Weetabix Original has held volume against a shrinking breakfast cereal category, as consumers opt for simpler, high-fibre cereals.
Despite its core brand’s resilience, Weetabix as a group saw volumes decline in the UK last year overall.
Accounts for the year to 30 September 2025 showed turnover at the cereal group fell 5.2% to £342.2m as a result of that decline, alongside the culling of unprofitable product lines.
Weetabix, which also also owns the Alpen, Ready Brek and Weetos brands, blamed part of the volume decline on a promotion blackout designed to support the launch of a £6.7m ERP and warehouse management system.
Directors wrote in the accounts that with the return of more frequent and longer commutes, speed and ease had become increasingly important at breakfast time, putting pressure on the category.
“Whilst the majority of breakfasts are still eaten in home, breakfast on the go is growing. Cereal dominates in home breakfast, but when breakfasting out of home cereal plays less of a role.
“Consumers prefer foods that are portable, grab & go, and one-handed eats.”
The statement added that while consumers’ focus on health had benefited a few better-for-you cereals, it had “mostly acted as a headwind” to the category.
Operating profit for the group rose 15.4% to £50.5m as it shed loss-making products. Despite the bump to underlying profitability, pre-tax profit fell by around £2m to £44.9m after the company wrote off £5.5m linked to a subsidiary ceasing to trade.
Weetabix’s US parent company, Post Holdings, reported earnings last month that showed a continuation of Weetabix’s 2025 performance.
Volumes fell 2.6% in the second quarter of 2026, predominantly driven by product discontinuations and a decline in private-label business. Weetabix’s adjusted EBITDA was up 6.6% in the quarter.
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