The analysis creates a leaderboard of brands with products that spent the most time in the Best Sellers list for the given time period through a KPI we call the Presence Rate; the higher it is, the better.
1. Category Overview
The average price for the best sellers in the category is $9.7. With an average product rating count of 1848, the best sellers average product ratings for the category were found to be ☆4.7. #1 Brand, “Quacker” has 43 best selling products that spent a total of 8901 days in Best Selling Category with an average presence rate per product of 21.6%
Competing strongly on the basis of their brand presence, “Quacker” is followed by “General Mills Cereal,” “Bobs Red Mill,” “Natures Path,” competing next, having 23, 30 & 36 best selling products in one year on Amazon US.
Let us now analyze the category on different parameters.
2. Market Dynamics Overview
Here is some key Data on Products that spent the most time in the Top 100
We have analyzed here the average, median, top and low quartile, and min and max of the price, star ratings, and ratings of the top 100 products that entered the BSR Top 100 in the category Cereals on Amazon - the US.
Out of the top 100 products in the category, 75% of the products are on average priced at $12.8 with average star ratings of 4.8. The minimum star ratings obtained are 3.8. The maximum price quoted in this category in the top 100 is $50 and the maximum star ratings are 4.9.
It can be inferred that the competition in this category is super high especially on the basis of price. We found that the average price of the Top 30 brands out of the best sellers in the analyzed category is $13, higher than the average best selling price of the category. This indicates strong competition on the basis of pricing. A product with good ratings and in the Top quartile price range could make it to the top 100 for sure.
3. Brand Performance
Brands that had the longest presence in the Top 100 BSR with at least one product.
The presence rate is an indicator that measures the time spent by one or more products of a brand in the Top 100 of a given category. It is calculated as follows: Presence rate = Days spent in the Best 10 * / 365 X 100
A 100% presence rate for 21 out of 30 brands on the leaderboard makes it a super competitive niche. At least one product of each of the 22 brands has been a best seller for the entire year. “Quaker,” “General Mills Cereal,” “Bobs Red Mill,” & “Natures Path” made it to the list as the top 4 brands in the category with 113, 23, 30 & 36 products with the highest best-seller days in Top 100. “Quaker” is topping the charts with products by presence rate of 100%, a total of 8901 days of presence, significant. Its top-performing product is Quaker Instant Oatmeal.
“General Mills Cereal,” has made it to the 2nd position with 23 best selling products, for 2323 days of the year and “Lucky Charms” being its top-performing product. Third on the list is “Bobs Red Mill”, 30 bestselling products, and a total presence of 1579 days, but still, none of its bestselling products has made it to the Top 30 products leaderboard.
Here’s a leaderboard to take a deeper look into the top 30 brands that are successfully following the trends and have spent the most time in the Best 100 in the Cereal Category. It is rather striking that the brands “YOLEEZ”, and “Sukrin” with only 1 product, are grouped in this category with brands like “Quarter” & “Natures Path” with 113 & 36 products.
The Brands Leaderboard gives us a clear idea of the most popular Cereal subcategories, these are, Cold cereals, Oatmeal, Granola, Muesli, and Grits. Also, the increasing shift towards healthy eating lifestyle and habits have played an important role in driving the growth of the Breakfast cereal market, as healthier cereal brands have been introduced to the market, and more classic key brands started to diversify their product portfolio, in a way that would match consumers’ new preferences. Consumers for instance are looking more for sugar-reduced or sugar-free breakfast cereals, and brands are making that happen by producing more oat-based, low carb, and sugar-free cereals.
In fact, the Breakfast Cereals market is expected to grow annually by 4.1%, and its revenue amounts to US$62B in 2020. The largest revenue in this global segment is generated in the United States with US$20B in 2020 (Statista).
Here’s a leaderboard to take a deeper look into the brands that spent the most time in the Best 100 Cereals Category.
4. Top 30 Brands Leaderboard
It is found that 21 brands have had a presence rate of 100%.
The type of products dominating the category are low carb granola and oatmeal cereals. We can see that more than 10 brands ranking in the top 30 leaderboards are ranking for Granola.
It is interesting to see that with only 1 product, and with the lowest average price, $3, Crispix has found its way to the top 30 brands in the category with an average price of $13. Quaker - Cold Cereals has also made its space in the top 30 brands with two selling products at an average price of $3. The competition between the two is tough.
Rice Krispies is another brand in a similar price range with an average price of $4 and only 4 products as bestsellers and a presence rate of 100%. Quaker tops the list with 113 best selling products, with an average selling price of $10, and the highest total number of ratings, 226,376. Kellogg Cereal Variety has the highest average selling price, $28. It is also dominating the category in terms of the number of ratings, 5,074. We also found that the total number of ratings for the top 30 brands is 474,467 and the total ratings for the rest of the brands in the category are 103,326.
5. Top 30 Products Leaderboard
A deeper look into the best products that spent the most time in the Best 100 sellers in the category.
The top 30 best selling products come from 14 brands in this category, The rest of the 1968 products have had an average Best Sales Rank of 45. The top 5 brands being Low Karb, Special K, Kellogs, Quaker & Poop Like a Champion.
Low Karb has undoubtedly the most solid presence by product. It has 3 products in the top 5. They are all ranking for Keto granola cereals. It is surprising that Bobs Red Mill, and Natures Path which both have a high number of best-selling products with a 100% presence rate for at least one product, are not part of this list.
Quaker, Cheerios & Quaker - Hot Cereal have the lowest priced product in the category,$2. The average best selling price for the Top 30 ASIN positions is around $10.
5 out of 30 products have had #1 Bestseller Rank. The average best seller rank for the top 30 products in the category is 6. 50% of the products on the list are ranked below the average category rank.
The top 30 best selling products list is majorly dominated by-products with an average price of around $10. It is interesting to see that there’s a large price difference between the top 5 brands and that Kellogg Cereal Variety has the highest number of ratings but still didn’t make it to the top 10 product list.
Let’s have a look at the best performing products.
6. Top 4 Best Performing Products
This section is all about top 4 products dominating the Best Seller Ranking:
The big winner of the year is $13 “Low Karb”
This has a rating of 4.6 out of 5. (Voted to be the best in the category). The next two on the list are surprisingly also Low Karb Granola Cereals products, with merely different flavors. The first one, Low Karb Keto Nut Granola, with the Cinnamon Pecan flavor, has a rating of 4.6 and a presence rate of 95.1% which is 350 days in a year. The second one, with Cacao flavor, is rated 4.5 and has a presence rate of 94.8%.
The $3 Kellogs’ Special K is ranked 4th on the list with a presence rate of 94.8% of the year.
It is interesting that 3 products out of the top 4 on the list are all “Keto Nut Granolas” by Low Karb.
7. Brand Presence Rate by Product (Top 30) & their ASP
How the Top 30 brands in the Grocery & Gourmet Food > Breakfast Foods > Cereals Category have been competing over the past year on Amazon - United States.
Presence Rate: Time spent by one or more products of a brand in the Top 100 of a given category over the last year.
ASP Average: Average of one or more products’ Average Selling Price of a brand present in the Top 100 over the last year.
In this part of our research article, we have presented the performance of best ASINs of brands in terms of their ASP with respect to the Presence Rate. The brand with the highest ASP is GF Harvest, priced at $35 on an average. It is followed by Kellog Cereal Variety priced at $28. These two brands seem to compete closely with each other in terms of share of voice on the presence rate V/S average selling price graph.
The average ASP of this category is $13. With the comparisons made on the basis of the Presence Rate, it is evident that the category “Cereals” has extremely high competition on Amazon and for that matter other platforms too.
With this analysis, we are able to determine which brands are in the closest competition to each other, for example, General Mills Cereal, Froasted Flakes, Low Carb & Quaker are competing strongly with each other in this category.
With the comparisons made on the basis of the Presence Rate, we also see that “Poop Like a Champion” and “Crispix” are close competitors but they have a huge difference in price.
If you want to be a bestseller in the category, you should surely do a market analysis on the basis of pricing. Competitor analysis on the basis of the average selling price will surely help you rank higher and get into the Top 100 best selling products in this category.
8. Brand Presence Rate by Product (Top30) & their Best Avg.Sales Rank
How the Top 100 brands in the Grocery & Gourmet Food > Breakfast Foods > Cereals Category have been competing over the past year on Amazon - United States.
Your position here is an indication of your brand’s identity and also your product rankings. The most important is to have a higher position than that of your nearest competitor.
“Poop like a Champion” has the top position, followed by “Crispix” and “Sukrin”.
The Best Seller Analysis shows how difficult it is for brands to be on the top in the category
“Cereals” where brands have up to 60 products dominating the category throughout the year.
In our study, we looked at the most expensive product, the cheapest one, the product with the highest rating, and the one that had received the fewer reviews but still made it to the top 30.
Let us know in the comments how you feel about this episode, and see you soon for more ;)