Topher's Breakfast Cereal Character Guide
Breakfast Food Statistics
| Market share for 1999, 2005, 2008, 2011, and 2013. Figures are rounded to the nearest point. |
| Manufacturer | 1999 | 2005 | 2008 | 2011 | 2013 |
| Kellogg's | 32% | 32% | 33% | 32% | 32% |
| General Mills | 31% | 26% | 25% | 28% | 28% |
| Private Labels | 8% | 14% | 14% | 15% | 12% |
| Post | 16% | 15% | 15% | 13% | 11% |
| Malt-O-Meal | 3% | 5% | 5% | 6% | 10% |
| Quaker Oats | 9% | 6% | 7% | 7% | 6% |
| All Other | 0% | 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. |
| Market share for 1995, 1999, 2005, 2008, 2011 and 2013. Figures are rounded to the nearest 1/10 of a point. |
| Cereal | 1995 | 1998 | 2005 | 2008 | 2011 | 2013 |
| General Mills Cheerios | 6.5%+ | 7.6%+ | 11.3% | 12.6% | 13.6% | 11.6% |
| Kellogg's Frosted Flakes | 4.2% | 3.9% | 4.1% | 3.8% | 3.9% | 5.4% |
| Kellogg's Special K | < 2.0% | < 2.0% | 4.0% | 5.4% | 6.1% | 4.9% |
| Post Honey Bunches of Oats | < 2.0% | < 2.0% | 4.1% | 4.9% | 5.2% | 4.8% |
| Kellogg's Frosted Mini Wheats | < 2.0% | 2.9% | 3.2% | 3.5% | 3.5% | 4.2% |
| Kellogg's Raisin Bran | 2.7% | 2.7% | 2.9% | 3.0% | 2.9% | 3.6% |
| General Mills Cinnamon Toast Crunch | < 2.0% | 1.9% | 2.6% | 2.4% | 3.1% | 3.2% |
| Quaker Oats Cap'n Crunch | < 2.0% | < 2.0% | 2.4% | 2.4% | 2.5% | 3.1% |
| General Mills Lucky Charms | 2.0% | 2.2% | 2.4% | 2.4% | 2.5% | 2.8% |
| Kellogg's Froot Loops | < 2.0% | < 2.0% | 2.5% | 2.6% | 2.3% | 2.6% |
| General Mills Chex | n/a | n/a | n/a | n/a | 2.1% | 2.5% |
| Quaker Oats Life | < 2.0% | < 2.0% | 2.3% | 2.3% | 2.3% | 2.2% |
| Post Pebbles | n/a | n/a | n/a | n/a | 2.2% | 1.7% |
| Kellogg's Rice Krispies | 2.8% | 1.9% | 2.1% | 2.3% | 2.0% | 1.4% |
| All Others Combined | 72.2% | 74.3% | 54.0% | 50.1% | 43.2% | 46.0% |
| 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. |
| 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. |
| 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. |
| Shares are based upon $617.6 Million market in 1996. Figures are rounded to the nearest 1/10 of a point. |
| Kellogg's Pop Tarts | 53.5% |
| Pillsbury Toaster Strudel | 17.5% |
| Nabisco | 6.4% |
| All Private Labels Combined | 22.6% |
| Source: New York Times (05/17/97, p. 21) from A. C. Nielsen as published in Market Share Reporter - 1998. |
[ General Mills |
Kellogg's |
Post |
Quaker Oats |
Ralston |
Nestle and Nabisco ]
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© 1998 Topher
Updated 2018
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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. |