Volumes at the North America Retail segment dropped 11% owing to deterioration in the developed markets of North America, Europe and Australia. Like other U.S. food producers — Kellogg Company ( K - Free Report ) The Kraft Heinz Company ( KHC - Free Report ), Mondelez International, Inc. ( MDLZ - Free Report ) — General Mills has been facing the brunt of the shift in consumer preference toward natural and organic food. Notably, shares of the company have lost 19.2% in the last one year, compared with the industry's 's decline of 9.6%. In the last 60 days, earnings estimates have moved south by 2.5% and 1.8% for fiscal 2018 and 2019, respectively.