Cereal: how affordable are the healthiest options?

• All supermarkets have cereals that are low cost and healthy, but they are still more expensive than the cheapest cereals
• The majority of cereals have a healthy profile due to their fibre and wholegrain content. Still, almost a third (32%) are high in fat, sugar and salt (HFSS).
• Although not classified as HFSS, the 5 cheapest cereals do contain added sugar. For children, cereals most probably contribute to a high proportion of the recommended daily sugar intake.
• The most healthy and lowest price cereals are more affordable than the least healthy and lowest price cereals
• 30% of marketing to children is for unhealthy food products

We see the following opportunities for improvement:

• Retailers can reduce the sugar content in their cereals
• Cereals in the ‘danger zone’ that are low cost yet unhealthy should be reformulated