CAPITALISE ON CEREAL

Ranging Effectively

VALUE for money is a bigger customer trend than ever. There has been an upswing in the popularity of smaller pack sizes due to their lower price, but retailers need to offer a wide range of formats so all customer needs are met in store, particularly in cereal.

Price-marked packs are still great sellers, too. They reassure the customer they are getting a brand they love at a fixed price, which helps to maintain trust between shopper and retailer.

Three Tips For Ranging

With hybrid working a relatively new mission, a store’s breakfast range should include convenient portable options such as Weetabix On The Go or Alpen bars – but a core range is still important in convenience stores.

Don’t make it too cluttered and keep it simple. Make sure you have family favourites such as Weetabix, Weetabix Minis, Alpen and Ready Brek, alongside other options, such as Weetos.

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Why not try merchandising cereal in the ambient category near teas and coffees, or consider creating a breakfast end featuring teas, coffees, sugars and cereals to help drive linked purchases.

Retailers can further drive linked purchases by mixing up their merchandising approach by using units in less likely areas, such as near fruit or yoghurt and dairy, or other cereal accompaniments.

Don’t forget about the on-the-go occasion. The Weetabix On The Go drinks and Alpen bars are doing brilliantly with commuters and parents on the school run, so make sure they are easily accessible.

Supplier View

“THE cereal and breakfast drinks category is worth £1.7bn, of which 8.4% is in convenience stores (approximately £143m1). That’s a big opportunity for retailers to capitalise on. At Weetabix, we know that independent retailers often look at small packs, small cases, PMPs, as well as having a strong core offering – and we offer it all. Value is such an important mission to shoppers right now, and we help you meet that mission, while also protecting retailer margins.”