in cereal/snack bars
- Adspend on cereal/snack bars and breakfast biscuits drops 9%
- Graph 13: above-the-line, online display and direct mail advertising expenditure on cereal/snack bars and breakfast biscuits, by media type, 2021-24
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MARKET DYNAMICS
- Market size
- Value sales growth slows with fall in inflation
- Graph 14: retail value sales of cereal/snack bars and breakfast biscuits, 2020-24
- Return to growth in volume sales
- Graph 15: retail volume sales of cereal/snack bars and breakfast biscuits, 2020-24
- Market forecast
- Sales forecast to reach £845 million by 2029
- Continued cautious consumer spending to hinder volume sales in the short term
- Modest growth forecast by 2029
- Strong snacking culture will support continuing demand
- Market share
- Kellogg’s extends its lead over Belvita and Nature Valley
- Graph 16: leading brands’ value sales in the cereal/snack bars market, 2022-24
- Kelloggs and Belvita lose value share, Go Ahead and Trek gain
- Own-label gains modest share amidst income squeeze
- Market drivers
- One in four see their finances as ‘healthy’
- Graph 17: the financial wellbeing index, 2016-25
- Annual food inflation rate rises to highest since March 2024
- Graph 18: consumer price inflation for all food items, 2022-25
- Snacking a key part of most diets
- Graph 19: frequency of snacking in the last two weeks, 2020, 2022 and 2024
- Strong consumer interest in healthy eating
- Graph 20: how often people try to eat healthily, 2018-24
- New Labour Government confirms HFSS advertising restrictions
- HFSS is defined by nutrient profile
- More non-HFSS launches in cereal/snack bars and breakfast biscuits
- Highly processed foods come under scrutiny…
- …with calls for further research
- Blood-sugar management an emerging factor influencing snacking
- Population growth in key age groups buoys demand
- Graph 21: trends in the age structure of the UK population, 2020-30
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What Consumers Want and Why
- Frequency of eating cereal/snack bars and breakfast biscuits
- More than three in five eat cereal/snack bars or breakfast biscuits
- Cereal/snack bars and breakfast biscuits maintain usage
- Graph 22: eating of cereal/snack bars and breakfast biscuits in the last 3 months, 2022-24
- 16-34s are most engaged with the category
- Graph 23: eating of cereal/snack bars and breakfast biscuits in the last 3 months, by age, 2024
- One in ten consume daily
- Graph 24: frequency of eating breakfast biscuits and cereal/snack bars, 2024
- Weekly consumption common for 16-44 year olds…
- Graph 25: overall usage and frequency of eating breakfast biscuits, by age, 2024
- Graph 26: overall usage and frequency of eating cereal/snack bars, by age, 2024
- …with having young children in the household a purchase motivator
- Graph 27: usage at least once a week of cereal/snack bars and breakfast biscuits, by presence of children in the household, 2024
- Where people eat cereal/snack bars and breakfast biscuits
- Two thirds eat cereal/snack bars and breakfast biscuits at home
- Graph 28: where breakfast biscuits and cereal/snack bars are eaten, 2024
- At-home eating has grown since November 2022
- Graph 29: eating of cereal/snack bars and breakfast biscuits at home in the last 3 months, 2022 and 2024
- Younger consumers drive breakfast biscuit usage on-the-go
- Graph 30: eating of cereal/snack bars and breakfast biscuits on-the-go in the last 3 months, by age, 2024
- Reasons for eating cereal/snack bars and breakfast biscuits
- A range of reasons drive the eating of breakfast biscuits and cereal/snack bars
- Graph 31: reasons for eating breakfast biscuits or cereal/snack bars, 2024
- Hunger satisfaction the top priority
- Satiation is the biggest reason for eating cereal/snack bars and breakfast biscuits
- Graph 32: consumers eating breakfast biscuits or cereal/snack bars to satisfy hunger, 2024
- Desire to manage cravings highlights continued relevance of treat NPD
- Graph 33: new product launches in the cereal/snack bar market, by top flavour components, 2019-24
- Framing and ingredients can enhance treat appeal for management of cravings
- Energy boosting appeals to all ages but linking to exercise limits
- Graph 34: consumers eating breakfast biscuits or cereal/snack bars to get an energy boost or refuel during/after exercise, by age, 2024
- ‘Boost’ appeal with clear energy-focus
- Brands target mental clarity as a new energy angle
- Reasons for buying cereal/snack bars over another snack
- Fibre and protein lead cereal/snack bar appeal
- Graph 35: reasons for buying a cereal/snack bar over another type of snack, 2024
- Natural claims best placed to engage over-55s
- Interest in naturalness is higher among older demographics
- Graph 36: reasons for buying a cereal/snack bar over another type of snack, by age, 2024
- All-natural cereal/snack bars prosper in 2024
- Link natural ingredients to daily goals…
- Bars highlighting a lower calorie count have appeal
- Lower calorie variants face competition from other snack types
- Attitudes towards cereal/snack bars
- Taste is still the priority
- Graph 37: attitudes towards cereal/snack bars, 2024
- Low sugar options must continue to shore up taste credentials
- Seasonal/holiday inspired flavours is an opportunity area
- Lean into seasonal occasions through flavours, packaging, and formats
- Still room for more brand-tie ups
- Time-of-day tailoring can encourage evening use
- Time-of-day prompts rarely extend beyond the afternoon in snack bars…
- Behaviours related to cereal/snack bars
- High levels of brand loyalty in cereal/snack bars
- Graph 38: behaviours related to cereal/snack bars, 2024
- The category will face continued challenges in light of UPF concerns…
- Graph 39: consumers who have eaten less cereal/snack bars in the last three months due to concerns of them being ultra-processed, by usage and age, 2024
- …but varying perceptions of processed food attributes by age can help reduce impact on at-risk groups
- Graph 40: attributes associated with highly processed food and drink*, by age, 2024
- Eat Natural a rare example of absolute transparency
- Filled bars can win over brand-loyal customers…
- Seven in 10 interested in filled cereal/snack bars
- …with nut butters currently on-trend in chocolate confectionary
- Room for wider use of alternative protein and fibre-rich base ingredients…
- …as seen in the wider snack category
- Combining the benefits of chickpeas and nuts for a treat-flavoured yet satiating snack bar
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INNOVATION AND MARKETING TRENDS
- Launch activity and innovation
- New varieties/range extensions account for biggest share of new launches
- Graph 41: share of new launches in snack/cereal/energy bars, by launch type, 2019-2024
- Chocolate leads the way, peanut butter flavours jump year-on-year
- Graph 42: share of new launches in the snack/cereal/energy bar market, by top flavour components, 2019-24
- New choc chip additions to Nature Valley ranges
- Aldi contributes to increase in peanut butter flavour launches
- Brand collaborations look to bring new textures and flavours to snack bars
- Softer textures get attention from brands
- Minus launches fall in 2024
- Graph 43: share of new launches in the snack/cereal/energy bars market, by minus claims, 2019-24
- Brands making use of a variety of levers to be non-HFSS
- Low/reduced calorie and diet/light claims rare
- Cadbury launch non-HFSS low-calorie snack range…
- …Belvita reformulates Baked Bars and Soft Bakes
- Plus claims stagnate
- Graph 44: share of new launches in snack/cereal/energy bars with plus claims, by claim, 2019-2024
- Functional bars look for new ways to bridge wellness and convenience
- Advertising and marketing activity
- ATL spend falls for second consecutive year
- Graph 45: above-the-line, online display and direct mail advertising expenditure on cereal/snack bars and breakfast biscuits, 2021-24
- Mondelēz continues to dominate adspend
- Graph 46: above-the-line, online display and direct mail advertising expenditure on cereal/snack bars and breakfast biscuits, by advertiser, 2021-24
- Belvita continues to be the most advertised brand, but spending on KIND cut
- Belvita gives customers a chance to win a trip to Finland
- KIND engages the senses with Soho pop-up
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Appendix
- Market share
- Breakfast biscuits and cereal/snack bars – value brand sales
- Breakfast biscuits and cereal/snack bars – volume brand sales
- Breakfast biscuits and cereal/snack bars – value manufacturer shares
- Breakfast biscuits and cereal/snack bars – volume manufacturer shares
- Advertising and marketing activity
- ATL, online display and direct mail advertising expenditure on cereal bars and breakfast biscuits, by advertiser
- ATL, online display and direct mail advertising expenditure on cereal bars and breakfast biscuits, by brand
- TV takes biggest share of advertising on cereal bars and breakfast biscuits
- Market forecast data and methodology
- Value market size and forecast
- Volume market size and forecast
- Market forecast and prediction intervals (value)
- Market forecast and prediction intervals (volume)
- Forecast methodology
- Report scope and definitions
- Market definition
- Abbreviations and terms
- Consumer research methodology
- Nielsen Ad Intel coverage
UK Snack Bars and Breakfast Biscuits Market Analysis
The UK snack bars and breakfast biscuits market saw a recovery in 2024, reaching a value over £700 million, driven by slight increase in value sales and modest volume growth.
After facing inflationary challenges in previous years, the Snack Bars and Breakfast Biscuits Market is expected to grow steadily, reaching much higher value by 2029. Growth will be fuelled by higher prices and a slight volume increase, while concerns over ultra-processed foods may limit growth in the short term.
UK Snack Bars and Breakfast Biscuits Market Consumer Trends
Consumer trends in the UK snack bars are increasingly shaped by a preference for healthier options, with a focus on high-protein, high-fibre, and natural ingredients. Despite concerns over ultra-processed foods, taste remains a key driver, with many consumers favouring indulgent yet perceived healthier options like snack bars inspired by sweet treats. Younger consumers (16-34) are the most frequent snackers, while older demographics show interest in all-natural products. The demand for convenience, such as on-the-go consumption, continues to rise, alongside a growing appeal for innovative formats like filled bars and seasonal flavours.
Purchasing the UK Snack Bars and Breakfast Biscuits Market Report for 2025 provides essential insights into evolving consumer preferences and market trends. This analysis helps brands and retailers refine strategies, uncover growth opportunities, and maintain a competitive edge in the dynamic UK snack bar market and breakfast biscuit sector.
About The Report
This Snack Bars and Breakfast Biscuits Market Report offers in-depth insights into the UK Snack Bars and Breakfast Biscuits Market, covering key consumer behaviours, emerging trends, market dynamics, and growth opportunities. It surveys areas such as consumer preferences, purchasing patterns, innovation trends, and the impact of economic factors like inflation. The research also highlights brand performance, competitive landscape, and consumer motivations, including health-conscious choices and demand for convenience. Brands, retailers, manufacturers, and industry stakeholders in the snack and health food sectors will benefit from this report by gaining valuable data to refine strategies, identify new opportunities, and stay ahead in the competitive snack bars and breakfast biscuits market.
Key Topics Analysed in the Report
- Current market performance and five-year forecast for sales of cereal/snack bars and breakfast biscuits.
- Examination of product development trends in the cereal/snack bars and breakfast biscuit category.
- Details of cereal/snack bars and breakfast biscuit usage by type, frequency and location.
- Reasons for eating cereal/snack bars and breakfast biscuits, and why people buy cereal/snack bars over other snacks.
- Exploration of consumer attitudes towards cereal/snack bars, including how appealing consumers find bars designed for a specific time of day, and seasonal/holiday inspired flavours.
- Analysis of consumer behaviours, including how many know which bar they will buy before shopping, and how many eat cereal/snack bars in the evening.
| Report Attributes | Details |
|---|---|
| Published Date | March 2025 |
| Data Range | 2019-2029 |
| Measurement Metrics | Revenue in £ |
| Country Focus | United Kingdom (UK) |
| Consumer Data | 2,000 internet users aged 16+, December 2024 |
| Number of Pages | 96 |
| Market Segmentation | Cereal Bars, Snack Bars, Breakfast Biscuits, Protein Bars, and Own-Label Snack Bars and Breakfast Biscuits |
| Leading Companies | Kellogg’s, Belvita, Nature Valley, Cadbury, Go Ahead, Nakd, Trek, KIND, Graze, Deliciously Ella |
Meet the Expert Behind the Analysis
This report was written by Sam Fryers. Upon graduating with a BSc degree in Business Studies, Sam joined Mintel Ireland in October 2023, building upon prior experience gained during his placement year in a consumer insights role. Sam joins the research team in Belfast, where he will contribute to the production of Mintel’s Irish reports.
Volumes recovered in 2024 as inflation eased. Taste is still the driver of choice despite UPF concerns. Filled bars and seasonal twists are opportunity areas.
Sam Fryers
Research Analyst
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