Breakfast cereals: hefty money-makers (especially those with sugar)
Food Navigator just did a report on cereal “blockbusters,” the top best-selling brands.
Numbers like these are so hard to come by that they inspired me to make a table.
I looked up some figures on advertising expenditures for specific cereals from Advertising Age, 100 leading advertisers (June 24, 2013).
Top selling cereal brands, July 2012-June 2013
|RANK||CEREAL||COMPANY||REVENUE,$ MILLIONS *||ADVERTISING.$ MILLIONS *|
|1||Honey Nut Cheerios||General Mills||556||**|
|3||Honey Bunches of Oats||Post||380||—|
|5||Cinnamon Toast Crunch||General Mills||292||36|
|7||Frosted Mini Wheat||Kellogg||281||67|
*All numbers rounded off. **All forms of Cheerios: $167 million
- At least 8 of the top 10 are sugary cereals.
- At least 5 are targeted to children.
- Six of the top 10 are made by Kellogg.
- Advertising expenditures are roughly proportional to sales (Special K is an exception: not sure why).
Think about what that money could do if used to promote public health.