Weetabix releases report on fifth largest grocery sector

The UK cereals market has grown by 2.7% to ?1.4bn in the year to end 20 May (IRI) making it the fifth largest grocery sector.

The figures are reported in the category?s first market report, released by Weetabix, the leading ready-to-eat cereal brand by value.

As well as presenting key sales data, the report provides a profile of the cereal buyer and eater and the top consumer trends.

Healthy brands are selling well, according to the report, as are hot cereals, fuelled by the renewed interest in oats and the introduction of convenient pack formats such as sachets.

Demand for on-the-go snacking is also driving sales of cereal bars, which are up by 7.2% in the last year.

Commenting on the report, Ken Wood, ceo at Weetabix, said: ?The breakfast cereal marketplace is one of the most competitive and dynamic markets in the UK grocery market and we are committed to playing a leading role in developing and growing the sector.?