Cereals and Muesli
23/03/2004
Cereal and muesli sales embodied a rising trend for the period September/October 2002 to September/October 2003. 1204 metric tons of cereals and muesli were sold in the beginning of the term, this amount increased to 1489 metric tons at the end. Converted to Czech crowns this amounted to 133 mil. CZK in September/October 2002 and 157 mil. CZK in September/October 2003.
We can classify this category into two segments according to consumers. These categories are cereals for kids (they are mostly denoted by fairytale or other children’s themes; or like a product for kids) and other products designed for adults and the whole family. Cereals and muesli for adults was major segment representing 66% of total cereals and muesli sales in September/October 2003. Cereals for kids were keeping stable share approximately 32 % during the above mentioned period. Muesli comprised almost 37% and corn flakes 22 % of total sales volume in September/October 2003.
Hypermarkets and supermarkets represent the most important sales channels for cereals and muesli (sales volume in September/October 2003 was 53% in hypermarkets and 36% in supermarkets), whereas sales embodies highest year to year growth in these types of outlets as well. Sales increased about 34% in hypermarkets and about 18% in supermarkets. Growth is not so prominent in the other types of outlets. This fact is probably conditioned by price, which is lowest even in hypermarkets and supermarkets. Whereas average price in hypermarkets was 102 CZK/Kg and in supermarkets 108 CZK/Kg, average price in foodstores was around 124 CZK/Kg (period September/October 2003).
Average prices of cereals and muesli depreciated in monitored period – from 110 CZK/Kg in September/October 2002 to 106 CZK/Kg in September/October 2003. Prices of products for kids expressively differ from prices of products for adults. Average price of cereals and muesli for adults gave 92 CZK/Kg in September/October 2002, average price of cereals and müsli for kids gave 132 CZK/Kg (despite of continuous price decrease). Average price of muesli was around 96 CZK/Kg; corn flakes had been cheaper with price around 71 CZK/Kg during named period.
If we compare purchasebility of cereals and muesli according to package size, we will find out that packages above 400g are most popular (they represented 46% of total sales volume in September/October 2003). Package size 251-400g represented 30% of total sales volume. Above named good-sized packages belong to best batch sizes according to price (their price amounted to 89 CZK/Kg in named period). Price of package size 251-400g cost approximately 106 CZK/Kg. The most expensive package size was the smallest one (till 250g) – price was 137 CZK/Kg.
We can classify this category into two segments according to consumers. These categories are cereals for kids (they are mostly denoted by fairytale or other children’s themes; or like a product for kids) and other products designed for adults and the whole family. Cereals and muesli for adults was major segment representing 66% of total cereals and muesli sales in September/October 2003. Cereals for kids were keeping stable share approximately 32 % during the above mentioned period. Muesli comprised almost 37% and corn flakes 22 % of total sales volume in September/October 2003.
Hypermarkets and supermarkets represent the most important sales channels for cereals and muesli (sales volume in September/October 2003 was 53% in hypermarkets and 36% in supermarkets), whereas sales embodies highest year to year growth in these types of outlets as well. Sales increased about 34% in hypermarkets and about 18% in supermarkets. Growth is not so prominent in the other types of outlets. This fact is probably conditioned by price, which is lowest even in hypermarkets and supermarkets. Whereas average price in hypermarkets was 102 CZK/Kg and in supermarkets 108 CZK/Kg, average price in foodstores was around 124 CZK/Kg (period September/October 2003).
Average prices of cereals and muesli depreciated in monitored period – from 110 CZK/Kg in September/October 2002 to 106 CZK/Kg in September/October 2003. Prices of products for kids expressively differ from prices of products for adults. Average price of cereals and muesli for adults gave 92 CZK/Kg in September/October 2002, average price of cereals and müsli for kids gave 132 CZK/Kg (despite of continuous price decrease). Average price of muesli was around 96 CZK/Kg; corn flakes had been cheaper with price around 71 CZK/Kg during named period.
If we compare purchasebility of cereals and muesli according to package size, we will find out that packages above 400g are most popular (they represented 46% of total sales volume in September/October 2003). Package size 251-400g represented 30% of total sales volume. Above named good-sized packages belong to best batch sizes according to price (their price amounted to 89 CZK/Kg in named period). Price of package size 251-400g cost approximately 106 CZK/Kg. The most expensive package size was the smallest one (till 250g) – price was 137 CZK/Kg.
