Category advice

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Cereals

Market Insight

Category advice2019

 

Breakfast occasions are growing with +186 million more breakfasts consumed, making this a £1.72bn market and growing at +1.2%

(Nielsen)

PMP’s play a key role in delivering value to the shopper – all of the top 10 selling cereals are price marked

(Bestway data)

Breakfast on the go is a key growth segment, cereal bars, breakfast drinks and porridge pots are all satisfying consumer needs – see our recommended top sellers section for the leading products

(IRI Total Convenience 15/06/19)

Functional Health is a key driver for shoppers when buying cereals, Weetabix, Special K, Bran Flakes and Alpen are the best sellers in this segment

20% of all breakfast bought to eat at work is bought in Convenience – maximise the daily sales opportunity with cereal bars and express porridge pots

(Kellogg’s)

Cereal bars now represent over 20% of the total cereal category sales in convenience – and are growing 6% pa

(Nielsen MAT to June 19)

1

New Products: Consumers love to try new products – especially in the cereals category!

Coco Pops White Chocolate is in the top 5 best selling cereals in Bestway. Make extra sales and keep consumers interested by trying NPD, especially from the major manufacturers.

2

Special PMP’s drive sales – big time!

Cereal sales are driven heavily by promotions – Special reduced PMP’s of Shreddies, Cheerios and Cheerios Honey have made these the fastest growing products in the category – look out for them, they are winners!

3

Site Cereal Bars near impulse categories like confectionery, crisps and snacks to maximise sales.

4

See our Must Stock range to cover all shopping missions in this important category – health, family, kids and breakfast on the go.

5

PM £1 multi-pack cereal bars such as Rice Krispie Squares are in the top 10 cereal bar best sellers. Increase customer spend and give great value.

6

Cereal sales respond strongly to promotions in store. Run shopper discounts or multi-buy promotions to drive additional sales.

Cereals

Must Stock Lines

Category advice2019

 

These are the ‘Must Stock’ lines which shoppers expect to see in a convenience store. By stocking these lines, you will be meeting your customers’ needs and therefore they will visit your store again.

We suggest you stock the following range:

Must stock linesMust stock lines
Must stock linesMust stock linesMust stock lines
Must stock lines
Cereals

Planograms

Category advice2019

 

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