Consumers are turning away from branded breakfast cereals in favour of own label to save money.
The Grocer's Focus On cereals feature also reveals shoppers are opting for bigger packs and cutting the number of cereals they buy from an average of seven per household.
"Branded packs of 600g and over are up, while smaller branded packs are down," said Andrew Pyne, corporate affairs manager for Cereal Partners UK.
"This is even more obvious in private label options, where large packs are up 3.6%."
The Grocer's Focus On cereals feature also reveals shoppers are opting for bigger packs and cutting the number of cereals they buy from an average of seven per household.
"Branded packs of 600g and over are up, while smaller branded packs are down," said Andrew Pyne, corporate affairs manager for Cereal Partners UK.
"This is even more obvious in private label options, where large packs are up 3.6%."
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