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Topher's Breakfast Cereal Character Guide

Breakfast Food Statistics

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Here are the commercially produced breakfast foods which are consumed most often.

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Top Cereal Producers
Market share for 1999, 2005, 2008, 2011, and 2013.
Figures are rounded to the nearest point.
Manufacturer19992005200820112013
Kellogg's32%32%33%32%32%
General Mills31%26%25%28%28%
Private Labels8%14%14%15%12%
Post16%15%15%13%11%
Malt-O-Meal3%5%5%6%10%
Quaker Oats9%6%7%7%6%
All Other0%0%1%0%1%
1999 Source: Snack Food and Wholesale Bakery as reported by U.S. Business Reporter. Data is for the full year 1999. 2005 and 2008 Source: A.C. Nielsen Financial Services. 2011 Source: Unnamed. 2005 Data is based on "unit sales" for the 52-weeks ended July 16, 2005. 2008 Data is based on "unit sales" for the 52-weeks ended June 8, 2008. 2011 Data is based on "unit sales" for the 52-weeks ended February 19, 2011. 2013 Data is based on "unit sales" for the 52-weeks ended November 23, 2013. Figures may not add up to 100% due to rounding.

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Most Popular Cereal Brands
Market share for 1995, 1999, 2005, 2008, 2011 and 2013.
Figures are rounded to the nearest 1/10 of a point.
Cereal19951998200520082011 2013
General Mills Cheerios6.5%+7.6%+11.3%12.6%13.6%12.9%
Kellogg's Special K< 2.0%< 2.0%4.0%5.4%6.1%6.2%
Kellogg's Frosted Flakes4.2%3.9%4.1%3.8%3.9%4.9%
Post Honey Bunches of Oats< 2.0%< 2.0%4.1%4.9%5.2%4.6%
Kellogg's Frosted Mini Wheats< 2.0%2.9%3.2%3.5%3.5%3.8%
General Mills Cinnamon Toast Crunch< 2.0%1.9%2.6%2.4%3.1%3.3%
General Mills Lucky Charms2.0%2.2%2.4%2.4%2.5%3.1%
Quaker Oats Cap'n Crunch< 2.0%< 2.0%2.4%2.4%2.5%2.9%
Kellogg's Raisin Bran2.7%2.7%2.9%3.0%2.9%2.9%
Kellogg's Froot Loops< 2.0%< 2.0%2.5%2.6%2.3%2.8%
General Mills Chexn/an/an/an/a 2.1%2.8%
Quaker Oats Life< 2.0%< 2.0%2.3%2.3%2.3%2.1%
Post Pebblesn/an/an/an/a 2.2%1.9%
Kellogg's Rice Krispies2.8%1.9%2.1%2.3%2.0%1.7%
All Others Combined72.2%74.3%54.0%50.1%43.2%44.1%
Where a cereal has an extended lineup, all varieties are included in the above figures. Percentages are based upon dollar sales (total units sold times average equivalent unit price).

Interesting notes:
In 1995, Kellogg's held 12 of the top 15 spots.
In 1998, each percentage point of market share was worth $76 Million.
In 2005, each percentage point of market share was worth approximately $61 Million.
In 2008, each percentage point of market share was worth approximately $62 Million.
In 2011, each percentage point of market share was worth approximately $61 Million.
In 2013, each percentage point of market share was worth approximately $88 Million.
1995 Source: Advertising Age (09/30/96, p. S14) from Information Resources as published in Market Share Reporter - 1998.
1998 Source: Advertising Age from Information Resources (supermarkets only) for the 52-weeks ended Dec. 27, 1998, as published on the AdAge website.
2005 Source: A.C. Nielsen Financial Services for the 52-weeks ended July 16, 2005.
2008 Source: A.C. Nielsen Financial Services for the 52-weeks ended June 8, 2008.
2011 Source: Unnamed for the 52-weeks ended February 19, 2011.
2013 Source: Unnamed for the 52-weeks ended November 23, 2013.

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Top 5 Brands By Manufacturer (2005)
Based upon total unit sales (all varieties) for the year ended July 16, 2005.
Listed in order of popularity (most popular listed first in each row).
Kellogg's
Frosted Flakes, Frosted Mini-Wheats, Raisin Bran, Special K, Froot Loops
General Mills
Cheerios, Cinnamon Toast Crunch, Lucky Charms, Cocoa Puffs, Kix
Post
Honey Bunches of Oats, Grape Nuts, Fruity Pebbles, Cocoa Pebbles, Honey-Comb
Quaker Oats
Cap'n Crunch, Life, Squares, Honey Graham, King Vitaman
Malt-O-Meal
Golden Puffs, Tootie Fruities, Marshmallow Mateys, Toasty O's, Frosted Mini Spooners
2005 Source: A.C. Nielsen Financial Services.


Top 5 Brands By Manufacturer (2013)
Based upon total unit sales (all varieties) for the year ended November 23, 2013.
Listed in order of popularity (most popular listed first in each row).
Kellogg's
Frosted Flakes, Special K, Frosted Mini-Wheats, Raisin Bran, Froot Loops
General Mills
Cheerios, Cinnamon Toast Crunch, Lucky Charms, Chex, Reese's Puffs
Post
Honey Bunches of Oats, Pebbles, Grape Nuts, Shredded Wheat, Raisin Bran
Quaker Oats
Cap'n Crunch, Life, Squares, Honey Graham, Essentials Puffed
Malt-O-Meal
Frosted Mini Spooners, Golden Puffs, Cinnamon Toasters, Berry Collasal Corn, Fruity Dyno-Bites
2013 Source: Unnamed.

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Top Commercial Breakfast Pastry Producers
Shares are based upon $617.6 Million market in 1996.
Figures are rounded to the nearest 1/10 of a point.
Kellogg's Pop Tarts53.5%
Pillsbury Toaster Strudel17.5%
Nabisco6.4%
All Private Labels Combined22.6%
Source: New York Times (05/17/97, p. 21) from A. C. Nielsen as published in Market Share Reporter - 1998.

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Tophers Breakfast Cereal Character Guide: Boxtops Navigational Map General Mills Kellogg's Post Quaker Oats Ralston Nestle and Nabisco Other Cereals Fictional Cereals Unclassified Cereals Side Orders Cereal Publications Create Your Own Cereal Name Cereal Index Vote for your Favorite Character Manufacturer's Contact Info Cereal Links

[ General Mills | Kellogg's | Post | Quaker Oats | Ralston | Nestle and Nabisco ]
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If you see any information which needs to be corrected, or have any information or
graphics to add, I would like to hear from you. Please e-mail me.
© 1998 Topher
Updated 2014

Thank you for visiting. Aloha!

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Disclaimer: This is a non-commercial site with the sole purpose of assisting visitors in locating information on their favorite breakfast cereal characters and brands. All of the names, characters, brands, and icons listed here are trademarks of their respective parent companies and cannot be used for commercial purposes. If any of my sources do not wish to be listed, please notify me and I'll remove the information and source until a new source for similar information can be located. Thank you.

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