August 22, 2024 – In the United Kingdom, consumers prefer breakfast cereals for their convenience, nutritional benefits, and variety of flavors and textures that cater to diverse tastes and dietary needs. Innova’s 360 research into the breakfast cereals market highlights the latest product launches, innovations, top claims, and popular flavors.
Breakfast Cereals Product Launch and Sales Trends
The United Kingdom has been the second leading country for breakfast cereal launches in Europe over the past year, after Germany. However, the United Kingdom leads with 32% of breakfast cereal sales during the same period. This growth is fueled by a diverse range of offerings, including vegan options, gluten free ranges prepared from oats or rice for coeliacs, and clean label claims.
Breakfast cereals market research shows that the UK represents an average of 12% of breakfast cereal launches in Europe. Launches made with various grains, nuts, and seeds have pushed the new product development in the country.
Over the past five years, the United Kingdom’s breakfast cereals sales average growth rate of 3% is higher than the European average of 2%. The market is adding significance by introducing products rich in fiber, using ingredients like chicory root fiber, inulin, and oligofructose, protein-enriched options, heart health supporting formulations with oat beta glucans, and vitamin D contributing to bone health.
Top Brands and Companies in the Breakfast Cereals Market
The breakfast cereals market in the United Kingdom and Europe is highly penetrated by both branded and private label companies. Branded companies have experienced a significant rise in launches over the past year.
Quaker Oats Company is the top branded company in the United Kingdom, driven by 100% wholegrain versions, ready-to-prepare ranges in 2 minutes, and choices that aid in lowering cholesterol for a healthy heart.
Cold Cereal Trends
Cold cereal is the leading subcategory in breakfast cereals launches. Breakfast cereals market research displays that the launch rates of cold cereal have been fluctuating, with a notable increase in 2022. Brands have focused on offering diverse textures, formats, and wholegrain clusters with freeze dried fruits and chocolate pieces. Launches targeting children (5–12 years) with cartoon themed packaging and multigrain cereals in different shapes have remained attractive in the cold cereal market over the past year.
Kellogg is the top company for cold cereal launches, driven by its brands Kellogg’s, Special K, Coco Pops, and Krave. Wholewheat cereals with fruit flavored fillings, multigrain flakes with chocolate curls, and chocolate flavored wheat and maize cereals, have sustained the company’s new product development.
Hot Cereal Trends
There has been a 6% rise in hot cereal launches in the United Kingdom over the past year. This growth is supported by choices with indulging brown and fruit flavor options and cross-category flavor innovations.
Quaker Oats Company leads in hot cereal launches, driven by its offerings made with 100% British wholegrain oats and flavored options. This indicates a growing consumer preference for quality ingredients and familiar flavors in their breakfast choices.
Claims and Positionings Trends in the Breakfast Cereals Market
The top 5 claims in the United Kingdom breakfast cereals market are source of fiber, wholegrain, vegetarian, vegan, and no additives or preservatives. Additionally, claims like heart health, palm oil free, added iron, no added sugar, and plant based options are growing in popularity. This rising interest in health-conscious choices suggests that consumers are increasingly prioritizing products that align with their dietary needs and ethical values.
Breakfast Cereals Flavor Trends
Milk chocolate is the top flavor, followed by nuts, hazelnut, blueberry, and fruit. Breakfast cereals market research reveals that 25% of consumers in the United Kingdom seek nutty flavors, leading to a significant growth in nut flavor product launches over the past three years.
Golden syrup, raisin, white chocolate, red raspberry, and honey flavors are also growing in the space. These flavor preferences highlight a growing demand for diverse and indulgent taste experiences in the breakfast cereals category.
What’s Next in the Breakfast Cereals Market?
In the United Kingdom, breakfast cereals show higher sales than product launches. Breakfast cereals market research displays that 42% of consumers in the United Kingdom prefer cereals for their convenience. Brands can capitalize on this by launching ready-to-prepare ranges and convenient packaging formats like resealable, standing, folded, and flat pouches to save consumers time and effort.
Additionally, 45% of consumers in the United Kingdom have increased their cereal consumption due to perceived health benefits, driving growth in launches with health claims. Brands can focus more on heart health, added iron, and no added sugar claims in their products.
Consumer preferences are shifting toward indulgent flavors, and brands are likely to innovate unique and indulgent taste profiles, paving the way for a future filled with diverse and enriching breakfast cereal options.
This article is based on our report, “Overview of Breakfast Cereals in United Kingdom.” If you are interested in reading this report, feel free to request a demo.
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