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Cereal 2025: Rival brekkie options steal cereals’ share
By Vince Bamford2025-12-12T11:00:00
Younger consumers are opting for diverse breakfast options, whilst smaller, health-focused brands pile pressure on the big players
Brits’ changing breakfast habits continue to take a toll on supermarket sales of cereal. Category volumes have fallen again – this time by 1.5%, or 6.4 million kilos. And 15 of the top 20 brands have seen volumes decline as shoppers opt for other breakfast foods.
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