Ready-to-eat cereal was by far the largest category with dollar sales amounting to about 8.78 billion U.S. dollars in the United States in 2016. The cereal market is dominated by General Mills and the Kellogg Company. The two competitors went head-to-head over sales of ready-to-eat cereals in 2016. In order to support its sales and brand recognition, the Kellogg Company invested about 898 million U.S. dollars in advertising.
In the bread aisle, fresh bread companies such as Grupo Bimbo and Flowers Foods Bakeries Group dominated the market besides private label products. Crusty/hot hearth breads were the most sold bread type in the United States in 2015, based on retail-tracked sales.