Category advice

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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%


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


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

(Nielsen MAT to June 19)


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.


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!


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


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


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.


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


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


Category advice2019


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