Leading breakfast cereal brands in Great Britain 2015-2018, by number of users

This statistic shows a ranking of the leading breakfast cereal brands in Great Britain in 2018. In 2018, an estimated 15.8 million people used Kellogg's products in Great Britain. Ranked second and third were Nestlé and Weetabix.
From 2006, the amount of breakfast cereal consumed in the United Kingdom has undergone a gradual decrease. In 2006, the average person in the United Kingdom purchased 135 grams of breakfast cereal. By 2015, this figure had fallen to just 126 grams of breakfast cereal per person. 125 grams of breakfast cereal is roughly equivalent to 25 percent of a standard package of Kellogg's Just Right cereal.

As evidenced by retail sales of organic cereal sales in both Germany and the Netherlands, there is an increased demand for products that are perceived as being a healthy choice. Gluten-free options are also increasingly in demand, with sales of gluten-free breakfast cereals increasing from 8,800 metric tons in 2010 to 14,000 metric tons in 2015.

So-called 'Ready to eat' cereal has also experienced a drop in sales in the United States. Sales growth figures for breakfast foods in the United States from 2013 to 2016, show that while eggs have enjoyed tremendous growth, sales of ready to eat cereal have contracted each year. While the level of contraction decreased from 2015 to 2016, it is the only category of breakfast food that does not show any growth.

Breakfast cereal brands (including porridge and oats) ranked by number of users in Great Britain from 2015 to 2018

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Release date

June 2019


United Kingdom (Great Britain)

Survey time period

2015 to 2018

Number of respondents


Age group

15 years and older

Method of interview

Computer-assisted web interviews (CAWI)

Supplementary notes

Figures estimated by the source on the basis of survey responses.
*Number of respondents: n (2015) = 24,282; n (2016) = 24,507; n (2017)= 24,845; n (2018)= 24,191

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Statistics on "Breakfast cereal consumption in the UK"

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