This Market Dynamics report features market data extracted from Mintel’s UK Snack Bars and Breakfast Biscuits Market Report 2025. Giving you direct access to key market information and analysis from our category experts. This report is ideal for those looking for a topline summary of the UK snack and breakfast bars market. The full UK report is available to purchase here.
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EXECUTIVE SUMMARY
- Market dynamics and outlook
- Mixed effects from changes in size of different age groups
- Graph 1: trends in the age structure of the UK population, 2020-30
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MARKET DYNAMICS
- Market size
- Value sales growth slows with fall in inflation
- Graph 2: retail value sales of cereal/snack bars and breakfast biscuits, 2020-24
- Return to growth in volume sales
- Graph 3: 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 4: 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 5: the financial wellbeing index, 2016-25
- Annual food inflation rate rises to highest since March 2024
- Graph 6: consumer price inflation for all food items, 2022-25
- Snacking a key part of most diets
- Graph 7: frequency of snacking in the last two weeks, 2020, 2022 and 2024
- Strong consumer interest in healthy eating
- Graph 8: 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 9: 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
- 16-34s are most engaged with the category
- Graph 10: eating of cereal/snack bars and breakfast biscuits in the last 3 months, by age, 2024
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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
About Mintel Market Dynamics
Mintel’s Market Dynamics reports are built from Mintel’s robust market size data. We pair these comprehensive market statistics with unparalleled market intelligence to offer deep insights into the dynamic landscapes of key markets across the world.
Created by our team of expert analysts, Market Dynamics connects the dots between market forecasts, consumer sentiment, and brand innovations to give you the full story of how your market is evolving and what your next move should be.
How can Market Dynamics help your brand?
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- Understand the ‘why’ behind industry trends with world-class human insight.
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