General Mills' Portfolio of Market-Leading Brands Should Restore Top-Line Growth and Higher Margins

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