Category aDVICe

www.bestway.co.uk www.batleys.co.uk

2018

Category aDVICeMARKET INSIGHT

Young families account for 25% of Total Cereal spend whilst the

retired population makes up 26%.Target your ranges accordingly

(Kantar, 17/06)

The Porridge Segment has consistently grown over the

last year and is the categories best performing segment.

Porridge has its largest Value Share in the Multiples however it is performing

best in Convenience 52we YOY due to the “Replenishment”

nature of customers (+8.1%) (IRI, 16/06) (Kantar, 17/06)

Breakfast is the Number 1 meal occasion in the UK,

accounting for 28% of meals(Kantar World Panel December 2017)

Health plays an important factor in shoppers choices

when it comes to breakfast, with over 327m occasions of people looking for health benefits like fibre/

vitamins from their breakfast(IRI Independents June 2018)

Free From Ready to Eat is growing at 4.7% YOY, with almost 1 in 5 households avoiding gluten.

Offer an option to shoppers, who might otherwise not purchase

(Kantar 2016)

The Cereal Market is worth £1.6bn and growing £12m YOY

(Nielsen/Kantar May 2018)

Breakfast is the fastest growing meal occasion in the UK, with more people than last year choosing to have breakfast as part of their day.

Breakfast is a great value occasion for consumers, the average breakfast costs just 56p, with cereal even better value!

Cereal is by far the most popular item at breakfast, it features in 61% of breakfasts – that’s more than twice as many as toast.

The strongest growth in independents is in the Portable segment and in the Family Flavoured segments, with brands such as Coco Pops and Krave seeing strong growth.(IRI Independents 12 w/e 16 June 18)

Categories should be merchandised according to type. For example, retailers should place all of the family products together, porridges together, healthier products together, and so on.

A product’s store-location is key. Shoppers like finding the right product easily, therefore placing cereal near other morning categories such as bread and milk will help your shoppers find it.

At the fixture, create ‘Segment blocks’ where similar types of cereal are grouped together. This helps to achieve easy navigation, and it’s a good idea to make sure that the biggest brands are at eye level, so they are easy to find and recognisable.

Maximise Cereal Occasions and Breakfast events – Make the most of events such as ‘Back to School’ and On Pack Promotions throughout the year, use branded POS and place Cereal in the best promotional space during these trading times to maximize on sales.

Segment Share of Space to Sales – Provide space based on RSV of the Cereal segments and then brand. Everyday Family offers the most Value sales within all Channels, making up 32% of Total Cereal Value sales; this is then followed Family Flavoured (20%), Muesli and Granola (16%), Functional Health (14%), Porridge (13%) and then Portable (5%).

Size of the prize – Ensure best-selling pack sizes are at eye level and have the most facing on fixture to act as a Category Signpost for customers.

Category aDVICeMARKET INSIGHT

Cereal is in a

huge 96% of homes,

that’s more than either

tea or coffee!

¾ of everyone in the UK eats cereal at least once a week for breakfast

Visibility of top RSV brands in each segment – Place your Everyday Family Brands in the middle of the aisle as they have the highest penetration and interact most with other segments creating a nice flow - Weetabix, Coco Pops, Crunchy Nut, Rice Krispies and Cheerios act as the top preforming brands within this segment.

Category aDVICeMUST STOCK LINES

These are the ‘Must Stock’ lines which shoppers expect to see in a convenience store. By stocking these lines, you will be meeting your shoppers’ needs and therefore they will visit your store again.

8 9

10 11 12 13 14 15

1 2 3 4 5 6 7

16 17

KidS FaMilY

HEalTH

Category aDVICeMUST STOCK LINES

2

1

3

4KEllOgg’S COCO POPS PM £2.99 510gSKU Code: 412947

KEllOgg’S RiCE KRiSPiES PM £2.99 510gSKU Code: 413367

BEST-ONE CEREal vaRiETY PM £1 10 PackSKU Code: 330925

KEllOgg’S FROSTiES PM £2.99 500gSKU Code: 413378

KEllOgg’S CHEERiOS PM £1.69 375gSKU Code: 413301

6

5KEllOgg’S KRavE PM £2.99 375gSKU Code: 318187

Category aDVICeMUST STOCK LINES

10

9 12

11

WEETaBix PM £2.19 24 BiscuitsSKU Code: 355898

KEllOgg’S SPECial K PM £2.99 500gSKU Code: 317078

SHREddiES PM £1.49 415gSKU Code: 413101

KEllOgg’S FRUiT ‘N’ FiBRE PM £2.99 750gSKU Code: 317167

7

8

KEllOgg’S CRUNCHY NUT CORNFlaKES PM £2.99 500gSKU Code: 413412

KEllOgg’S CORNFlaKES PM £2.99 550gSKU Code: 413401

Category aDVICeMUST STOCK LINES

15

16

17

OaT SO SiMPlE ORigiNal PM £2.29 216gSKU Code: 211193

SHREddEd WHEaT PM £1.49 16’SSKU Code: 294360

JORdaNS COUNTRY CRiSP WiTH CHUNKY NUTS PM £2.69 400gSKU Code: 348754

13

14

KEllOgg’S BRaN FlaKES PM £2.99 750gSKU Code: 317080

alPEN ORigiNal PM £2.69 625gSKU Code: 341672

Category aDVICe1m x 5

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341648 341648 WEETOS PM 350G293962 293962 HONEY MONSTER PUFFS PM 320G367707 367707 CHEERIOS HONEY PM 375G413378 413378 KELLOGG’S FROSTIES PM 500G367764 367764 FROSTED SHREDDIES PM 500G

386296 386296 NESTLE COOKIE CRISP PM 375G 412947 412947 KELLOGG’S COCO POPS PM 510G 318187 318187 KELLOGG’S KRAVE PM 375G 330925 330925 BEST-ONE CEREAL VARIETY PM £1 10 PACK

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3 SKUs355898 355898 WEETABIX PM 24 BISCUITS 413401 413401 KELLOGG’S CORNFLAKES PM 550G 413101 413101 SHREDDIES PM 415G 413412 413412 KELLOGG’S CRUNCHY NUT PM 500G

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Category aDVICeSHELF PLANOGRAM

SHELF

4 SKUs413367 413367 RICE KRISPIES PM 510G 317167 317167 KELLOGG’S FRUIT ‘N’ FIBRE PM 750G 497210 497210 KELLOGG’S SPECIAL K PM £2.99 500G 317145 317145 KELLOGG’S SPECIAL K RED BERRIES PM 360G 317080 317080 KELLOGG’S BRAN FLAKES PM 750G

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SHELF PLANOGRAM

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5 SKUs341672 341672 ALPEN ORIGINAL PM 625G 341794 341794 ALPEN NAS PM 500G 971241 971241 QUAKER OATS PM 500G 975249 975249 READY BREK PM £1 250G 429945 429945 OATS SO SIMPLE ORIGINAL PM 162G 129175 129175 QUAKER EXP GOLDEN SYRUP PM POT 129186 129186 QUAKER EXP ORIGINAL PM POT

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Category aDVICe3m x 5

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SHELF PLANOGRAM

Cereals 3mx5shelfCereals 3mx5shelfCereals 3mx5shelfCereals 3mx5shelf

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SHELF PLANOGRAMCereals 3mx5shelfCereals 3mx5shelfCereals 3mx5shelfCereals 3mx5shelf

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1 SKUs SKUs SKUs413378 413378 KELLOGG’S FROSTIES PM 500G341648 341648 WEETOS PM 350G341650 341650 WEETABIX MINI CHOC PM 450G395592 395592 HONEY MONSTER OATS PM 320G293962 293962 HONEY MONSTER PUFFS PM 320G367707 367707 CHEERIOS HONEY PM 375G386296 386296 NESTLE COOKIE CRISP PM 375G367764 367764 FROSTED SHREDDIES PM 500G

143600 143600 WEETABIX WEETA FLAKES PM £1 375G412947 412947 KELLOGG’S COCO POPS PM 510G318187 318187 KELLOGG’S KRAVE PM 375G434728 434728 CHOCOLATEY SQUARES PM 375G420578 420578 KELLOGGS VARIETY PM PACK330925 330925 BEST-ONE CEREAL VARIETY PM £1 10 PACK348754 348754 JORDAN COUNTRY CRISP CHUNKY NUTS PM 400G348743 348743 JORDAN COUNTRY CRISP STRAWBERRY PM 400G

355898 355898 WEETABIX PM 24 BISCUITS969035 969035 WEETABIX PM 12 BISCUITS413401 413401 KELLOGG’S CORNFLAKES PM 550G413367 413367 KELLOGG’S RICE KRISPIES PM 510G413412 413412 KELLOGG’S CRUNCHY NUT PM 500G413101 413101 SHREDDIES PM 415G367742 367742 CHEERIOS PM 375G

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Category aDVICe3m x 5 SHELF PLANOGRAM

Cereals 3mx5shelfCereals 3mx5shelfCereals 3mx5shelfCereals 3mx5shelf

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4 SKUs975272 975272 WEETABIX CHOCOLATE PM 12 BISCUITS969002 969002 WEETABIX GOLDEN SYRUP PM 12 BISCUITS134570 134570 WEETABIX BANANA PM 12 BISCUITS367731 367731 SHREDDED WHEAT PM 16’S317167 317167 KELLOGG’S FRUIT ‘N’ FIBRE PM 750G497210 497210 KELLOGG’S SPECIAL K PM £2.99 500G317145 317145 KELLOGG’S SPECIAL K RED BERRIES PM 360G317080 317080 KELLOGG’S BRAN FLAKES PM 750G

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SHELF 4

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5 SKUs341672 341672 ALPEN ORIGINAL PM 625G341794 341794 ALPEN NAS PM 500G973827 973827 JORDANS GRANOLA PM 500G971274 971274 SCOTTS OATS PM 500G971241 971241 QUAKER OATS PM 500G057678 057678 QUAKER OATS 1KG109980 109980 MORNFLAKE SUPERFAST OAT PM £1 500G975249 975249 READY BREK PM £1 250G429945 429945 OATS SO SIMPLE ORIGINAL PM 162G429934 429934 OATS SO SIMPLE GOLDEN SYRUP PM 216G129175 129175 QUAKER EXP GOLDEN SYRUP PM POT129186 129186 QUAKER EXP ORIGINAL PM POT

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Category aDVICe

For more information including planograms and advice on other key ranges, go to www.bestway.co.uk/categoryadvice

or call 01738 646666 quoting SEPTEMBER RaNgE