TOP 10 READY-TO-EAT CEREALS (CHART)

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Share of pound volume

Brand (marketer) 1985 1987 1989 1991 1993

Corn Flakes (Kellogg) 6.7% 6.3% 5.4% 5.4% 5.1%

Frosted Flakes (Kellogg) 6.0% 5.9% 5.1% 5.0% 4.9%

Cheerios (General Mills) 5.0% 4.6% 4.7% 4.5% 3.9%

Raisin Bran (Kellogg) 4.7% 4.3% 3.7% 3.7% 3.3%

Frosted Mini-Wheats (Kellogg) 2.0% 2.2% 2.1% 2.5% 3.3%

Cap'n Crunch (Quaker) 2.6% 2.9% 2.9% 3.0% 2.9%

Rice Krispies (Kellogg) 3.8% 3.6% 3.1% 3.2% 2.8%

Honey Nut Cheerios (General Mills) 2.8% 2.9% 3.1% 3.0% 2.7%

Chex (Ralston) 3.6% 3.6% 2.9% 3.2% 2.5%

Shredded Wheat (General Foods) 4.0% 3.9% 2.8% 2.3% 2.3%

TOTAL 41.2% 40.2% 35.8% 35.8% 33.7%

Source: John C. Maxwell Jr.

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