MINNEAPOLIS — Despite lower sales in its North America retail business, General Mills Inc. said it strengthened its market share in six of its top 10 US categories during the fiscal 2025 first quarter.

Net sales for North America retail fell 2% on a reported and an organic basis for the quarter ended Aug. 25., reflecting a 3% decrease in volume that was partially offset by a 1% uptick in price/mix, according to General Mills. Sales were flat for US Meals & Solutions but down by 5% in US snacks and by 3% for US Morning Foods. Canadian sales rose 3% and were up 6% in constant currency.

However, the Minneapolis-based food company said its North America retail share was flat or improved in snack bars, refrigerated dough, desserts, hot snacks, soup and fruit snacks.

“With strong plans focused on delivering remarkable experiences to consumers throughout our biggest brands, we’re starting to see improvement in our competitiveness across our business,” said Jeffrey Harmening, chairman and chief executive officer. “In North America retail, our market share trends in the first quarter were improved over fiscal ’24 in six of our top 10 US categories. We’ll look to continue that improvement in Q2 through scaled cross-category merchandising events, improved customer service levels and strong seasonal activations on Pillsbury refrigerated dough, Progresso soup and Betty Crocker desserts.”

In a Sept. 18 conference call with analysts, Harmening cited Pillsbury refrigerated dough and Gushers fruit snacks as among product areas where General Mills expects to make further progress.

Fruit snacks stand to get a boost going forward from additional production capacity. General Mills’ brands in that category include Fruit Roll-Ups, Fruit by the Foot and Gushers.

In response to an analyst question, Harmening said General Mills’ pending sale of its North American yogurt business — a $2.1 billion deal with Lactalis Group and Sodiaal — won’t have any cross-category effect on its cereal business in breakfast foods.

“I wouldn’t see an impact on cereal from that divestiture,” he noted.

“There’s not a category strategy when it comes to yogurt and cereal,” Harmening explained. “They both participate in a lot of the morning occasion. So those are the things they have in common, as well as a combination of taste good and good for you. But there’s not broader implication with our retailers, there’s not a broader implication on insights.”

Meanwhile, in its North American foodservice segment, General Mills said it lifted market share with educational and health care institutions, while its bread platform gained more traction at in-store bakeries.

General Mills North America Foodservice offers products ranging from cereal, baked goods and snacks to baking ingredients and mixes, flour, pizza and meals to educational institutions, health care organizations, restaurants, convenience outlets, bakeries and distributors, among other customers.