The U.S. Cookies Market

Published: July 1, 2002 - 266 Pages

Table of Contents

  • Executive Summary
    • Scope And Methodology
      • Scope Of Report
      • Report Methodology
    • The Market
      • Cookie Sales To Hit $7 Billion In 2006
        • Table U.S. Retail Sales Of Cookies, 1997-2006 (In Millions Of Dollars)
      • Supermarkets Account For Bulk Of Total Retail Sales
      • Children And Cookie Consumption
      • Line Extensions Are #1 Market Catalyst
      • Grown-Ups Indulge Themselves With Premium Cookies
      • Demand Shifts From Fat- To Sugar-Free Products
    • The Marketers
      • Nabisco Dominates Ranks Of Mass Marketers
      • Private Label Controls 11% Of Mass-Market Sales
      • Big Cookie Marketers Acquired By Even Bigger Parents
      • Competition Takes Two Forms
      • Marketers Carry Competition Into Nontraditional Retail Outlets
    • Marketing Dynamics
      • Line Extensions
      • Traceable Ad Expenditures At $102 Million In 2001
      • Individual Promotions For Line Extensions
      • Corporate Websites
    • Retail Dynamics
      • Supermarkets Dominate Mass-Market Sales
      • Cookie Buyers Average $40.10 In Category Spending
      • Private-Label Cookies Lose Share In Supermarkets
      • Competition From In-Store Bakeries
      • Supermarkets Try To Meet Demand For Single-Serve
    • The Consumer
      • 82% Penetration Level For Cookies
      • Larger Households Are Key Consumers
      • Downscale Skew To Heavy Users
      • 30% Most Often Eat Sandwich Cookies
      • 60% Draw For Nabisco
  • The Market
    • The Products
      • Scope Of Report
      • Definition Of Cookies
      • Ingredients
      • Cookie Classifications
      • Hybrid Cookie Types
      • Price Segments
      • Demographic Classifications
      • Healthful Cookies
      • Packaging Materials
      • The Stacking Approach
      • The Loose Approach
      • Holiday Butter Cookie Packaging
      • Snack Size And Vending Machine Packaging
      • Package Sizes
    • Market Size And Growth
      • Methodology For Sales Estimates
      • Cookie Market Exceeds $6 Billion
        • Table U.S. Retail Sales Of Cookies, 1997-2001
      • Supermarkets Account For Bulk Of Total Retail Sales
      • Mass-Market Sales Near $5 Billion In 2001
        • Table U.S. Mass-Market Sales Of Cookies, 1997-2001
      • Supermarkets Claim Four-Fifths Of Mass-Market Sales
      • 84% Of Southern Households Use Ready-To-Eat Cookies
        • Table Household Consumption Of Cookies By Region: Users Vs. Heavy Users, 2001
      • African-American Households Comprise 16% Of Heavy Users
        • Table Household Usage Of Cookies By Race/Ethnicity: Users Vs. Heavy Users, 2001
      • Key Age Bracket Is 35-44
        • Table Household Usage Of Cookies By Adult Age Bracket: Users Vs. Heavy Users, 2001
      • Children And Cookie Consumption
        • Table Usage Of Cookies By Household Size: Users Vs. Heavy Users, 2001
        • Table Usage Of Cookies By Age Of Children In Household: Users Vs. Heavy Users, 2001
    • Factors To Market Growth
      • Line Extensions Are #1 Catalyst
      • New Products Drive Growth Too
      • American Consumers Love To Snack
      • Cookies Offer Convenience To Busy Consumers
      • Children And Families Love Cookies
      • Grown-Ups Indulge Themselves With Premium Cookies
      • Demand Shifts From Fat- To Sugar-Free Products
    • Projected Market Growth
      • Cookie Sales To Hit $7 Billion In 2006
        • Table Projected U.S. Retail Sales Of Cookies, 2001-2006
      • Mass-Market Sales Of Cookies To Reach $5.6 Billion In 2006
        • Table Projected U.S. Mass-Market Sales Of Cookies, 2001-2006
  • The Marketers
    • Marketer Overview
      • Two Classes Of Marketers Based On Price Segment
      • Nabisco Dominates Ranks Of Mass Marketers
      • Keebler Foods Places Second
      • Parmalat, Pepperidge Farm, Mckee Foods Comprise Second Tier
      • Four Secondary Mass-Market Players
      • Smaller Mass Players Often Focus On Single Product
      • Premium Import Marketers
      • Natural And Organic Marketers
        • Table The U.S. Cookies Market: Selected Marketers And Brands, 2002 Part 1
        • Table The U.S. Cookies Market: Selected Marketers And Brands, 2002 Part 2
        • Table The U.S. Cookies Market: Selected Marketers And Brands, 2002 Part 3
    • Marketer And Brand Shares
      • Methodology For Market Share Estimates
      • Nabisco Controls More Than One-Third Of Mass-Market
      • Keebler Places Second
      • Parmalat Captures Third Place
      • Pepperidge Farm Is Fourth
      • Mckee Foods Ranks Fifth
      • Ralcorp Places Sixth
        • Table Marketer And Brand Shares Of U.S. Mass-Market Sales Of Cookies, 2000 Vs. 2001
      • Three Marketers Earn An Approximate 1% Share Each
      • Private Label Controls 11% Of Mass-Market Sales
      • Oreo Is #1 Brand Of Cookie
        • Table Brand Shares Of U.S. Mass-Market Cookie Sales, 2000 Vs. 2001
    • Competitive Overview
      • Big Cookie Marketers Acquired By Even Bigger Parents
      • Ralcorp Holdings Grows Through Acquisition
      • Competition Takes Two Forms
      • Marketers Carry Competition Into Nontraditional Retail Outlets
      • Competitors Promise Convenience To Consumers
      • Private Label Becomes Increasingly Upscale
    • Competitive Profile: George Weston Ltd.
      • Largest Canadian Supermarket Operator
      • Acquisition Of Bestfoods In 2001
      • Sales Of Bestfoods Cookie Brands Continue To Drop
        • Table U.S. Mass-Market Sales Of Bestfoods Cookies,1997-2001
      • Grupo Bimbo Buys Baking Rights In 2002
    • Competitive Profile: Keebler Foods Co.
      • #2 U.S. Cookie Maker
      • Kellogg Acquires Keebler In 2001
      • Keebler Enjoys Cookie Sales Of $756 Million In 2001
      • Chips Deluxe Is #2 Chocolate Chip Cookie Brand
        • Table U.S. Mass-Market Sales Of Chips Deluxe Cookies By Variety, 2000 Vs. 2001
      • Rainbow Chips Deluxe Available In Seasonal Varieties
      • Fudge Shoppe Sales Near $128 Million In 2001
        • Table U.S. Mass-Market Sales Of Fudge Shoppe Cookies By Variety, 2000 Vs. 2001
      • Keebler Mini Cookies Debut In 2001
      • Sales Of Sesame Street Cookies Nearly Double
      • Former President Baking Co. Brands Account For25% Of Keebler Sales
      • Murray Sugar-Free Caters To Diabetics
        • Table U.S. Mass-Market Sales Of Murray Sugar-Free Cookies,1997-2001
      • Keebler Continues To Develop Tasty Sugar-Free Cookies
    • Competitive Profiles: Mckee Foods Corp.
      • Largest Independent U.S. Bakery
      • Mckee Enjoys Cookie Sales Of $229 Million In 2001
        • Table U.S. Mass-Market Sales Of Little Debbie Cookies By Variety, 2000 Vs. 2001
      • Seasonal Cookies Experience Strongest Growth
      • Many Single-Serve Little Debbie Entries Available
      • Mini Little Debbie Cookies Appear In 2001
      • Mckee Introduces Little Debbie Big Snack Vend Packs In 2001
      • Mckee Enters Into Agreement With Little League
    • Competitive Profile:Mrs. Fields' Original Cookies, Inc./Nonni's Food Company
      • Mrs. Fields Stores Are #1 Retail Outlet For Cookies
      • Nonni's Takes Mrs. Fields' Brand To Supermarkets In 2001
      • Mrs. Fields Brand Equity Boosts Mass-Market Launch
      • Nibblers Is Mrs. Fields' Bite-Sized Entry
      • Nonni's Famous For Biscotti
    • Competitive Profile: Nabisco Biscuit And Snacks Group
      • Kraft Acquires Nabisco In 2000
      • Targeting Nontraditional Retail Outlets
      • Many Cookie Brands Make Nabisco #1
      • Oreo Is #1 Cookie Brand
        • Table U.S. Mass-Market Sales Of Oreo Cookies By Variety, 2000 Vs. 2001
      • Sales Of Mini Oreo Increase 81% In 2001
      • Seasonal Oreo Varieties Also Perform Well
      • Chocolate Creme Oreo Debuts In 2001
      • Chips Ahoy! Is #1 Chocolate Chip Cookie
        • Table U.S. Mass-Market Sales Of Chips Ahoy! Cookies By Variety, 2000 Vs. 2001
      • Chips Ahoy! Candy Blast And Peanut Butter Debut In 2001
      • Newtons Sales Falter
        • Table U.S. Mass-Market Sales Of Newtons Cookies By Variety, 2000 Vs. 2001
      • Sales Of Snackwell's Continue To Decrease
        • Table U.S. Mass-Market Sales Of Snackwell's Cookies,1997-2001
      • Sugar-Free Varieties Boost Snackwell's Line
      • Kraft And Nabisco Launch Joint Back-To-School Promotion
    • Competitive Profile: Newman's Own Organics
      • Newman's Own Offspring
      • Sales Of Newman's Own Organics Cookies Soar
        • Table U.S. Mass-Market Salesof Newman's Own Organics Cookies, 1997-2001
      • Fig Newmans Are Company's Top Seller
      • Champion Chips Follow Fig Newmans
      • Sandwich Cookies And Alphabet Cookies Also Available
    • Competitive Profile: Parmalat North America
      • Subsidiary Of Parmalat Finanziaria
      • Parmalat Acquires Specialty Foods And Salerno In 2000
      • Specialty Foods Acquisition Makes Parmalat #3 Cookie Marketer
      • Archway Family Packs Receive Smaller Packaging In 2001
      • Parmalat Launches Disney Atlantis Cookies In 2001
      • Premium Ghirardelli Cookies Debut In 2000
    • Competitive Profile: Pepperidge Farm
      • Mass-Market Cookie Sales Of $255 Million In 2001
      • Many Factors Explain Pepperidge Farm's Growth
      • Distinctive Line Is Pepperidge Farm's Top Seller
      • Distinctive Cookies Target Adults Rather Than Children
      • Popular Milano Available In Many Varieties
      • Chocolate Chunk Sales Are $57 Million In 2001
      • Upscale Dessert Bliss Cookies Appear In 2002
      • Spritzers Debut In 2000
      • Pepperidge Farm Launches First-Ever National Tour In 2002
    • Competitive Profile: Ralcorp Holdings, Inc.
      • A Leading Marketer Of Private-Label Foods
      • Ralcorp Grows Through Acquisition
      • Lofthouse Acquisition Makes Ralcorp a Major Cookie Player
        • Table U.S. Mass-Market Sales Of Lofthouse Cookies,1997-2001
      • Lofthouse Cookies Available In Wide Variety
      • Cascade Acquisition Provides Access To In-Store Bakeries
      • Ralcorp Acquires Ripon Foods In 1999
      • Ralcorp Looks To Increase Its Private-Label Business
    • Competitive Profile: Voortman Cookies Ltd.(Traditional Baking)
      • A Canadian, Family-Owned Business
      • Mass-Market Sales At $58 Million In 2001
        • Table U.S. Mass-Market Sales Of Voortman Cookies,1997-2001
      • Voortman Offers Many Cookie Varieties
      • Voortman Expands To Southwest In 1989
      • Traditional Baking Expects Traditional Brand To Grow
    • Competitive Profile: Walkers Shortbread, Inc.
      • Premium Imported Shortbread From Scotland
      • Available Through Gourmet Shops And Internet Boutiques
      • Walkers Is Renowned For Its Tins
      • Duchy Originals Is Walkers' Organic Line
      • U.S. Division Imports Other European Cookies
      • Mass-Market Sales Of Walkers Dip In 2001
        • Table U.S. Mass-Market Sales Of Walkers Shortbread Cookies,1997-2001
      • New U.S. Varieties Since 2000
  • Marketing Dynamics
    • Marketing And New Product Trends
      • Line Extensions
      • Bite-Sized, Single-Serve Snack Cookies
      • Indulgent Cookies
      • Imported Premium Cookies
      • Indulgent Chocolate Cookies
      • Good-For-You Cookies
      • Sugar-Free Cookies
      • Licensed Cookies
        • Table The U.S. Cookies Market: Selected New Product Introductions, 2000-Spring 2002 Part 1
        • Table The U.S. Cookies Market: Selected New Product Introductions, 2000-Spring 2002 Part 2
        • Table The U.S. Cookies Market: Selected New Product Introductions, 2000-Spring 2002 Part 3
        • Table The U.S. Cookies Market: Selected New Product Introductions, 2000-Spring 2002 Part 4
        • Table The U.S. Cookies Market: Selected New Product Introductions, 2000-Spring 2002 Part 5
        • Table The U.S. Cookies Market: Selected New Product Introductions, 2000-Spring 2002 Part 6
    • Advertising Expenditures
      • Traceable Ad Expenditures At $102 Million In 2001
      • First-Place Nabisco Spends $61 Million
      • Keebler Foods Places Second With $21 Million
      • Third-Place Pepperidge Farm Spends $20 Million
      • Two Cookie Marketers Spend $10-$12 Million
    • Advertising Positioning
      • Integrated Campaigns Capitalize On Brand Strengths
      • Individual Promotions For Line Extensions
      • Indulgent Positioning
    • Consumer Promotions
      • Coupons
      • Cross Promotions
      • Licensing Agreements
      • Seasonal Campaigns
      • Corporate Websites
      • Online Shopping Considerations
      • Examples Of Consumer Promotions
    • Trade Advertising And Promotions
      • Trade Advertisements Focus On Bottom-Line Potential
      • Free Displays And Marketing Aids
      • Trade Promotions Are Standard
  • Retail Dynamics
    • Retail Trends
      • Mass-Market Outlets Account For 80% Of Total Retail Sales
      • Supermarkets Dominate Mass-Market Sales
      • Cookie Buyers Average $40.10 In Category Spending
      • Average Supermarket Cookie Price At $2.75 a Pound
      • Supermarket Cookie Price Segments
        • Table Representative Supermarket Prices Of Selected Cookie Brands: By Price Per Pound, 2001
      • Cookie Shelf Space In Supermarkets
      • Special Supermarket Cookie Displays
      • Cookie Marketers Often Provide Displays
      • Private Label Plays Important Role In Supermarkets
      • Private-Label Cookies Lose Share In Supermarkets
        • Table U.S. Supermarket Sales Of Private-Label Cookies, 1997-2001
      • Supermarkets Expand Private-Label Selection To Remain Competitive
      • Competition From In-Store Bakeries
      • Supermarkets Try To Meet Demand For Single-Serve
      • Mass Merchandisers And Supercenters
      • Private-Label Cookies Sell Well In Mass Merchandisers
      • Drugstores Compete On Convenience Front
      • Convenience Stores
      • Vending Machines Deliver Single-Serve Convenience
      • Warehouse Clubs
      • Natural Food Stores
      • Getting Direct
  • The Consumer
    • Consumer Overview
      • Note On Simmons Market Research Bureau Data
      • 82% Penetration Level For Cookies
      • Larger Households Are Key Consumers
      • Downscale Skew To Heavy Users
        • Table Demographic Characteristics Favoring Household Consumption Of Cookies, 2001
        • Table Demographic Characteristics Favoring Heavy Household Consumption Of Cookies, 2001
    • Consumer Focus: Demographic Patterns By Cookie Type
      • 30% Most Often Eat Sandwich Cookies
      • Cookie Preferences And Household Composition
      • Cookie Preferences And Social Status
      • Nut Cookies Show Most Disproportionate Minority Draw
        • Table Usage Rates For Selected Cookie Types: By Types Eaten Most Often, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Type Most Often Eaten: Sandwich Cookies, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Type Most Often Eaten: Regular (Crunchy) Chocolate Chip Cookies, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Type Most Often Eaten: Soft Chocolate Chip Cookies, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Type Most Often Eaten: Bite-Size Cookies, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Type Most Often Eaten: Soft Cookies Other Than Chocolate Chip, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Type Most Often Eaten: Vanilla (No Chips) Cookies, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Type Most Often Eaten: Fudge-Covered Cookies, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Type Most Often Eaten: Fruit-Filled Cookies, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Type Most Often Eaten: Nut Cookies, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Type Most Often Eaten: Chocolate (No Chips) Cookies, 2001
        • Table Demographic Characteristics Favoring Household Use Of Low-Fat Products By Type Most Often Eaten: Cookies, 2001
    • Consumer Focus: Demographic Patterns By Cookie Brand
      • 60% Draw For Nabisco
      • Distinctive Profile For Pepperidge Farm
      • Younger Adult Skew For Nabisco Chips Ahoy
      • Children's Indices Of 200 Plus For Grasshoppers And Dunkaroos
      • Hispanic Index High For Mother's Cookies
      • Regional Indices Of 300 Plus For Mother's, Stella D'Oro, And Entenmann's
        • Table Household Usage Rates For Use Of Selected Cookie Brands: By Brands Eaten Most Often, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Brand: Nabisco (Overall), 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Brand: Keebler (Overall), 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Brand: Pepperidge Farm (Overall), 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Brand: Nabisco Oreo, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Brand: Nabisco Chips Ahoy Regular, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Brand: Keebler Chips Deluxe, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Brand: Store Brand, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Brand: Little Debbie, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Brand: Nabisco Fig Newtons, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Brand: Nabisco Chips Ahoy Chewy, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Brand: Archway , 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Brand: Keebler Pecan Sandies, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Brand: Nabisco Nilla Wafers, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Brand: Keebler E.L. Fudge Sandwich, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Brand: Entenmann's, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Brand: Nabisco Chips Ahoy Chunky, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Brand: Keebler Fudge Shop, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Brand: Vienna Fingers, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Brand: Mother's, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Brand: Keebler Rainbow Chips Deluxe, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Brand: Nabisco Fruit Newtons, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Brand: Nabisco Snackwell's, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Brand: Nabisco Fat-Free Newtons, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Brand: Hydrox, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Brand: Pepperidge Farm Distinctive Collection, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Brand: Keebler Grasshoppers, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Brand: Grandma's Rich'N Chewy, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Brand: Nabisco Fudge-Covered Oreo, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Brand: Stella D'Oro, 2001
        • Table Demographic Characteristics Favoring Household Use Of Cookies By Brand: Dunkaroos, 2001
  • Addresses Of Selected Marketers

Abstract

This timely Packaged Facts study covers the U.S. cookies market, which experienced sales of approximately $6 billion in 2001. The report provides total sales data and forecasts for the years between 1997 and 2006. Although the U.S. cookies market may be mature, this report identifies such factors to market growth as consumer snacking trends and new product introductions, including a flurry of single-serve, gourmet, and children’s products.

The study also presents marketer and brand shares, as well as profiles of such leading marketers as the Nabisco, Inc. (which Philip Morris acquired and merged with Kraft Foods in 2000), Keebler Foods Co. (a subsidiary of the Kellogg Co.), Parmalat North America, 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.


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