Key competitors in this industry segment included Kraft, Kellogg Company, ConAgra, General Mills, Unilever, Unilever, Dole, and Sara Lee. Eighty percent of total food, drug, and mass merchandiser sales in the United States went to national brands and, according to one recent study, 46% of Americans were "national brand loyalists" who gravitated strongly to national brands. However, brand loyalty was eroding in all age groups. The benchmark annual index from Interbrand, a brand consultancy, showed 41 of the top brands a year earlier declining in value in 2004.