Category advice

Cereals icon

Market Insight

Category advice2020


Breakfast is the largest meal occasion. It represents 26% of total occasions.

18bn occasions per year.

Cereal is the UK’s favourite breakfast food 44% of breakfasts feature cereal consumed 4.4x / week.

Cereal is bought on average up to 22 times per year. An average of 35 boxes bought per buyer per year.

Basket with cereal x 2.6 value vs. basket without cereal.

Health is a key driver for shoppers when buying cereals, and cereal snacks.

Balanced health and low sugar products have contributed to 52% value to the category.

Out of home breakfast growing +4.6%

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)

Nearly half (46%) of food-to-go missions are conducted in the morning.

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 +46.7% YoY

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.


Total PMP +15.8% YoY

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!

Kellogg’s PMP +19.5% YoY

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!


Must Stock Lines

Category advice2020


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 lines
Must stock linesMust stock lines
Must stock lines


Category advice2020


View previous

View next

Visit our other sites: