breakfast Building breakfast sales
With a growing number of consumers eating breakfast on the go, the category is shifting, but continues to offer retailers a huge profit opportunity. With NPD playing an important part, SLR takes a look at everything new, and how best to shift it.
T
he breakfast category continues to provide a great profit opportunity for convenience
retailers. With the first meal of the day now incorporating more categories than ever local retailers are able to offer consumers a wider range of options – including products that can be consumed on the go, as well as more traditional breakfast products. Starting there, and breakfast cereal is unique among breakfast products in that it is made with breakfast in mind. For decades it has been the mainstay of the morning meal, but why? Well, according to Weetabix, there are a number of reasons – the first of which is that it’s great value for money, especially when the cost per bowl is taken into account. Weetabix also points to how filling cereal is, “and it cuts down on expensive snacking during the morning,” says the company. Then of course there’s the
health aspect, the sheer variety out there – which can lead to having a ‘cereal cupboard’ in the kitchen where everyone in the family has their favourite brand.
CROSS-CATEGORY CASH In order to boost sales of not only cereal but other products retailers could consider some cross-category merchandising. Weetabix says that with many consumers adding dried fruit, nuts or seeds and yogurt to cereal, by putting these products near the cereal section you could life sales. And don’t forget, shelf strips or wobblers pointing people in the direction of milk fixture is no bad thing either.
In addition to this Weetabix says more can be done in-store to help consumers shop the cereal fixture. Merchandising the fixture correctly will boost sales by ensuring that shoppers
44 l SCOTTISH LOCAL RETAILER l FEBRUARY 2012
Oatmeal remains a firm favourite at breakfast time in Scotland.
WWW.55NORTH.COM
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56