Corporate Profiles - 2024 - 14

GRAIN-BASED FOODS
partnered with CDPQ and Roynat Equity Partners to acquire a majority
stake in St-Méthode Bakery (BSM), a supplier of fresh bread
products. BSM will continue to supply customers throughout Quebec
and other markets from its bakery in Quebec. The bakery now distributes
La Récolte de St-Méthode, Les Grains St-Méthode and Le
Campagnolo products to retailers and customers throughout Quebec
and Canada.
Of concern to the baking industry as the year progressed, particularly
among bread bakers, were steps taken by the 2025 Dietary
Guidelines Advisory Committee suggesting serious consideration
was being given to replace one of six servings of grains in its dietary
recommendations. Specifically, the committee, in public meetings,
has devoted considerable attention to the possibility of replacing a
serving of grain " with other staple carbohydrate foods (i.e., starchy
vegetables: beans, peas and lentils; starch red and orange vegetables). "
At least one committee member has taken the position that
nutrition goals would still be successfully achieved if total grains
intake were reduced by one ounce in the recommendation, so long
as they were replaced by one of the suggested alternatives.
The Grain Foods Foundation (GFF) has forcefully opposed the substitution
concept.
" A modification to decrease grains by one ounce-equivalent per day
in the HUSS (Healthy US Style Dietary Patterns) could drive underconsumption
and exacerbate nutrient deficiencies, such as dietary fiber,
folate, thiamin, niacin, iron, zinc, magnesium and calcium among
all Americans, including vulnerable populations and life stages, " said
Erin Ball, executive director of the GFF. " Grains contribute more than
15% of these nutrients to the HUSS dietary pattern, as presented at
meeting No. 5 (which took place in May). Considering these nutrients'
under-consumption in individuals ages one and older, the importance
of grains as a vehicle for nutrient adequacy was underlined and highlighted
at meeting No. 5. "
RTE CEREAL LOOKS TO COLLABORATIONS
Dollar sales in the ready-to-eat cereal category fell just short of $11
billion in the 52 weeks ended July 14, according to Circana. At $10.94
billion, dollar sales in the category were up 0.7% from the same period
a year ago.
Unit sales, however, remained a different story, falling 3.2% from
a year ago, according to Circana. The year-over-year unit sales losses
were a common theme for the major RTE cereal manufacturers as General
Mills, Inc., WK Kellogg Co, Post Consumer Brands and Quaker Oats
Co. sustained declines of 5.5%, 6.7%, 4.1% and 10.8%, respectively.
Helping prop the category up was private label, where dollar sales increased
13.5% to more than $1 billion and unit sales improved 6.2%
to 339.64 million.
Product " mashups " offer a winning formula, and for the RTE cereal
category they played an important role in 2024. Pairings of popular and
14 \ October 2024
LEADING
ready-to-eat cereal vendors
Dollar sales
1 General Mills, Inc.
2 WK Kellogg Co
3 Post Consumer Brands LLC
4 Quaker Oats Co.
5 Nature's Path Foods, Inc.
6 Small Planet Foods, Inc.
7 Kind LLC
8 Snack Generation, Inc.
9 Catalina Snacks, Inc.
Private label
Total
LEADING
ready-to-eat cereal brands
Dollar sales
1 General Mills
2 Kellogg's
3 Post
4 Malt-O-Meal
5 Cap'N Crunch
6 Quaker
7 Nature's Path
8 Kashi
9 Cascadian Farm Organic
Private label
Total
$3,241,354,324
$2,678,091,026
$1,421,532,489
$571,443,272
$330,977,328
$294,017,898
$192,559,564
$136,775,573
$109,982,479
$1,009,354,456
$10,939,589,193
% change
from
year ago
-3.1%
-2.5%
1.6%
1.3%
-2.5%
-20.9%
4.5%
-0.3%
14.2%
13.5%
0.7%
Data for 52 weeks ended July 14, 2024
Total US - Multi-outlet with C-Store (Supermarkets, Drugstores and Mass Market Retailers,
Gas/C-Stores, Military Commissaries and Select Club & Dollar Retail Chains)
Source: Circana OmniMarket Total Store View
$3,451,281,364
$2,892,020,127
$2,005,686,093
$626,154,126
$192,561,761
$109,982,526
$97,706,860
$89,309,061
$75,764,534
$1,009,354,456
$10,939,589,193
% change
from
year ago
-1.8%
-2.4%
1.3%
-12.0%
4.5%
14.1%
13.6%
7.9%
23.5%
13.5%
0.7%
trusted brands, innovative taste combinations and attention-grabbing
packaging captured consumer intrigue.
In its 2024 Product Pacesetters report, Circana cited examples such
as Nestle, which licensed cereal brands from Kellogg (Froot Loops, Frosted
Flakes and Krave) and General Mills (Golden Grahams) for Carnation
Breakfast Essentials Flavored Nutritional Drinks.
Brand familiarity also spurs customers to try something new or different.
Twenty-six percent of US adults surveyed by the market researcher
Mintel said they're more likely to try an unfamiliar flavor from a brand
they know - a percentage that climbs to 32% of those ages 18 to 34
and 31% of those ages 35 to 44.
General Mills looked to tap into the trend with the launch of Kelce
Mix breakfast cereal. Inspired by National Football League star Travis
Kelce and his brother Jason Kelce, a retired NFL star, the new
mix combines three of their favorite General Mills breakfast cereal
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Corporate Profiles - 2024

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