Focus On - Breakfast Cereals

“Kellogg’s has a broad range of non-HFSS products, including some of the most iconic brands, including Corn Flakes, Coco Pops, Rice Krispies and Special K, with Variety Pack also being changed to ensure that it is non-HFSS. Consumers are actively searching for products like these – 87% are making healthier changes, including 28% reducing their sugar intake8.” Retailers should also consider stocking Nestlé Cereal Partners’ HFSS-compliant lines, which includes Cheerios, Honey Cheerios, Shreddies, Frosted Shreddies, Nesquik Cereal & Shredded Wheat. Ranging advice Retailers should make sure they merchandise breakfast cereal alongside usage adjacent categories such as milk or hot beverages. Alternatively, in-store prompts could be utilised, such as promotional shelf signage on cereal placed alongside milk to drive incremental purchase. “Retailers should stock at least the top 25 in the cereal category, depending on space within their cereals section. Core listings such as Weetabix and Kellogg’s Cornflakes are essential to the range along with other core brands such as Cheerios and Shreddies,” says Cereal Partners UK’s Paul Muench. When it comes to pricing, any ‘price off’ promotion works well in driving sales. “However, the key is to pass the communications around savings onto the consumer. The most effective way is through in-store PoS,” says Muench. “Shelf barkers are the best way to achieve this.” Page 5 www.planforprofit.co.uk @PlanforProfitRetail @Plan_for_Profit 66% of category sales come from everyday family and family flavoured cereal products9. 8IGD | Shopper Vista | Health, nutrition and ethics monthly shopper update | June 2023 9Circana | Breakfast Cereal | Symbols & Independents | Value Sales | 12we 17 June 2023 10IGD | Shopper Vista | Health, nutrition and ethics monthly shopper update | June 2023 Category insights & 2 metre Planogram Breakfast Cereal Planogram 2 metre by 5 shelf Name No Of Facings Fuel 10k Banana Breakfast Drink 1 Weetabix On the Go Strawberry 250ml PMP £1.49 1 Weetabix On the Go Vanilla 250ml PMP £1.49 1 Weetabix On the Go Chocolate 250ml PMP £1.49 1 Oat So Simple GSyrup Porridge Pot PMP 99p 1 Quaker Oat So Simple Orig Pot PMP 99p 1 Kellogg's Cereal Variety Pack 2 Pop Tarts Frosted Chocotastic 8x50g 1 Pop Tarts Frosted Strawberry Sensation 8x50g 1 Kellogg Krave Hazelnut 410g PMP £3.29 2 Kellogg Krave Cookies & Cream 410g PMP £3.29 2 Kellogg Frosties 500g PMP £3.29 2 Name No Of Facings Oat So Simple Orig PMP £2.29 1 Oat So Simple GSyrup PMP £2.29 1 Scott Porridge Oats 1kg 1 Alpen Original 550g PMP £2.69 1 Alpen NAS 550g PMP £2.69 1 Special K Granola Chocolate 350g 1 J.Country Crisp Strawberry 400g £2.39 PMP 1 Crunchy Nut Granola Choc PMP £2.99 1 Kellogg's Crunchy Nut Clusters Chocolate 450g 1 Crunchy Nut Bites 375g PMP £2.99 1 Kellogg Crunchy Nut 500g PMP £3.29 4 Name No Of Facings Curiously Cinnamon PM £2.89 1 Honey Monsters PM £2.99 1 Nestlé Cookie Crisp 375g 2 Weetos 350g PMP £2.49 2 Kellogg Coco Pops 480g PMP 2 Nestlé Shreddies 500g PMP 2 Nestlé Shreddies 500g PMP 1 Kellogg Cornflakes 500g PMP £2.99 2 Name No Of Facings Nestlé Cheerios Multigrain 375g PMP £2.69 2 Nestlé Cheerios Honey 375g PMP £2.69 1 Nestlé Shredded Wheat PMP £2.99 1 Kellogg Rice Krispies Multi-Grain Shapes 350g 2 Kellogg Rice Krispies 510g PMP £3.29 2 Kellog Cornflakes 500g PMP £2.99 2 Name No of Facings Weetabix 12 Pack PMP £1.99 1 Weetabix 24 PMP £3.69 2 Weetabix Crispy Minis Chocolate 500g PMP £3.89 1 All Bran 1 Kellogg Fruit'n Fibre 500g PMP £2.99 1 Kellogg Bran Flakes 500g PMP £2.99 1 Kellogg Special K 500g PMP £2.99 2 Kellogg Special K Red Berries 330g PMP £2.99 1 Shelf 1 Shelf 2 Shelf 3 Shelf 4 Shelf 5