Breakfast Cereals is an important category in the independent retail sector, generating more than £40million in sales for the 11,000 stores covered in SalesOut’s monthly report for Convenience Store.

The category is continuing to grow, although its growth in the independent sector (+4.1%) is currently below its growth in the total market (+5.8). To help independent retailers close this gap, SalesOut has looked at the key trends in this category and offers advice on how to maximise sales.

Commercial Director Steve Collins says: “As breakfast cereals are bulky by nature, space is at a premium on this fixture and must be utilised to the best sales advantage. This means offering the widest possible choice; so if space is limited, it is better to stock two different products in place of two sizes of the same product. When making pack size choices, the larger pack presents the greatest sales opportunity and should take priority. For example, if you can only stock one size of Kellogg’s Cornflakes, select 500g not 375g. This will increase the sales and the cash profits generated.”

SalesOut has identified some key lines that are showing above-average growth through independents.

“Significant growth was seen by Special K Red Berries (+32.1%), Quaker Oatso Simple Original 10pk (+29.2%), and Jordans Country Crisp Four Nut 375/500g (+23.6%),” Collins reveals. “By comparing the position of the top selling products with their average weekly sales, it is clear that stores need to stock a wider range of goods. For example, Special K Red Berries has the third highest average weekly sales in the independent sector, but it is only tenth in terms of total sales. Are you missing this opportunity?

“It is clear from the SalesOut Report that many of the top selling products have benefited from some strong messages and innovative marketing campaigns in the last year, for example the Weetabix Week and the Special K Diet Plan. Retailers should be aware of this influence on consumer demand, and plan ahead to capitalise on this opportunity.”

Top 30 selling products in the Breakfast Cereals category, with % change year on year

1 WEETABIX 24s     +14.1%
2 KELLOGGS CORNFLAKES 500g  +11.3%
3 KELLOGGS COCO POPS 375g   +1.1%
4 KELLOGGS RICE KRISPIES 450g  +9.0%
5 KELLOGGS CRUNCHY NUT CORNFLAKES 500g  +5.2%
6 KELLOGGS FROSTIES 500g  +0.7%
7 KELLOGGS SPECIAL K 500g  -2.7%
8 KELLOGGS VARIETY 8PACK  -18.2%
9 WEETABIX 12s   +14.4%
10 KELLOGGS SPECIAL K RED BERRIES 375g +32.1%
11 NESTLE SHREDDIES 500g  -12.9%
12 SUGAR PUFFS 450g   -24.8%
13 CHEERIOS 375g   -3.4%
14 KELLOGGS BRAN FLAKES 500g  +2.1%
15 KELLOGGS CRUNCHY NUT CORNFLAKES 375g  +7.2%
16 KELLOGGS SPECIAL K 375g -17.1%
17 SUGAR PUFFS 320g   +0.1%
18 NESTLE SHREDDED WHEAT 16s  +14.2%
19 QUAKER OATSO SIMPLE ORIGINAL 10PK  +29.2%
20 JORDANS COUNTRY CRISP STRAWBERRY 375/500g +14.9%
21 KELLOGGS FRUIT N FIBRE 375g +20.1%
22 KELLOGGS CRUNCHY NUT CORNFLAKES 750g +15.7%
23 QUAKER OATS 1kg  -4.8%
24 WEETABIX WEETOS 375g  +26.0%
25 JORDANS COUNTRY CRISP FOUR NUT 375/500g +23.6%
26 ALPEN MUESLI ORIGINAL 750g  +10.3%
27 CHEERIOS HONEY NUT 37g  -27.9%
28 SCOTTS PORRIDGE OATS 1kg  -4.6%
29 KELLOGGS CORNFLAKES 750g  -23.9%
30 WEETABIX MINIS CHOC 375/550g  +15.4%

 TOTAL CATEGORY +4.1%

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