Dallas, TX -- (SBWIRE) -- 06/08/2010 -- ReportsandReports Announce it Will carry The Top-up Shopper Mission 2010; Breakfast Cereals Focus Market Research Report in its Store.

Browse the complete Report on: http://www.reportsandreports.com/market-reports/the-top-up-shopper-mission-2010-breakfast-cereals-focus/

Addressing the increasingly significant top-up food and grocery industry, Evolution presents the most up to date and authoritative study into the market, shoppers’ motivations and behaviours, and retailer top-up propositions - offering relevant and actionable insight for your business.

Evolution’s report also goes beyond market and shopper analysis to offer additional detailed analytics relating to breakfast cereal top-up shoppers, and how they compare to the average top-up shopper.

The report will help your business to develop targeted shopper marketing initiatives designed to influence shoppers at the point of purchase, explore broader demand in the top-up market and identify how breakfast cereal performs in relation to others, drawing key learnings and opportunities for growth.

The report covers all major retail channels including supermarkets and superstores, c-stores, symbol group and independents Aimed at FMCGs, retailers and in-store creative agencies, the report will help you to: Understand the size and value of the top-up market in the UK.

Recognise the role and profile of the top-up shopper in the UK food and grocery market.

Learn about the underlying drivers and motivations for different top-up missions and how these can influence choice of channel or store.

Find out how food and grocery retailers perform in the top-up market, and how their propositions cater for their top-up shopper.

Understand how top-up shoppers behave in-store; what journey they take, their key decision points and how they are affected by marketing.

Find out which methods of shopper marketing are the most effective with top-up shoppers.

Review the key drivers of change, major innovations and trends shaping the top-up market.

In addition to extensive coverage of the top-up market and shopper motivations and behaviours, ‘Breakfast Cereal Focus’ will help your business identify specifically how breakfast cereal performs in relation to other categories in the top-up market.

Review the profile of breakfast cereal top-up shoppers by key metrics including demographics, penetration, geographic region, frequency and spend.

Compare and contrast the views of breakfast cereal top-up shoppers to the average top-up shopper in relation to key topics including budgeting, planning, shopping lists and different shopper marketing initiatives.

Ascertain the performance of the breakfast cereal top-up market across the different UK retailers and channels, and identify opportunities for growth.

Recognise complementary categories for top-up shoppers who buy breakfast cereal.

Discover the different circumstances in which shoppers buy breakfast cereal as part of their top-up shop.

Table of Contents

Key findings and executive summary

The top-up mission definition
Shopper missions
Top-up missions

A framework for behaviour
A framework for behaviour – shopper context
A framework for behaviour – mission context

The top-up market
Market size
Retailer top-up visitor penetration
Big Four retailers share of last top-up shopping visit
Categories shopped

Drivers and trends
The macro environment
Trends from abroad
Innovations
The top-up mission at a glance
Penetration
Purpose
Timing and frequency
Spend
Budgeting
Shopping lists

Top-up shopper behaviour
The path to purchase

Top-up shopper behaviour: store choice
Retailer share of most recent visit
Channel share of most recent visit
Drivers
Drivers – proximity to home
Drivers – value
Drivers – access/parking
Drivers – range
Drivers – newness and excitement
Drivers – non-food

Top-up shopper behaviour: basket or trolley selection
Share
The influence on spend
Scope for innovation

Top-up shopper behaviour: the in-store journey
Store traffic
Top-up hotspots
‘Perimeter road’ layout
Fresh food layout
C-store layout
Need driven layout
Shopper mindset – modality
Shopper mindset – time constraints
Shopper mindset – mental budget
Shopper mindset – consumption mindset

Top-up shopper behaviour: category selection
Categories shopped
Pivotal categories

Top-up shopper behaviour: product and brand selection
Merchandising
Pricing
Promotions
Brand loyalty and repertoire
Packaging
Off-shelf displays

The Top-up mission: Breakfast Cereal focus
Key findings
Penetration by demographic
Frequency
Spend
Retailer share of last trip
Channel share of last trip
Big four share of last trip
Product accompaniments
Mission purpose
Day of week
Number of items bought versus planned
Shopper responsibilities
Geographic region
Use of shopping list
Modality
Budgeting
Drivers of store choice
Carriage medium
Shopper marketing initiatives

Retailer top-up profiles
Asda top-up shopper penetration
Asda shopper proposition
The Co-op shopper proposition
Marks and Spencer shopper proposition
Morrisons top-up shopper penetration
Morrisons shopper proposition
Sainsbury’s top-up shopper penetration
Sainsbury’s shopper proposition
Tesco top-up shopper penetration
Tesco shopper proposition
Waitrose shopper proposition
Discounters shopper proposition
Symbol groups

Methodology
Methodology
Quantitative research - survey
Qualitative research – accompanied shops
Qualitative research – focus groups

Glossary

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Related Reports:
Eat Natural case study: establishing a brand in the breakfast cereal and cereal bar markets
http://www.reportsandreports.com/market-reports/eat-natural-case-study-establishing-a-brand-in-the-breakfast-cer/

The UK Top-up Shopper Mission 2010; Alcohol Focus
http://www.reportsandreports.com/market-reports/the-uk-top-up-shopper-mission-2010-alcohol-focus/

The Top-up Shopper Mission 2010; Hot Drinks Focus
http://www.reportsandreports.com/market-reports/the-top-up-shopper-mission-2010-hot-drinks-focus/

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