Kellogg's vs Shreddies:Which is more popular?
In September 2026, Kellogg's had more branded searches than Shreddies among cereal brands in the United Kingdom. Kellogg's had about 18,100 branded searches, while Shreddies had 12,100. Kellogg's made up 17.7% of all cereal brand searches we track, and Shreddies accounted for 11.8%. When we asked ChatGPT and Google AI Overviews about cereal brands, Kellogg's appeared in all four answers and Shreddies in three. Kellogg's and Shreddies were each mentioned first in two of the four answers.
Who do people search for more?
Kellogg's, about 50% more searches than Shreddies
Who does AI mention more?
Kellogg's, mentioned in every answer we collected
Who does AI recommend more?
Each is named first in 2 of 4 answers.
Follow Kellogg's vs Shreddies and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top cereal brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Kellogg's appeared in all four answers. Shreddies was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Kellogg's and Shreddies were each listed first in two of the four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Weetabix4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers- Kellogg's4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Shreddies3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Alpen2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Jordans1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Dorset Cereals0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about cereal brands
4 answers
Asked ChatGPT
“What's the best breakfast cereal in the UK?”
Asked ChatGPT
“Which cereal brands are healthiest in the UK?”
Asked ChatGPT
“What are the most popular cereal brands in the UK?”
Searched Google, AI Overview
“breakfast cereal”
Searched Google, AI Overview
“healthy cereal”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 23, 2026.
Is Kellogg's or Shreddies more popular in search?
This chart shows how often people search Google for Kellogg's and Shreddies by name. Each line represents a brand's share of searches for all six cereal brands we track, month by month, from searches in United Kingdom.
Share of searches by month for Kellogg's, Shreddies. The figures are in the table below the chart.
View monthly share of searches table
| Month | Weetabix | Kellogg's | Shreddies | Jordans | Alpen | Dorset Cereals |
|---|---|---|---|---|---|---|
| Oct 2025 | 58.9% | 17.6% | 11.8% | 5.2% | 4.3% | 2.3% |
| Nov 2025 | 55.3% | 20.2% | 13.5% | 4.8% | 4% | 2.1% |
| Dec 2025 | 55.3% | 20.2% | 13.5% | 4.8% | 4% | 2.2% |
| Jan 2026 | 58.8% | 14.4% | 9.6% | 4.8% | 9.6% | 2.9% |
| Feb 2026 | 60.4% | 14.8% | 12.1% | 5.5% | 4.4% | 2.9% |
| Mar 2026 | 57.1% | 17.1% | 11.4% | 5.2% | 5.1% | 4.2% |
| Apr 2026 | 52.5% | 19.2% | 12.8% | 5.8% | 5.7% | 3.8% |
| May 2026 | 54.9% | 20.1% | 11% | 6.1% | 4% | 4% |
| Jun 2026 | 57.6% | 17.2% | 11.5% | 6.1% | 4.2% | 3.4% |
| Jul 2026 | 58.4% | 17.5% | 11.7% | 6.1% | 3.4% | 2.8% |
| Aug 2026 | 56.3% | 16.8% | 13.8% | 6.3% | 4.1% | 2.7% |
| Sep 2026 | 59.2% | 17.7% | 11.8% | 5.4% | 3.5% | 2.3% |
How has the Kellogg's and Shreddies comparison changed over the last 12 months?
3 findings
- Kellogg's was ahead of Shreddies in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Kellogg's’ share of searches among cereal brands in the United Kingdom moved from 17.6% to 17.7%, and its estimated monthly branded searches held steady at 18.1K.
- Across the 12 months ending September 2026, Shreddies’ share of searches among cereal brands in the United Kingdom held steady at 11.8%, and its estimated monthly branded searches held steady at 12.1K.
How did search popularity change for United Kingdom cereal brands in September 2026?
2 changes
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%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Kellogg's’ and Shreddies’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among cereal brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.