COMPETITIVE LANDSCAPE
Leading players are ceding ground to value for money offerings
Kellogg Co of Great Britain is projected to remain the leading company in breakfast cereals in the UK over 2025, supported by its extensive brand portfolio and long-standing consumer recognition. However, the company, alongside some other major branded manufacturers, is ceding ground due to intensified competition from private label and agile emerging brands.
Premium health focus boosts Flahavan & Sons’s performance
Flahavan & Sons is projected to continue to post the highest growth in retail value sales terms in breakfast cereals over 2025. The company has demonstrated strong momentum in hot cereals.
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Overview:
Understand the latest market trends and future growth opportunities for the Breakfast Cereals industry in United Kingdom with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Breakfast Cereals industry in United Kingdom, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Breakfast Cereals in United Kingdom report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Breakfast Cereals in United Kingdom?
- Which are the leading brands in Breakfast Cereals in United Kingdom?
- How are products distributed in Breakfast Cereals in United Kingdom?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Breakfast Cereals?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in United Kingdom?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Breakfast Cereals in the United Kingdom - Category analysis
KEY DATA FINDINGS
Retail value sales rise but category pressures persist
Hot cereals offer a combination of health and convenience aspects
RTE cereals face headwinds over unhealthy content
More health-focused brands to enter the fray
Players to target the demand for protein and gut health products
Upcoming HFSS restrictions are driving healthier recipe development
Leading players are ceding ground to value for money offerings
Premium health focus boosts Flahavan & Sons’s performance
Hypermarkets cater successfully to consumers’ needs
Schemes, models and consumer lifestyles drive e-commerce onwards
Staple Foods in the United Kingdom - Industry Overview
Retail value over volume growth but there are bright spots in consumer demand
KEY DATA FINDINGS
Affordability drives shoppers
Convenience continues to win over consumers
International flavours abound as consumers seek authenticity
Healthier food trend to drive significant change across categories
Players still need to convince consumers to choose ultra-processed foods
Sustainability as a growth driver and differentiator
Tesco balances quality with affordability to lead the field
Private label and newer branded players continue to gain traction in staple foods
Hypermarkets lead but the competition intensifies
E-commerce continues to gain strategic importance
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Breakfast Cereals
- Hot Cereals
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- Children's Breakfast Cereals
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- Flakes
- Muesli and Granola
- Other RTE Cereals
Breakfast Cereals
This is the aggregation of ready-to-eat (RTE) and hot cereals.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Breakfast Cereals research and analysis database.
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