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The U.S. Cookies Market


Attention: There is an updated edition available for this report.

Is the cookie market crumbling? This timely Packaged Facts study examines the market for what has been one of the most loved American snacks, but a loved one that has been losing favor with the American consumer. What impact has the low-carb craze had on cookies? What impact has the controversy over trans fats had on the cookie market? And, how are marketers responding? This report, in its 3rd edition, looks at these and other major issues facing the cookie industry, and offers insight into how cookie marketers can overcome sluggishness in the market and return to good health what has been a $6 billion retail industry.

The study also 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.), 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.

Report Methodology
The information in The U.S. Cookie Marketis 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 (copyright 2003) compiled by CMR/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 2003. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd.

The report looks at every segment of the cookie market, examining trends for growth and projecting sales of products through 2008. 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
The U.S. Market for Cookies 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 The U.S. Market for Cookies 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 2008. 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.


Chapter 1: Executive Summary

  • 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

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