Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Resources used for The Consumer sections
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- In a nutshell
- Market dichotomy: premium indulgence versus healthful indulgence
- Players and segments
- Topline
- Players, by segment
- Keys to success
- Clouds on the horizon
- Kids and families
- Teens turn away from cookies
- Older consumers to challenge industry
- Target opportunity: men
- Trans-fat out; whole grains in; naturally delicious/allergen-free on rise
- Competitive landscape
- Retail Distribution
Market Drivers
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- Cookies’ place in a balanced diet
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- Figure 1: Whether frequently eat sweets and whether feel guilty after eating sweets, 2001-06
- Premium indulgence versus healthful indulgence
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- Figure 2: Reasons for eating more cookies, by gender, September 2007
- Cookies with a healthful edge
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- Figure 3: Positioning claims to look for when choosing cookies, 2006 and 2007
- Trans-fat are out
- Whole grains are in
- Naturally delicious and allergen-free rising in demand
- Competition from ISBs: advantages in freshness and gourmet products
- ISB advantage: Array of gourmet offerings
- ISB advantage: Freshness
- Kids influence cookie sales
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- Figure 4: Households, by presence of children, 1995-2005
- Market is challenged by numerous alternative sweet goods
Market Size and Trends
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- Market size
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- Figure 5: Sales of cookies and cookie bars, at current and constant prices, 2002-07
- Wal-Mart estimate
- Market trends
- New product launches in cookies and cookie bars
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- Figure 6: Number of U.S. new cookie/cookie bar products* launched, by claim, 2002-07
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- Figure 7: Number of U.S. new cookie/cookie bar products* launched, by flavor, 2002-07
Market Segmentation
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- Introduction
- Overview
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- Figure 8: FDM sales of cookie and cookie bars, segmented by type, 2005 and 2007
- Standard cookies
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- Figure 9: FDM sales of standard cookies, at current and constant prices, 2002-07
- Health-oriented cookies
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- Figure 10: FDM sales of health-oriented cookies, at current and constant prices, 2002-07
- Premium cookies
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- Figure 11: FDM sales of premium cookies, at current and constant prices, 2002-07
- Private label cookies
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- Figure 12: FDM sales of private label cookies, at current and constant prices, 2002-07
- Cookie bars
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- Figure 13: FDM sales of cookie bars, at current and constant prices, 2002-07
Supply Structure
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- Companies and brands
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- Figure 14: Top manufacturer FDM sales of cookies and cookie bars in the U.S., 2005 and 2007*
- FDM sales of standard cookies by manufacturer and brand
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- Figure 15: FDM manufacturer brand sales of standard cookies in the U.S., 2005 and 2007*
- FDM sales of health-oriented cookies by manufacturer and brand
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- Figure 16: FDM manufacturer brand sales of health-oriented cookies in the U.S., 2005 and 2007*
- FDM sales of premium cookies by manufacturer and brand
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- Figure 17: FDM manufacturer brand sales of premium cookies in the U.S., 2005 and 2007*
- FDM sales of cookie bars by manufacturer and brand
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- Figure 18: FDM manufacturer brand sales of cookie bars in the U.S., 2005 and 2007*
Advertising and Promotion
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- Kraft
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- Figure 19: Men Make Car Noises
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- Figure 20: Grandfather And Grandson
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- Figure 21: Girls Sing About Oreos
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- Figure 22: Animated Cookies
- Kellogg
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- Figure 23: Keebler Elves Talk About Cookies
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- Figure 24: Melted Chocolate
Retail Distribution
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- Introduction
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- Figure 25: U.S. retail sales of cookies and cookie bars, by channel, 2005 and 2007
- Supermarkets
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- Figure 26: U.S. supermarket sales of cookies/cookie bars, at current and constant prices, 2002-07
- Mass merchandisers and other outlets
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- Figure 27: U.S. mass merchandiser and other** sales of cookies/cookie bars, at current and constant prices, 2002-07
- Drug stores
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- Figure 28: U.S. drug store sales of cookies/cookie bars, at current and constant prices, 2002-07
The Consumer: Usage, Usage Frequency, and Trended Comparisons
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- Summary
- Household consumption
- Personal consumption and frequency of consumption
- Consumption of cookies compared to last year
- Reasons for eating more cookies
- Reasons for eating fewer cookies
- Household Cookie Consumption
- Overview
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- Figure 29: Household consumption of cookies, 2000-06
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- Figure 30: Household consumption of cookies, by race/ethnicity, 2005 and 2006
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- Figure 31: Household consumption of cookies, by age, 2005 and 2006
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- Figure 32: Household consumption of cookies, by presence of children, 2005 and 2006
- Personal consumption of and attitudes towards cookies
- Frequency of cookie purchase
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- Figure 33: Frequency of cookie eating, September 2007
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- Figure 34: Frequency of cookie eating, by age, September 2007
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- Figure 35: Frequency of cookie eating, by gender, September 2007
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- Figure 36: Frequency of cookie eating, by presence of children, September 2007
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- Figure 37: Frequency of cookie eating, by household income, September 2007
- Consumption of cookies compared to last year
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- Figure 38: Cookie consumption compared to last year, September 2007
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- Figure 39: Cookie consumption compared to last year, by gender, September 2007
- Reasons for eating more cookies
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- Figure 40: Reasons for eating more cookies, by gender, September 2007
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- Figure 41: Reasons for eating more cookies, by age, September 2007
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- Figure 42: Reasons for eating more cookies, by HH income, September 2007
- Reasons for eating fewer cookies
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- Figure 43: Reasons for eating fewer cookies, by gender, September 2007
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- Figure 44: Reasons for eating fewer cookies, by HH income, September 2007
The Consumer: Cookie Forms, Flavors, and Claims
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- Summary
- Types and flavors of cookies eaten (by household)
- Forms of cookies purchased (personal)
- Positioning claims sought
- Types and flavors of cookies eaten
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- Figure 45: Kinds of cookies consumed in households, 2005 and 2006
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- Figure 46: Kinds of cookies consumed in households, by age, January-October 2006
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- Figure 47: Kinds of cookies consumed in households, by race/ethnicity, January-October 2006
- Forms of cookies purchased
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- Figure 48: Forms of cookies or cookie bars purchased in the previous month, September 2007
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- Figure 49: Forms of cookies or cookie bars purchased in the previous month, by gender, September 2007
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- Figure 50: Forms of cookies or cookie bars purchased in the previous month, by HH income, September 2007
- Positioning claims sought
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- Figure 51: Positioning claims to look for when choosing cookies, by gender, September 2007
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- Figure 52: Positioning claims to look for when choosing cookies, by age, September 2007
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- Figure 53: Positioning claims to look for when choosing cookies, by presence of children, September 2007
The Consumer: Teens and Kids
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- Summary
- Kinds of cookies eaten by adults, teens, and kids
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- Figure 54: Brands consumed by adults, teens, and children, January-October 2006
- Teen cookie consumption
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- Figure 55: Teen consumption of cookies, 2005 and 2006
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- Figure 56: Teen consumption of cookies, by gender, 2005 and 2006
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- Figure 57: Teen consumption of cookies, by race/ethnicity, 2005 and 2006
- Children’s cookie consumption
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- Figure 58: Child consumption of cookies, January-October 2006
Future and Forecast
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- Future trends
- Introduction
- Grow healthy cookies without eclipsing sales of standard varieties
- Manly cookies
- The momentum of premium segment slows
- Cookie bars offer most growth potential
- Older consumers to challenge industry
- Market forecast
- Cookies and cookie bars
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- Figure 59: Forecast of total U.S. sales of cookies and cookie bars, at current and constant prices, 2007-12
- Standard cookies
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- Figure 60: Forecast of U.S. FDM sales of standard cookies, at current and constant prices, 2007-12
- Health-oriented cookies
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- Figure 61: Forecast of U.S. FDM sales of health-oriented cookies, at current and constant prices, 2007-12
- Premium cookies
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- Figure 62: Forecast of U.S. FDM sales of premium cookies, at current and constant prices, 2007-12
- Private label cookies
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- Figure 63: Forecast of U.S. FDM sales of private label cookies, at current and constant prices, 2007-12
- Cookie bars
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- Figure 64: Forecast of U.S. FDM sales of cookie bars, at current and constant prices, 2007-12
- Forecast Factors
Appendix: Trade Associations
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