COFFEE MARKET SHARES (CHART)

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Regular coffee

GENERAL FOODS1991 1992 1993

Maxwell House Regular16.5% 16.6% 16.7%

Decaf2.0% 2.0% 2.0%

Private Collection0.6% 0.6% 0.6%

Subtotal19.1% 19.2% 19.3%

Master Blend8.8% 9.0% 9.1%

Sanka1.6% 1.4% 1.1%

Yuban Regular2.2% 2.2% 2.2%

Decaf0.3% 0.3% 0.3%

Subtotal2.5% 2.5% 2.5%

Brim (incl. Max-Pax)1.3% 1.3% 1.2%

Total33.3% 33.4% 33.2%

PROCTER & GAMBLE

Folgers Regular22.5% 22.4% 23.5%

Flakes4.8% 4.7% 4.0%

Decaf3.9% 3.7% 3.7%

Butternut0.6% 0.5% 0.4%

Maryland Club0.3% 0.2% 0.2%

Total32.1% 31.5% 31.8%

NESTLE

Hills Brothers10.3% 9.5% 8.8%

Chase & Sanborn4.0% 5.3% 4.5%

MJB3.1% 2.9% 3.2%

Tasters Choice0.2% 0.1% 0.1%

Sarks0.1% 0.1% 0.1%

Total17.7% 17.9% 16.7%

CHOCK FULL O'NUTS3.8% 4.0% 4.1%

Cain's Coffee Co.- 0.2% 0.2%

Private Brands Inc.-Safari- 0.2% 0.2%

Total3.8% 4.4% 4.5%

ALL OTHERS13.1% 12.8% 13.8%

GRAND TOTAL100.0% 100.0% 100.0%

Instant coffee

GENERAL FOODS1991 1992 1993

Maxwell House Regular19.7% 19.6% 19.5%

Decaf1.6% 1.5% 1.3%

Subtotal21.3% 21.1% 20.8%

Maxim1.1% 1.0% 0.9%

Sanka8.2% 8.1% 7.9%

Freeze Dried Sanka0.6% 0.5% 0.4%

Yuban0.8% 0.7% 0.6%

Brim0.7% 0.6% 0.4%

International Coffees3.1% 3.0% 2.8%

Total35.8% 35.0% 33.8%

NESTLE

Taster's Choice Regular13.0% 13.2% 11.9%

Decaf5.2% 4.9% 4.7%

Nescafe Regular6.8% 7.3% 8.3%

Decaf2.5% 2.6% 1.9%

Hills Brothers2.3% 1.9% 2.0%

Chase & Sanborn2.1% 2.4% 2.1%

MJB1.2% 1.0% 0.8%

Sunrise0.6% 0.6% 0.6%

Total33.7% 33.9% 32.3%

PROCTER & GAMBLE

Folgers Regular18.0% 18.1% 18.0%

Decaf6.2% 6.4% 6.2%

Highpoint1.1% 1.0% 0.5%

Total25.3% 25.5% 24.7%

ALL OTHERS5.2% 5.6% 9.2%

GRAND TOTAL100.0% 100.0% 100.0%

1993 figures are estimates. Source: John C. Maxwell Jr.

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