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CEREALS

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.

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How to use this guide:

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    What to stock

    Which brands are top sellers? What products are in growth? Find out the latest data to ensure you stock everything you need.

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    Top tips and trends

    What are your shopper's missions? How can your shop cater to them? Take note of these free tips and apply them carefully in your shop to see sales grow.

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    Planograms

    How you lay out your products can mean the difference between a sale and a lost customer. Follow these planograms to make sure your shelves are always ready.

Or... visit the gallery and see what other retailers are doing.

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What to stock    Top tips and trends    Planograms    Gallery

What to Stock

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.

Priya Badhan

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.

What to Stock 2016
Top 25 best-selling products based on EPoS data from 3,000 local stores

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What to stock    Top tips and trends    Planograms    Gallery

Top tips and trends

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What to stock    Top tips and trends    Planograms    Gallery

Planograms

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).

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Gallery

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More information

This category management page was built with the help and expert advice of Cereal Partners.