The importance of the Breakfast Cereal category is reflected in its value of £1.4bn and its household penetration of 96%. With cereals accounting for 57% of in-home breakfast occasions, it is clear why Independent retailers need to stock a strong range.
An average food basket in a convenience store is worth £11.74 when it contains a breakfast cereal, against just £6.39 when it does not.
How to use this guide:
The way you display your products makes a huge difference to the way they sell and how your customers see them. It’s really important to highlight your range and constantly remind your consumers what you’ve got in store and inspire them to make purchases.
Category Insights manager, Nestle cereal partners
Focus on brands in growth
Health is at the top of consumers’ minds, but taste is just as important. Gluten Free and Protein-filled food options are growing in popularity. By 2020, 32% of the population will be over 50, therefore cereal fits well into key concerns around health and wellbeing. 29% of households will contain only 1 person, therefore cereal fits well for their quick and easy need state.
Stock the best selling brands
It’s important to make sure the Top 25 selling brands are always stocked in any store.
63% of shoppers who don’t make a purchase say its because what they wanted wasn’t in available so availability of the big sellers is key.
Stock PMPs where available
Price marked packs can double sales compared to standard packs.
Availability and breadth of range
Top brands deserve double-facings and retailers should look to stock further products that will meet different shopper missions/needs.
1m x 3 Shelf Planogram and 1m x 5 Shelf Planogram
Smaller fixtures need to work harder at utilising the space available and achieving a range that performs well for each individual store. It is key to stay away from product duplications, in the form of differing pack sizes, double-facings, etc. On a typical 1 metre 5 shelf plan, 1 facing of each of the Top 25 best sellers can be merchandised, along with a convenient/on-the-go option (such as porridge pots, cereal pouches, breakfast biscuits). Fixtures smaller than this need to focus on ranging at least the Top 10 best sellers and be merchandised within the top half of any bay, so as to be at eye level with shoppers. Due to the size of fixtures such as these, a prominent position within the overall store is critical to achieve winning sales performance (i.e. middle of the store, where footfall is at its highest).