The UK Breakfast Cereal Market

There was a time when no breakfast was complete without cereal. However, cereal sales are falling as habits change, down by £78 million in the past year.

Not that there’s a lack of opportunity for a comeback. There are 21 billion breakfasts eaten in the UK every year and fewer people skip the meal now than in recent times, but foods such as cereal bars and coffee shop muffins are increasingly popular choices. While cereal brands are innovating to try and claw back some space on the table, the UK market is still dominated by familiar names. Weetabix remains the best-selling brand with sales worth almost £110 million, while four Kellogg’s cereals, led by Crunchy Nut, follow behind. As the competition gets ever fiercer, brand equity can play a crucial role in deciding which cereals win a place in the shopping trolley.

BrandVision Explained

Each time we encounter a brand – by seeing it, hearing about it or experiencing it – we build up a sense of what that brand is about. Some brands make us feel good. Others… don’t. But our perceptions matter because it affects our readiness to buy. We call this Brand Equity.

At Vision One, we know that understanding brand equity is only half the story. The other half is knowing how to improve it. But you can’t do one without the other, and that means measuring brand equity in order to take the next step.

This abbreviated case study looks at one of the most popular and well-known cereal brands, Weetabix, and how its brand equity shapes up using BrandVision – a strategic tool that helps brand owners make informed decisions to maintain and grow their brand with confidence.