Some important statistics


Top Cereal Producers Market share for the year 1999.

Figures are rounded to the nearest point.

Kellogg's 32%
General Mills 31%
Post 16%
Quaker Oats 9%
Private Labels 8%
Malt-O-Meal 3%

General Mills has picked up the most market share (+3%) in the past 3 years, at the expense of Private Labels (-2%) and Kellogg's (-1%).
Sources: Snack Food Wholesale Bakery as reported by U.S. Business Reporter.


Most Popular Cereal Brands

Shares are based upon $7.6 Billion in supermarket sales in 1998
and $7.95 Billion in supermarket sales in 1995.
Figures are rounded to the nearest 1/10 of a point.

Cereal 1998 1995
General Mills Cheerios 4.6% 3.7%
Kellogg's Frosted Flakes 3.9% 4.2%
General Mills Honey Nut Cheerios 3.0% 2.8%
Kellogg's Frosted Mini Wheats 2.9% under 2.0%
Kellogg's Raisin Bran 2.7% 2.7%
Kellogg's Corn Flakes 2.6% 3.0%
General Mills Lucky Charms 2.2% 2.0%
Kellogg's Rice Krispies 1.9% 2.8%
General Mills Cinnamon Toast Crunch 1.9% under 2.0%
All Others Combined 74.3% 72.2%

In 1995, Kellogg's held 12 of the top 15 spots. Between 1995 and 1998, Kellogg's Fruit Loops, Kellogg's Special K and Kellogg's Corn Pops dropped off the top 9 list. In 1998 each percentage point of market share was worth $76 Million.

1998 Source: Advertising Age from Information Resources (supermarkets only) for the 52-weeks ended Dec. 27, 1998, as published on the AdAge website.
1995 Source: Advertising Age (09/30/96, p. S14) from Information Resources as published in Market Share Reporter - 1998.


Editor's note: You know Skittles make a fine cereal if you let them sit in milk long enough.