Cereal Market Insight

Cereal is the No.1 choice in breakfast occasions & in over twice as many breakfasts as toast1

On average cereal costs 20p per serving
– 77%
of consumers think that cereal is a good value option for breakfast2

95.4%
of households buy cereal3
& on average is consumed 4.5x
a week1

Consumers tell us it’s:
- Healthier than Toast
- Quicker than Porridge
- Better value for money than Baked Goods

Cereal
is worth
£1.3bn
in the
latest year4

On the go
cereals have grown
16%
year-on-year – adding
£9m to the
cereal
category4

Cereal
is bought on average
up to 21 times per year.
An average of
34 boxes bought per
Buyer per
Year3

59%
of households
purchase
Kelloggs
cereals3

77%
of people like
cereal
that contributes
toward their daily
nutrient intake2

In 2022,
cereal NPD
accounted for over
£16m of sales.
Kelloggs have had the
biggest NPD
launches for the last
5 years4

9 of the top 10
selling
cereal packs are price marked: 81% of
consumer say
they are less confusing than
none-PMPs4

Crunchy
Nut is the No.1
cereal brand in
total Convenience
stores4
- (Sources 1Kelloggs Project Landmark – rolling QTRrs to Q4 2021
- 2Mintel Breakfast Cereals Report 2022
- 3Kantar WPO L52we to 30th October 2022
- 4IRI Plussuite data L52we to 31st October 2022)