The latest analysis from Circana examines the breakfast cereals category in convenience in terms of value sales and market share
The breakfast cereals market is worth just short of £1.8bn per annum across the UK grocery market as a whole and is growing by 0.3% versus (vs) last year (LY). Market growth is exclusively driven by price, with average unit price up by 2.4% year-on-year (YOY) over the last 12 months (L12M), with unit sales down by 2% over the same period vs LY.
The market is dominated by ready to eat cereals with approx. 85% share. Porridge and toaster pastries make up the remaining value share, but under-perform the category as a whole. YOY growth in the breakfast cereals category looks to be decelerating with value sales on par with LY sales over the latest 13 weeks (L13W) as unit sales vs last year fall by 2.3% in the L13W.
The market is dominated by major multiple grocer supermarkets which hold 89% share of the market. With just a 3.8% share of the market symbols and independent stores have a big under-trade versus their total food market share. Symbols and independent stores are also under-performing losing -0.1PP of value share over the L12M vs LY, with a value sales % change vs last of -1.2%. Sales performance has significantly worsened over the latest four-week time period, as symbols and independents continue to under-perform the market as whole dropping -0.2PP of value share in the L4W vs LY breakfast cereals is not a category where symbols and independents should invest to compete with major multiple grocer supermarket which have a significant price and range advantage.”
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