---
title: "Cereal brands in the United Kingdom: Which are searched most?"
description: "Compare the breakfast cereal brands people in the UK buy. Share of Search among Weetabix, Kellogg's, Shreddies, Jordans, Alpen and Dorset Cereals, the cereal brands Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/uk/categories/uk-cereal-brands"
publisher: "Brandwave"
---

# Cereal brands in the United Kingdom: Which are searched most?

Compare the breakfast cereal brands people in the UK buy. Share of Search among Weetabix, Kellogg's, Shreddies, Jordans, Alpen and Dorset Cereals, the cereal brands Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Cereal brands
- **Market**: United Kingdom
- **Brands compared**: 6
- **Month measured**: Sep 2026
- **Highest Share of Search**: Weetabix, 59.2%

## Which brand is most popular in search among cereal brands in the United Kingdom?

- In September 2026, Weetabix was the most searched among cereal brands in the United Kingdom, with an estimated 60.5K branded searches, 59.2% of all searches for the six we track.
- Kellogg's is in 2nd place, 41.5 percentage points behind at 17.7%.
- Across the 12 months ending September 2026, Alpen’s share of searches among cereal brands in the United Kingdom decreased from 4.3% to 3.5%.
- Across the 12 months ending September 2026, Weetabix’s share of searches among cereal brands in the United Kingdom peaked at 60.4% in February 2026 and was lowest at 52.5% in April 2026.
- Across the 12 months ending September 2026, Kellogg's’ share of searches among cereal brands in the United Kingdom peaked at 20.2% in November 2025 and was lowest at 14.4% in January 2026.
- Across the 12 months ending September 2026, Shreddies’ share of searches among cereal brands in the United Kingdom peaked at 13.8% in August 2026 and was lowest at 9.6% in January 2026.
- Across the 12 months ending September 2026, Jordans’ share of searches among cereal brands in the United Kingdom peaked at 6.3% in August 2026 and was lowest at 4.8% in January 2026.
- Across the 12 months ending September 2026, Alpen’s share of searches among cereal brands in the United Kingdom peaked at 9.6% in January 2026 and was lowest at 3.4% in July 2026.
- Across the 12 months ending September 2026, Dorset Cereals’ share of searches among cereal brands in the United Kingdom peaked at 4.2% in March 2026 and was lowest at 2.1% in November 2025.
- Across the 12 months ending September 2026, Weetabix, Kellogg's, Shreddies, Jordans and Dorset Cereals held steady: their share of searches among cereal brands in the United Kingdom each moved less than 0.5 percentage points.

## Top cereal brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and one Google AI Overview, Weetabix and Kellogg's appeared every time. Weetabix was recommended most often, coming first in every answer. Kellogg's was second, and Shreddies was third. Dorset Cereals, which ranked sixth in searches, was not mentioned at all.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Weetabix | 1st | 3 of 3 | 1 of 1 | 4 of 4 |
| Kellogg's | 2nd | 3 of 3 | 1 of 1 | 4 of 4 |
| Shreddies | 3rd | 2 of 3 | 1 of 1 | 3 of 4 |
| Alpen | 4th | 2 of 3 | 0 of 1 | 2 of 4 |
| Jordans | 5th | 1 of 3 | 0 of 1 | 1 of 4 |
| Dorset Cereals | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |

## Every AI answer about cereal brands

- Asked ChatGPT "What's the best breakfast cereal in the UK?": 1. Weetabix, 2. Shreddies, 3. Kellogg's
- Asked ChatGPT "Which cereal brands are healthiest in the UK?": 1. Weetabix, 2. Kellogg's, 3. Alpen
- Asked ChatGPT "What are the most popular cereal brands in the UK?": 1. Weetabix, 2. Kellogg's, 3. Jordans, 4. Alpen, 5. Shreddies
- Searched Google, AI Overview "breakfast cereal": 1. Weetabix, 2. Shreddies, 3. Kellogg's

Not named in any answer: Dorset Cereals.

Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 23, 2026.

## Compare search popularity between leading brands

- [Weetabix vs Kellogg's: compare search popularity](/demand/uk/compare/kelloggs-vs-weetabix): 59.2% against 17.7% Share of Search.
- [Weetabix vs Shreddies: compare search popularity](/demand/uk/compare/shreddies-vs-weetabix): 59.2% against 11.8% Share of Search.
- [Weetabix vs Jordans: compare search popularity](/demand/uk/compare/jordans-cereals-vs-weetabix): 59.2% against 5.4% Share of Search.
- [Weetabix vs Alpen: compare search popularity](/demand/uk/compare/alpen-vs-weetabix): 59.2% against 3.5% Share of Search.
- [Kellogg's vs Shreddies: compare search popularity](/demand/uk/compare/kelloggs-vs-shreddies): 17.7% against 11.8% Share of Search.
- [Kellogg's vs Jordans: compare search popularity](/demand/uk/compare/jordans-cereals-vs-kelloggs): 17.7% against 5.4% Share of Search.
- [Kellogg's vs Alpen: compare search popularity](/demand/uk/compare/alpen-vs-kelloggs): 17.7% against 3.5% Share of Search.
- [Shreddies vs Jordans: compare search popularity](/demand/uk/compare/jordans-cereals-vs-shreddies): 11.8% against 5.4% Share of Search.
- [Shreddies vs Alpen: compare search popularity](/demand/uk/compare/alpen-vs-shreddies): 11.8% against 3.5% Share of Search.
- [Jordans vs Alpen: compare search popularity](/demand/uk/compare/alpen-vs-jordans-cereals): 5.4% against 3.5% Share of Search.

## How did search popularity change for United Kingdom cereal brands in September 2026?

- In September 2026, Weetabix gained share of searches among cereal brands in the United Kingdom, from 56.3% to 59.2%.
- In September 2026, Kellogg's gained share of searches among cereal brands in the United Kingdom, from 16.8% to 17.7%.
- In September 2026, Shreddies lost share of searches among cereal brands in the United Kingdom, from 13.8% to 11.8%.
- In September 2026, Jordans lost share of searches among cereal brands in the United Kingdom, from 6.3% to 5.4%.
- In September 2026, Alpen lost share of searches among cereal brands in the United Kingdom, from 4.1% to 3.5%.
- Dorset Cereals’ share of searches among cereal brands in the United Kingdom has lost ground for 3 months in a row, from 3.4% to 2.3% in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Weetabix | 59.2% | 60.5K | +22.2% | Weetabix |
| 2 | Kellogg's | 17.7% | 18.1K | +22.3% | Kellogg's |
| 3 | Shreddies | 11.8% | 12.1K | 0.0% | Nestle |
| 4 | Jordans | 5.4% | 5.5K | 0.0% | Jordans |
| 5 | Alpen | 3.5% | 3.6K | 0.0% | Alpen |
| 6 | Dorset Cereals | 2.3% | 2.4K | 0.0% | Dorset Cereals |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Weetabix | 60.5K | 58.9% | 1 |
| Oct 2025 | Kellogg's | 18.1K | 17.6% | 2 |
| Oct 2025 | Shreddies | 12.1K | 11.8% | 3 |
| Oct 2025 | Jordans | 5.3K | 5.2% | 4 |
| Oct 2025 | Alpen | 4.4K | 4.3% | 5 |
| Oct 2025 | Dorset Cereals | 2.4K | 2.3% | 6 |
| Nov 2025 | Weetabix | 49.5K | 55.3% | 1 |
| Nov 2025 | Kellogg's | 18.1K | 20.2% | 2 |
| Nov 2025 | Shreddies | 12.1K | 13.5% | 3 |
| Nov 2025 | Jordans | 4.3K | 4.8% | 4 |
| Nov 2025 | Alpen | 3.6K | 4% | 5 |
| Nov 2025 | Dorset Cereals | 1.9K | 2.1% | 6 |
| Dec 2025 | Weetabix | 40.5K | 55.3% | 1 |
| Dec 2025 | Kellogg's | 14.8K | 20.2% | 2 |
| Dec 2025 | Shreddies | 9.9K | 13.5% | 3 |
| Dec 2025 | Jordans | 3.5K | 4.8% | 4 |
| Dec 2025 | Alpen | 2.9K | 4% | 5 |
| Dec 2025 | Dorset Cereals | 1.6K | 2.2% | 6 |
| Jan 2026 | Weetabix | 74K | 58.8% | 1 |
| Jan 2026 | Kellogg's | 18.1K | 14.4% | 2 |
| Jan 2026 | Alpen | 12.1K | 9.6% | 3 |
| Jan 2026 | Shreddies | 12.1K | 9.6% | 4 |
| Jan 2026 | Jordans | 6K | 4.8% | 5 |
| Jan 2026 | Dorset Cereals | 3.6K | 2.9% | 6 |
| Feb 2026 | Weetabix | 60.5K | 60.4% | 1 |
| Feb 2026 | Kellogg's | 14.8K | 14.8% | 2 |
| Feb 2026 | Shreddies | 12.1K | 12.1% | 3 |
| Feb 2026 | Jordans | 5.5K | 5.5% | 4 |
| Feb 2026 | Alpen | 4.4K | 4.4% | 5 |
| Feb 2026 | Dorset Cereals | 2.9K | 2.9% | 6 |
| Mar 2026 | Weetabix | 60.5K | 57.1% | 1 |
| Mar 2026 | Kellogg's | 18.1K | 17.1% | 2 |
| Mar 2026 | Shreddies | 12.1K | 11.4% | 3 |
| Mar 2026 | Jordans | 5.5K | 5.2% | 4 |
| Mar 2026 | Alpen | 5.4K | 5.1% | 5 |
| Mar 2026 | Dorset Cereals | 4.4K | 4.2% | 6 |
| Apr 2026 | Weetabix | 49.5K | 52.5% | 1 |
| Apr 2026 | Kellogg's | 18.1K | 19.2% | 2 |
| Apr 2026 | Shreddies | 12.1K | 12.8% | 3 |
| Apr 2026 | Jordans | 5.5K | 5.8% | 4 |
| Apr 2026 | Alpen | 5.4K | 5.7% | 5 |
| Apr 2026 | Dorset Cereals | 3.6K | 3.8% | 6 |
| May 2026 | Weetabix | 49.5K | 54.9% | 1 |
| May 2026 | Kellogg's | 18.1K | 20.1% | 2 |
| May 2026 | Shreddies | 9.9K | 11% | 3 |
| May 2026 | Jordans | 5.5K | 6.1% | 4 |
| May 2026 | Alpen | 3.6K | 4% | 5 |
| May 2026 | Dorset Cereals | 3.6K | 4% | 6 |
| Jun 2026 | Weetabix | 49.5K | 57.6% | 1 |
| Jun 2026 | Kellogg's | 14.8K | 17.2% | 2 |
| Jun 2026 | Shreddies | 9.9K | 11.5% | 3 |
| Jun 2026 | Jordans | 5.2K | 6.1% | 4 |
| Jun 2026 | Alpen | 3.6K | 4.2% | 5 |
| Jun 2026 | Dorset Cereals | 2.9K | 3.4% | 6 |
| Jul 2026 | Weetabix | 49.5K | 58.4% | 1 |
| Jul 2026 | Kellogg's | 14.8K | 17.5% | 2 |
| Jul 2026 | Shreddies | 9.9K | 11.7% | 3 |
| Jul 2026 | Jordans | 5.2K | 6.1% | 4 |
| Jul 2026 | Alpen | 2.9K | 3.4% | 5 |
| Jul 2026 | Dorset Cereals | 2.4K | 2.8% | 6 |
| Aug 2026 | Weetabix | 49.5K | 56.3% | 1 |
| Aug 2026 | Kellogg's | 14.8K | 16.8% | 2 |
| Aug 2026 | Shreddies | 12.1K | 13.8% | 3 |
| Aug 2026 | Jordans | 5.5K | 6.3% | 4 |
| Aug 2026 | Alpen | 3.6K | 4.1% | 5 |
| Aug 2026 | Dorset Cereals | 2.4K | 2.7% | 6 |
| Sep 2026 | Weetabix | 60.5K | 59.2% | 1 |
| Sep 2026 | Kellogg's | 18.1K | 17.7% | 2 |
| Sep 2026 | Shreddies | 12.1K | 11.8% | 3 |
| Sep 2026 | Jordans | 5.5K | 5.4% | 4 |
| Sep 2026 | Alpen | 3.6K | 3.5% | 5 |
| Sep 2026 | Dorset Cereals | 2.4K | 2.3% | 6 |

## What is being compared

- **Alpen**: Measured on the search term “alpen”.
- **Dorset Cereals**: Measured on the search term “dorset cereals”.
- **Jordans**: Measured on the search terms “jordans cereal” and “jordans granola”, summed into one figure.
- **Kellogg's**: Measured on the search term “kelloggs”.
- **Shreddies**: Measured on the search term “shreddies”.
- **Weetabix**: Measured on the search term “weetabix”.

- [Alpen](/demand/uk/brands/alpen)
- [Dorset Cereals](/demand/uk/brands/dorset-cereals)
- [Jordans](/demand/uk/brands/jordans-cereals)
- [Kellogg's](/demand/uk/brands/kelloggs)
- [Shreddies](/demand/uk/brands/shreddies)
- [Weetabix](/demand/uk/brands/weetabix)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among cereal brands in the United Kingdom?

In September 2026, Weetabix was the most searched among cereal brands in the United Kingdom, with an estimated 60.5K branded searches, 59.2% of all searches for the six we track.

## Cite this page

Brandwave. "Cereal brands in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-cereal-brands

This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-cereal-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.