Cookies and Cookie Bars - US - April 2012
In 2011, the cookie/cookie bar category returned to positive territory in terms of sales growth, as total U.S. sales reached an estimated $6.4 billion. The 2.7% increase was a nice improvement from 2010, which saw sales drop by 0.7%.
Going forward, marketers will be challenged to build on the momentum created in 2011, and nothing can be taken for granted. Manufacturers and retailers respectively both face a variety of competition; the former against other products that can be substituted for cookies/cookie bars, and the latter against channels that carry cookies/cookie bars as a matter of course.
Mintel last produced the cookie/cookie bar report in 2010 when the country was reeling from the destructive forces of one of the worst recessions in history. In 2012, the economy continues to be stymied by high unemployment levels, as well as consumers who remain somewhat wary regarding their spending. In this report, Mintel takes a comprehensive look at the cookie/cookie bar market with an eye on the past and a look to the future, reporting on factors that have the potential to impact the cookie/cookie bar sector for years to come, providing insights on the following topics:
- Given the category’s recent growth, what can manufacturers and retailers do to increase the chances of success in the near- and long-term?
- What impact are macro-level trends (e.g., the economy, America’s obesity epidemic) having on the category, and what can be/is being done to turn challenges into opportunities?
- What trends are emerging in terms of manufacturers’ product development and innovations, and are they in tune with what matters most to today’s consumers?
- What is the perception of name brands versus private label at a time when the economy is still recovering from a deep recession? Have consumers changed their buying habits, and if so, how can the industry take advantage of new opportunities?
- At a time when social media is generating lots of marketing buzz, which sales strategies make the most sense in terms of trying to effectively connect with key target audiences?
- Given that cookies/cookie bars are sold at a wide variety of formats, what can retailers do to improve the likelihood that consumers will buy these products from their specific formats?
- What, if any, impact do the various socioeconomic, gender, race/ethnicity, and other demographic factors have on the cookie/cookie bar category?
What you get
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