>>Strong brands compete for attention with multiple offers
Almost 400 new on-pack promotions have been launched since July 2004 in the breakfast cereals category, by far the highest number of on-pack offers within the grocery sector, due to the multitude of strong brands competing for attention.
The size and design of the breakfast cereal packaging lends itself perfectly to on-pack promotions and the branded manufacturers are leading the way. Kellogg and Cereal Partners traditionally fight for the top spot, and during the past 12 months Kellogg ran slightly more promotions.
Promotions tend to be targeted towards the children’s sector to take advantage of ‘pester power’ and often rely on popular licences, related to films and cartoon characters, to generate appeal. Many of the promotions also operate on a collectable basis, which encourages repeat purchase. Free gifts is the dominant offer, accounting for almost half of all on-pack promotions.
Multibuy is the most popular promotional mechanic, accounting for almost double the number of in-store price reductions. This is particularly true of breakfast cereals, where multibuys account for more than 70% of all price promotions.
Buy one get one free
Application via website
By Alexander Schwendtner, operations manager, POS+ For more information, contact Matt Shepherd on 020 7606 4533 or e-mail shepherd@mintel.com
Almost 400 new on-pack promotions have been launched since July 2004 in the breakfast cereals category, by far the highest number of on-pack offers within the grocery sector, due to the multitude of strong brands competing for attention.
The size and design of the breakfast cereal packaging lends itself perfectly to on-pack promotions and the branded manufacturers are leading the way. Kellogg and Cereal Partners traditionally fight for the top spot, and during the past 12 months Kellogg ran slightly more promotions.
Promotions tend to be targeted towards the children’s sector to take advantage of ‘pester power’ and often rely on popular licences, related to films and cartoon characters, to generate appeal. Many of the promotions also operate on a collectable basis, which encourages repeat purchase. Free gifts is the dominant offer, accounting for almost half of all on-pack promotions.
Multibuy is the most popular promotional mechanic, accounting for almost double the number of in-store price reductions. This is particularly true of breakfast cereals, where multibuys account for more than 70% of all price promotions.
Buy one get one free
Application via website
By Alexander Schwendtner, operations manager, POS+ For more information, contact Matt Shepherd on 020 7606 4533 or e-mail shepherd@mintel.com
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