Total U.S. sales via supermarkets, drugstores, mass market retailers, military commissaries and select club and dollar chains for the 52 weeks ended Jan. 22.
2017 STATE OF THE INDUSTRY ALMANAC
TOP BRANDS
DOLLAR
SALES
(MILLIONS)
CHANGE
VS. YEAR
AGO
SHARE UNI T SALES (MILLIONS) CHANGE VS. YEAR AGO AVG. PRICE PER UNIT
Private label $4,599.4 - 13.3% 61.5% 1,816.8 - 6.2% $2.53
DairyPure-multiplebrands 695.5 24.0 9. 3 240.7 28. 9 2.89
HoodLactaid 391.3 4. 3 5.2 86. 4 2.7 4. 53
HorizonOrganic 316.0 - 6.1 4.2 61. 6 - 5. 7 5. 13
PrairieFarms 135. 4 - 7. 4 1.8 50. 6 -1.8 2.68
Hiland 115. 3 - 14. 4 1.5 40. 8 - 8. 6 2.83
OrganicValley 94. 8 -0.7 1.3 19.0 -0.6 4. 98
Fairlife 77. 5 88.0 1.0 22. 6 81. 7 3. 43
Hood 72.2 - 7.0 1.0 24. 4 - 5.1 2.97
KempsSelect 48. 9 - 13.0 0.7 18. 6 - 7. 7 2.63
Categorytotal 7,483.6 - 11.0 100.0 2,709.4 - 5. 8 2.76
TOP VENDORS
DOLLAR
SALES
(MILLIONS)
CHANGE
VS. YEAR
AGO
SHARE UNIT SALES (MILLIONS) CHANGE VS. YEAR AGO AVG. PRICE PER UNIT
Privatelabel $4,599.4 - 13.3% 61.5% 1,816.8 - 6.2% $2.53
DeanFoods 742.1 11. 9 9. 9 259.5 16.2 2.86
HPHood 463.6 2.3 6.2 110. 7 0.9 4. 19
Whitewave Foods Co. 316.0 - 6. 3 4.2 61. 6 - 5. 8 5. 13
Prairie Farms Dairy 139. 3 - 7. 6 1.9 51. 9 -2.1 2.68
TOP VENDORS
DOLLAR
SALES
(MILLIONS)
CHANGE
VS. YEAR
AGO
SHARE UNIT SALES (MILLIONS) CHANGE VS. YEAR AGO AVG. PRICE PER UNIT
Quaker Oats Co. $766.6 -1.4% 59.7% 265.8 -0.6% $2.88
Privatelabel 288.6 -2.9 22. 5 140. 6 -2.0 2.05
B & G Foods 72. 3 -0.4 5. 6 21.0 3. 3 3. 45
PostHoldings 41. 8 3. 4 3. 3 15.0 -0.3 2.79
Bob’s Red Mill Natural Foods 35.1 15.2 2.7 8. 5 27. 5 4. 13
TOP BRANDS
DOLLAR
SALES
(MILLIONS)
CHANGE
VS. YEAR
AGO
SHARE UNI T SALES (MILLIONS) CHANGE VS. YEAR AGO AVG. PRICE PER UNIT
Quaker $613.2 -2.1% 47.8% 204.2 -1.3% $3.00
Privatelabel 288.6 -2.9 22. 5 140. 6 -2.0 2.05
CreamofWheat 67.0 -0.9 5.2 19.1 2.7 3. 52
Quaker Lower Sugar 41. 5 16. 3 3.2 14. 9 34. 9 2.79
Bob’s Red Mill 35.1 15.2 2.7 8. 5 27. 5 4. 13
Quaker Real Medleys 33. 4 - 14. 4 2.6 20.0 - 16. 4 1.67
QuakerProtein 22.0 12.0 1.7 8.2 22. 7 2.69
Quaker Weight Control 16. 4 - 10. 6 1.3 5.2 - 10. 7 3. 13
Quaker High Fiber 14. 3 - 18. 6 1.1 4. 4 - 20.2 3. 22
Better Oats Oat Revolution 12.2 0.3 1.0 4. 4 -0.9 2.78
Categorytotal 1,283.2 -2.1 100.0 476.0 -1.3 2.70
TOP BRANDS
DOLLAR
SALES
(MILLIONS)
CHANGE
VS. YEAR
AGO
SHARE UNI T SALES (MILLIONS) CHANGE VS. YEAR AGO AVG. PRICE PER UNIT
Privatelabel $656.7 - 7.5% 7.6% 261.3 - 8.8% $2.51
General Mills Honey Nut Cheerios 496.6 0.3 5. 7 147.9 1.4 3. 36
Post Honey Bunches of Oats 404.9 -1.9 4. 7 120. 3 -2.2 3. 37
Kellogg’sFrostedFlakes 400.1 - 4.1 4. 6 125. 4 -1.2 3. 19
General Mills Cinnamon Toast Crunch 358.1 2.3 4.1 107.0 2.0 3. 35
GeneralMillsCheerios 320.0 0.5 3. 7 97.2 -1.2 3. 29
Kellogg’sFrootLoops 253.0 -1.3 2.9 83. 6 0.1 3.03
Kellogg’s Frosted Mini Wheats 252.6 - 5.2 2.9 73.2 - 6. 9 3. 45
General Mills Lucky Charms 244.2 - 3. 6 2.8 75. 6 - 3.1 3. 23
Kellogg’sRaisinBran 188.1 -1.1 2.2 54.2 -2.9 3. 47
Categorytotal 8,655.6 -2.0 100.0 2,644.9 - 3. 4 3. 27
TOP VENDORS
DOLLAR
SALES
(MILLIONS)
CHANGE
VS. YEAR
AGO
SHARE UNIT SALES (MILLIONS) CHANGE VS. YEAR AGO AVG. PRICE PER UNIT
GeneralMills $2,594.5 -2.4% 30.0% 783.0 -2.8% $3.31
KelloggCo. 2,585.4 -2.0 29. 9 785.8 -2.9 3. 29
PostHoldings 1,632.9 0.7 18. 9 461.5 - 3.0 3. 54
Privatelabel 656.7 - 7. 5 7. 6 261.3 - 8. 8 2.51
QuakerOatsCo. 556.8 - 4. 9 6. 4 182.7 - 6.1 3.05
Dean Foods and its Dairy Pure brand made a
huge splash into the category, jumping right to
the second spot on both the vendor and brand
sides. Despite a dip of nearly 15 percent, private
label still has a stranglehold on sales with 63.1
percent market share.
Dollars for top national vendor, Dean Foods,
were up nearly 12 percent, approaching 10
percent of category sales. That was still way
behind private label, which accounted for more
than 61 percent of dollars, down more than 13
percent. Average price per unit in the category
was $2.76, down 16-cents from last year.
Not much has changed in the cereal category.
General Mills and Kellogg’s continue to duke
it out for the top spot. Three cheers for Honey
Nut Cheerios, the No. 1 national brand with 5. 7
percent of category dollars, followed by Post’s
Honey Bunches of Oats.
REFRIGERATED SKIM/LOWFAT MILK
READY;TO;EAT CEREAL
HOT CEREAL/OATMEAL
