Cookies in the U.S.

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Published 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.

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