Progressive Grocer

AUG 2015

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Tough cereal shows up in baskets across all kinds of shopping trips, true to its pantry staple nature, RTEC is most ofen purchased as part of a stock-up trip, 37 with stock-up shoppers typically buying two boxes of cereal per trip. However, cereal stock-ups aren't an everyday or even every week occurrence. Te average cold cereal shopper makes just one cereal-buying stock-up trip per month. 38 Tis underscores the point made previously: RTEC sales have been stagnating due to the decline in frequency of purchase–not because consumers are leaving the category. Pre-shopping behaviors List type (among those making a list) Sources: Breakfast A&U, 2012; 2015 pantry audit; GfK, Shopper Insights Shopping List Study, 2013 When planning for grocery shopping, a shopper usually: 60% Shoppers who check the pantry/cabinets to see what items are low/needed 84% Shoppers who make a list before going to the store Checks the pantry Checks with family Checks the ads Creates a list Uses his or her mobile phone Paper 62% Electronic 27% Weekly ads/ flyers 7% Mental list 4% 4 R T E C A N D H I G H E R C E N T E R S T O R E S A L E S

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