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Breakfast Cereals in the United Kingdom

Publisher Euromonitor International
Published Dec 12, 2025
Length 26 Pages
SKU # EP20676765

Description

Breakfast cereals in the UK is projected to see a slightly faster moderate increase in retail current value sales over 2025, compared with 2024. This performance is primarily driven by moderate price increases, rather than rising consumption. While wheat prices have stabilised, cocoa shortages continued to influence pricing, particularly for chocolate-based breakfast cereals. Notably, retail volume sales are projected to decline over 2025, reflecting the effects of economic pressures and heighte...

Euromonitor International's Breakfast Cereals in United Kingdom report offers in-depth knowledge of the market at a national level, providing local insight and understanding unavailable elsewhere. In addition to the latest retail sales data 2020-2024, it identifies the leading companies, brands and retail outlets, and assesses the key trends and demographic shifts behind consumer demand and sales growth. How key trends such as health and wellness, sustainability and recovery from the pandemic are currently shaping the market along with prospects for the next five years, clearly indicating how the market is expected to change.

Product coverage: Hot Cereals, RTE Cereals.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Breakfast Cereals market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

26 Pages
Breakfast Cereals in the United Kingdom
Euromonitor International
December 2025
List Of Contents And Tables
BREAKFAST CEREALS IN THE UNITED KINGDOM
KEY DATA FINDINGS
2025 DEVELOPMENTS
Retail value sales rise but category pressures persist
INDUSTRY PERFORMANCE
Hot cereals offer a combination of health and convenience aspects
RTE cereals face headwinds over unhealthy content
WHAT’S NEXT?
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
COMPETITIVE LANDSCAPE
Leading players are ceding ground to value for money offerings
Premium health focus boosts Flahavan & Sons’s performance
CHANNELS
Hypermarkets cater successfully to consumers’ needs
Schemes, models and consumer lifestyles drive e-commerce onwards
CATEGORY DATA
Table 1 Sales of Breakfast Cereals by Category: Volume 2020-2025
Table 2 Sales of Breakfast Cereals by Category: Value 2020-2025
Table 3 Sales of Breakfast Cereals by Category: % Volume Growth 2020-2025
Table 4 Sales of Breakfast Cereals by Category: % Value Growth 2020-2025
Table 5 NBO Company Shares of Breakfast Cereals: % Value 2021-2025
Table 6 LBN Brand Shares of Breakfast Cereals: % Value 2022-2025
Table 7 Distribution of Breakfast Cereals by Format: % Value 2020-2025
Table 8 Forecast Sales of Breakfast Cereals by Category: Volume 2025-2030
Table 9 Forecast Sales of Breakfast Cereals by Category: Value 2025-2030
Table 10 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2025-2030
Table 11 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
STAPLE FOODS IN THE UNITED KINGDOM
EXECUTIVE SUMMARY
Retail value over volume growth but there are bright spots in consumer demand
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
Affordability drives shoppers
Convenience continues to win over consumers
International flavours abound as consumers seek authenticity
WHAT’S NEXT?
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
COMPETITIVE LANDSCAPE
Tesco balances quality with affordability to lead the field
Private label and newer branded players continue to gain traction in staple foods
CHANNELS
Hypermarkets lead but the competition intensifies
E-commerce continues to gain strategic importance
MARKET DATA
Table 12 Sales of Staple Foods by Category: Volume 2020-2025
Table 13 Sales of Staple Foods by Category: Value 2020-2025
Table 14 Sales of Staple Foods by Category: % Volume Growth 2020-2025
Table 15 Sales of Staple Foods by Category: % Value Growth 2020-2025
Table 16 NBO Company Shares of Staple Foods: % Value 2021-2025
Table 17 LBN Brand Shares of Staple Foods: % Value 2022-2025
Table 18 Penetration of Private Label by Category: % Value 2020-2025
Table 19 Distribution of Staple Foods by Format: % Value 2020-2025
Table 20 Forecast Sales of Staple Foods by Category: Volume 2025-2030
Table 21 Forecast Sales of Staple Foods by Category: Value 2025-2030
Table 22 Forecast Sales of Staple Foods by Category: % Volume Growth 2025-2030
Table 23 Forecast Sales of Staple Foods by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources

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