Focus On - Breakfast Cereals

Category Trends Page 7 Catering for shoppers on the move Portable formats are a big driver of sales, driving 64.6% growth in the 12 weeks to 17 June. “Porridge pots and breakfast drinks are seeing similar growth as on-the-move formats benefit from an increase in commuters YoY,” says Kellogg’s Adam Street. “To benefit from the increased commuter footfall, and greater need for on-the- move breakfasts, retailers should also ensure a good range of cereal snacks with thoughtful placement.” “Single-serve cereal snacks in symbols & independents make up 80% of the total cereal snacks sales in the latest 12 weeks and are growing at +30.5%. To ensure maximum impact, having cereal snacks located next to confectionery helps benefit from the ‘pick up and go’ nature of confectionery shopping.” Street advises stores with hot drinks facilities to position products near them or dual site the range to drive incremental purchase. The importance of price-marked packs Retailers should consider stocking as much of their cereal range as possible in price- marked pack format to drive consumer confidence. “At Nestlé Cereal Partners, our PMP range has the green banner across the top of its packaging – like most of our products. This means that ‘wholegrain’ is the main ingredient within the product, which provides consumers with the knowledge that our cereal delivers on taste as well as provide wholegrain goodness in every box,” says Cereal Partners’ Paul Muench, Two key new products Cereal Partners’ biggest launch of 2023 is KitKat cereal, which will have digital support throughout the second half of the year. Building on the Kellogg’s non-HFSS Coco Pops range comes a new product in 2023: Coco Pops Chocos. It contains no artificial colours or flavours and has the same chocolatey taste as Original Coco Pops. Having launched at the end of January, Coco Pops Chocos is the number-one new product launch in the year to date in total cereal in terms of value, units and unit rate of sale. It has generated £694k sales in the past four weeks alone. 11 Circana | Breakfast Cereal | Symbols & Independents | Value Sales | 12we 17 June 2023 12 Circana| Breakfast Cereal | Total GB | Value Sales | 12we 17th June 2023 13 Circana | Breakfast Cereal | Total GB | Value Sales | CYTD 17th June 2023 14 Circana | Breakfast Cereal | Symbols & Independents | Value Sales | 12we 17 June 2023 15 IGD | Shopper Vista | Health, nutrition and ethics monthly shopper update | June 2023 16 Circana | Breakfast Cereal | Symbols & Independents | Value Sales | 12we 17 June 2023 17 IGD | Shopper Vista | Health, nutrition and ethics monthly shopper update | June 2023 www.planforprofit.co.uk @PlanforProfitRetail @Plan_for_Profit