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)
An average of 35 boxes bought per buyer per year.
(Landmark: Occasions research, 2019 – Breakfast for one, Family Breakfast.
Source: IRI L52we Dec 20 & IRI 18.04.20, Kantar L5we Dec 20)
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)
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)
(Nielsen, Independents & Symbols, Hots Cereals, MAT, W.E. 17.04.21)
Health is a key driver for shoppers when buying cereals, and cereal snacks.
(Landmark: Occasions research, 2019 – Breakfast for one, Family Breakfast.
Source: IRI L52we Dec 20 & IRI 18.04.20, Kantar L5we Dec 20)
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)
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!
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, 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.
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 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.
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:
Click shelf to hide/show shelf product list
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
Frosted Shreddies £2.89 500g Shreddies P/M 415g
Click shelf to hide/show shelf product list
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
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
Weetos P/M 350g Kelloggs Krave P/M 375g
Kelloggs Coco Pops Pink £2.99 480g Kelloggs Coco Pops P/M 480g
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
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