Cookies in the U.S.

Published: August 1, 2006 - 146 Pages

Table of Contents

  • Executive Summary
    • Report Scope
      • Methodology
    • Market Size and Growth
      • Overall Sales Decline to $5.56 Billion
    • Top Marketers and Brands
      • Table IRI-Tracked Retail Sales of Top Cookie Marketers, 2005 (in million $)
      • Table 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 Projected U.S. Retail Sales of Cookies, 2005-2010 (in billion $)
    • Marketing Dynamics
      • Ad Spend of Top Four Marketers
        • Table 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
  • The Market
    • Report Scope
      • Methodology
    • Market Size and Growth
      • Overall Sales Decline to $5.56 Billion
        • Table U.S. Retail Sales of Cookies, 2001-2005 (in billion $)
      • Retail Sales Show Marked Declines
        • Table IRI-Tracked Sales of Cookies, 2001-2005 (in billion $)
        • Table IRI-Tracked Sales of Cookies and CAGR, 2001-2005 (in million $)
    • Factors To Growth
      • Go Premium and Gourmet
        • Table 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
    • Market Forecast
      • Table Projected U.S. Retail Sales of Cookies, 2005-2010 (in billion $)
  • The Marketers
    • Overview
      • Table IRI-Tracked Market Composition by Top Cookie Marketers, 2004-2005
    • Performance Analysis
      • Nabisco Poised for Turn Around
        • Table IRI-Tracked Retail Sales of Top Cookie Marketers, 2004-2005 (in million $)
      • Keebler Needs More Than Elfin' Magic
      • Pepperidge Farm Harvests Growth
      • Little Debbie Ekes Out a Small Gain
      • Archway & Mother's Cookies Suffers; Others Show Declines
      • Masterfoods USA and Grupo Gamesa Gather Momentum
      • Performance by Unit Sales
        • Table IRI-Tracked Retail Unit Sales for Top Cookie Marketers, 2005 (in million$)
    • Top Brands
      • Overview
        • Table IRI-Tracked Retail Market Shares of Top Cookie Brands, 2004-2005
      • Oreos Afloat; Chips Ahoy! Sinking
        • Table IRI-Tracked Retail Market Sales of Top Cookie Brands, 2004-2005 (in million $)
      • Overview of Top 20 Marketers/Brands by Sales
        • Table IRI-Tracked Retail Sales for Top-20 Companies and Brands, 2005 (in million $)
      • Unit Sales Decline
        • Table IRI-Tracked Retail Unit Sales of Top Cookie Brands, 2005
      • ARPU Comparison
        • Table IRI-Tracked ARPU (Average Revenue Per Unit) for Top Cookie Marketers, 2004 - 2005
        • Table 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
        • Table IRI-Tracked Sales of Kraft/Nabisco Cookie 100 Calorie Packs, 2003-2005 (in millions of dollars)
      • Calorie Counting the Easy Way
        • Table Timeline of Selected Nabisco 100 Calorie Pack New Product Introductions, 2004-2006
    • Keebler Foods Co.
      • 2005 Not a Banner Year
    • Pepperidge Farm
      • Pepperidge Farm Wants to Remember 2005
    • McKee Foods Corp.
      • Smart Snacking in 2005
    • Archway & Mother's Cookies
      • Rebounding from Paramlat Scandal
    • Murray Biscuit Co.
      • 2005 Performance
    • Lofthouse Cookies (Ralcorp)
      • 2005 Performance
    • W & H Voortman, Inc.
      • 2005 Performance
    • Masterfoods USA
      • 2005 Performance
    • Grupo Gamesa
      • Latin American Varieties Growing In Popularity in the U.S.
    • Private Label Cookies
      • 2005 Performance
  • 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
      • Ingredient Stories
        • Table 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 Top U.S. Cookie Marketers by Ad Spend, 2005
        • Table Top Nabisco Brands by Ad Spend, 2005
        • Table Top Keebler Brands by Ad Spend, 2005
        • Table Top Pepperidge Farm Brands by Ad Spend, 2005
      • Licensed Cookies and Promotional Packaging
      • Innovative 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 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 Cookie New Product Selling Points, by Select Ingredient and Flavor Tags, July 2005-June 2006
      • Variety of Cookie Brand Introductions
        • Table Selected Cookie Brands Introductions, July 2005-June 2006
  • The Consumer
    • The Simmons Survey System
      • Cookie Consumption Widespread, But Down
      • Consumption Flat and Evenly Spread Among Demographic Segments
      • Kids' Presence Influences Consumption
        • Table Demographic Characteristics Favoring Cookie Consumption, 2005
      • Cookie Consumption by Age
        • Table Penetration of Adult Cookie Consumption, By Age
      • Women Form Larger Share of Cookie Eaters
        • Table Penetration of Adult Cookie Consumption, By Gender
      • Cookie Consumption by Race
        • Table Penetration of Adult Cookie Consumption, by Race
      • Cookie Consumption By Household Size
        • Table Penetration of Adult Cookie Consumption, by Household Size
      • Cookie Consumption by Age of Children in Household
        • Table Penetration of Adult Cookie Consumption, by Age of Children in Household
    • Demographic Profile by Usage Type
      • Sandwich Cookies Rate #1
        • Table 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 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 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 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 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 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 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 Brand Usage Rates by Teens and Kids
        • Table Percentage of Positive Response to Question: How Many Packs of Cookies Have You Consumed in the Last 30 Days? (%)
        • Table Percentage Positive Response to Questions: Do You Make Purchase Decisions? (%)
  • Trends
    • Premium Hits The Sweet Spot
      • Table Retail Performance of Selected "Premium Cookies & Marketers," 2004 - 2005
      • Indulging in Chocolate
        • Table Retail Performance of Selected "Non-Premium Indulgent Cookies," 2004 - 2005
      • Chocolate Candy Brands Entering Cookie Territory
      • Natural and Organic
      • Health and Diet Highlights
        • Table 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

Abstract

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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