Breakfast has become the fastest-growing meal occasion over the past five years, according to Kellogg’s UK head of speciality Sanjeev Khanna. “People are becoming savvier with their spending, and when you think about it, the average breakfast costs around 47p, so it’s a relatively cheap start to the day,” he adds.

Kellogg’s dominates the top five, with Corn Flakes an essential for c-stores. Kellogg’s All Bran is experiencing a revival, Khanna says. The brand was revamped two years ago to appeal to a younger female audience.

Saki Ghafoor says Corn Flakes, Weetabix and Coco Pops are his best sellers, although people aren’t as brand loyal as they used to be. “If they can’t find what they want on promotion, they’ll buy something else,” he says. “But if the top brands are on promotion, people will stockpile them.”

top-selling brands

Kellogg’s Corn Flakes 81%

Weetabix 71%

Kellogg’s Coco Pops 60%

Kellogg’s Crunchy Nut 48%

Kellogg’s Frosties 44%

Kellogg’s Rice Krispies 37%

Kellogg’s Special K 26%

Kellogg’s All Bran 20%

Quaker 14%

Alpen 12%