This article is part of our digital feature on breakfast 2016.

Meet the buyer… 

Jayne Lattimore
 trading controller, Nisa

Jayne has worked for Nisa for 18 years, having joined as an office coordinator. She has worked as promotions coordinator, buyer’s assistant and in the data team. Jayne says no two days in her role as trading controller are the same, as consumer habits and the market continually evolve.

What was the best launch in breakfast over the past 12 months?

JL: Within RTE, Weetabix Protein, which was designed to attract the younger, more health-conscious consumer.

How are changing consumer perceptions around health changing the category?

JL: RTE breakfast cereals have received a lot of bad press over the last few years in relation to sugar. As a result, a number of brands no longer saw TV advertising as an opportunity for their products and therefore had to change the way they communicate with consumers, switching to on-pack activity. A number of manufacturers have also been working hard to reduce the sugar content in their products, and some have done so with great success.

Growing health consciousness and campaigns encouraging consumers to “build their own breakfast” have led to increased use of additional cereal toppings. According to Kantar, toppings are now added to one in five bowls, with extras including nuts, fresh and dried fruit, yoghurt and honey.

How has your breakfast offering changed over the past year?

JL: Nisa has certainly recognised that on-the-go breakfast is an essential offering within the convenience sector. We can no longer only offer lunch and evening meal solutions but need to consider options for the whole day, starting with breakfast. More so than ever before, people are living busier lives with a pick-up-and-go mindset, and in recognition of this we introduced a number of breakfast drinks to the range, including Weetabix On the Go and Fuel 10K. These offer a quick solution for consumers but it is important that stores position them correctly, ideally in a food-to-go chiller alongside breakfast juice drinks.

How will the market shape up over the next year?

JL: Nisa will continue to offer competitive prices to both its members and consumers on key lines across the breakfast category. Our aim is to ensure that stores have the right range to meet consumer needs. I believe there is also some exciting NPD from suppliers planned for 2017, which will hopefully give the RTE breakfast cereal category the extra boost it needs.

Previous article: Revealed: Baked goods get a 10% rise at breakfast time

Next article: Infographic: Who’s plumping for protein at breakfast?

 

10 things you need to know about... breakfast