Page 15 - Granola Book Draft VS 21

• Global granola remains highly fragmented & undeveloped

• While Kellogg has segment leadership at 10.8% RSV share, the

Calbee brand has expanded significantly within Asia and now
account for 7.9% share from 1.9% in 2011

• Segment is driving premium positioning even within Private label

which accounts for 16.1% share. (down from 17.3%)

• In most emerging markets the global brands dominate as they drive

the introduction and growth of the new-to-market Granola segment.
This is often followed by smaller local brands

• Biggest competitor successes have been in driving category,

geographic and channel expansion

• The category is ripe for both expansion and consolidation within EM

(example will be South Africa where market leader only accounts for
15% share and Kellogg has already achieved 12% within first year

of launch

Calbee ABF Pepsi General Mills Oetker CPW