Page 14 - Global EM Granola Best Practice Book - Draft Version 24

1. Granola in Global Emerging Markets:

1.4 Competitor Overview

Global Granola Shares
RSV % 2016
KEY TAKE-OUT

In most Emerging Kellogg, 10.8
Markets, the Granola Other, 39.4

segment remains Calbee , 7.9
fragmented and under
developed

Dramatic growth by ABF, 6.9
Calbee (Japan) with
expansions plans for
China and SEA in
progress PepsiCo, 6.1

Granola Bridge Food
targeted at working
woman has unlocked the General Mills, 3.6
Japanese market driving
exceptional growth 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