Shoppers are ditching classic cereal brands for cheaper own-label versions, new figures show.

Value sales of economy own-label cereals shot up 28.5% last year, with standard own label up 13.4% and branded cereals just 4.1% [TNS 52w/e 1 November].

Weetabix and Kellogg's Corn Flakes were hit hard, with flat value and volumes down 5.4% and 11.2% respectively [IRI 52w/e 7 November]. But Kellogg's Crunchy Nut was up 21.5% by value and 12.6% by volume, while Nestlé's Shreddies were up 10.2% in value and 9.1% in volume.