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Category advice
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.
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:
Planograms
Category advice2021
We suggest you stock the following range:
Click shelf to hide/show shelf product list
View Shelf 1 Products
Kelloggs Variety P/M Pack Oats So Simple Original P/M 162g Oats So Simple Golden Syrup P/M 216g
Quaker Oats So Simple Original Pot P/M 45g Quaker Express Golden Syrup P/M Pot
Weetabix Otg Vanilla P/M 250ml Weetabix Otg Chocolate P/M 250ml
View Shelf 2 Products
View Shelf 3 Products
View Shelf 4 Products
Frosted Shreddies £2.89 500g Shreddies P/M 415g
View Shelf 5 Products
We suggest you stock the following range:
Click shelf to hide/show shelf product list
View Shelf 1 Products
Weetabix Otg Vanilla P/M 250ml Weetabix Otg Chocolate P/M 250ml Quaker Express Golden Syrup P/M Pot
Quaker Oat So Simple Original Pot P/M 45g Kelloggs Variety P/M Pack Kelloggs Crunchy Nut P/M 500g
View Shelf 2 Products
Alpen Nas P/M 550g Alpen Original P/M 550g Jordans Granola P/M 450g
Jordans Country Crisp Strawberry P/M 400g Kelloggs Crunchy Nut Granola P/M 380g Rice Krispies P/M 510g
Rice Krispies Multigrain P/M 350g Honey Monster Puffs P/M 520g
View Shelf 3 Products
Weetos P/M 350g Kelloggs Krave P/M 375g
Kelloggs Coco Pops Pink £2.99 480g Kelloggs Coco Pops P/M 480g
View Shelf 4 Products
Kelloggs Special K £2.99 500g Special K Red Berries P/M 360g
Kelloggs Cornflakes P/M 550g Kelloggs Fruit N Fibre P/M 750g
View Shelf 5 Products
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