Major markets: food: the German market for breakfast cereals: market shares: muesli: manufacturers'

Article Abstract:

Germany's muesli market is dominated by Dr Oetker, with 27.4% market share in 1997, followed by Kellogg, with a value share of 23%. Dr Oetker's No. 1 position is explainable because of the manufacturer's rollout of the Vitalis muesli product range in 1993. The company's success can also be attributed to its emphasis on new packaging and design with primary appeal to younger buyers. Aside from extending its popular Vitalis offering in 1995, Dr Oetker has boosted its market share by 4.9 percentage points since 1995 to total 27.4% in 1997.

Comment:

Germany: Muesli market is dominated by Dr Oetker, w/ 27.4% market share in 1997, followed by Kellogg, w/ a value share of 23%

Market information - general, Marketing/Advertising Methods, Vitalis

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Major markets: food: the German market for breakfast cereals: market shares: breakfast cereals: manufacturers'

Article Abstract:

Germany's breakfast cereals market is dominated by Kellogg GmbH, with 47% market share in 1997, followed by Cereal Partners Deutschland (CPD), with 20.7%. However, the current position of Kellogg is at risk since CPD was established in 1993 via a joint venture of Nestle and the US firm General Mills. CPD took away customers from Kellogg by going after the family and children's market. Another important player in the breakfast cereals market is Dr Oetker Nahrungsmittel KG, with market share of 8% in 1997.

Comment:

Germany: Breakfast cereals mkt is dominated by Kellogg GmbH, w/ 47% mkt share in 1997, followed by Cereal Partners Deutschland

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