Shoppers are looking for breakfasts that promote specific benefits, and to achieve maximum sales in the category retailers must stock a range that includes protein and added-fruit cereals, suppliers have told RN.

Eric Williams, Quaker Oats marketing manager at PepsiCo, said the hot cereal category increased in value by 1.2% in the year ending September 2017, growth he attributed to the rising popularity of porridge, given the health credentials of oats.

“High protein levels are seen as important when buying cereals by 32% of cereal consumers, and we launched Quaker Protein to tap into demand,” he added. 

Kevin Verbruggen, head of brand at Weetabix, said more consumers are also adding fruit to their cereal, and its Weetabix Additions range had been designed as a convenient purchase, with fruit already added. 

Additionally, Kantar Worldpanel data revealed 4% of consumers are now adding fresh fruit to their cereal, with 9% adding tinned fruit. 

Lija Seja, category management lead at Kellogg’s, said one of the strongest areas of cereal growth for independents continues to be muesli and granola. 

“Kellogg’s range of plant-based cereals in flavours such as No Added Sugar Granola in Apricot & Pumpkin Seeds and Coconut Cashew and Almond help retailer offers natural flavours at an accessible price point,” she said. 

Pratik Sampat, of Premier Fosdicks in London, said he stocks a wide range of cereals with added benefits, such as Kellogg’s Special K, Dorset Cereals’ granola and Alpen Muesli Original.

“Over the past year, we have seen increased sales of mueslis, and Alpen has been our bestseller. We separate cereal into categories so it helps shoppers find healthy options easier,” he said.

Read more about how you can grow your breakfast sales here