Growth in breakfast has slowed this year to just 0.1%, taking the market to a total of £2,027.8m.
Breakfast alternatives – including cereal bars and breakfast biscuits – are the standout performer. They only account for 23% of the market, so are still well behind cereals. However, their 5.4% growth has mitigated declines in cereal and breakfast drinks.
The rising sales of breakfast alternatives can be attributed to innovation and their ability to tap multiple need states.
In contrast, porridge sales have remained flat, following a period of long-term growth. Last year’s growth can be attributed primarily to the unusually low temperatures from the ‘Beast from the East’. However, as temperatures normalised again, porridge sales flattened.
The decline in cereals is driven primarily by existing shoppers shopping less frequently, and also lower pack prices.
The past year has also seen shoppers shift from branded cereal lines, down 3.5% to £899.7m, to cheaper own-label cereals, which are up 3.3% to be worth just shy of £400m.
Iona White,
Kantar