Cookies in the U.S.

Aug 1, 2006
146 Pages - Pub ID: LA1209582
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The cookie market is slowly heating up. After peaking in 2001 at just over $6 billion in sales, the U.S. cookie market steadily crumpled through 2005, due to higher ingredient costs, alternative snack options, and increased consumer interest in healthy eating. However, sales appear to be stabilizing. There was some growth in the sector, driven largely by premium, line extensions (such as the very popular 100-calorie packs), and product innovations. Though the market has contracted during this five-year period, Packaged Facts believes that the market declines may be at an end and that the U.S. market for cookies is set to grow at a modest rate.

This report, in its 4th edition, looks at the major issues facing the cookie industry, and offers insight into how cookie marketers can overcome sluggishness in the market and return to good health. The study presents marketer and brand shares, as well as profiles of such leading marketers as the Nabisco, Inc. (a division of Kraft), Keebler Foods Co. (a subsidiary of the Kellogg Co.), Pepperidge Farm (a subsidiary of the Campbell Soup Co.), and McKee Foods Corp. The report not only analyzes the competitive situation among cookies marketers, but also reviews new product and marketing trends. The study also examines the retail milieu and provides demographic profiles of cookie consumers according to frequency of consumption, cookie type, and brand, using comprehensive Simmons Market Research Bureau data.

Report Methodology
The information in Cookies in the U.S. is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the food market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass merchandiser sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. Figures provided on national consumer advertising expenditures are based primarily on data compiled by TNS Media Intelligence U.S., the leading provider of strategic advertising and marketing communications intelligence. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for fall 2005 (adult and kids/teens). New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Datamonitor.

The report looks at every segment of the cookie market, examining trends for growth and projecting sales of products through 2010. It analyzes consumer demographics and their current and projected impact on sales of cookies. It provides up-to-date competitive profiles of marketers of cookies and discusses the influence of demographic trends as a driver of retail trends. The report also spotlights new products and current distribution trends, and offers readers trends and marketing opportunities within the food industry.

What You’ll Get in this Report
Cookies in the U.S. makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Cookies in the U.S. offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the mainstream food marketers, specialists and up-and-coming niche players, and analyses of the products they market)
  • Attitudes and Behaviors (of consumers)
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
If your company is already competing in the cookie market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for cookies, as well as projected sales and trends through 2010. Contributing to that understanding will be a complete analysis of sales data from IRI and other published and trade sources, a detailed discussion of the cookie consumer based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for cookies.
  • Research and development professionals stay on top of competitor initiatives and explore demand for cookies.
  • Advertising agencies working with clients in the food industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Chapter 1 Executive Summary
  • Report Scope
  • Methodology
  • Market Size and Growth
    • Overall Sales Decline to $5.56 Billion
    • Figure 1-1 U.S. Retail Sales of Cookies, 2001 - 2005 (in billion $)

    Top Marketers and Brands
    • Table 1-1 IRI-Tracked Retail Sales of Top Cookie Marketers, 2005 (in million $)
    • Table 1-2 IRI-Tracked Retail Sales of Top Cookie Brands, 2005 (in million $)

  • Trends and Factors to Growth
    • Go Premium and Gourmet
    • Natural and Organic No Longer Niche
    • Is a Truly Healthy Cookie Possible?
    • Line Extensions
    • Targeting Key Consumer Groups
    • The Evolution of Snacking

  • Market Forecast
    • Table 1-3 Projected U.S. Retail Sales of Cookies, 2005-2010 (in billion $)

  • Marketing Dynamics
    • Ad Spend of Top Four Marketers
    • Table 1-4 Top U.S. Cookie Marketers by Ad Spend, 2005
    • Licensed Cookies and Promotional Packaging
    • Innovative Promotions
    • Indulgence and Health Drive New Products

  • The Consumer
    • Cookie Consumption Widespread, But Down
    • Consumption Flat and Evenly Spread Among Demographic
    • Segments
    • Kids’ Presence Influences Consumption
    • Sandwich Cookies Rate #1
    • Oreos Reign Supreme, Followed By Chips Ahoy!
    • Usage: Teens and Kids
    • Top Brand Usage Rates for Kids
    • Top Brand Usage Rates for Teens
    • Pester Power

Chapter 2 The Market

  • Report Scope
  • Methodology
  • Market Size and Growth
    • Overall Sales Decline to $5.56 Billion
    • Figure 2-1 U.S. Retail Sales of Cookies, 2001 - 2005 (in billion $)
    • Table 2-2 U.S. Retail Sales of Cookies, 2001-2005 (in billion $)
    • Retail Sales Show Marked Declines
    • Figure 2-2 IRI-Tracked Sales of Cookies, 2001-2005 (in billion $)
    • Table 2-3 IRI-Tracked Sales of Cookies, 2001-2005 (in billion $)

  • Factors To Growth
    • Go Premium and Gourmet
    • Table 2 -5 Retail Performance of Selected “Premium Cookies & Marketers,” 2004 - 2005
    • Indulge Them
    • Natural and Organic No Longer Niche
    • Is a Truly Healthy Cookie Possible?
    • Higher Ingredient Costs
    • Line Extensions
    • Targeting Key Consumer Groups
    • The Evolution of Snacking
    • Regulatory Influences
    • The Nutritional Labeling and Education Act
    • The Trans Fat Regulation
    • FDA on Whole Grains

  • Market Forecast
    • Figure 2-3 Projected Sales of Cookies, 2005-2010 (in billion $)
    • Table 2-6 Projected U.S. Retail Sales of Cookies, 2005-2010 (in billion $)

Chapter 3 The Marketers

  • Overview
  • Table 3-1 IRI-Tracked Market Composition by Top Cookie Marketers, 2004-2005
  • Performance Analysis
    • Nabisco Poised for Turn Around
    • Eliminating Trans Fats
    • Jumping on the Whole Grain Train
    • Extending the Brand
    • Table 3-2 IRI-Tracked Retail Sales of Top Cookie Marketers, 2004-2005 (in million $)
    • Keebler Needs More Than Elfin’ Magic
    • Pepperidge Farm Harvests Growth
    • Little Debbie Ekes Out a Small Gain
    • Archway & Mother’s Cookies Suffers; Others Show Declines
    • Masterfoods USA and Grupo Gamesa Gather Momentum
    • Figure 3-1 IRI-Tracked Retail Sales of Top Cookie Marketers, 2001-2005 (in million $)
    • Performance by Unit Sales
    • Table 3-3 IRI-Tracked Retail Unit Sales for Top Cookie Marketers, 2005 (in million$)

  • Top Brands
    • Overview
    • Table 3-4 IRI-Tracked Retail Market Shares of Top Cookie Brands, 2004-2005
    • Oreos Afloat; Chips Ahoy! Sinking
    • Table 3-5 IRI-Tracked Retail Market Sales of Top Cookie Brands, 2004-2005 (in million $)
    • Figure 3-2 IRI-Tracked Retail Sales of Top Cookie Brands, 2001-2005 (in million $)
    • Overview of Top 20 Marketers/Brands by Sales
    • Table 3-6 IRI-Tracked Retail Sales for Top-20 Companies and Brands, 2005 (in million $)
    • Table 3-6 [cont] IRI-Tracked Retail Sales for Top-20 Companies and Brands, 2005 (in million $)
    • Unit Sales Decline
    • Table 3-7 IRI-Tracked Retail Unit Sales of Top Cookie Brands, 2005
    • ARPU Comparison
    • Table 3-8 IRI-Tracked ARPU (Average Revenue Per Unit) for Top Cookie Marketers, 2004 - 2005
    • Table 3-9 IRI-Tracked ARPU (Average Revenue Per Unit) for Top Cookie Brands, 2004 - 2005

  • Company Profiles
  • Kraft Foods, Inc.
    • Trimming the Portfolio
    • Scoring with 100 Calorie Packs
    • Figure 3-3 IRI-Tracked Cookie Sales for Kraft & Nabisco, 2001-2005 (in billion $)
    • Table 3-10 IRI-Tracked Sales of Kraft/Nabisco Cookie 100 Calorie Packs, 2003-2005 (in millions of dollars)
    • Calorie Counting the Easy Way
    • Table 3-11 Timeline of Selected Nabisco 100 Calorie Pack New Product Introductions, 2004-2006

  • Keebler Foods Co.
    • 2005 Not a Banner Year
    • Figure 3-4 IRI-Tracked Cookie Sales for Keebler Co., 2001-2005 (in million $)

  • Pepperidge Farm
    • Pepperidge Farm Wants to Remember 2005
    • Figure 3-5 IRI-Tracked Cookie Sales for Pepperidge Farm, 2001 - 2005

  • McKee Foods Corp.
    • Smart Snacking in 2005
    • Figure 3-6 IRI-Tracked Cookie Sales for McKee Foods, 2001-2005

  • Archway & Mother’s Cookies
    • Rebounding from Paramlat Scandal
    • Figure 3-7 IRI-Tracked Cookie Sales for Archway & Mother’s Cookies, 2001-2005

  • Murray Biscuit Co.
    • 2005 Performance
    • Figure 3-8 IRI-Tracked Cookie Sales for Murray Biscuit Co, 2001 - 2005

  • Lofthouse Cookies (Ralcorp)
    • 2005 Performance
    • Figure 3-9 IRI - Tracked Cookie Sales for Lofthouse Foods (Ralcorp Inc.), 2001-2005

  • W & H Voortman, Inc.
    • 2005 Performance
    • Figure 3-10 IRI-Tracked Cookie Sales for W & H Voortman, Inc, 2001 - 2005

  • Masterfoods USA
    • 2005 Performance
    • Figure 3-11 IRI-Tracked Cookie Sales for Masterfoods USA, 2002-2005

  • Grupo Gamesa
    • Latin American Varieties Growing In Popularity in the U.S.
    • Figure 3-12 IRI-Tracked Sales of Grupo Gamesa S.A., 2001-2005

  • Private Label Cookies
    • 2005 Performance
    • Figure 3-13 IRI-Tracked Sales of Private Label Cookies, 2001 - 2005 (in million $)

Chapter 4 Marketing Dynamics

  • Overview
  • Growth for Those Who Adapt
  • Line Extensions
  • Indulgence
  • Limited Shelf Space a Major Challenge
  • Healthy Marketing & Branding
  • Portion Control - 100 Calorie Packs Everywhere
  • Portable Packaging
  • Figure 4-1 ARPV/ARPU Comparison for Nabisco Chips Ahoy! Brand, 2005 (dollars)
  • Figure 4-2 ARPV/ARPU Comparison for Nabisco Chips Ahoy! Brand, 2005 (dollars)
  • Ingredient Stories
  • Whole Grain
  • Trans Fat
  • Table 4-1 Selected New Product Introductions: No Trans Fat or No Saturated Fat, January 2006-June 2006
  • TTable 4-1 [cont.] Selected New Product Introductions: No Trans Fat or No Saturated Fat, January 2006-June 2006
  • Advertising and Promotion
    • Ad Spend of Top Four Marketers
    • Table 4-2 Top U.S. Cookie Marketers by Ad Spend, 2005
    • Nabisco Leads with Ad Spend at $84 million
    • Table 4-3 Top Nabisco Brands by Ad Spend, 2005
    • Keebler Spends $21 Million
    • Table 4-4 Top Keebler Brands by Ad Spend, 2005
    • Pepperidge Farm Third Largest Spend
    • Table 4-5 Top Pepperidge Farm Brands by Ad Spend, 2005
    • Licensed Cookies and Promotional Packaging
    • TV and Movies
    • Innovative Promotions
    • Adult Promotions

  • New Product Introductions
    • Roping in Adults With High End
    • Natural’s a Big Hit
    • Cookie For One, Please
    • Emphasis on Indulgence
    • Gourmet Does Well
    • Table 4-6 Cookie New Product Selling Points, by Select Package Tags, July 2005-June 2006
    • No Surprise, Chocolate Top Ingredient
    • Fruit Making Itself Known
    • Tea and Sympathy
    • Specialty Products for Cookie Lovers with Medical Issues
    • Other Healthy Ingredients Not Seen Yet
    • Table 4- Cookie New Product Selling Points, by Select Ingredient and Flavor Tags, July 2005-June 2006
    • Variety of Cookie Brand Introductions
    • Table 4-9 Selected Cookie Brands Introductions, July 2005-June 2006

Chapter 5 The Consumer

  • The Simmons Survey System
  • Cookie Consumption Widespread, But Down
  • Consumption Flat and Evenly Spread Among Demographic
  • Segments
  • Kids’ Presence Influences Consumption
  • Table 5-1 Demographic Characteristics Favoring Cookie Consumption, 2005
  • Cookie Consumption by Age
  • Figure 5-1 Percentage of Cookie Eaters, by Age
  • Table 5-2 Penetration of Adult Cookie Consumption, By Age
  • Women Form Larger Share of Cookie Eaters
  • Figure 5-2 Percentage Cookie Eaters, By Gender
  • Table 5-3 Penetration of Adult Cookie Consumption, By Gender
  • Cookie Consumption by Race
  • Figure 5-3 Percentage Cookie Eaters by, Race/National Origin
  • Table 5-4 Penetration of Adult Cookie Consumption, by Race
  • Cookie Consumption By Household Size
  • Figure 5-4 Percentage Cookie Eaters, by Household Size
  • Table 5-5 Penetration of Adult Cookie Consumption, by Household Size
  • Cookie Consumption by Age of Children in Household
  • Figure 5-5 Percentage Cookie Eaters, by Age of Children Present in Household
  • Table 5-6 Penetration of Adult Cookie Consumption, by Age of Children in Household
  • Demographic Profile by Usage Type
    • Sandwich Cookies Rate #1
    • Table 5-7 Usage Rates for Cookies by Type, 2005
    • Demographic Profile of the Sandwich Cookie Consumer
    • Demographic Profile of the Soft Chocolate Chip Cookie
    • Consumer
    • Demographic Profile of the Regular Chocolate Chip Cookie
    • Consumer
    • Table 5-8 Demographic Characteristics Favoring Use of Sandwich Cookies, Soft Chocolate Chip and Regular Chocolate Chip, 2005
    • Demographic Profile of the Vanilla Wafer Consumer
    • Demographic Profile of the Bite Size Cookie Consumer
    • Demographic Profile of the Other Soft Cookie Consumer
    • Table 5-9 Demographic Characteristics Favoring Use of Vanilla Wafers, Bite Size, and Other Soft Cookies, 2005
    • Demographic Profiles of the Fruit-Filled and Nut Cookie
    • Consumers
    • Demographic Profiles of the Fudge-Covered and Chocolate
    • Cookie Consumers
    • Table 5-10 Demographic Characteristics Favoring Use of Fruit Filled, Nut Cookies, Fudge Covered and Chocolate, 2005

  • Demographic Profile by Usage Brand
    • Oreos Reign Supreme, Followed By Chips Ahoy!
    • Table 5-11 Usage Rates for Cookies by Brand, January 2005 to September 2005
    • Demographic Profiles of Oreo Cookie Consumers
    • Demographic Profiles of Chips Ahoy! Cookie Consumers
    • Demographic Profiles of Keebler Chips Deluxe Cookie Consumers
    • Demographic Profiles of Nabisco’s Nutter Butter Cookie
    • Consumers
    • Table 5-12 Demographic Characteristics Favoring Use of Nabisco Oreo (Regular), Nabisco Chips Ahoy (Regular), Nabisco Chips Ahoy (Chewy, Keebler Chips Deluxe, and Nabisco Nutter Butter, 2005
    • Demographic Profiles of Archway Cookie Consumers
    • Demographic Profiles of Nabisco Nilla Wafers Consumers
    • Demographic Profiles of Little Debbie Consumers
    • Demographic Profiles of Nabisco Newtons Consumers
    • Demographic Profiles of Keebler Pecan Sandies Consumers
    • Table 5-13 Demographic Characteristics Favoring Use of Archway, Nabisco Nilla Wafers, Little Debbie, Nabisco Newtons, and Keebler Pecan Sandies, 2005

  • Usage: Teens and Kids
    • Top Brand Usage Rates for Kids
    • Top Brand Usage Rates for Teens
    • Table 5-14 Brand Usage Rates by Teens and Kids
    • Table 5-15 Percentage of Positive Response to Question: How Many Packs of Cookies Have You Consumed in the Last 30 Days? (%)
    • Table 5-16 Percentage Positive Response to Questions: Do You Make Purchase Decisions? (%)

Chapter 6 Trends

  • Premium Hits The Sweet Spot
  • Table 6-1 Retail Performance of Selected “Premium Cookies & Marketers,” 2004 - 2005
  • Indulging in Chocolate
  • Table 6-2 Retail Performance of Selected “Non-Premium Indulgent Cookies,” 2004 - 2005
  • Chocolate Candy Brands Entering Cookie Territory
  • Natural and Organic
  • Figure 6-1 Share of U.S. Retail Sales of Organic Foods and Beverages by Product Category, 2005 (percent)
  • Health and Diet Highlights
  • Table 6-3 Retail Performance of Selected “Healthy Cookies,” 2001 - 2005
  • Get The Fat Out
  • Whole Grains
  • Targeting Hispanics
  • Targeting Boomers
  • Kids’ Play
  • The Evolution of Snacking
  • Cookies As Dessert Alternative
  • Cookies in Medicinal and Functional Benefit Deliver
  • Convenience Versus Nutrition

Address of Selected Marketers

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