Everything you need to make the right decisions
Providing the most comprehensive and up-to-date information and analysis of the Breakfast Cereals market, its consumers and the major players who make up that market.
Mintel has the answers you’re looking for
- What are the key challenges facing the industry?
- Who is the consumer and what do they want?
- Where are the opportunities, where are the risks and what lies ahead?
Point of sale market data
In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money onMarket Size
How big is the market today and what is our 5 year forecast? Includes both best & worst case scenariosMarket Segmentation
What are the different segments within the market and how are those individual segments performing?
What are consumers looking for, what drives their buying habits and what are their main purchase influencers?Demographic breakdown
From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?Representative sample
We gather our data from real-world consumers, selected to accurately reflect precise global demographics
What are the key players doing, what has been successful for them and what was their marketing spend?Product innovation
Using data from our Global New Product Database, what products were launched and how well were they perceived?Opportunities
What happens next, which areas are likely to experience growth and what opportunities exist within the market?
Expert analysis from a specialist in the field
Written by Richard Caines, a leading analyst in the Food & Drink sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Lack of excitement and busy lifestyles are barriers to people not eating breakfast cereals more often. More on-the-go formats should help cereals to stay on the menu among people who don’t have time to eat breakfast at home, while separate toppings are one way of adding more excitement to the eating of cereals and an extra revenue stream for cereal brands.Richard Caines
Senior Food & Drink Analyst
Products covered in this report
This Report examines the UK retail market for breakfast cereals
and excludes sales through foodservice channels.
For the purposes of this Report, breakfast cereals are segmented
into ready-to-eat (RTE) cereals and hot cereal products. The
former comprises any cereals that are served without heating
them, such as corn flakes or muesli. The hot cereal segment
consists of porridge, oatmeal and instant hot oat products.
Cereal bars and other breakfast products are excluded from
the scope of this Report, but reference to them is made where
relevant in the light of their role as competing products.
What you need to know
Total sales of breakfast cereals are estimated to increase by
1% in 2018 to reach £1.56 billion, but with even slower growth
expected in volume sales. The main reason for the lacklustre
performance is flat sales of RTE cereals that account for 80%
of volume sales. Concerns about sugar in some cereals, people
eating more portable breakfast options out of home or skipping
breakfast all together all pose challenges to the category.
Generally positive perceptions of some of the leading types of
breakfast cereal is good news though and something for brands in
breakfast cereals to build upon. Promoting products being low/no
added sugar, high fibre, wholegrain, natural and high in vitamins
and minerals will continue to be important, given that these are
the attributes shoppers are most likely to look for on packaging.
While breakfast cereals clearly have nutritional benefits that
appeal to people, they also need to maintain their relevance
to people’s busy lifestyles. They will continue to appeal to the
growing population of older people, who are very likely to eat
breakfast every day at home. However, more convenient options
are needed to increase frequency of eating among the younger
generation. This includes marketing breakfast cereal as a snack