Grocery & Non Food 2024/25

21 Breakfast Cereals Everyday and Flavoured Cereal: 70% of Sales (1) Include best-sellers like Corn Flakes and Weetabix for Everyday Cereal, and Frosties and Coco Pops for Flavoured Cereal. Since taste is the top driver of choice, featuring exciting NPD can help boost sales. Summer and Back-to-School See Sales Peak In 2023, cereal sales increased by +9% during the summer, reaching their peak during the back-to-school period. Retailers should run strong promotions and create cross-category back-to-school displays during this time. (2) Indies & Symbols vs Total Market Performance The Total Market is in decline, and Indies & Symbols are underperforming by 7% year-on-year in volume sales compared to the Total Market. To grow and protect this category, it is essential to run strong promotions, stock PMPs, and maintain clear pricing. (1) PMP £ DEALS (1) Circana | Total Cereal | Value & Volume Sales | 52we 10 Aug 24 (2) Circana | Total Cereal | Value & Volume Sales | 5yr 4we to 18 May 24 0 5 10 15 20 25 30 35 40 -5.0% -9.2% -5.0% -0.3% -1.2% -1.7% -6.8% -12.4% -25.3% -4.6% +1.5% +0.1% Everyday Cereal Flavoured Cereal Functional Health Muesli & Granola Porridge On The Go Breakfast Everyday Cereal Makes Up 37% of Sales in the £62m Market (1) Value Sales Volume Sales Change Sales % Share of Breakfast Cereals