Table of Contents
Introduction and Abbreviations
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- Introduction
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Slowing the decline
- Healthy snacks winning out
- Niches expand, but not as fast as core brands contract
- Packaging is key—calorie control, single serve, cup holder
- Supermarkets dominate, but share is slipping
- It pays to be premium
- Kraft and Kellogg still lead despite losses
- Trends
- Healthy cookies may win consumers
- Stalling market segments attempting to add future sales value
Market Drivers
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- Healthy aspirations
- Prevalence of obesity
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- Figure 1: Overweight and obesity, by age, 1960-2002
- Increasing raw materials cost
- Increase in older consumers challenges industry
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- Figure 2: U.S. population, by age, 2005 and 2010
- Healthy snacks win some cookie sales
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- Figure 3: Nabisco fig newtons advertisement
Market Size and Trends
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- Market size
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- Figure 4: FDM* sales of cookies and cookie bars, at current and constant prices, 2001-06
- Figure 5: Graph: FDM* sales of cookies, at current and constant prices, 2001-06
- Wal-Mart estimate
- Market trends
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- Figure 6: U.S. New cookie products introduced during 2001-05
- Children remain a key and important target audience
- New product launches with no artificial colors, flavorings, or preservatives increased steadily
- New product launches with low/no/reduced claims (trans fat, cholesterol, calorie) rose significantly
- Cobranded products continue to emerge and add innovation to the market
- New product launches with vitamin/mineral or protein fortification gained ground
- New product launches with convenient packaging increases
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- Figure 7: Pepperidge Farm Whims Crispy Waves Bite Sized cookies
- Private label goes premium
- Allergen-free cookies increase in the market place
- Imported cookies abound in both new products and sales
- Forecast/predictions
Market Segmentation
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- Introduction
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- Figure 8: FDM sales of cookies and cookie bars, by segment, 2004 and 2006
- Figure 9: Graph: FDM sales of cookies and cookie bars, by segment, 2006
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- Figure 10: Graph: Trends in FDM sales of cookies, by segment, 2001-06
- Standard cookies
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- Figure 11: FDM sales of standard cookies, at current and constant prices, 2001-06
- Premium cookies
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- Figure 12: FDM sales of premium cookies, at current and constant prices, 2001-06
- Health-oriented cookies
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- Figure 13: FDM sales of health-oriented cookies, at current and constant prices, 2001-06
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- Figure 14: Number of health-oriented cookie launches, 2001-05
- Figure 15: Top 10 Health-oriented positioning claims for cookie and cookie bar products launched in 2005
- Cookie bars
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- Figure 16: FDM sales of cookie bars, at current and constant prices, 2001-06
Supply Structure
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- Total cookie/cookie bar FDM sales by manufacturer
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- Figure 17: Top manufacturer FDM sales of cookies and cookie bars in the U.S., 2003 and 2005
- FDM sales of standard cookies by manufacturer and brand
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- Figure 18: U.S. FDM manufacturer and brand sales of standard cookies, 2003 and 2005
- FDM sales of premium cookies by manufacturer and brand
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- Figure 19: U.S. FDM manufacturer and brand sales of premium cookies, 2003 and 2005
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- Figure 20: Number of premium cookie launches, 2001-05
- FDM sales of health-oriented cookies by manufacturer and brand
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- Figure 21: U.S. FDM manufacturer and brand sales of health-oriented cookies, 2003 & 2005
- FDM sales of cookie bars by manufacturer and brand
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- Figure 22: U.S. FDM manufacturer and brand sales of cookie bars, 2004 & 2006
- Supplier profiles
- Kraft
- Kellogg Company
- McKee Foods
- Pepperidge Farm
- Catterton Partners
- Private label
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- Figure 23: Share of new branded and private label product launches, 2001-06
Advertising and Promotion
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- Introduction
- Kellogg’s
- McKee
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- Figure 24: Keebler Fudge Shoppe Mint Crème Filled
- Kraft
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- Figure 25: Nabisco Chips Ahoy 100-calorie packs
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- Figure 26: Double stuf oreo
- Figure 27: Oreo cookie
Retail Distribution
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- Introduction
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- Figure 28: U.S. FDM* sales of cookies and cookie bars, by channel, 2004 and 2006
- Figure 29: Graph: Market share, by channel, 2006
- Supermarkets
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- Figure 30: Supermarket sales of cookies and cookie bars, at current and constant prices, 2001-06
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- Figure 31: Graph: Supermarket sales of cookies and cookie bars, at current and constant prices, 2001-06
- Mass merchandisers
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- Figure 32: Mass Merchandiser sales of cookies and cookie bars, at current and constant prices, 2001-06
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- Figure 33: Graph: Mass Merchandiser sales of cookies and cookie bars, at current and constant prices, 2001-06
- Drug stores
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- Figure 34: Drug store sales of cookies and cookie bars, at current and constant prices, 2001-06
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- Figure 35: Graph: Drug store sales of cookies and cookie bars, at current and constant prices, 2001-06
The Consumer
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- Introduction
- Summary
- Opportunities for growth
- Differences by gender
- Differences by race/ethnicity
- Household cookie consumption
- Overview
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- Figure 36: Household consumption of cookies, 2000-05
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- Figure 37: Household consumption of cookies, by race/ethnicity, January-September 2005
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- Figure 38: Household consumption of cookies, by age, January-September 2005
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- Figure 39: Household consumption of cookies, by presence of children, January-September 2005
- Types and flavors of cookies eaten
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- Figure 40: Kinds of cookies consumed in households, 2000-05
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- Figure 41: Kinds of cookies consumed in households, by age, January-September 2005
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- Figure 42: Kinds of cookies consumed in households, by race/ethnicity, January-September 2005
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- Figure 43: Kinds of cookies consumed in households, by age of head of household, January-September 2005
- Personal consumption of and attitudes to cookies
- Whether packaged cookies were bought in the past month
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- Figure 44: Purchases of cookies or cookie bars in the previous month, June 2006
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- Figure 45: Purchases of cookies or cookie bars in the previous month, by household income, June 2006
- Frequency of cookie purchase
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- Figure 46: Frequency of cookie purchases, June 2006
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- Figure 47: Frequency of cookie purchases, by age, June 2006
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- Figure 48: Frequency of cookie purchases, by gender, June 2006
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- Figure 49: Frequency of cookie purchases, by size of household, June 2006
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- Figure 50: Frequency of cookie purchases, by household income, June 2006
- Forms of cookies purchased
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- Figure 51: Forms of cookies or cookie bars purchased in the previous month, June 2006
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- Figure 52: Forms of cookies or cookie bars purchased in the previous month, by hispanic background, June 2006
- Interest in health-oriented positioning
- General low-fat/fat-free usage
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- Figure 53: Trends in household consumption of low-fat/fat-free products, 2000-05
- Purchase of low-fat/fat-free cookies
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- Figure 54: Household consumption of low-fat/fat-free cookies, January-September 2005
- Positioning claims and cookie selection
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- Figure 55: Positioning claims to look for when choosing cookies, June 2006
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- Figure 56: Positioning claims to look for when choosing cookies, by gender, June 2006
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- Figure 57: Positioning claims to look for when choosing cookies, by age, June 2006
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- Figure 58: Positioning claims to look for when choosing cookies, June 2006
- Teens and cookies
- Teen cookie consumption
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- Figure 59: Teen consumption of cookies, January-September 2005
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- Figure 60: Teen consumption of cookies, by gender, January-September 2005
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- Figure 61: Teen consumption of cookies, by race/ethnicity, January-September 2005
- Teen influence on cookie purchases
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- Figure 62: Teen influence on household cookie selection, January-September 2005
- Kinds of cookies teens consume
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- Figure 63: Cookie brands consumed by teens, January-September 2005
- Children and cookies
- Children’s cookie consumption
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- Figure 64: Child consumption of cookies, January-September 2005
- Kinds of cookies kids consume
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- Figure 65: Kinds of cookies consumed by children, January-September 2005
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- Figure 66: Brands consumed by children Aged 6-11, January-September 2005
Future and Forecast
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- Future trends
- Introduction
- Growth of better-for-you sector
- Premium cookies continue to grow
- Additives- and preservative-free products emerge
- Portion control packaging become more widespread
- Private label growth
- Market forecast
- Cookies and cookie bars
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- Figure 67: Forecast of total U.S. FDM sales of cookies and cookie bars, at current and constant prices, 2006-11
- Figure 68: Forecast of total U.S. FDM sales of cookies and cookie bars, at current and constant prices, 2006-11
- Standard cookies
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- Figure 69: Forecast of U.S. FDM sales of standard cookies, at current and constant prices, 2006-11
- Premium cookies
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- Figure 70: Forecast of U.S. FDM sales of premium cookies, at current and constant prices, 2006-11
- Health-oriented cookies
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- Figure 71: Forecast of U.S. FDM sales of health-oriented cookies, at current and constant prices, 2006-11
- Cookie bars
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- Figure 72: Forecast of U.S. FDM sales of cookie bars, at current and constant prices, 2006-11
- Forecast factors
Appendix: Trade Associations
Appendix: New Product Briefs
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- Product Variants
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