An increase in promotions in the four weeks to 7 November saw Nestlé's cereal brands add 1.3 value share points and 3.2 volume share points, according to IRI.
Kellogg's Special K saw the highest increase in promotional activity. The second and third most promoted cereals were also Kellogg's brands Coco Pops and Crunchy Nut. However, volume sales of Special K fell 0.1% and Coco Pops fell 5.5%, with only Crunchy Nut benefiting, with volumes up 12.6%.
Quaker's Oats So Simple more than doubled its promotional activity up from 41 deals in 2008 to 96 in 2009, and saw volumes increase 18.3%. There has also been an increase in promos on bigger packs, which consumers perceive as offering better value.
Focus On Cereals