Cereals promotions were again dominated by Kellogg's, with its brands accounting for more than half (58%) of offers.
The activity seems to have paid off the most heavily promoted brand, Special K, is also the biggest-selling [SymphonyIRI 52w/e 9 Oct 2010], although Kellogg's is struggling to add value against the rise of 'healthy' cereals such as porridge and muesli.
Special K accounts for 11.96% of all cereal promotional activity, a percentage point increase on the previous year, when it lagged behind fellow Kellogg's brands Coco Pops and Crunchy Nut. Promotions encouraged more purchases of Special K, leading to a 2.5% increase in volume sales, but there was a price to pay value sales, which fell 0.4% to £121.9m [SymphonyIRI].
And the impact was even more stark on Corn Flakes, which saw the biggest increase in promotions (up by 2.7%), but a 4.2% fall in value, with only Coco Pops and Bran Flakes promoted less than in 2009.
Focus On Cereals
The activity seems to have paid off the most heavily promoted brand, Special K, is also the biggest-selling [SymphonyIRI 52w/e 9 Oct 2010], although Kellogg's is struggling to add value against the rise of 'healthy' cereals such as porridge and muesli.
Special K accounts for 11.96% of all cereal promotional activity, a percentage point increase on the previous year, when it lagged behind fellow Kellogg's brands Coco Pops and Crunchy Nut. Promotions encouraged more purchases of Special K, leading to a 2.5% increase in volume sales, but there was a price to pay value sales, which fell 0.4% to £121.9m [SymphonyIRI].
And the impact was even more stark on Corn Flakes, which saw the biggest increase in promotions (up by 2.7%), but a 4.2% fall in value, with only Coco Pops and Bran Flakes promoted less than in 2009.
Focus On Cereals
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