Industry Profile Matrix

Industry Non Alcoholic Beverage Savory Snacks Breakfast Cereals

Products or Services Carbonated soft drinks,
fruit and vegetable juices,
bottled water, sports and
energy drinks,
concentrates, and ready to
drink teas and coffee
Industry Revenue $395 Billion a
Potato chips, tortilla Cereals
chips, bulk nuts,
canned nuts, corn
chips, peanut butter,
popcorn, and hard
pretzel
$23 Billion b $9 Billion d

Product with Largest Carbonated drinks Potato chips/ crisps Ready-to-eat Cereals
Market Share
Market Share $150 Billion $6.9 Billion c $8.1 Billion e

Growth rate of the (0.4%) 6.35% 2.6%

Product
Competition Highly concentrated Highly concentrated Highly concentrated

Industry Leaders Coca-cola & PepsiCo PepsiCo, Kraft, & PepsiCo, Kellogg, &
Kellogg General Mills
a
Based on world market
b
Annual combined revenues of over 400 companies in the U.S. savory snack market
c
30% of savory snack industry revenue
d
Comprised of revenues of top four companies accounting for 80% of the market
e
About 90% of total breakfast cereals industry revenue

Industry: Non-alcoholic Beverage

The non-alcoholic beverage industry is made up of carbonated soft drinks, fruit

and vegetable juices, bottled water, sports and energy drinks, concentrates, and ready to
drink teas and coffee. Nonalcoholic beverage is composed of $395 billion world market
with carbonated drinks having the largest share at $150 billion. However, the carbonated
drink market exhibited a negative growth rate of 0.4 percent in 2007 in the United States
and is forecasted to continue to decline in the upcoming years. This is because of the
consumer shift from carbonated drinks to bottled water and sports drinks evidenced by
their largest market growth among other beverages.
While there are numbers of producers of non-alcoholic beverages, the industry is
greatly concentrated with Coca-Cola and Pepsi holding the biggest market shares.

Industry: Savory Snack

 The savory snack industry in the United States is comprised of over 400
companies with pooled revenues of $23 billion annually. Potato chips market is the
largest product segment with 30 percent share of industry revenues, followed by tortilla
chips with 20 percent, and bulk nuts with 10 percent. The rest of the market share is
composed of canned nuts, corn chips, peanut butter, popcorn, and hard pretzels.
This highly concentrated industry is competed by PepsiCos Frito-Lay, Krafts
Nabisco, and Kelloggs Retail Snacks as the main players.

Industry: Breakfast Cereals

The breakfast cereal industry has $9 billion market revenues from top four
companies composing 80 percent of the market. Of the total industry revenue, about 90
percent of it is apportioned from ready-to-eat cereals. Growth rate for cereals is at 2.6
percent.
The major competitors in this industry include PepsiCos Quaker, Kellogg, and
General Mills.
However, the global breakfast foods industry is made up of more then just cereals;
it is also consist of bread, pastries, breakfast bars, and spreads with bread as the largest
segment of this market followed by pastries, and then cereals.