Background
41% of all shoppers visit the breakfast aisle — the fifth highest percentage for all supermarket categories and the highest among center-store destinations. However, 62% of aisle visitors are simply passing through to another destination and of that group only 18% make a hot-cereal purchase.
Insight
Hot breakfast cereal is a year round choice for loyal consumers.
They shop the same sku 90% of the time, which they select quickly in a habitualised way, often grabbing and moving on quickly..
When intercepted directly after their purchase, these shoppers aren’t even aware of relatively new products with additional Health & Wellness benefits.
While those not shopping the category site, uninteresting products and ranges as the main reason they deselect it.
Finding ways to re-engage the established shopper, while winning conversion from new shoppers, in the aisle that has the highest foot traffic of any in the centre of the store is key to expanding the category.
Action
New vertical planogram that brought more focus to new lines.
Result
Category sales lift of 5% to 7%.
Reference
Path to Purchase Institute. (2011, February 14). Shopper Marketing Case Studies: Quaker revamps the Hot Cereal Category. Path to Purchase Institute.
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