Focus On - Breakfast

Brought to you by: Plan for Profit 5 2. Circana | Total Cereal | Value & Volume Sales | 5yr 4we 22 Feb 25 Boost Cereal Sales Through Summer and Back to School Value Sales This is a key period for the category, and retailers should increase activity and visibility for cereal brands. Cross-category Back-to-School events featuring essentials like bread, crisps, sandwich fillings, and yoghurt can drive sales while helping parents feed their children during summer and prepare for the new school year. What does this mean for Independent Retailers? ONLY £3.69 Cereal sales peak during the summer holidays, reaching their highest during the Back-to-School period. In 2024, the eight weeks prior to 7th September saw sales rise 9.2% compared to the rest of the year.2 9.2% Taste-led lines perform well and attract interest. Highlighting exciting NPD with point-of-sale can encourage incremental sales. Nearly 70% of cereal buyers say it’s rare for new products to catch their eye. Boost winter sales. Promote porridge and oats as comforting breakfast options during colder months. Use prominent displays and cross-merchandise with winter staples to drive visibility and sales. Convenience remains key. In urban stores, dual-site portable items near coffee machines and tills to drive impulse sales, this reinforces their role in breakfast and snacking occasions. £4 MILLION 2021 2022 2023 2024 2025 £5 MILLION £6 MILLION Shoppers are price-sensitive and shop across multiple channels. To drive sales, stock bestsellers in PMP and run regular promotions to make cereal an essential purchase rather than a distress buy. NPD