General Mills’ Share Leadership Across Multiple Product Categories Entrenches It With Retailers

Through continued research, development, and marketing, we expect General Mills’ portfolio of strong brands to warrant an intangibles edge. That investment helps products sell well, driving traffic that entrenches its relationships with retailers. In many categories, it not only holds the top brand, but also several leading brands that together create a dominant companywide share. For example, within ready-to-eat cereals, top brand Cheerios holds about 12% of the market, contributing to the company’s leading one-third market share, according to Euromonitor.