Focus On - Breakfast Cereals

Dear Retailer, The ‘Focus On’ guides by Plan for Profit are specifically designed for the independent retailer. Each guide contains expert product and category insight to help you make the most of opportunities in store and meet the needs of your customers. In this edition, we focus on breakfast cereals, a category that grew by 9.7% in the 12 weeks to 1 July, driven by the good value for money and convenience they offer. However, the category is being squeezed by changing shopper behaviour. As consumers return to office working – even for just a couple of days a week – the rise of eating on the go is putting the pressure on breakfasts at home. Meanwhile, current health trends are changing the products that shoppers are looking for in store. In this issue we have partnered with leading cereal manufacturers to find out the trends shaping the category, uncover must-stock products and reveal ranging advice that can help you take your range to the next level. All copies of the Focus On guides are available to view on the Plan for Profit website and app. Visit planforprofit.co.uk or search ‘Plan for Profit’ in your preferred app store. The buying group for independent wholesalers Retailer view Page 2 View Focus On guides here: www.planforprofit.co.uk @PlanforProfitRetail @Plan_for_Profit Ravindor Rai, Langley Park Village Store, Durham “Despite being tight on space, we make sure our range meets the needs of the different shoppers we have. Kellogg’s is always the bestseller and we have a kids’ range, as well as products like Ready Brek and Weetabix, which are more popular with our older shoppers in the surrounding villages. We do try new products too – more recently, we’ve found Oreo O’s cereal is a good seller.” “Our store is one long rectangle, divided into two halves, so our breakfast cereals are at the front of the store on the right as you walk in. We feel our shop layout enables customers to quickly grab what they need for a top-up shop.” “My main advice for other retailers is give people what they need rather than just thinking about profit all the time. And never run out Weetabix!” Kind Regards, Tracey Redfearn Head of Marketing & Communications