Category advice

Breakfast is the largest meal occasion. It represents 26% of total occasions. £11bn occasion per year.

On average consumers eat 2.5 items per breakfast occasion, which has risen +0.4ppts pre-Covid – the biggest rise has been in family breakfast.*

In 2021, cereal NPD accounted for over £18m of sales.

This should give confidence for retailers listing exciting NPD in 2022.*

Cereal is bought on average up to 21 times a year.

An average of 34 boxes bought per buyer per year.

Baskets with cereal = x2.6 value vs a basket without cereal.*

On-the-go cereals have grown 20% in value year-on-year – adding nearly £10m to the category.

Food-to-go is forecast to be worth £22.7bn by 2026 – 22.5% higher than 2019.*

Cereal is the UK's favourite breakfast food.

54% of in-home breakfasts feature cereal consumed 4.5 x per week.*

The cereal snacks category has a wide appeal and covers multiple needs from health to treat.

Morning snacks is found more likely to be planned – where's afternoon snacking is found to be more impulsive.*