Cereal Category Sales Figures

Brands

Ingredients

Dollar Sales (millions)

Dollar Growth (percent)

Current Dollar Share (percent)

Share Growth (percent)

Flakes

Arrowhead Mills (Hain Celestial), Cascadian Farms (General Mills), Erewhon, Health Valley, Lifestream, Nature's Path, New Organics, Uncle Sam's (U.S. Mills)

amaranth, barley, buckwheat, corn, kamut, millet, oats, soy, spelt, quinoa, wheat or multigrains

$99.8

87.5

45.1

9.0

Other

Golden Temple Peace Cereals, Kashi Good Friends and Medley, Nature's Path Optimum Slim

crisps, flakes and rolled ingredients, such as oats

$36.7

59.8

16.6

1.0

Puffs

Barbara's Bakery Puffins; Kashi; Mother's Bumpers; Lifestream Puffed Corn, Rice, Millet

corn, kamut, millet, wheat

$36.5

59.0

16.5

0.6

Granola/ Muesli

American Prairies, Cascadian Farms, Nature's Path, New England Natural Bakers, Wildtime, Breadshop (Hain Celestial)

whole-rolled or quick oats with nuts, coconut, brown sugar, honey malt extract, dried milk, dried fruits, water, vegetable oil and spices

$22.1

7.3

10.0

-4.0

Biscuits

Arrowhead Mills, Barbara's Bakery Shredded Spoonfuls, Cascadian Farms, Nature's Path Shredded Oaty Bites

whole-grain wheat or oats, oat or corn flour

$20.5

-11.1

9.3

-6.4

O's and Shapes

Barbara's Bakery Stars, Cascadian Farms, New Morning Oatios (U.S. Mills), New Organics

whole-grain wheat or oats, oat or corn flour

$20.5

-11.1

9.3

-6.4

O's and Shapes

Barbara's Bakery Stars, Cascadian Farms, New Morning Oatios (U.S. Mills), New Organics

whole-grain wheat or oats, oat or corn flour

$5.6

32.5

2.5

0.3

Totals

$221.3

49.9

100