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The '''breakfast cereal''' industry in the U.S. is a $10 billion industry created by a dozen entrepreneurs and health food enthusiasts in the late 19th century. They invented non-meat [[breakfast]] foods that were easily packaged, marketed and consumed. Thanks to systematic national distribution and heavy advertising, their cereals became big business by 1910, transforming American eating habits. They built an industry controlled by four oligopolistic firms—originally Kellogg, General Mills, Post, and Quaker Oats and now Kellogg, General Mills, Kraft Foods, and PepsiCo—that control 83% of the market.<ref>The top 4 firms controlled 82.9% of the market in 1997, the highest concentration in the food industry, and comparable to tobacco; see [http://www.census.gov/prod/ec97/m31s-cr.pdf]</ref> Worldwide they offer hundreds of branded cereals to millions of consumers of all ages, along with forty small regional or specialty firms.<ref>On the industry in 1997, see Matthew Roy, "Analysis of the Cereal Industry" online at [http://www.lavasurfer.com/cereal-analysis.html]</ref>
The '''breakfast cereal''' industry in the U.S. is a $10 billion industry created by a dozen entrepreneurs and health food enthusiasts in the late 19th century. They invented non-meat [[breakfast]] foods that were easily packaged, marketed and consumed. Thanks to systematic national distribution and heavy advertising, their cereals became big business by 1910, transforming American eating habits. They built an industry controlled by four oligopolistic firms—originally Kellogg, General Mills, Post, and Quaker Oats and now Kellogg, General Mills, Kraft Foods, and PepsiCo—that control 83% of the market.<ref>The top 4 firms controlled 82.9% of the market in 1997, the highest concentration in the food industry, and comparable to tobacco; see [https://www.census.gov/prod/ec97/m31s-cr.pdf]</ref> Worldwide they offer hundreds of branded cereals to millions of consumers of all ages, along with forty small regional or specialty firms.<ref>On the industry in 1997, see Matthew Roy, "Analysis of the Cereal Industry" online at [http://www.lavasurfer.com/cereal-analysis.html]</ref>
==Oatmeal==
==Oatmeal==
* Powell, Horace B. ''The Original Has This Signature--W. K. Kellogg.'' (1956)
* Powell, Horace B. ''The Original Has This Signature--W. K. Kellogg.'' (1956)
* Reimer, Jeff. "Market Conduct in the U.S. Ready-to-eat Cereal Industry" ''Journal of Agricultural and Food Industrial Organization'' (2004) vol 2#9 [http://www.aae.wisc.edu/fsrg/publications/issue%20sheets/!5-RTE%20cereal.pdf online edition]
* Reimer, Jeff. "Market Conduct in the U.S. Ready-to-eat Cereal Industry" ''Journal of Agricultural and Food Industrial Organization'' (2004) vol 2#9 [http://www.aae.wisc.edu/fsrg/publications/issue%20sheets/!5-RTE%20cereal.pdf online edition]
* U.S. Census Bureau, ''Breakfast Cereal Manufacturing: 2002'' (2004) [http://www.census.gov/prod/ec02/ec0231i311230t.pdf online edition]
* U.S. Census Bureau, ''Breakfast Cereal Manufacturing: 2002'' (2004) [https://www.census.gov/prod/ec02/ec0231i311230t.pdf online edition]
* Wojahn, Ellen. ''The General Mills/Parker Brothers Merger: Playing by Different Rules'' 2003
* Wojahn, Ellen. ''The General Mills/Parker Brothers Merger: Playing by Different Rules'' 2003
====notes====
====notes====