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Breakfast on the Go
Cereal Boxes and Cereal Bars

Make sure you have the right mix of breakfast products on your shelves at the right times of the year. The shift between cereals in boxes, and breakfast-on-the-go cereal bars, fluctuates with school terms.

We all know that we should eat a healthy breakfast but our busy schedules often mean we struggle to find the time. Commuters grab a coffee at the station, parents eat a hurried piece of toast whilst hurrying the family and students grab a cereal bar before school.

Boxed cereal saw a huge uplift in sales at the start of lockdown when those who would normally pick up breakfast on the move, now found themselves at home. Aside from this peak, the sales pattern follows a similar trend year on year with a small rise during the summer months.

Cereal Box Sales
Cereal Bar Sales
Cereal based bars are the ultimate in breakfast convenience – with a similar set of nutrients to traditional cereal they have been on the market sporadically since the 1970s. Today sales are increasing. We looked at cereal breakfast bars like Nutri Grain Apple, Kellogg’s Coco Pops Milk Bar and Kellogg’s Rice Krispies Squares. Sales fell dramatically during lockdown but have continued to grow year on year. There are clear peaks and troughs in sales which correspond to school term times. Sales rise in February, with a dip for Easter break and a larger dip for the summer holidays. There is a peak as autumn term begins, with another dip for October half term and then further drop at Christmas break.

It makes sense for stores to offer both breakfast cereal options, as each have a good proportion of market share. Be ready as each term starts for an uplift in sales of cereal bars.

Cereal Boxes v Cereal Bars 2020-2022
Best Selling Cereal Boxes
Barcode Description Percentage of Sales Margin
5059319018782 Kelloggs Crunchy Nut 500g Pm 3.29 0.0526.9%
5059319014784 Kelloggs Cornflakes 500g 2.99 0.0428.8%
5010029000016 Weetabix 24s 430g 0.0422.3%
5059319018966 Kelloggs Coco Pops 480g 3.29 0.0426.4%
5053827191753 Kelloggs Variety 8pk PMP £2.49 0.0432.2%
5059319018812 Kelloggs Frosties 500g 3.29 0.0326.6%
5059319016405 Kelloggs Krave Chocolate H/Nut 410g 3.29 0.0326.6%
5000108280163 Quaker Oat So Simple Smooth Golden Syrup Porridge Pot 57g PMP 99p 0.0230%
5010029217162 Weetabix Pm299 24s 430g 0.0225.5%
5010029000504 Weetabix 215g 0.0227.8%
Best Selling Cereal Bars
Barcode Description Percentage of salesMargin
5059321002267 Kelloggs Rice Krispies Squares Marshmallow 28g Pm 59p 0.1527.4%
5059321002298 Kelloggs Rice Krispies Squares Chocolate 36g Pm 59p 0.1427.2%
5059321002236 Kelloggs Rice Krispies Squares Caramel & Chocolate Bar 36g Pm 59p 0.1127.0%
5059321002175 Kelloggs Nutri-Grain Bars Strawberry 37g pm 59p 0.1027.6%
5059321002083 Kelloggs Coco Pops Milk Bar 20g Pm 59p 0.0627.0%
7622210614742 Belvita Breakfast Biscuits Soft Bakes Choc Chips 50g Pm 60p 0.0519.5%
5059321002205 Kelloggs Nutri-Grain Bars Apple 37g Pm 59p 0.0327.4%
5059321002144 Kelloggs Nutri-Grain Raisin Bake 45g Pm 59p 0.0325.9%
5059321002113 Kelloggs Crunchy Nut Chocolate Peanut Bar 35g Pm 59p 0.0229.4%
7622201776367 Belvita Honey & Nut Pm60 0.0222.2%
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