Focus On - Breakfast

CATEGORY PERFORMANCE & INSIGHT 4 1. Circana | Total Cereal | Value & Volume Sales | 52we 22 Feb 25 Symbols & Independents Category Value: £61m Cereal remains a major category in the channel, generating over £61m annually and selling 8.4m kilos per year.1 8.4m Kilos While only Muesli & Granola are growing in the Total Market, Symbols & Independents see growth in three areas.1 Category Volume: 8.4m kilos Muesli & Granola is growing along with Functional Health, this should be represented in the range as health remains the second key driver.1 Portable formats decline market-wide, led by Weetabix On the Go delists. Main fixture space should be limited for this area.1 Symbols & Independents are falling faster than the Total Market, so the focus should be on converting shoppers. Matching Total Market value change could add £938k to the channel.1 Sales are declining year-on-year, with value down 2.9% and volume down 9.5% .1 Flavoured Cereal is the biggest growth driver and is key to generating excitement, with taste the top purchase driver in the category.1