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Published by: Mintel International Group Ltd.
Published: Nov. 1, 2007 - 99 Pages
Table of Contents
- SCOPE AND THEMES
- What you need to know
- Definition
- Resources used for The Consumer sections
- Abbreviations and terms
- Abbreviations
- Terms
- EXECUTIVE SUMMARY
- In a nutshell
- Market dichotomy: premium indulgence versus healthful indulgence
- Players and segments
- Topline
- Players, by segment
- Keys to success
- Clouds on the horizon
- Kids and families
- Teens turn away from cookies
- Older consumers to challenge industry
- Target opportunity: men
- Trans-fat out; whole grains in; naturally delicious/allergen-free on rise
- Competitive landscape
- Retail Distribution
- MARKET DRIVERS
- Cookies’ place in a balanced diet
- Figure 1: Whether frequently eat sweets and whether feel guilty after eating sweets, 2001-06
- Premium indulgence versus healthful indulgence
- Figure 2: Reasons for eating more cookies, by gender, September 2007
- Cookies with a healthful edge
- Figure 3: Positioning claims to look for when choosing cookies, 2006 and 2007
- Trans-fat are out
- Whole grains are in
- Naturally delicious and allergen-free rising in demand
- Competition from ISBs: advantages in freshness and gourmet products
- ISB advantage: Array of gourmet offerings
- ISB advantage: Freshness
- Kids influence cookie sales
- Figure 4: Households, by presence of children, 1995-2005
- Market is challenged by numerous alternative sweet goods
- MARKET SIZE AND TRENDS
- MARKET SIZE
- Figure 5: Sales of cookies and cookie bars, at current and constant prices, 2002-07
- Wal-Mart estimate
- MARKET TRENDS
- New product launches in cookies and cookie bars
- Figure 6: Number of U.S. new cookie/cookie bar products* launched, by claim, 2002-07
- Figure 7: Number of U.S. new cookie/cookie bar products* launched, by flavor, 2002-07
- MARKET SEGMENTATION
- Introduction
- Overview
- Figure 8: FDM sales of cookie and cookie bars, segmented by type, 2005 and 2007
- Standard cookies
- Figure 9: FDM sales of standard cookies, at current and constant prices, 2002-07
- Health-oriented cookies
- Figure 10: FDM sales of health-oriented cookies, at current and constant prices, 2002-07
- Premium cookies
- Figure 11: FDM sales of premium cookies, at current and constant prices, 2002-07
- Private label cookies
- Figure 12: FDM sales of private label cookies, at current and constant prices, 2002-07
- Cookie bars
- Figure 13: FDM sales of cookie bars, at current and constant prices, 2002-07
- SUPPLY STRUCTURE
- COMPANIES AND BRANDS
- Figure 14: Top manufacturer FDM sales of cookies and cookie bars in the U.S., 2005 and 2007*
- FDM sales of standard cookies by manufacturer and brand
- Figure 15: FDM manufacturer brand sales of standard cookies in the U.S., 2005 and 2007*
- FDM sales of health-oriented cookies by manufacturer and brand
- Figure 16: FDM manufacturer brand sales of health-oriented cookies in the U.S., 2005 and 2007*
- FDM sales of premium cookies by manufacturer and brand
- Figure 17: FDM manufacturer brand sales of premium cookies in the U.S., 2005 and 2007*
- FDM sales of cookie bars by manufacturer and brand
- Figure 18: FDM manufacturer brand sales of cookie bars in the U.S., 2005 and 2007*
- ADVERTISING AND PROMOTION
- Kraft
- Figure 19: Men Make Car Noises
- Figure 20: Grandfather And Grandson
- Figure 21: Girls Sing About Oreos
- Figure 22: Animated Cookies
- Kellogg
- Figure 23: Keebler Elves Talk About Cookies
- Figure 24: Melted Chocolate
- RETAIL DISTRIBUTION
- Introduction
- Figure 25: U.S. retail sales of cookies and cookie bars, by channel, 2005 and 2007
- Supermarkets
- Figure 26: U.S. supermarket sales of cookies/cookie bars, at current and constant prices, 2002-07
- Mass merchandisers and other outlets
- Figure 27: U.S. mass merchandiser and other** sales of cookies/cookie bars, at current and constant prices,
- 2002-07
- Drug stores
- Figure 28: U.S. drug store sales of cookies/cookie bars, at current and constant prices, 2002-07
- THE CONSUMER: USAGE, USAGE FREQUENCY, AND TRENDED COMPARISONS
- Summary
- Household consumption
- Personal consumption and frequency of consumption
- Consumption of cookies compared to last year
- Reasons for eating more cookies
- Reasons for eating fewer cookies
- HOUSEHOLD COOKIE CONSUMPTION
- Overview
- Figure 29: Household consumption of cookies, 2000-06
- Figure 30: Household consumption of cookies, by race/ethnicity, 2005 and 2006
- Figure 31: Household consumption of cookies, by age, 2005 and 2006
- Figure 32: Household consumption of cookies, by presence of children, 2005 and 2006
- Personal consumption of and attitudes towards cookies
- Frequency of cookie purchase
- Figure 33: Frequency of cookie eating, September 2007
- Figure 34: Frequency of cookie eating, by age, September 2007
- Figure 35: Frequency of cookie eating, by gender, September 2007
- Figure 36: Frequency of cookie eating, by presence of children, September 2007
- Figure 37: Frequency of cookie eating, by household income, September 2007
- Consumption of cookies compared to last year
- Figure 38: Cookie consumption compared to last year, September 2007
- Figure 39: Cookie consumption compared to last year, by gender, September 2007
- Reasons for eating more cookies
- Figure 40: Reasons for eating more cookies, by gender, September 2007
- Figure 41: Reasons for eating more cookies, by age, September 2007
- Figure 42: Reasons for eating more cookies, by HH income, September 2007
- Reasons for eating fewer cookies
- Figure 43: Reasons for eating fewer cookies, by gender, September 2007
- Figure 44: Reasons for eating fewer cookies, by HH income, September 2007
- THE CONSUMER: COOKIE FORMS, FLAVORS, AND CLAIMS
- Summary
- Types and flavors of cookies eaten (by household)
- Forms of cookies purchased (personal)
- Positioning claims sought
- Types and flavors of cookies eaten
- Figure 45: Kinds of cookies consumed in households, 2005 and 2006
- Figure 46: Kinds of cookies consumed in households, by age, January-October 2006
- Figure 47: Kinds of cookies consumed in households, by race/ethnicity, January-October 2006
- Forms of cookies purchased
- Figure 48: Forms of cookies or cookie bars purchased in the previous month, September 2007
- Figure 49: Forms of cookies or cookie bars purchased in the previous month, by gender, September 2007
- Figure 50: Forms of cookies or cookie bars purchased in the previous month, by HH income, September 2007
- Positioning claims sought
- Figure 51: Positioning claims to look for when choosing cookies, by gender, September 2007
- Figure 52: Positioning claims to look for when choosing cookies, by age, September 2007
- Figure 53: Positioning claims to look for when choosing cookies, by presence of children, September 2007
- THE CONSUMER: TEENS AND KIDS
- Summary
- Kinds of cookies eaten by adults, teens, and kids
- Figure 54: Brands consumed by adults, teens, and children, January-October 2006
- Teen cookie consumption
- Figure 55: Teen consumption of cookies, 2005 and 2006
- Figure 56: Teen consumption of cookies, by gender, 2005 and 2006
- Figure 57: Teen consumption of cookies, by race/ethnicity, 2005 and 2006
- Children’s cookie consumption
- Figure 58: Child consumption of cookies, January-October 2006
- FUTURE AND FORECAST
- FUTURE TRENDS
- Introduction
- Grow healthy cookies without eclipsing sales of standard varieties
- Manly cookies
- The momentum of premium segment slows
- Cookie bars offer most growth potential
- Older consumers to challenge industry
- MARKET FORECAST
- Cookies and cookie bars
- Figure 59: Forecast of total U.S. sales of cookies and cookie bars, at current and constant prices, 2007-12
- Standard cookies
- Figure 60: Forecast of U.S. FDM sales of standard cookies, at current and constant prices, 2007-12
- Health-oriented cookies
- Figure 61: Forecast of U.S. FDM sales of health-oriented cookies, at current and constant prices, 2007-12
- Premium cookies
- Figure 62: Forecast of U.S. FDM sales of premium cookies, at current and constant prices, 2007-12
- Private label cookies
- Figure 63: Forecast of U.S. FDM sales of private label cookies, at current and constant prices, 2007-12
- Cookie bars
- Figure 64: Forecast of U.S. FDM sales of cookie bars, at current and constant prices, 2007-12
- Forecast Factors
- APPENDIX: TRADE ASSOCIATIONS
AbstractThis report covers packaged cookies that are ready for consumption and available through retail outlets such as grocery stores, convenience stores, mass merchandisers, and drugstores. Cookie bars are typically larger than cookies and individually wrapped. These bars are differentiated from other snack bars in that they have a marketing approach towards the cookie consumer.
Mintel finds that the cookie market is challenged on several fronts. Concern for healthy eating, rising energy costs, and company restructuring have all had a negative effect on total cookie sales. While some segments have met these challenges head on and have realized strong growth, it has not been enough to offset the drop in sales of standard cookies, which represent over 70% of the market. This trend is likely to continue for at least the next few years.
Mintel’s key consumer findings include:
- 80% of respondents report that someone in their household eats cookies.
- Percentage of respondents who frequently purchase cookies is up 10% since 2004.
- Nearly a quarter of all respondents look for trans-fat free labeling when purchasing cookies.
Mintel anticipates an increase in products containing no artificial colors, flavorings, or preservatives. Shifts to premium and health-oriented cookies will hold more appeal to adult consumers. Potential for market growth lies in healthier ranges with less calorie and sugar content and ingredients with a healthy appeal such as green tea, yogurt, and fruit.
In this report, Mintel clearly identifies the principal external factors driving or curtailing growth. Exclusive consumer research reveals the attitudes, needs and behavior of consumers, with analysis broken down both by demographic characteristics, and by segment.
Six years of specific sales data provide a factual and impartial presentation of the market as a whole. Mintel also evaluates the performance of individual sectors in the market, and provides information about the major companies and brands. Using the SPSS forecasting package, Mintel creates a five-year forecast of U.S. retail sales, revealing potential opportunities for growth and product development.
Cookie types included in this report are:
- Butter
- Chocolate chip
- Fruit/fig
- Fudge-covered
- Ginger/oatmeal
- Sandwich chocolate
- Sandwich other
- Shortbread
- Wafers
- Seasonal assortments
Types of cookie bars covered includes:
- Cookie/candy combinations
- Cookie-based bars
- Chocolate enrobed cookies
- Large cookie sandwiches
This report contains US IRI InfoScan data.
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