Focus On - Back To School

49 BREAKFAST CEREAL 1. NielsenIQ, Total Cereals, Indies and Symbols, 52w 22/2/2025 2. Lumina Convenience Tracking Program, 52w 18/08/24 3. Circana, Total Cereal, Value & Volume Sales, 52w 22/2/2025 4. Mintel / Kantar Worldpanel 52 WE 26.1.2025 5. Circana, Total Cereal, Value & Volume Sales, Last 5yr 6. SmartView Convenience Value 52w MAT to 20/04/2025 4 Peak Sales Period Cereal sales peak during the summer holidays, reaching their highest during the Back to School period. In 2024, the eight weeks prior to 7th September saw sales rise 9.2% compared to the rest of the year. 5 Highlighting Value Category Drivers Increase activity and visibility for cereal brands during this key period. Price-marked packs (PMPs) make up 64% of cereal sales in Symbols & Independents, 1 with 41% of purchases occurring on promotion throughout the year. 2 Yet, 70% of cereal shoppers say new products rarely stand out, 4 indicating challenges in capturing shopper attention. +4% Create impactful Back to School displays featuring lunchbox essentials. Run the right promotions, especially during Back to School, the peak sales period for cereals. Stock PMPs to build shopper loyalty. Ensure pricing is clearly displayed at all times. Stock best sellers to meet demand for taste – the No.1 purchase driver in cereals. Use POS to highlight exciting NPD and drive incremental sales. Flavoured cereal is the category’s top growth driver, growing 4% ahead of the total market. 3 NPD +9.2% BACKTO SCHOOL 64% BUY 1 GET 1 FREE! This highlights the importance of value-driven buying in this sector. £