• Scope of Report
• Report Methodology
• The Market
  
  • Overall Sales Remain At $6 Billion
  • Table 1-1: U.S. Market for Cookies, 1999-2003
  • Snack-loving Population
  • Market Projections
  • Table 1-2: Projected Overall U.S. Cookie Sales, 2003-2008
  
  
• Cookies and Trans Fat
  
  • Trans Fat Controversy
  • Why Are Trans Fats Bad: Health Impacts
  • Where Trans Fats Can Be Found
  • The Trans Fat Regulation
  • The “Oreo” Lawsuit
  
  
• Marketers
  
  • Table 1-3: Retail Sales of Top-10 Marketers, 2003
  • Top Brands
  • Table 1-4: U.S. Retail Sales of Top-10 Brands of Cookies, 2003
  
  
• Marketing Dynamics
  
  • Line Extensions
  • Mini-Size Me
  • Sugar-free Cookies Help Satisfy Sweet Tooth
  • Low Carb Cookies
  
  
• The Consumer

Chapter 2: The Market

• Introduction to Cookies
• Primary Ingredients
• Classifications
• Healthy Cookies
• Cookie Bars
• Cookies and Health
  
  • Weight Up, Cookies Down
  • Trans Fat Controversy
  • Why Are Trans Fats Bad: Health Impacts
  • Where Trans Fats Can Be Found
  • Table 2-1: The “Terrible 10” Food Products
  • The Trans Fat Regulation
  • NAS Report Spurs Government Action
  • The “Oreo” Lawsuit
  • FDA Regulation
  • The FDA’s Trans Fat Rule - A Rocky Start
  • Highlights of The Final Rule
  • Cookie Manufacturer Reaction
  • Reformulation Not an Easy Task
  • No-Trans Fat Baking Oils
  
  
• Market Size and Growth
  
  • Overall Sales Remain At $6 Billion
  • Figure 2-1: U.S. Retail Market Sales of Cookies, 1999-2003
  • Table 2-2: U.S. Market for Cookies, 1999-2003
  • Retail Sales Remain Flat
  • Table 2-3: U.S. Retail Sales of Cookies, 1999-2003
  • Figure 2-2: U.D. Retail Sales of Cookies, 1999-2003
  • Table 2-4: U.S. Retail Sales of Cookies and CAGR, 1999-2003
  • Some “Healthy” Cookies Faring Better
  • Table 2-5: Retail Performance of Selected “Healthy Cookies,” 1999 to 2003
  • Minis Did Well, Until 2003
  
  
• Factors To Market Growth
  
  • Line Extensions
  • Innovation & New Products
  • Targeting Hispanics
  • Now Playing At A Theater Near You
  • Kids’ Play
  • Snack-loving Population
  • Convenience
  • Premium Cookies For Grown-Ups
  • Demand For Low-Carb, Low-Sugar Cookies
  
  
• Market Projections
  
  • Table 2-6: Projected Overall U.S. Cookie Sales, 2003-2008
  • Figure 2-4: Projected Sales of Cookies, 2003-2008

Chapter 3: The Competitive Situation

• Overview
• Table 3-1: Market Shares of Top-10 Cookie Marketers, 2002-2003
• Performance Analysis
  • Kraft/Nabisco Still on Top
  • Product Extension Failures Beset Nabisco
  • Keebler Suffers Big Loss
  • Table 3-2: Top-10 Marketers of Cookies by Retail Revenue, 2002-2003
  • Pepperidge Farm Posts A Good Year
  • Little Debbie Has Big Year
  • Cookie Bars Boost Masterfoods
  • Figure 3-1: Top-10 Marketers of Cookies by Retail Sales, 2001-2003
  
  
• Cookie Brand Performance
  
  • Oreo Varies, Stays on Top
  • The Keebler Elves Aren’t Happy
  • Good Times Down on the (Pepperidge) Farm
  • Parmalat’s Mixed Bag
  • Performance By Unit Sales
  • Table 3-3: Retail Unit Sales for Top-10 Marketers, 2003
  • Table 3-4: Retail Sales for Top-20 Companies and Brands, 2003
  
  
• Top Brands
  
  • Overview
  • Table 3-5: Top-10 Brands of Cookies by Market Share, 2002-2003
  • Oreos Get “Stuffed”
  • Table 3-6: Top-10 Brands of Cookies by Retail Sales, 2002-2003
  • Figure 3-2: Retail Revenues of Top-10 Brands of Cookies, 2001-2003
  • Unit Sales Decline
  • Table 3-7: Retail Unit Sales of Top-10 Brands of Cookies, 2003
  • ARPU Comparison
  • Table 3-8: ARPU (Average Revenue Per Unit) for Top-10 Marketers, 2002-2003
  • Table 3-9: ARPU (Average Revenue Per Unit) for Top-10 Brands, 2002-2003
  
  
• Company Profiles
  
  • Competitive Profile: Kraft Foods, Inc.
    • Spending to Sell Cookies
    • Portable Paradise
    • New Directions
    • The “Clear Outlier”
    • A Focus on Health
    
    
  • Figure 3-3: U.S. Retail Cookie Sales for Kraft Foods (including Nabisco and Oscar Mayer), 1999-2003
  • Competitive Profile: Keebler Foods Co.
    • 2003 Performance: Disappointment for the Elves
    • CEO: We’re Not Banking on a Turnaround
    
    
  • Figure 3-4: U.S. Retail Cookie Sales for Keebler Co., 1999-2003
  • Competitive Profile: Pepperidge Farm 2003 Performance
  • Figure 3-5: U.S. Retail Cookie Sales for Pepperidge Farm, 1999-2003
  • Competitive Profile: McKee Foods Corp.
    • Company Description
    • 2003 Performance
    
    
  • Figure 3-6: U.S. Retail Cookie Sales for McKee Foods, 1999-2003
  • Competitive Profile: Murray Biscuit Co.
    • Company Description
    • 2003 Performance
    
    
  • Figure 3-7: U.S. Retail Cookie Sales for Murray Biscuit Co., 1999-2003
  • Competitive Profile: Archway Cookies
  • Parmalat to Say Ciao to Archway?
  • Figure 3-8: U.S. Retail Cookie Sales for Archway Cookies, 1999-2003
  • Figure 3-9: U.S. Retail Cookie Sales for Mother’s Cake & Cookies, 1999-2003
  • Competitive Profile: Lofthouse Foods, Inc.
    • Company Description
    • 2003 Performance
    
    
  • Figure 3-10: U.S. Retail Cookie Sales for Lofthouse Foods, 2000-2003
  • Competitive Profile: W & H Voortman, Inc.
    • Company Description
    • 2003 Performance
    
    
  • Figure 3-11: U.S. Retail Cookie Sales for W & H Voortman, Inc., 1999-2003
  • Competitive Profile: Masterfoods USA
    • Company Description
    • Getting a Piece of the Cookie Pie
    
    
  • Figure 3-12: U.S. Retail Cookie Sales for Masterfoods USA, 2002-2003
  
  
• Brand Profiles
  • Brand Profile: Oreo Cookies
  • Figure 3-13: U.S. Mass-market Sales of Cookies by Brand: Oreo Cookies, 1999-2003
  • Table 3-10: Oreos Cookies At a Glance
  • Brand Profile: Chips Ahoy! Cookies
  • Figure 3-14: U.S. Retail Sales of Chip Ahoy!, 1999-2003
  • Table 3-11: Chips Ahoy! Cookies At a Glance
  • Brand Profile: Archway Cookies
  • Figure 3-15: U.S. Retail Sales of Archway Cookies, 1999-2003
  • Table 3-12: Archway Cookies At a Glance
  • Brand Profile: Little Debbie Cookies
  • Figure 3-16 U.S. Retail Sales of Little Debbie Cookies, 1999-2003
  • Table 3-13: Little Debbie Cookies At a Glance
  • Brand Profile: Nabisco Oreo Double Stuf Cookies
  • Figure 3-17: U.S. Mass-market Sales of Nabisco Oreo Double Stuf Cookies, 1999-2003
  • Table 3-14: Nabisco Oreo Double Stuf Cookies At a Glance
  • Brand Profile: Mother’s Cookies
  • Figure 3-18: U.S. Retail Sales of Mother’s Cookies, 1999-2003
  • Table 3-15: Mother’s Cookies At a Glance
  • Brand Profile: Pepperidge Farm Milano Cookies
  • Figure 3-19: U.S. Retail Sales of Pepperidge Farm Milano Cookies, 1999-2003
  • Table 3-16: Pepperidge Farm Milano Cookies At a Glance
  • Brand Profile: Pepperidge Farm Cookies
  • Figure 3-20: U.S. Retail Sales of Pepperidge Farm Cookies, 1999-2003
  • Table 3-17: Pepperidge Farm Cookies At a Glance
  • Brand Profile: Fig Newtons
  • Figure 3-21: U.S. Retail Sales of Fig Newton Cookies, 1999-2003
  • Table 3-18: Fig Newton Cookies At a Glance
  • Brand Profile: Nabisco SnackWell’s Cookies
  • Table 3-19: Nabisco SnackWell’s Cookies At a Glance
  
  Chapter 4: Marketing Dynamics
  
  • As The Cookie Market Crumbles . . .
  • Marketing Budgets Swell
    • Kraft/Nabisco Spends More, But Suffers From Bad Publicity
    • Kellogg Favors Other Snacks
    • Pepperidge Farm Remembers Its Cookies
    • Archway Goes Upscale
    • Nestle
    
    88
  • Marketing and New Product Trends
    
    • Line Extensions
    • Mini-Size Me
    • Sugar-free Cookies Help Satisfy Sweet Tooth
    • Low Carb Cookies
    • Trans Fat and Its Impact on Cookies
    • Table 4-1: Select No Trans Fat/No Saturated Fat Cookies Introductions, 2003-2004
    • Licensed Cookies
    • Premium Cookies
    
    
  • Marketing Tools
    
    • Portable Packaging
    • Rigid Packaging
    • Innovative Promotions
    
    
  • New Product Introductions
    
    • Table 4-2: U.S. Cookies Market: Selected New Product Introductions, 2002-2004

Chapter 5: Retail Dynamics

• Overview
• Sales Through Retail Channels
  • Mass-Market Sales
  • Drug Store Sales
  
  
• Private Label Product Sales Rise
• Figure 5-1: U.S. Retail Sales of Private Label Cookies, 1999-2003
• Online Cookie Sales Up
• Retail Trends
  
  • Stocking More Low-Carb, Low-Sugar Cookies
  • Impulse Marketing
  • Private Labels In The Premium Category
  • Cross-Merchandising & Adjacencies
  • Targeting Ethnic Shoppers

Chapter 6: The Consumer

• Overview
  
  • Table 6-1: Demographic Characteristics of U.S. Adults Favoring Cookie Consumption, 2003
  • Cookie Consumption Widespread, But Down
  • Consumption Evenly Spread Among Demographic Segments
  • Kids’ Presence Influences Consumption
  • But Even That Is Declining
  • Cookie Consumption by Age
  • Figure 6-1: Percentage of Cookie Eaters, by Age
  • Table 6-2: Penetration of Adult Cookie Consumption, by Age, 2003
  • Cookie Consumption by Race
  • Figure 6-2: Distribution of Total Cookie Consumers by Race/National Origin, 2003
  • Table 6-3: Cookie Usage Penetration, Within Racial/Ethnic Groups, 2003
  • Figure 6-3: U.S. Population by Race/Ethnicity, 2003-2050
  • Cookie Consumption by Region
  • Figure 6-4: Distribution of Total Cookie Consumers by Region, 2003
  • Table 6-4: Cookie Usage Rate by Region, 2003
  • Cookie Consumption by Gender
  • Figure 6-5: Gender Distribution of Total Cookie Consumers
  • Table 6-5: Cookie Use by Gender
  • Cookie Consumption By Household Size
  • Figure 6-6: Distribution of Cookie Consumers by Household Size, 2003
  • Table 6-6: Cookie Use by Number of People In Household, 2003
  • Cookie Consumption by Number of Children in Household
  • Figure 6-7: Distribution of Cookie Users by Number of Children Present In Household, 2003
  • Table 6-7: Cookie Usage Rate by Number of Children In Household, 2003
  • Consumption Patterns by Cookie Type
  • Table 6-8: Usage Rates for Top Cookie Brands by Type Most-often Eaten, 2003
  • Sandwich Cookies Rate #1
  • Soft and Crunchy Chocolate Chip Cookies Equally Popular
  • Bite-sized Cookies Have Appeal
  • Table 6-9: Consumption Patterns: Sandwich Cookies, 2003
  • Table 6-10: Consumption Patterns: Soft Chocolate Chip, 2003
  • Table 6-11: Consumption Patterns: Regular (Crunchy) Chocolate Chip, 2003
  • Table 6-12: Consumption Patterns: Bite-sized Cookies, 2003
  • Table 6-13: Consumption Patterns: Other Soft Cookies, 2003
  • Table 6-14: Consumption Patterns: Sandwich Cookies, Vanilla (No Chips), 2003
  • Table 6-15: Consumption Patterns: Fudge-covered Cookies, 2003
  • Table 6-16: Consumption Patterns: Fruit-filled Cookies, 2003
  • Table 6-17: Consumption Patterns: Nut Cookies, 2003
  • Table 6-18: Consumption Patterns: Chocolate (No Chips) Cookies, 2003
  
  
• Consumption Patterns By Cookie Brand
  
  • Oreos Reign Supreme
  • Table 6-19: Usage Rates for Selected Cookie Brands by Brand Most-often Eaten, 2003
  • Nabisco Chips Ahoy! Ranks #2
  • Little Debbie Strong in the South
  • Table 6-20: Demographic Characteristics Favoring Household Use of Cookies by Brand: Nabisco Oreo (Regular), 2003
  • Table 6-21: Demographic Characteristics Favoring Household Use of Cookies by Brand: Nabisco Chips Ahoy! (Regular), 2003
  • Table 6-22: Demographic Characteristics Favoring Household Use of Cookies by Brand: Little Debbie, 2003
  • Table 6-23: Demographic Characteristics Favoring Household Use of Cookies by Brand: Keebler Chips Deluxe, 2003
  • Table 6-24: Demographic Characteristics Favoring Household Use of Cookies by Brand: Nabisco Chips Ahoy! (Chewy), 2003
  • Table 6-25: Demographic Characteristics Favoring Household Use of Cookies by Brand: Archway, 2003
  • Table 6-26: Demographic Characteristics Favoring Household Use of Cookies by Brand: Nabisco Nilla Wafers, 2003
  • Table 6-27: Demographic Characteristics Favoring Household Use of Cookies by Brand: Nabisco Newtons, 2003
  • Table 6-28: Demographic Characteristics Favoring Household Use of Cookies by Brand: Keebler Pecan Sandies, 2003
  • Table 6-29: Demographic Characteristics Favoring Household Use of Cookies by Brand: Nabisco Double Stuf Oreo, 2003
  
  
• Cookie Consumption in Households With Children
  
  • 12% “Agree a Lot” That Kids Affect Brand Choices
  • 7% Find Non-Essential Kids’ Requests Difficult to Resist
  • No Brand Dominates
  • Table 6-30: Usage Rates for Cookies: U.S. Households Overall vs. U.S. Households With Children by Age Bracket, 2003

• Appendix: Company Addresses