Page 14 - Granola Book Draft VS 21

1. Granola in Global Emerging Markets:

1.4 Competitor Overview

Global Granola Shares
RSV % 2016
KEY TAKE-OUT

Dramatic growth by Kellogg, 10.8
Calbee (Japan) with Other, 39.4

expansions plans for Calbee , 7.9
China and SEA in
progress

In most Emerging ABF, 6.9
Markets, the granola
segment remains
fragmented and under
developed PepsiCo, 6.1

Globally, Granola outsells
Muesli by 10 to 1

General Mills, 3.6

Oetker-Gruppe, 3.5
Nature's Path, 3.0
CPW, 2.7
Source: Euromonitor Private label, 16.1

Global Share % of Granola 2011 2012 2013 2014 2015 2016

Kellogg Co 12.1 11.7 11.0 10.3 10.5 10.8
Calbee Foods Co Ltd 1.9 3.0 3.5 4.6 6.4 7.9
Associated British Foods Plc 5.7 5.8 5.8 7.6 7.5 6.9
PepsiCo Inc 7.0 6.8 6.5 6.0 6.0 6.1
General Mills Inc 1.7 2.1 2.6 3.2 3.8 3.6
Oetker-Gruppe 4.7 4.3 4.3 4.1 3.6 3.5
Nature's Path Foods Inc 2.3 2.4 2.7 2.7 2.9 3.0
Cereal Partners Worldwide SA 3.5 3.2 3.0 2.8 2.8 2.7
Bright Food (Group) Co Ltd - 2.8 2.9 2.9 2.8 2.6
Nissin Foods Holdings Co Ltd 0.4 0.8 1.2 1.8 2.1 2.4
Lantmännen ek för 2.7 2.7 2.9 2.7 2.3 2.3
Peter Kölln KGaA 2.4 2.1 2.1 2.0 1.8 1.7
Private label 17.3 17.1 17.5 17.6 16.8 16.1
Other 38.3 35.2 34.0 31.7 30.7 30.4