The U.S. cookie market has seen its share of fluctuations and throughout the 1990s has been subject to major shifts. The early '90s found consumers feeling more health and weight conscious and the cookie market adapted by providing numerous low-fat and low-cal options. But by 1996, the tide was turning, and consumers began to demand cookies that tasted better, no matter what their nutritional content might be. By 2000, convenience packaging was growing rapidly in popularity as consumers became more pressed for time and more willing to pay extra for convenience. In 2001, convenience and "on-the-go" packaging were considered top growth strategies for cookie wholesalers and retailers.

This report explores the hypothesis that the strength of the cookie market lies in the ability of cookie manufacturers and marketers to adapt quickly to changing public tastes. Even in a softening economy, when consumers are passing up more expensive luxuries, a premium cookie still seems like a reasonable treat. Cookies are enjoyed by all ages, but are a favorite with children. With population projections showing an increase in the number of children through 2010, it's likely that consumers will keep cookies in their cupboards.

This report covers packaged cookies, ready for consumption, available through retail outlets such as grocery stores, convenience stores, mass merchandisers and drugstores.

Excluded from the report are baking mixes, refrigerated or frozen dough, brownies, snack bars, snack cakes, cookie-based candy bars, sports bars, and breakfast/cereal bars. Also excluded are sales from freestanding or mall stores. Prebaked, prepackaged items affiliated with a specialty store may be included, but frozen dough and sales from specialty outlets are excluded.

This report contains U.S. IRI InfoScan data. Report contents may be subject to change prior to the date of publication.

A number of U.S. reports covering related sectors have been published, are planned, or are in preparation, including:

Healthy Snacking, U.S. report, July 2003

Attitudes towards Diet & Exercise, U.S. report - July 2003

Meat Snacks, U.S. report - May 2003

Salty Snacks, U.S. report - March 2003

Frozen Snacks, U.S. report - October 2002

Cereal Bars, U.S. report - September 2002

Kids' and Teens' Eating Habits - U.S. report, May 2002

Cakes, U.S. report - May 2002

Nuts & Dried Fruit, U.S. report - February 2002

Eating Habits, Attitudes & Concerns, U.S. report - February 2002

Chocolate Confectionery, U.S. report - October 2001

Crackers, U.S. report - September 2001