Table of Contents
Introduction and Abbreviations
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- Introduction
- Other relevant reports
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- A market in decline
- Shifts in the all-important kid demographic
- Why eat cookies?
- Why not eat cookies?
- Companies fight back...
- ...Or fall down
- The silver lining
- Kraft and Kellogg still lead despite losses
- Retail shares remain stable
- Got cookies?
- The future: not necessarily brighter
Market Drivers
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- The kid factor
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- Figure 1: U.S. population projections, by age group, 1998-2008
- Number of households with children
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- Figure 2: Projected growth in number of households with children, 1998-2008
- The U.S. obesity epidemic
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- Figure 3: Prevalence of obesity among adults aged 20 years and over, 1997-2003
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- Graph 1: Percentage of overweight/obese adults in the U.S., 1999-2003
- Graph 2: Number of obesity-related media reports, 1999-2003
- Children and obesity
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- Figure 4: Incidence of being overweight, 6-19 year olds, 1976-2000
- Graph 3: Percentage of overweight children and young adults, 1976-2000
- Actions and reactions
- The low-carb revolution
- Addressing diabetes
- (Almost) everyone loves cookies
- Convenience
- Fun for kids
- Indulgence for adults
- Cross-over products
Market Size & Trends
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- Figure 5: Total U.S. retail sales of cookies, at current and constant prices, 1999-2004
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- Graph 4: Trends in sales of cookies, at current and constant prices, 1999-2004
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Market Segmentation
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- Figure 6: Sales of cookies, by type, 2002 and 2004
- Graph 5: Sales of cookies, by segment, 2004
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- Graph 6: Trends in sales of cookies, by segment, 1999-2004
- Standard cookies
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- Figure 7: FDM sales of standard cookies, at current and constant prices, 1999-2004
- Premium cookies
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- Figure 8: FDM sales of premium cookies, at current and constant prices, 1999-2004
- Health-oriented cookies
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- Figure 9: FDM sales of health-oriented cookies, at current and constant prices, 1999-2004
- Cookie bars
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- Figure 10: FDM sales of cookie bars, at current and constant prices, 1999-2004
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Supply Structure
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- Foreign trade
- Imports
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- Figure 11: Total U.S. cookie imports*, 1999-2003
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- Figure 12: U.S. cookie imports*, top destination countries/regions, 2001 and 2003
- Exports
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- Figure 13: Total U.S. cookie exports*, 1999-2003
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- Figure 14: U.S. cookie exports*, top destination countries/regions, 2001 and 2003
- FDM sales by manufacturer
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- Figure 15: FDM sales of cookies, by manufacturer, 2001 and 2003
- FDM brand sales by segment
- Standard cookies
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- Figure 16: FDM sales of standard cookies, by manufacturer and brand, 2001 & 2003
- Premium cookies
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- Figure 17: FDM sales of premium cookies, by manufacturer and brand, 2001 and 2003
- Health-oriented cookies
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- Figure 18: FDM sales of health-oriented cookies, by manufacturer and brand, 2001 and 2003
- Cookie bars
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- Figure 19: FDM sales of cookie bars, by manufacturer and brand, 2001 and 2003
- Major companies and brands
- Kraft
- Kellogg Company
- Pepperidge Farm
- Parmalat
- McKee Foods Corporation
- Private label
Advertising & Promotion
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- Introduction
- Appealing to parents
- The low-carb effect
- Companies and brands
- Kraft
- Kellogg
- Pepperidge Farm
Retail Distribution
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- Introduction
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- Figure 20: Sales of cookies, by channel, 2002 and 2004
- Supermarkets
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- Figure 21: Supermarket sales of cookies, at current and constant prices, 1999-2004
- Supermarkets and private label
- Merchandising and promotion
- Supermarket operating data
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- Figure 22: Top supermarket operating statistics, latest fiscal year-end
- Figure 23: Percentage change from latest fiscal year-end versus year prior
- Mass merchandisers and warehouse clubs
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- Figure 24: U.S. mass merchandiser and club store sales of cookies, at current and constant prices, 1999-2004
- Mass merchandisers and warehouse club operating data
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- Figure 25: Top mass merchandiser operating statistics, latest fiscal year-end
- Figure 26: Percentage change from latest fiscal year-end versus year prior
- Drug stores and convenience stores
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- Figure 27: U.S. drug store sales of cookies, at current and constant prices, 1999-2004
The Consumer
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- Introduction
- Household cookie consumption
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- Figure 28: Household consmption of cookies, 2000-2003
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- Figure 29: Household consmption of cookies, by race/ethnicity, January-September 2003
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- Figure 30: Household consmption of cookies, by age of head of household, January-September 2003
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- Figure 31: Household consmption of cookies, by presence of children, January-September 2003
- Types and flavors of cookies eaten
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- Figure 32: Kinds of cookies consumed in households, 2000-03
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- Figure 33: Kinds of cookies consumed in households, by age of head of household, January-September 2003
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- Figure 34: Kinds of cookies consumed in households, by race/ethnicity, January-September 2003
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- Figure 35: Kinds of cookies consumed in households, by presence of children, January-September 2003
- How often cookies and cookies bars are bought
- Whether packaged cookies were bought in the past month
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- Figure 36: Purchases of cookies or cookie bars in the previous month, April 2004
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- Figure 37: Purchases of cookies or cookie bars in the previous month, by household income, April 2004
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- Figure 38: Purchases of cookies or cookie bars in the previous month, by presence of children, April 2004
- Cookies
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- Figure 39: Frequency of cookie purchases, April 2004
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- Figure 40: Frequency of cookie purchases, by presence of children, April 2004
- Cookie bars
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- Figure 41: Frequency of cookie bar purchases, April 2004
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- Figure 42: Frequency of cookie bar purchases, by gender, April 2004
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- Figure 43: Frequency of cookie bar purchases, by age, April 2004
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- Figure 44: Frequency of cookie bar purchases, by household income, April 2004
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- Figure 45: Frequency of cookie bar purchases, by presence of children, April 2004
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- Figure 46: Frequency of cookie bar purchases, by region, April 2004
- Cookie consumption trends
- Adults
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- Figure 47: Respondents’ current consumption of cookies or cookie bars compared to the previous year, April 2004
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- Figure 48: Respondents’ current consumption of cookies or cookie bars compared to the previous year, by gender, April 2004
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- Figure 49: Respondents’ current consumption of cookies or cookie bars compared to the previous year, by presence of children under 18, April 2004
- Children
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- Figure 50: Consumption of cookies or cookie bars by respondents’ children, now compared to the previous year, April 2004
- Forms of cookies purchased
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- Figure 51: Forms of cookies or cookie bars purchased in the previous month, April 2004
- Premium cookie purchases
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- Figure 52: Whether premium cookies or cookie bars usually purchased, April 2004
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- Figure 53: Whether premium cookies or cookie bars usually purchased, by gender, April 2004
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- Figure 54: Whether premium cookies or cookie bars usually purchased, by age, April 2004
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- Figure 55: Whether premium cookies or cookie bars usually purchased, by region, April 2004
- Interest in low-fat, fat-free, and low-carb products
- General low-fat/fat-free usage
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- Figure 56: Trends in household consmption of low-fat/fat-free products, 2000-03
- Low-fat/fat-free cookie consumption
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- Figure 57: Household consmption of low-fat/fat-free cookies, January-September 2003
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- Figure 58: Household consmption of low-fat/fat-free cookies, by race/ethnicity, January-September 2003
- Interest in low-carb options
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- Figure 59: Respondents’ interest in low-carb food options, April 2004
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- Figure 60: Respondents’ interest in low-carb food options, by gender, April 2004
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- Figure 61: Respondents’ interest in low-carb food options, by age, April 2004
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- Figure 62: Respondents’ interest in low-carb food options, by region, April 2004
- Teens and cookies
- Teen cookie consumption
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- Figure 63: Teen consumption of cookies, January-September 2003
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- Figure 64: Teen consumption of cookies, by gender, January-September 2003
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- Figure 65: Teen consumption of cookies, by race/ethnicity, January-September 2003
- Teen influence on cookie purchases
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- Figure 66: Teen influence on household cookie selection, January-September 2003
- Teen attitudes towards sweets
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- Figure 67: Teen attitudes towards eating sweets, January-September 2003
- Teen use of low-fat/fat-free products
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- Figure 68: Teen use of low-fat/fat-free products, January-September 2003
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- Figure 69: Teen use of low-fat/fat-free products, January-September 2003
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- Figure 70: Low-fat/fat-free products used by teens, January-September 2003
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- Figure 71: Low-fat/fat-free products used by teens, by gender, January-September 2003
- Children and cookies
- Children’s cookie consumption
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- Figure 72: Child consumption of cookies, January-September 2003
- Frequency of cookie consumption among children
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- Figure 73: Frequency of child cookie consumption, January-September 2003
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- Figure 74: Frequency of child cookie consumption, by race/ethnicity, January-September 2003
- Children’s influence on cookie purchases
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- Figure 75: Child influence on household cookie selection, January-September 2003
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- Figure 76: Child influence on household cookie selection, by age, January-September 2003
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- Figure 77: Child influence on household cookie selection, by race/ethnicity, January-September 2003
- Children’s attitudes towards sweets
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- Figure 78: Child attitudes towards eating sweets, January-September 2003
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- Figure 79: Child attitudes towards eating sweets, by race/ethnicity, January-September 2003
- Cookies at school
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- Figure 80: Availability of cookies at school, January-September 2003
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- Figure 81: Availability of cookies at school, by race/ethnicity, January-September 2003
- Summary
- The presence of children is key to the market
- Opportunities for growth with products that appeal to adults
- Differences in consumption by gender
- Differences in consumption by race/ethnicity
- Indication that consumption levels might be declining
Future & Forecast
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- Future trends
- Continuing demographic changes
- Cookie sales still driven by kids
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- Figure 82: Projected U.S. child population, 1999-2010
- Figure 83: U.S. population by age as percentage of total population, 1999-2010
- More products for adults
- The growing Hispanic market
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- Figure 84: projected growth of U.S. racial and ethnic groups, 2004-2010
- Low-carb saga continues
- Obesity and other health concerns
- Labeling requirements may raise additional concerns
- More organic and all natural products will appear on the market
- Rising cost of ingredients
- Market forecast
- Overview
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- Figure 85: Forecast of U.S. retail sales of cookies, at current and constant prices, 2004-2009
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- Graph 7: Forecast trends in sales of cookies, at current and constant prices, 2004-2009
- Standard cookies
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- Figure 86: Forecast of FDM sales of standard cookies, at current and constant prices, 2004-2009
- Premium cookies
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- Figure 87: Forecast of FDM sales of premium cookies, at current and constant prices, 2004-2009
- Health-oriented cookies
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- Figure 88: Forecast of FDM sales of health-oriented cookies, at current and constant prices, 2004-2009
- Cookie bars
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- Figure 89: Forecast of FDM sales of cookie bars, at current and constant prices, 2004-2009
- Forecast factors
Market Size & Segmentation—Update
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- Figure 90: Sales of cookies, by type, 2003 and 2004
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- Figure 91: Sales of cookies, by segment, 2004
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Appendix: Trade Associations
Appendix: New Product Briefs
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- Kraft Foods North America: Chips Ahoy! Snacks
- Masterfoods USA: M&M’s Bite Size Cookies
- Campbell Soup: Pepperidge Farm SugarFree Chocolate Chip Cookies
- Kraft Foods North America: Oreo CarbWell Chocolate Sandwich Cookies
- Kraft Foods North America: Nabisco Snackwell’s CarbWell Fudge Brownie Cookies
- Kraft Foods North America: Nabisco Oreo Thin Crisps 100 Calorie Packs
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