18bn occasions per year.
Basket with cereal x 2.6 value vs. basket without cereal.
Balanced health and low sugar products have contributed to 52% value to the category.
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 18.04.20)
20% of all breakfast bought to eat at work is bought in convenience – maximise the daily sales opportunity with cereal bars and express portable breakfast products.
(IGD Shopper Insights)
Portable cereal drives higher value per kg than total cereals, and shoppers are more likely to buy more packs per trip.
Maximise your range and make extra sales keeping consumers interested by trying portable NPDs, especially from the major manufacturers.
PMP's play a key role in delivering value to the shopper - all of the top 10 selling cereals are price marked.
The top 10 PMP SKUs 8 are Kellogg's. Kellogg’s brands have driven 73% of category growth in the latest 52 weeks!
Coco Pops PMP and Crunchy Nut PMP are the fastest growing brands - look out for them!
Site Cereal Bars near impulse categories like confectionery, crisps and snacks to maximise sales.
Drive greater units per trip in the between meal-time occasions, through key adjacency with Coffee Machines.
Health consciousness is rising, stock a good range of healthy products will improve category performance.
Weetabix, Special K, Bran Flakes and Alpen are the best performing brands in the segment.
Rice Krispies Squares is the No.1 treat brand in convenience!
Worth over £29M and growing +9.6% YoY, one single squares bar is sold every 2 seconds!
Private Label sales are down -11% YoY driving category decline.
Favour branded SKU and category premiumisation to grow your sales!
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:
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Kelloggs Variety PM Pack Alpen Original PM 550g
Oats So Simple Original PM 162g Oats So Simple Golden Syrup PM 216g
Quaker Exp Golden Syrup PM Pot Quaker Oats So Simple Original Pot PM 45g
Frosted Shreddies PM 500g Shreddies PM 415g
Click shelf to hide/show shelf product list
Quaker Express Golden Syrup PM Pot Quaker Oat So Simple Original Pot PM 45g
Alpen Nas PM 550g Alpen Original PM 550g Jordans Granola PM 450g
Jordan Country Crisp Strawberry PM 400g Kelloggs Crunchy Nut Granola PM 380g Rice Krispies PM 510g
Weetos PM 350g Kelloggs Krave PM 375g
Kelloggs Coco Pops White Chocolate PM 480g Kelloggs Coco Pops PM 480g
Kelloggs Special K PM £2.99 500g Special K Red Berries PM 360g
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