Nils-Gerrit Wunsch
Research expert covering foods trends in North America, Europe, and the global food system
Get in touch with us nowBreakfast cereal consumption
Every week, the average UK household consumes 128 grams of breakfast cereals. During the past decade, consumption had overall been slowly declining till the current reversal. Breakfast cereals are still eaten once or more times a day by close to 14 million Brits. However, consumption frequencies of breakfast cereals have been declining as well, prior to the pandemic. In total, about 499 million kilograms of breakfast cereals are eaten annually in the UK.Cereal brands
The brand with the highest reach among British cereal consumers is Kellogg's Corn Flakes. It was the only brand that reached more than 6.7 million Brits. The next most popular choice for breakfast cereal is Quaker Oats So Simple, which reached six million kitchen tables. The single most popular private label breakfast cereal is Tesco's Corn Flakes, which reached over a million British consumers. It is hardly surprising that Tesco, leader on the British grocery market, achieves the highest reach with its private label product. All other private label breakfast cereals of Tesco reached a combined six million customers.
