Focus On - Breakfast Cereals

Category insights & 1 metre Planogram Page 4 “Breakfast cereals have seen a slowdown versus the bumper sales seen during the pandemic; a culmination of shifts in usage occasion and, more recently, budgets being squeezed,” says Adam Street, buying group manager at Kellogg’s. “Despite this, breakfast cereals are still seeing value growth.” “All segments are driving growth, with porridge and portable breakfast driving the highest sales growth but from smaller bases – 12.7% and 10% in the latest 12 weeks respectively5.” Meanwhile, ‘everyday family’ and ‘family flavoured’ segments are both experiencing slower growth, but combined they make up 52% of total sales6, so should still be a key focus for retailers. “The story is similar within symbols & independents, where everyday family and family flavoured have had a -2.3% drop YoY but combined make up 66% of category sales,7” Street explains. Paul Muench, wholesale & convenience business manager at Cereal Partners UK, says: “Chocolate and sweet products are the two growing areas of the breakfast category, driven by the cost-of-living crisis. Consumers are currently looking for ‘treats’ when they are choosing their breakfast cereal.” Thriving under HFSS restrictions Regulations around the sales of products that are high in fat, salt, and sugar (HFSS) have marked the biggest change in how cereals must be sold in independent convenience stores. “For stores under 2,000sq ft, promotional space should be visible to drive impulse. For larger stores affected by HFSS regulations, it’s key to give visibility to non-HFSS lines,” says Street. www.planforprofit.co.uk @PlanforProfitRetail @Plan_for_Profit Pop Tarts Frosted Strawberry Sensation 8x50g 1 Cereal 1m by 5 shelf Name No. Of Facings Kellogg's Cereal Variety Pack 1 Pop Tarts Frosted Chocotastic 8x50g 1 Shelf 1 1 Oat So Simple GSyrup PMP £2.29 1 Oat So Simple GSyrup Porridge Pot PMP 99p 1 Oat So Simple Orig PMP £2.29 Quaker Oat So Simple Orig Pot PMP 99p 1 Weetabix On the Go Strawberry 250ml PMP £1.49 1 2 Weetabix On the Go Chocolate 250ml PMP £1.50 Name No. Of Facings Nestle Cheerios Multigrain 375g PMP £2.69 1 Shelf 2 Nestle Cheerios Honey 375g PMP £2.69 1 Kellogg Rice Krispies 510g PMP £3.29 1 Kellogg Rice Krispies Multi-Grain Shapes 350g PMP ... 1 Kellogg Frosties 500g PMP £3.29 1 Name No. Of Facings Shelf 3 Kelogg Krave Hazelnut 420g PMP £3.29 1 Kellogg Coco Pops 480g PMP £3.29 1 Kellogg Crunchy Nut 500g PMP £3.29 2 1 Nestle Shredded Wheat PMP £2.99 1 Crunchy Nut Bites PMP 375g PMP £2.99 1 Name No. Of Facings Shelf 4 Nestle Shreddies 500g PMP £2.69 1 Alpen Original 375g PMP £2.69 Kellogg Cornflakes 500g PMP £2.99 2 Weetabix 24 PMP £2.99 1 Name No. Of Facings Kellogg Special K 500g PMP £2.99 1 Shelf 5 Kellogg Special K Red Berries 330g PMP £2.99 1 Kellogg Fruit'n Fibre 500g PMP £2.99 1 Kellogg Bran Flakes 500g PMP £2.99 1 5Circana| Breakfast Cereal | Total GB | Value Sales | 12we 17th June 2023 6Circana | Breakfast Cereal | Total GB | Value Sales | CYTD 17th June 2023 7Circana | Breakfast Cereal | Symbols & Independents | Value Sales | 12we 17 June 2023 Breakfast Cereal Planogram 1 metre by 5 shelf