• 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