Table of Contents
Overview
-
- What you need to know
- Products covered in this Report
Executive Summary
-
- The market
- Values and volumes continue to decline in 2015
- Value growth predicted for the future
-
- Figure 1: UK retail sales of breakfast cereals, by value, 2011-21
- RTE cereals continue to struggle
- Hot cereals’ growth grinds to a halt
- Sugar remains on the agenda
- Competition for the breakfast occasion
- Companies and brands
- Market leader Kellogg’s continues to see falling RTE cereal sales
-
- Figure 2: Leading manufacturers’ shares in the UK RTE cereals market, by value, 2015/16*
- Quaker continues to dominate hot cereals
-
- Figure 3: Leading manufacturers’ shares in the UK hot cereals market, by value, 2015/16*
- Cereal launches hit four-year high in 2015
- Kellogg’s and Quaker Oats target wellness trend with positive nutrition
- Protein trend gathers momentum, low/no/reduced sugar remains niche
- Advertising spend plateaus as focus turns to positive nutrition
- Weetabix enjoys the highest brand commitment
- The consumer
- RTE cereals are eaten by 83%
-
- Figure 4: Usage of breakfast cereals, by type, June 2016
- Breakfast continues to be the main occasion for eating cereals
- High fibre is a key factor
-
- Figure 5: Nutritional factors deemed important when buying breakfast cereals, June 2016
- Strong associations between fibre and digestive health
-
- Figure 6: Behaviours relating to breakfast cereals, June 2016
- ‘Positive nutrition’ resonates
-
- Figure 7: Attitudes towards breakfast cereals, June 2016
- What we think
Issues and Insights
-
- Low sugar continues to warrant focus – control appeals to users
- The facts
- The implications
- ‘Positive nutrition’ resonates with consumers – natural has an edge over fortified
- The facts
- The implications
- Opportunities are ripe for high-protein cereals
- The facts
- The implications
The Market – What You Need to Know
-
- Values and volumes continue to decline in 2015
- Value growth predicted for the future
- RTE cereals continue to struggle
- Inflation to prop up RTE value sales
- Hot cereals’ growth grinds to a halt
- Growth expected to return to hot cereals
- Sugar remains on the agenda
- Competition for the breakfast occasion
Market Size, Forecast and Segmentation
-
- Values and volumes continue to decline in 2015
-
- Figure 8: UK retail sales of breakfast cereals, by value and volume, 2011-21
- Value growth predicted for the future
-
- Figure 9: UK retail sales of breakfast cereals, by value, 2011-21
- Figure 10: UK retail sales of breakfast cereals, by volume, 2011-21
- RTE cereals continue to struggle
- Inflation to prop up value sales
-
- Figure 11: UK retail sales of RTE cereals, by value and volume, 2011-21
- Figure 12: UK retail sales of RTE cereals, by value, 2011-21
- Figure 13: UK retail sales of RTE cereals, by volume, 2011-21
- Hot cereals’ growth grinds to a halt
- Growth expected to return
-
- Figure 14: UK retail sales of hot cereals, by value and volume, 2011-21
- Figure 15: UK retail sales of hot cereals, by value, 2011-21
- Figure 16: UK retail sales of hot cereals, by volume, 2011-21
- Forecast methodology
Market Drivers
-
- Sugar remains on the agenda
- Competition for the breakfast occasion
- Ageing population should benefit porridge
-
- Figure 17: Trends in the age structure of the UK population, 2011-16 and 2016-21
- Weakening Pound poses risk of rising prices
Companies and Brands – What You Need to Know
-
- Market leader Kellogg’s continues to see falling RTE cereal sales
- Weetabix extends lead, Nestlé’s sales fall
- Quaker continues to dominate hot cereals
- Cereal launches hit four-year high in 2015
- Kellogg’s and Quaker Oats target wellness trend with positive nutrition
- Protein trend gathers momentum, L/N/R sugar remains niche
- Advertising spend plateaus as focus turns to positive nutrition
- Weetabix enjoys the highest brand commitment
Market Share
-
- Market leader Kellogg’s continues to see falling RTE cereal sales
- Chocolate cereals buck health trend
-
- Figure 18: Leading brands’ sales and shares in the UK RTE cereals market, by value, 2014/15 and 2015/16
-
- Figure 19: Leading brands’ sales and shares in the UK RTE cereals market, by volume, 2014/15 and 2015/16
- Growth extends Weetabix’s lead as biggest RTE brand
- Nestlé’s sales fall, ABF sees mixed results
-
- Figure 20: Leading manufacturers’ sales and shares in the UK RTE cereals market, by value and volume, 2014/15 and 2015/16
- Quaker continues to dominate hot cereals
- Kellogg’s sees porridge sales fall as Special K struggles
- Own-label grows ahead of market
-
- Figure 21: Leading brands’ sales and shares in the UK hot cereals market, by value and volume, 2014/15 and 2015/16
- Figure 22: Leading manufacturers’ sales and shares in the UK hot cereals market, by value and volume, 2014/15 and 2015/16
Launch Activity and Innovation
-
- Cereal launches hit four-year high in 2015
-
- Figure 23: Share of NPD in the UK breakfast cereals market, by sub-category, 2012-16
- Kellogg’s targets wellness trend with positive nutrition
-
- Figure 24: Share of NPD in the UK breakfast cereals market, by top 10 companies (sorted by 2015), 2012-16
- Quaker Oats launches Super Goodness range
- Protein trend gathers momentum
- L/N/R sugar claims grow but remain niche
- Gluten-free continues to receive growing attention
-
- Figure 25: Share of NPD in the UK breakfast cereals market, by selected health claims, 2012-16
- Sown & Grown launch in disruptive packaging
Advertising and Marketing Activity
-
- Advertising spend plateaus in 2015
-
- Figure 26: Total above-the line, online display and direct mail advertising expenditure on breakfast cereals, by category, 2012-16
- Kellogg’s continues repositioning of Special K
- Kellogg’s supports Ancient Legends launch with VR experience
- Weetabix and Quaker focus on positive nutrition and wholesomeness
- Weetabix shifts focus to nutritional benefits
- Quaker ups spend to support granola launch
-
- Figure 27: Total above-the line, online display and direct mail advertising expenditure on breakfast cereals, by top 5 advertisers (sorted by 2015), 2012-16
- Alpen and Quaker focus on the breakfast occasion
- Customisation and creativity take centre stage
- Nestlé opens Aisle of Wonder pop-up cereal store
- Brands look to promote sports and activity
- Kellogg’s goes for gold with Team GB Olympic sponsorship…
- …while Weetabix launches Summer of Sport
- Nielsen Ad Intel coverage
Brand Research
-
- What you need to know
- Brand map
-
- Figure 28: Attitudes towards and usage of selected brands, June 2016
- Key brand metrics
-
- Figure 29: Key metrics for selected brands, June 2016
- Brand attitudes: Weetabix and Kellogg’s Corn Flakes excel on trust, quality and reputation
-
- Figure 30: Attitudes, by brand, June 2016
- Brand personality – macro: Krave stands out as fun and vibrant
-
- Figure 31: Brand personality – macro image, June 2016
- Brand personality – micro: Weetabix and Kellogg’s Corn Flakes share a traditional, family image
-
- Figure 32: Brand personality – micro image, June 2016
- Brand analysis
- Quaker Oat So Simple stands out as moving forward
-
- Figure 33: User profile of Quaker Oat So Simple, June 2016
- Weetabix is the most trusted and reputable brand
-
- Figure 34: User profile of Weetabix, June 2016
- Jordans enjoys a strong ethical image
-
- Figure 35: User profile of Jordans, June 2016
- Kellogg’s Corn Flakes has the strongest image as traditional and family
-
- Figure 36: User profile of Kellogg’s Corn Flakes, June 2016
- Healthy image remains Special K’s key strength
-
- Figure 37: User profile of Special K, June 2016
- Alpen challenges competitors on health and naturalness
-
- Figure 38: User profile of Alpen, June 2016
- Shreddies lacks momentum
-
- Figure 39: User profile of Shreddies, June 2016
- Krave has the fun factor, but loses out on healthiness
-
- Figure 40: User profile of Krave, June 2016
The Consumer – What You Need to Know
-
- RTE cereals are eaten by 83%
- Two in five eat porridge oats
- Breakfast continues to be the main occasion for eating cereals
- High fibre is a key factor
- Demand for low-sugar cereals
- Young men value high protein most
- Strong associations between fibre and digestive health
- ‘Positive nutrition’ resonates
- Cereal and yogurt pots attract interest
- Parents struggle to find healthy and tasty kids’ cereals
- Taste trumps healthiness for many
Breakfast Cereal Usage
-
- RTE cereals are eaten by 83%
-
- Figure 41: Frequency of eating breakfast cereals, June 2016
- Two in five eat porridge oats
- Plain cereals are most popular type
-
- Figure 42: Usage of breakfast cereals, by type, June 2016
- Families are core eaters of RTE cereals
-
- Figure 43: Usage of RTE breakfast cereals, by type, by the presence of children, June 2016
- Flavoured cereals are popular with 16-24-year-olds
- Use of granola and muesli skewed towards higher earners
-
- Figure 44: Usage of granola and muesli, by gross annual household income, June 2016
Occasions for Eating Breakfast Cereals
-
- Breakfast continues to be the main occasion for eating cereals
-
- Figure 45: Occasions for eating breakfast cereals, June 2016
- Under-45s are main users beyond breakfast
Nutritional Factors Deemed Important when Buying Breakfast Cereals
-
- High fibre is a key factor
-
- Figure 46: Nutritional factors deemed important when buying breakfast cereals, June 2016
- Wholegrain is important to 47%
- Demand for low-sugar cereals
- Naturalness appeals to 56%
- Young men value high protein most
Behaviours Relating to Breakfast Cereals
-
- Strong associations between fibre and digestive health
-
- Figure 47: Behaviours relating to breakfast cereals, June 2016
- Tailoring sugar contents appeals
- Toppings are popular
Attitudes towards Breakfast Cereals
-
- ‘Positive nutrition’ resonates
-
- Figure 48: Attitudes towards breakfast cereals, June 2016
- Cereal and yogurt pots attract interest
- Parents struggle to find healthy and tasty kids’ cereals
- Taste trumps healthiness for many
Appendix – Data Sources, Abbreviations and Supporting Information
-
- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
-
- Forecast Methodology
-
- Figure 49: Total UK retail value sales of breakfast cereals, best- and worst-case forecast, 2016-21
- Figure 50: Total UK retail volume sales of breakfast cereals, best- and worst-case forecast, 2016-21
- Figure 51: UK retail value sales of RTE breakfast cereals, best- and worst-case forecast, 2016-21
- Figure 52: UK retail volume sales of RTE breakfast cereals, best- and worst-case forecast, 2016-21
-
- Figure 53: UK retail value sales of hot breakfast cereals, best- and worst-case forecast, 2016-21
- Figure 54: UK retail volume sales of RTE breakfast cereals, best- and worst-case forecast, 2016-21
Back to top