Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Executive Summary
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- The market
- Cookie sales grow 17%, crackers 19% from 2008-13
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- Figure 1: Total US retail sales and forecast of cookies, at current prices, 2008-18
- Figure 2: Total US retail sales and forecast of crackers, at current prices, 2008-18
- Market segmentation
- Standard products make up majority of sales
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- Figure 3: Total US retail sales of cookies and crackers, by segment, at current prices ($millions), 2013 (est.)
- Innovation
- Top five claims similar among cookie and cracker launches
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- Figure 4: Cookie and cracker launches, by top six claims (overall), 2009-14*
- Leading companies
- Mondelēz represents 37% of sales of cookies and crackers
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- Figure 5: MULO sales of cookies and crackers, by top five leading companies, rolling 52 weeks 2012 and 2013
- The consumer
- Cookies and crackers meet the needs of snackers, also work as indulgences
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- Figure 6: Cookie and cracker usage occasion, top six (overall), January 2013
- What we think
Issues and Insights
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- How does health factor into cookie and cracker purchase?
- Issues
- Insight: Health attributes of interest differ between cookies and crackers
- How do cookie and cracker consumption occasions differ?
- Issues
- Insight: Keeping a range of products available across both categories will be important to appealing to the greatest number of consumers
- How do cookie and cracker buyers feel about store brands?
- Issues
- Insight: Cookie and cracker buyers appear open to store brands
Trend Application
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- Trend: Minimize Me
- Trend: Transumers
- Mintel Futures: East Meets West
Market Size and Forecast
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- Key points
- Cookie sales grow 17% from 2008-13
- Sales and forecast of cookies
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- Figure 7: Total US retail sales and forecast of cookies, at current prices, 2008-18
- Figure 8: Total US retail sales and forecast of cookies, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 9: Total US retail sales and forecast of cookies, at current prices, 2008-18
- Cracker sales grow 19% from 2008-13
- Sales and forecast of crackers
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- Figure 10: Total US retail sales and forecast of crackers, at current prices, 2008-18
- Figure 11: Total US retail sales and forecast of crackers, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 12: Total US retail sales and forecast of crackers, at current prices, 2008-18
Market Drivers
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- Popularity of snacking should benefit cookie and cracker categories
- Keeping snackable cookie and cracker formats available
Competitive Context
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- Key points
- Boosting health profile of cookies will stave off snack bar competition
- Some 94% of consumers eat salty snacks such as chips and popcorn
Segment Performance
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- Standards represent largest share of cookie and cracker sales
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- Figure 13: Total US retail sales of cookies, by segment, at current prices, 2011 and 2013
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- Figure 14: Total US retail sales of crackers, by segment, at current prices, 2011 and 2013
- Standard cookie sales grow 22% from 2008-13
- US retail sales of standard cookies
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- Figure 15: Total U.S. retail sales of standard cookies, at current prices, 2008-18
- Premium cookies making up recessionary losses
- US retail sales of premium cookies
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- Figure 16: Total U.S. retail sales of premium cookies, at current prices, 2008-18
- Health-focused cookie sales dip in 2013
- US retail sales of health-focused cookies
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- Figure 17: Total U.S. retail sales of health-focused cookies, at current prices, 2008-18
- Private label cookie sales starting to decline
- US retail sales of private label cookies
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- Figure 18: Total U.S. retail sales of private label cookies, at current prices, 2008-18
- Standard cracker sales grow 11% from 2008-13
- US retail sales of standard crackers
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- Figure 19: Total U.S. retail sales of standard crackers, at current prices, 2008-18
- Premium crackers see strong growth from 2008-13
- US retail sales of premium crackers
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- Figure 20: Total U.S. retail sales of premium crackers, at current prices, 2008-18
- Health-focused crackers see sharp sales drop in 2013
- US retail sales of health-focused crackers
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- Figure 21: Total U.S. retail sales of health-focused crackers, at current prices, 2008-18
- Private label cracker sales growth 38% 2008-13
- US retail sales of private label crackers
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- Figure 22: Total U.S. retail sales of private label, at current prices, 2008-18
Retail Channels
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- Key points
- Supermarkets see competition from “other” channels
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- Figure 23: Total US retail sales of cookies and crackers, by channel, at current prices, 2011-13
- Supermarket sales of cookies and crackers
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- Figure 24: US supermarket sales of cookies and crackers, at current prices, 2008-13
- Drug store sales of cookies and crackers
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- Figure 25: US drug store sales of cookies and crackers, at current prices, 2008-13
- “Other” channel sales of cookies and crackers
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- Figure 26: US “other” channel sales of cookies and crackers, at current prices, 2008-13
- Cracker outperform cookies in natural channels
- Sales of cookies in the natural channel
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- Figure 27: Natural supermarket sales of cookies, at current prices, 2011-13*
- Sales of crackers in the natural channel
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- Figure 28: Natural supermarket sales of cookies, at current prices, 2011-13*
Leading Companies and Brand Analysis
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- Key points
- Mondelēz represents more than one third of cookie and cracker sales
- MULO sales of cookies and crackers
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- Figure 29: MULO sales of cookies and crackers, by leading companies, rolling 52 weeks 2012 and 2013
- Nabisco represents 43% of standard cookie sales
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- Figure 30: Keebler simply made, “Last Cookie,” TV ad, 2013
- MULO sales of standard cookies
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- Figure 31: MULO sales of standard cookies, by leading companies, rolling 52 weeks 2012 and 2013
- Pepperidge Farm represents 39% of premium cookie sales
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- Figure 32: Pepperidge Farm Milano, “Getting Ready for Dinner,” TV ad, 2013
- MULO sales of premium cookies
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- Figure 33: MULO sales of premium cookies, by leading companies, rolling 52 weeks 2012 and 2013
- Nabisco represents 57% of health-focused cookie sales
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- Figure 34: Newtons fruit thins, TV ad, 2013
- MULO sales of health-focused cookies
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- Figure 35: MULO sales of health-focused cookies, by leading companies, rolling 52 weeks 2012 and 2013
- Nabisco represents half of standard cracker sales
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- Figure 36: Ritz cracker Crackerfuls, “Take Off Delay,” TV ad, 2013
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- Figure 37: Triscuit, “Attention Female Shoppers,” Ad, 2014
- Cheez-It strong and growing
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- Figure 38: Cheez-It, “Surprise Party,” TV ad, 2013
- Figure 39: Cheez-It, “Weights,” TV ad, 2013
- MULO sales of standard crackers
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- Figure 40: MULO sales of standard crackers, by leading companies, rolling 52 weeks 2012 and 2013
- Pepperidge Farms represents 62% of premium cracker sales
- MULO sales of premium crackers
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- Figure 41: MULO sales of premium crackers, by leading companies, rolling 52 weeks 2012 and 2013
- Kellogg brands represent 43% of health-focused cracker sales
- MULO sales of health-focused crackers
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- Figure 42: MULO sales of health-focused crackers, by leading companies, rolling 52 weeks 2012 and 2013
Innovations and Innovators
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- New product launches down, packaging innovation grows
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- Figure 43: Cookie launches, by launch type, 2010-14*
- Figure 44: Cracker launches, by launch type, 2010-14*
- Health-related claims abound in cookie launches
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- Figure 45: Cookie launches, by top 10 claims, 2010-14*
- No additives/preservatives claim sees strong cracker growth
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- Figure 46: Cracker launches, by top 10 claims, 2010-14*
- Chocolate leads cookie flavors, dark varieties on the rise
- Dessert inspire flavors, and sweet treat hybrids abound
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- Figure 47: Cookie launches, by top 10 flavors, 2010-14*
- Plain and salt-flavored crackers see the biggest increases
- Brands take a crack at popularity of spicy
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- Figure 48: Cracker launches, by top 10 flavors, 2010-14*
- New formats aim to keep cookie and cracker markets fresh
- Cracker brands try out seasonal positioning
- Brands promise bigger, better, more
Cookie Consumption
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- Key points
- Cookies are consumed by 68% of US households
- Cookie price is a barrier to entry for low-income households
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- Figure 49: Any household cookie consumption, by household income, January 2014
- Young men are strong targets for cookie consumption
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- Figure 50: Any cookie consumption for self, by gender and age, January 2014
- More than one quarter of men age 18-34 eat cookies every day
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- Figure 51: Any cookie consumption frequency, by gender and age, January 2014
- Sandwich cookies find favor among nearly half of cookie eaters
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- Figure 52: Cookies (ready-to-eat), by gender and age, July 2012-September 2013
- Solo indulgence positioning should be considered
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- Figure 53: Any cookie consumption for self, by household size, January 2014
- Premium and health-focused cookies see most frequent use
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- Figure 54: Any cookie consumption frequency, by cooking and crackers consumption for self, January 2014
- Healthy cracker eaters indulge in cookies
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- Figure 55: Any cookie consumption for self, by cooking and crackers consumption for self, January 2014
Cracker Consumption
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- Key points
- Crackers are consumed in 77% of households
- Cracker price is a barrier to entry for low-income households
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- Figure 56: Any crackers consumption, by household income, January 2014
- Saltines appear as top cracker
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- Figure 57: Snack crackers, saltines, or graham crackers, by household income, July 2012-September 2013
- Healthy crackers resonate with younger consumers
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- Figure 58: Any crackers consumption for self, by age, January 2014
- 18-24s most likely to eat crackers daily
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- Figure 59: Cracker consumption frequency, by age, January 2014
- Premium and health-focused crackers see most frequent use
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- Figure 60: Cracker consumption frequency, by cooking and crackers consumption for self, January 2014
- Healthy cookie eaters indulge in crackers
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- Figure 61: Any crackers consumption for self, by cooking and crackers consumption for self, January 2014
Consumption Occasions
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- Key points
- Majority of cookies eaters look to indulgence, portability important
- Women eat cookies as snacks/indulgence; men use for meals
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- Figure 62: Cookie consumption occasion, by gender, January 2014
- Young consumers use cookies across occasions
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- Figure 63: Cookie consumption occasion, by age, January 2014
- Lowest income HHs most likely to view cookies as an anytime indulgence
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- Figure 64: Cookie consumption occasion, by household income, January 2014
- Daily cookie eaters less likely to view the products as an indulgence
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- Figure 65: Cookie consumption occasion, by cookie consumption frequency, January 2014
- Premium and health-focused cookies see widest array of uses
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- Figure 66: Cookie consumption occasion, by cooking and crackers consumption for self, January 2014
- Cracker-eating occasions are more varied than cookies
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- Figure 67: Cracker consumption frequency, by gender, January 2014
- Meal crackers may be way to grow consumption among 55+
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- Figure 68: Cracker consumption frequency, by age, January 2014
- Snacking on crackers may not be viewed as affordable
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- Figure 69: Cracker consumption frequency, by household income, January 2014
- Premium crackers popular for entertaining, health-focused used on-the-go
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- Figure 70: Cracker consumption frequency, by cooking and crackers consumption for self, January 2014
- Daily cracker eaters exhibit versatile use, less interested in toppings
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- Figure 71: Cracker consumption frequency, by cracker consumption frequency, January 2014
Cracker Purchase Decision
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- Key points
- Flavor surpasses low price in purchase decision
- Women are attracted to low price and health
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- Figure 72: Cracker purchase decision, by gender, January 2014
- Younger consumers drawn to low price and health, older consumers look for familiar brands
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- Figure 73: Cracker purchase decision, by age, January 2014
- Lowest income HHs look for low price, high earners driven by health
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- Figure 74: Cracker purchase decision, by household income, January 2014
- Standard cracker buyers driven by flavor/price, premium and health-focused by health
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- Figure 75: Cracker purchase decision, by cracker consumption occasion, January 2014
- Consumers may turn to crackers for lower guilt indulgence
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- Figure 76: Cracker purchase decision, by cracker consumption occasion, January 2014
- Figure 77: Cracker purchase decision, by cracker consumption occasion, January 2014 (continued)
Interest in Health
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- Key points
- Two thirds of cookie buyers consider health attributes in purchase
- Men appear more health conscious than women in cookie purchase
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- Figure 78: Interest in health-related attributes (cookies), by gender, January 2014
- Oldest consumers want reduced sugar/sodium cookies
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- Figure 79: Interest in health-related attributes (cookies), by age, January 2014
- Some 71% of cracker buyers are interested in health attributes
- Young men like all-natural, young women look for low calories
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- Figure 80: Interest in health-related attributes (crackers), by gender and age, January 2014
- Premium cookie and cracker eaters looking for all-natural
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- Figure 81: Interest in health-related attributes (cookies), by cooking and crackers consumption for self, January 2014
- Figure 82: Interest in health-related attributes (crackers), by cooking and crackers consumption for self, January 2014
Attitudes Toward Cookies and Crackers
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- Key points
- Cookies are impulse buys for 40% of cookie eaters
- Women buy cookies on impulse, look for indulgence
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- Figure 83: Attitudes toward cookies, by gender, January 2014
- Young consumers like bite-size cookies and resealable packaging
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- Figure 84: Attitudes toward cookies, by age, January 2014
- Crackers are much more likely to be planned purchases
- Young consumers are a strong target for private label
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- Figure 85: Attitudes toward crackers, by age, January 2014
- Lower income earners open to store brand crackers
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- Figure 86: Attitudes toward crackers, by household income, January 2014
- Bite-sized cookies appeal to health-focused cookie eaters
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- Figure 87: Attitudes toward cookies, by household cookies consumption, January 2014
- Premium cracker buyers looking for flavor
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- Figure 88: Attitudes toward crackers, by household crackers consumption, January 2014
- Store brands appeal to daily cookie eaters
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- Figure 89: Attitudes toward cookies, by cookie consumption frequency, January 2014
- Daily cracker eaters like bite size
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- Figure 90: Attitudes toward crackers, by cracker consumption frequency, January 2014
Custom Consumer Group – Households with Children
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- Key points
- HHs with children strongest target for cookie and cracker sales
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- Figure 91: Any household cookie consumption, by presence of children in household, January 2014
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- Figure 92: Any crackers consumption, by presence of children in household, January 2014
- HHs with children also more likely to personally eat cookies and crackers
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- Figure 93: Any cookie consumption for self, by presence of children in household, January 2014
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- Figure 94: Any crackers consumption for self, by presence of children in household, January 2014
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- Figure 95: Cookies (ready-to-eat), by presence of children in household, July 2012-September 2013
- One quarter of dads eat cookies daily
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- Figure 96: Oreo, “Bedtime Song,” TV ad, 2013
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- Figure 97: Any cookie consumption frequency, by gender and parents with children in household, January 2014
- Dads buy premium, health-focused cookies and crackers
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- Figure 98: Any household cookie consumption, by gender and parents with children in household, January 2014
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- Figure 99: Any crackers consumption, by gender and parents with children in household, January 2014
- Kids 6+ biggest market for cookies
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- Figure 100: Cookie consumption (nets), January 2014
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- Figure 101: Cookies, May 2012-June 2013
- Teen cookie consumption down
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- Figure 102: Oreo, “’School Day’ Song,” TV ad, 2013
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- Figure 103: Cookies (ready-to-eat), April 2008-June 2013
- Opportunity to grow crackers geared to 5 and under
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- Figure 104: Crackers consumption (nets), January 2014
- Sandwich cookies and soft chocolate chip rule
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- Figure 105: Cookies (ready-to-eat), by presence of children in household, July 2012-September 2013
- Cheese flavors popular with kids
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- Figure 106: Snack crackers, saltines, or graham crackers, by presence of children in household, July 2012-September 2013
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- Figure 107: Snack crackers, saltines, or graham crackers, by age, May 2012-June 2013
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- Figure 108: Snack crackers, saltines, or graham crackers, May 2012-June 2013
- Convenience important among HHs with children
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- Figure 109: Cookie consumption occasion, by presence of children in household, January 2014
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- Figure 110: Crackers consumption occasion, by presence of children in household, January 2014
- Moms are price conscious, care less about brands
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- Figure 111: Cracker purchase decision, by gender and parents with children in household, January 2014
- Households with children like natural, less concerned over calories
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- Figure 112: Interest in health-related attributes (cookies), by presence of children in household, January 2014
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- Figure 113: Interest in health-related attributes (crackers), by presence of children in household, January 2014
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- Figure 114: Attitudes toward cookies, by presence of children in household, January 2014
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- Figure 115: Attitudes toward crackers, by presence of children in household, January 2014
Impact of Race and Hispanic Origin
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- Key points
- Black consumers and Hispanics strong targets for cookie purchase
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- Figure 116: Any household cookie consumption, by race/Hispanic origin, January 2014
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- Figure 117: Cookies (ready-to-eat), by race/Hispanic origin, July 2012-September 2013
- Blacks buying for themselves, Hispanics for their kids
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- Figure 118: Any cookie consumption for self, by race/Hispanic origin, January 2014
- Black HHs select for cookie indulgence
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- Figure 119: Cookies (ready-to-eat), by race/Hispanic origin, July 2012-September 2013
- Premium, health-focused crackers find favor in Hispanic HHs
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- Figure 120: Any crackers consumption, by race/Hispanic origin, January 2014
- Crackers not seen as a kid product among Hispanic HHs
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- Figure 121: Any crackers consumption for self, by race/Hispanic origin, January 2014
- Figure 122: Snack crackers, saltines, or graham crackers, by race/Hispanic origin, July 2012-September 2013
- Gluten-free claim most likely to resonate with Asians
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- Figure 123: Interest in health-related attributes (cookies), by race/Hispanic origin, January 2014
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- Figure 124: Interest in health-related attributes (crackers), by race/Hispanic origin, January 2014
- Cookie freshness, quality of interest to Asians
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- Figure 125: Attitudes toward cookies, by race/Hispanic origin, January 2014
- Black consumers view crackers as healthy
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- Figure 126: Attitudes toward crackers, by race/Hispanic origin, January 2014
Appendix – Food and Drink Market Drivers
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- Health and lifestyle
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- Figure 127: American adults by weight category as determined by body mass index (BMI), 2008-Oct. 28, 2013
- Childhood and teen obesity – Highest in decades
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- Figure 128: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- Consumer confidence
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- Figure 129: University of Michigan’s index of consumer sentiment (ICS), 2007-14
- Unemployment
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- Figure 130: US unemployment rate, by month, 2002-14
- Figure 131: US unemployment and underemployment rates, 2007-14
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- Figure 132: Number of employed civilians in US 2007-14
- Retail channels
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- Figure 133: Distribution of expenditures on food for off-premise consumption, by channel, 1993-2012
- Racial, ethnic population growth
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- Figure 134: US population by race and Hispanic origin, 2009, 2014, and 2019
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- Figure 135: Households with children, by race and Hispanic origin of householder, 2013
- Shifting US demographics
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- Figure 136: US population, by age, 2009, 2014, and 2019
- Figure 137: US households, by presence of own children, 2003-13
Appendix – Other Useful Consumer Tables
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- Household cookie and cracker consumption
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- Figure 138: Cookie consumption, January 2014
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- Figure 139: Crackers consumption, January 2014
- Personal cookie and cracker consumption
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- Figure 140: Any cookie consumption for self, by gender, January 2014
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- Figure 141: Any cookie consumption for self, by age, January 2014
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- Figure 142: Any cookie consumption frequency, by gender, January 2014
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- Figure 143: Any cookie consumption frequency, by age, January 2014
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- Figure 144: Any crackers consumption for self, by gender and age, January 2014
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- Figure 145: Cracker consumption frequency, by gender, January 2014
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- Figure 146: Cracker consumption frequency, by gender and age, January 2014
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- Figure 147: Any cookie consumption for self, by household income, January 2014
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- Figure 148: Any cookie consumption frequency, by household income, January 2014
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- Figure 149: Any crackers consumption for self, by household income, January 2014
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- Figure 150: Cracker consumption frequency, by household income, January 2014
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- Figure 151: Any cookie consumption for self, by gender and parents with children in household, January 2014
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- Figure 152: Any crackers consumption for self, by gender and parents with children in household, January 2014
- Consumption occasions
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- Figure 153: Cookie consumption occasion, by gender and age, January 2014
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- Figure 154: Cracker consumption occasion, by gender and age, January 2014
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- Figure 155: Cookie consumption occasion, by household income, January 2014
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- Figure 156: Crackers consumption occasion, by household income, January 2014
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- Figure 157: Cookie consumption occasion, by gender and parents with children in household, January 2014
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- Figure 158: Cookie consumption occasion, by gender and parents with children in household, January 2014
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- Figure 159: Cracker consumption frequency, by gender and parents with children in household, January 2014
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- Figure 160: Crackers consumption occasion, by gender and parents with children in household, January 2014
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- Figure 161: Cookie consumption occasion, by race/Hispanic origin, January 2014
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- Figure 162: Cracker consumption frequency, by race/Hispanic origin, January 2014
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- Figure 163: Cracker consumption frequency, by cracker consumption frequency, January 2014
- Cracker purchase decision
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- Figure 164: Cracker purchase decision, by gender and age, January 2014
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- Figure 165: Cracker purchase decision, by household size, January 2014
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- Figure 166: Cracker purchase decision, by cracker consumption frequency, January 2014
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- Figure 167: Cracker purchase decision, by cracker consumption occasion, January 2014
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- Figure 168: Cracker purchase decision, by cracker consumption occasion, January 2014 (continued)
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- Figure 169: Cracker purchase decision, by cookies and crackers consumption for self, January 2014
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- Figure 170: Cracker purchase decision, by race/Hispanic origin, January 2014
- Interest in health
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- Figure 171: Interest in health-related attributes (cookies), by gender and age, January 2014
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- Figure 172: Interest in health-related attributes (cookies), by household income, January 2014
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- Figure 173: Interest in health-related attributes (crackers), by household income, January 2014
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- Figure 174: Interest in health-related attributes (cookies), by cookie consumption frequency, January 2014
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- Figure 175: Interest in health-related attributes (crackers), by cracker consumption frequency, January 2014
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- Figure 176: Interest in health-related attributes (cookies), by household cookies consumption, January 2014
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- Figure 177: Interest in health-related attributes (cracker), by household cracker consumption, January 2014
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- Figure 178: Interest in health-related attributes (cookies), by gender and parents with children in household, January 2014
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- Figure 179: Interest in health-related attributes (crackers), by gender and parents with children in household, January 2014
- Attitudes toward cookies and crackers
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- Figure 180: Attitudes toward cookies, by gender and age, January 2014
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- Figure 181: Attitudes toward crackers, by gender and age, January 2014
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- Figure 182: Attitudes toward cookies, by household income, January 2014
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- Figure 183: Attitudes toward cookies, by cookies and crackers consumption for self, January 2014
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- Figure 184: Attitudes toward crackers, by cookies and crackers consumption for self, January 2014
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- Figure 185: Attitudes toward cookies, by gender and parents with children in household, January 2014
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- Figure 186: Attitudes toward crackers, by gender and parents with children in household, January 2014
Appendix – Trade Associations
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