Category advice

Cereals icon
Cereals icon

Market Insight

Category advice2022


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

On average consumers eat 2.5 items per breakfast occasion, which has risen +0.4ppts pre-Covid – the biggest rise has been in family breakfast.*

In 2021, cereal NPD accounted for over £18m of sales.

This should give confidence for retailers listing exciting NPD in 2022.*

Cereal is bought on average up to 21 times a year.

An average of 34 boxes bought per buyer per year.

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

On-the-go cereals have grown 20% in value year-on-year – adding nearly £10m to the category.

Food-to-go is forecast to be worth £22.7bn by 2026 – 22.5% higher than 2019.*

Cereal is the UK's favourite breakfast food.

54% of in-home breakfasts feature cereal consumed 4.5 x per week.*

The cereal snacks category has a wide appeal and covers multiple needs from health to treat.

Morning snacks is found more likely to be planned – where's afternoon snacking is found to be more impulsive.*

*(Landmark: Q4 2021,IGD 2021, IRI L52we Dec 21 & IRI 17.04.22,

Kantar L52we 17.04.2022, Kantar usage L52we 26.12.21)

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Market Insight

Category advice2022


Site cereal bars near Impulse categories like confectionary, crisps and snacks to maximise sales.

Drive greater units per trip in the between meal-time occasions, through key adjacency with Coffee Machines. Ensure you stock a good mix of products to cover all needs.

Woman eating cereal

PMP's play a key role in delivering value to the shopper – 9 of the top 10 selling cereals are price marked.

Of the top 10 PMP sku's 9 are Kellogg's. Coco Pops PMP and Crunchy Nut PMP are the fastest growing brands – look out for them.1

63% of purchase decisions within cereals are decided pre shop so it's essential to have a strong core range across the category.

Rice Krispies Squares is the No.1 treat brand in convenience!

Worth nearly £33M and growing +26% year-on-year.

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.1

Source 1: IRI 16.04.2022

Source 2: Greenshoots Shopper Research June 2021

Information correct at time of print.

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Must Stock Lines

Category advice2022


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
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Category advice2022


We suggest you stock the following range:

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