GHQ CENTER STORE
merchandising and new
products are ensuring that the
most important meal of the
day remains just that.
BY RICHARD TURCSIK
AS ANYONE WHO HAS BEEN TO A MCDONALD’S IN THE PAST YEAR CAN ATTEST, break- fast is not just for breakfast anymore. And just as it has
become acceptable to chow down on a Sausage
McGriddle with egg for lunch, dinner or a late-night snack, it is the same with a bowl of cereal
or plate of pancakes in the comfort of one’s
Retailers are recognizing this and waking up
their cereal aisles and breakfast freezer cases
with new products and merchandising ideas.
In Central Pennsylvania, Weis Markets –
the subject of this month’s Retail Spotlight
that begins on page 28 – merchandises tubs of
multi-colored frosted marshmallows, sourced
from the bakery department, in the middle of
its cereal aisle so consumers can turn any cereal
into a custom-made version of Lucky Charms.
Mechanicsburg, Pa.-based Karns Quality
Foods uses a cardboard shipper to merchan-
dise jars of private label freeze dried fruit slices
that make for an interesting culinary addition
to hot and cold cereals. Offered for $4.99 each,
the spice-rack size jars are available in apple
slices, banana chips, strawberries and mango
It is creative touches like these that are heating up the category and helping to turn around
soggy cereal sales, say manufacturers.
According to IRI, a Chicago-based market
research firm, sales of ready-to-eat cold cereal
were $8.56 billion for the 52-weeks ended Aug.
13, 2017, a decline of 2.12 percent, while sales
of hot cereal/oatmeal were $1.28 billion, a drop
of 1.54 percent.
“Smart retailers are seeking to optimize
their shelf sets for their consumers and their
neighborhoods,” says Shannon Peterson, a
spokesperson for Post Consumer Brands,
based in Lakeville, Minn. “Every segment
within the cereal category plays a role as retail-
ers ‘fix the mix,’ making sure that they are
providing the right products at competitive
every day and promotional prices. Consumer
interest is changing and retailers must first
know who their most important shoppers are,
and then make the changes necessary to meet
Peterson cites WinCo and Ahold as two
retailers building cereal sales. PCB’s business
is up 2.54 percent in terms of dollar share at
WinCo, where the company has a 37.6-percent
share of cereal sales, and up 0.53 percent at
Ahold’s family of stores, which includes Stop
& Shop and its sister Giant divisions based in
Landover, Md., and Carlisle, Pa.
“Though much of our success at these
accounts can be attributed to the strong