Which breakfast & spreads brands do AI assistants recommend in United Kingdom? Q4 2026
In United Kingdom, AI assistants most often recommend Nutella, Kellogg's and Quaker for breakfast & spreads. Nutella is named by 5 of 5 assistants.
What the data says
Nutella (Ferrero) is the breakfast & spreads brand AI assistants recommend most in United Kingdom, taking 14.8% of all recommendation points across 5 assistants. Kellogg's follows with 12.6% and Quaker is third with 7.8%.
The top spot is close: only 2.2 points separate Nutella and Kellogg's, so a small change in how either brand is described online could flip the order.
ChatGPT, DeepSeek, Gemini and Grok put Nutella first, while Claude favours Quaker.
The top five brands hold 49% of recommendations out of 41 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Nutella | Ferrero | 14.8% | 70 | 35 | 70 | 60 | 60 |
| 2 | Kellogg's | Kellanova | 12.6% | 60 | 35 | 60 | 37 | 60 |
| 3 | Quaker | PepsiCo | 7.8% | 20 | 55 | 20 | 20 | 40 |
| 4 | Nature Valley | General Mills | 7% | 35 | – | 35 | 35 | 35 |
| 5 | Weetabix | Post Holdings | 6.8% | 25 | 25 | 25 | 35 | 25 |
| 6 | Cadbury | Mondelez | 6.2% | 25 | 25 | 25 | 25 | 25 |
| 7 | Bonne Maman | Andros | 4.5% | 37 | 20 | 12 | 20 | – |
| 8 | Hartley's | Hain Daniels Group | 4% | – | 25 | – | 55 | – |
| 9 | Marmite | Unilever | 3.6% | – | 20 | – | 12 | 40 |
| 10 | Tiptree | Wilkin & Sons | 2.8% | – | 35 | 20 | – | – |
| 11 | Hartley’s | Hain Daniels Group | 2.2% | 20 | – | 25 | – | – |
| 12 | Grenade | Grenade | 2% | – | – | 20 | 20 | – |
| 13 | Sun-Pat | Hain Daniels Group | 1.8% | 8 | – | 8 | 20 | – |
| 14 | Robertson's | Hain Daniels Group | 1.8% | – | – | – | – | 35 |
| 15 | Alpenliebe | Perfetti Van Melle | 1.6% | – | – | – | 25 | 8 |
| 16 | Tracker | Mars | 1.6% | – | 25 | – | 8 | – |
| 17 | Nakd | Lotus Bakeries | 1.6% | 8 | 12 | – | – | 12 |
| 18 | Tesco | Tesco | 1.6% | – | 20 | – | – | 12 |
| 19 | Nestlé | Nestlé | 1.2% | 12 | – | 12 | – | – |
| 20 | Rowse | Valeo Foods | 1% | 12 | – | – | – | 8 |
Questions about AI breakfast & spreads recommendations
- Which breakfast & spreads brand does ChatGPT recommend most in United Kingdom?
- ChatGPT recommends Nutella most often for breakfast & spreads in United Kingdom. Across all assistants, Nutella leads with 14.8% of recommendations.
- Which breakfast & spreads brand is improving fastest in United Kingdom?
- Nature Valley has the strongest momentum among challengers: AI names it first in 4 of 4 answers where it appears, while holding 7% share. This is the first Q4 2026 reading; change over time will be shown from the next update.
- How is the ranking calculated?
- We ask each AI assistant the questions shoppers ask in each category and market, record the top five brands it names, and give 35, 25, 20, 12 and 8 points for positions one to five. Share is a brand's points divided by all points awarded.
Breakfast & Spreads: AI rankings by country
Covers: Cereal Bars, Jam, Honey, Hazelnut Spread, Peanut Butter, Morning Cereals, Sweet Spreads: Chocolate Spreads Or Hazelnut Cocoa Spreads.
Method: each AI assistant is asked the shopper questions for every segment in the category and market; the top five brands named score 35, 25, 20, 12 and 8 points. Share is a brand's points divided by all points awarded. Rankings reflect AI answers, not sales.
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