Grocery & Non Food Category Guide 2025/26

Brought to you by: Plan for Profit BREAKFAST CEREALS 23 +9% BREAKFAST CEREALS Category Breakdown 1 Sources: 1. NielsenIQ, Total Cereals, Indies and Symbols, 52w 22/2/2025 2. Lumina Convenience Tracking Program, 52w 18/08/24 3. Circana, Total Cereal, Value & Volume Sales, 52w 22/2/2025 Highlighting Value Category Drivers 41% of purchases are made on promotion throughout the year. 2 PMPs accounts for 64% of all cereal sales in Symbols & Independents. 1 70% of cereal shoppers say new products rarely catch their eye. 2 Run the right promotions, especially during summer, the peak sales period for cereals. 64% 70% Flavoured cereal is the biggest growth driver, up 4% vs. the total market. 3 Peak Sales Period Cereal sales peak during the summer holidays and back-to-school period, rising by 9% in 2024. 4 Increase activity and visibility for cereal brands during this key period. Create impactful back-to-school displays featuring lunchbox essentials. Ensure pricing is clearly displayed at all times. +4% Stock best sellers to meet demand for taste, the No.1 purchase driver in cereals. Use POS to highlight exciting NPD and drive incremental sales. NPD BUY 1 GET 1 FREE! 4. Circana, Total Cereal, Value & Volume Sales, Last 5yr