Category advice

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Cereals

Market Insight

Category advice2021

 

Breakfast is the largest meal occasion. It represents 26% of total occasions. £11bn occasion per year.

On average consumers eat 2.4 items per breakfast occasion, which has risen +0.3ppts on last year – the biggest rise has been in family breakfast.

(Landmark: Occasions research, 2019 – Breakfast for one, Family Breakfast.

Source: IRI L52we Dec 20 & IRI 18.04.20, Kantar L5we Dec 20)

Cereal is bought on average up to 22 times per year.

An average of 35 boxes bought per buyer per year.

Baskets with cereal = x2.6 value vs a basket without cereal.

(Landmark: Occasions research, 2019 – Breakfast for one, Family Breakfast.

Source: IRI L52we Dec 20 & IRI 18.04.20, Kantar L5we Dec 20)

In 2020 NPD accounted for 8% of total cereal category value growth and was accountable for double the amount of sales of delisted products.

This should give confidence for retailers listing exciting NPD in 2021.

(Landmark: Occasions research, 2019 – Breakfast for one, Family Breakfast.

Source: IRI L52we Dec 20 & IRI 18.04.20, Kantar L5we Dec 20)

Cereal is the UK’s favourite breakfast food.

44% of Breakfasts feature Cereal consumed 4.4x / week.

(Landmark: Occasions research, 2019 – Breakfast for one, Family Breakfast.

Source: IRI L52we Dec 20 & IRI 18.04.20, Kantar L5we Dec 20)

Quaker Oats So Simple Golden Syrup 8pk PMP is the No.1 hot cereal SKU in Independents & Symbols and is growing by 14%.

(Nielsen, Independents & Symbols, Hots Cereals, MAT, W.E. 17.04.21)

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.

(Landmark: Occasions research, 2019 – Breakfast for one, Family Breakfast.

Source: IRI L52we Dec 20 & IRI 18.04.20, Kantar L5we Dec 20)

The Cereal Snacks category has a wide appeal and covers multiple needs from health to treat.

Morning snacking is found more likely to be planned – where’s afternoon snacking is found to be more impulsive.

(Landmark: Occasions research, 2019 – Breakfast for one, Family Breakfast.

Source: IRI L52we Dec 20 & IRI 18.04.20, Kantar L5we Dec 20)

1

The Cereal category grew +7.1% in 2020 +£96m

2

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

Of the top 10 PMP SKUs 8 are Kellogg’s.

Coco Pops PMP and Crunchy Nut PMP are the fastest growing brands – look out for them!

3

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.

4

Health consciousness is rising, stocking 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.

5

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!

6

Private label drives category decline in L52we, while Branded cereal maintains 52we growth +£696k.

The switch to brands is expected to stick as 75% of shoppers say they will continue to purchase brands.

Cereals

Must Stock Lines

Category advice2021

 

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
Cereals

Planograms

Category advice2021

 

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