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Cookies and Cookie Bars - US - March 2013

"Consumers are paying more attention to their health due to a rising level of awareness regarding the poor nutritional state of our nation, most specifically among children. As consumers more actively engage with their need to eat healthy, the cookie market finds itself in a risky position; cookies, even so-called healthy cookies, are not exactly known to be a healthy part of consumers’ diet."

– John N. Frank, Category Manager, Food and Drink

Some questions answered in this report include:

  • Are healthy cookies really healthy?
  • What are consumers looking for when leaving room for indulgences?
  • When marketing health attributes of cookies, how far is too far?

 

U.S. sales of cookies and cookie bars represent a $7 billion market and sales are gaining momentum. This report provides an in-depth look at sales trends, product segmentation, distribution channels, leading companies and consumer behaviors. Readers of this report will gain an understanding of what factors are shaping the cookie and cookie bar market today along with insight into marketing strategies aimed at future opportunities. A sampling of questions raised and answered includes:

Cookie sales have increased steadily following the recession. What factors will play a role in future sales?

Standard cookies, led by household brands such as OREO, dominate the market and continue to show sales growth.

  • How do the major brands continue to expand?
  • Healthier cookie varieties are one of the fastest growing segments. How has an “unhealthy” product like cookies benefited from increased health awareness?
  • The leading cookie manufacturers control the majority of the market. What product innovations and marketing strategies are they implementing?
  • Cookies are eaten by four out of five consumers and are likely to be eaten as an occasional treat. How can marketers expand the variety of eating occasions?
  • Nearly half of consumers keep a mostly healthy diet. How do cookie indulgences fit into the lifestyle of a more health-conscious consumer?
  • Taste is a dominant reason why consumers eat cookies. What innovations in new products and tastes are consumers looking for?
  • Value plays an important role in cookie sales. How can promotional pricing or private label products be customized to provide the most benefit?

For the purposes of this report, Mintel divides the cookie/cookie bar market into the following four primary segments:

  • Standard cookies: These are typically cookies from popular mainstream brands (e.g., Nabisco OREO and Keebler Chips Deluxe). These cookie products are distinguished primarily by what they are not (e.g., they do not claim premium ingredients, any health positioning, and aren’t formulated as cookie bars).
  • Premium cookies: These products represent the more indulgent end of the cookie market and, as such, sell for higher retail prices than standard cookies. Many imported brands are included in this segment as well.The premium segment includes international-style cookies, such as Italian biscotti and French palmiers, and includes brands such as Pepperidge Farm Milanos.
  • Healthy cookies: This segment includes cookies that are positioned as “good for you,” either through added ingredients, the lack of certain ingredients, or through ingredients/processes generally perceived by consumers as more healthful (e.g., organic). The segment includes cookies formulated to address specific health conditions, like diabetes or celiac disease. The segment includes: organic; sugar-free; fat-free or low-fat; low-carb or no-carb; no-allergen; or nutritionally fortified cookies. Brands in this segment include Newman’s Own Organics and Nabisco SnackWell’s.
  • Cookie bars: The only cookie segment distinguished by form. The segment includes larger, individually wrapped cookie products. In addition to bar-shaped, cookie-based products, the segment encompasses large, individually wrapped cookie sandwiches, and cookie/candy bar hybrids. The segment includes brands such as Keebler Fudge Shoppe Fudge Sticks and Little Debbie Nutty Bars. Private Label: This segment includes cookies of all variety which are sold under private label.

 

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Cookie market surpasses $7 billion with second consecutive growth year
                            • Figure 1: Total U.S. retail sales of market, at current prices, 2007-12
                          • Cookie market forecast to grow to $8.3 billion in 2017
                            • Figure 2: Total U.S. retail sales and fan chart of cookie and cookie bars market, at current prices, 2007-17
                            • Figure 3: Sales of cookies and cookie bars, segmented by type, 2010 and 2012
                          • Market factors
                              • Figure 4: Sales of market, by channel, 2010 and 2012
                              • Figure 5: MULO sales of cookies, by leading companies, rolling 52 weeks 2012
                            • The Consumer
                              • Figure 6: Cookie and cookie bar consumption, by gender, December 2012
                            • Nearly half of respondents keep a mostly healthy diet
                              • Figure 7: Buying attitudes toward cookies, by household income, December 2012
                              • Figure 8: Attitudes toward cookies and cookie bars, December 2012
                              • Figure 9: Attitudes toward cookies and cookie bars, December 2012
                              • Figure 10: Shopping behavior, by gender, December 2012
                            • Branding is a powerful force in cookie market
                              • Private label cookie buyers looking for more options
                                • What we think
                                • Issues in the Market

                                    • Are healthy cookies really healthy?
                                      • What are consumers looking for when leaving room for indulgences?
                                        • When marketing health attributes of cookies, how far is too far?
                                        • Insights and Opportunities

                                          • Daddy bloggers surprising counterparts to mommy bloggers
                                            • Smart coupons viable for supermarkets
                                              • Cookies for grown-ups provide niche market
                                              • Trend Applications

                                                  • Trend: Premiumization and Indulgence
                                                    • Trend: Extend My Brand
                                                      • Future Trend: Generation Next
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Cookie market surpasses $7 billion with second consecutive growth year
                                                            • Figure 11: Total U.S. retail sales and forecast of market, at current prices, 2007-17
                                                            • Figure 12: Total U.S. retail sales and forecast of market, at inflation-adjusted prices, 2007-17
                                                          • Fan chart forecast
                                                              • Figure 13: Total Market sales and fan chart forecast of market, at current prices, 2005-15
                                                          • Market Drivers

                                                            • Key points
                                                              • Discretionary spending under pressure as payroll tax rises
                                                                  • Figure 14: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                                • Obesity rates related to shift toward healthier food options
                                                                  • Surge in Hispanic population impacts market
                                                                    • Figure 15: Population by race and Hispanic origin, 2008, 2013, and 2018
                                                                  • Rising food prices would lessen cookie demand
                                                                    • Aging population indicates changing cookie tastes
                                                                      • Figure 16: Population, by age, 2007-17
                                                                      • Figure 17: Households, by presence of own children, 2002-12
                                                                  • Competitive Context

                                                                    • Other snack foods often used to provide indulgence
                                                                      • Energy bars and other nutritional snacks growing quickly
                                                                        • Cereal and snack bars not just for breakfast
                                                                          • Girl Scout Cookies would rank third largest company in sales
                                                                            • Baking at home popular due to perceptions of better taste
                                                                            • Segment Performance

                                                                              • Key points
                                                                                • Standard cookies account for more than half of overall market
                                                                                  • Healthy cookies now second-best selling branded segment
                                                                                    • Private label sales stagnant, indicating lost opportunity
                                                                                      • Figure 18: Sales of cookies and cookie bars, segmented by type, 2010 and 2012
                                                                                  • Segment Performance – Standard Cookies

                                                                                    • Key points
                                                                                      • Sales of standard cookies reach nearly $4 billion
                                                                                        • Figure 19: Sales and forecast of standard cookies, at current prices, 2007-17
                                                                                    • Segment Performance – Healthy Cookies

                                                                                      • Key points
                                                                                        • Healthy cookie sales rise nearly 20% since 2010, now more than $900 million
                                                                                            • Figure 20: Sales and forecast of healthy cookies, at current prices, 2007-17
                                                                                        • Segment Performance – Premium Cookies

                                                                                          • Key points
                                                                                            • Premium cookies continue steady decline
                                                                                              • Opportunity to market premium cookies as another healthy alternative
                                                                                                • Figure 21: Sales and forecast of premium cookies, at current prices, 2007-17
                                                                                            • Segment Performance – Cookie Bars

                                                                                              • Key points
                                                                                                • Cookie bar sales grow nearly 20% with introduction of healthier products
                                                                                                  • Figure 22: Sales and forecast of cookie bars, at current prices, 2007-17
                                                                                              • Segment Performance – Private Label Cookies

                                                                                                • Key points
                                                                                                  • Private label cookie sales slowed considerably following recession
                                                                                                    • Figure 23: Sales and forecast of private label cookies, at current prices, 2007-17
                                                                                                • Retail Channels

                                                                                                  • Key points
                                                                                                    • Majority of cookies sold in supermarkets yet share declining slightly
                                                                                                      • Figure 24: Sales of market, by channel, 2010 and 2012
                                                                                                  • Retail Channels – Supermarkets

                                                                                                    • Key points
                                                                                                      • Cookie sales growth at supermarkets relatively flat
                                                                                                        • Figure 25: Supermarket sales of cookies and cookie bars, at current prices, 2007-12
                                                                                                    • Retail Channels – Drug stores

                                                                                                      • Key points
                                                                                                        • Cookie bars might provide drug store opportunity
                                                                                                          • Figure 26: Drug store sales of cookies and cookie bars, at current prices, 2007-12
                                                                                                      • Retail Channels – Other Stores

                                                                                                        • Key points
                                                                                                          • Other store sales of cookies pass $3 billion, 20% increase since 2007
                                                                                                              • Figure 27: Other store sales of cookies and cookie bars, at current prices, 2007-12
                                                                                                          • Leading Companies

                                                                                                            • Key points
                                                                                                              • Kraft Foods (now Mondelez) expands upon its market dominance
                                                                                                                • Figure 28: MULO sales of cookies, by leading companies, rolling 52-weeks 2011 and 2012
                                                                                                            • Brand Share – Standard Cookies

                                                                                                              • Key points
                                                                                                                • OREO’s 100th Birthday push helps Kraft Foods continue segment dominance
                                                                                                                  • Figure 29: MULO sales of standard cookies, by leading companies, rolling 52-weeks 2011 and 2012
                                                                                                              • Brand Share – Healthy Cookies

                                                                                                                • Key points
                                                                                                                  • Newtons brand succeeds for Kraft Foods in Healthy Cookie segment
                                                                                                                    • Figure 30: MULO sales of healthy cookies, by leading companies, rolling 52-weeks 2011 and 2012
                                                                                                                • Brand Share – Premium Cookies

                                                                                                                  • Key points
                                                                                                                    • Despite sales decline, Pepperidge controls segment
                                                                                                                      • Figure 31: MULO sales of premium cookies, by leading companies, rolling 52-weeks 2011 and 2012
                                                                                                                  • Brand Share – Cookie Bars

                                                                                                                    • Key points
                                                                                                                      • Cookie bars fastest growing segment
                                                                                                                        • Figure 32: MULO sales of cookie bars, by leading companies, rolling 52-weeks 2011 and 2012
                                                                                                                    • Innovations and Innovators

                                                                                                                      • Limited time and seasonal offerings strengthen brand presence
                                                                                                                        • Standard Cookies
                                                                                                                          • Healthy Cookies
                                                                                                                            • Premium Cookies
                                                                                                                              • Cookie Bars
                                                                                                                                • Private Label
                                                                                                                                • Marketing Strategies

                                                                                                                                  • OREO’s 100th birthday celebrated with multifaceted campaign
                                                                                                                                      • Figure 33: OREO “Daily Twist” campaign ad examples, 2012
                                                                                                                                    • “Celebrate the Kid Inside” TV ad celebrates OREO’s 100th birthday
                                                                                                                                      • Figure 34: OREO, television ad, 2012
                                                                                                                                    • OREO television ad leads viewer to Instagram as part of integrated approach
                                                                                                                                      • Figure 35: OREO, television ad, 2013
                                                                                                                                    • Mr. Christie’s spot personifies blueberry to showcase real fruit
                                                                                                                                      • Figure 36: Mr. Christie’s, television ad, 2013
                                                                                                                                    • Little Debbie reminds consumers to smile
                                                                                                                                      • Figure 37: Little Debbie, television ad, 2013
                                                                                                                                    • Girl Scout Cookie ad might remind brands the power of engaging with community
                                                                                                                                      • Figure 38: Girl Scout Cookies, television ad, 2013
                                                                                                                                  • Social Media – Cookies and Cookie Bars

                                                                                                                                    • Key points
                                                                                                                                      • Key social media metrics
                                                                                                                                          • Figure 39: Key brand metrics, cookies and cookie bar brands, February 2013
                                                                                                                                        • Market overview
                                                                                                                                          • Brand usage and awareness
                                                                                                                                            • Figure 40: Usage and awareness of selected cookies and cookie bar brands, January 2013
                                                                                                                                          • Interaction with brands
                                                                                                                                            • Figure 41: Interaction with selected cookies and cookie bar brands, January 2013
                                                                                                                                          • Online conversations
                                                                                                                                              • Figure 42: Percentage of consumer conversation by selected cookies and cookie bar brands, by tier, Jan. 26, 2013-Feb. 25, 2013
                                                                                                                                              • Figure 43: Online mentions, selected cookies and cookie bar brands, by day, Jan. 26, 2013-Feb. 25, 2013
                                                                                                                                            • Where are people talking about cookies and cookie bar brands?
                                                                                                                                              • Figure 44: Mentions by page type, selected cookies and cookie bar brands, Jan. 26, 2013-Feb. 25, 2013
                                                                                                                                            • What are people talking about?
                                                                                                                                              • Figure 45: Mentions by type of conversation, selected cookies and cookie bar brands, Jan. 26, 2013-Feb. 25, 2013
                                                                                                                                              • Figure 46: Major areas of discussion surrounding cookies and cookie bar brands, by day, Jan. 26, 2013-Feb. 25, 2013
                                                                                                                                              • Figure 47: Major areas of discussion surrounding cookies and cookie bar brands, by page type, Jan. 26, 2013-Feb. 25, 2013
                                                                                                                                            • Brand analysis
                                                                                                                                              • OREO
                                                                                                                                                • Figure 48: OREO key social media metrics, February 2013
                                                                                                                                              • Key online campaigns
                                                                                                                                                • What we think
                                                                                                                                                  • Keebler
                                                                                                                                                    • Figure 49: Keebler key social media metrics, February 2013
                                                                                                                                                  • Key online campaigns
                                                                                                                                                    • What we think
                                                                                                                                                      • Chips Ahoy!
                                                                                                                                                        • Figure 50: Chips Ahoy! key social media metrics, February 2013
                                                                                                                                                      • Key online campaigns
                                                                                                                                                        • What we think
                                                                                                                                                          • Pepperidge Farm
                                                                                                                                                            • Figure 51: Pepperidge Farm key social media metrics, February 2013
                                                                                                                                                          • Key online campaigns
                                                                                                                                                            • What we think
                                                                                                                                                              • Nilla Wafers
                                                                                                                                                                • Figure 52: Nilla Wafers key social media metrics, February 2013
                                                                                                                                                              • Key online campaigns
                                                                                                                                                                • What we think
                                                                                                                                                                  • SnackWell’s
                                                                                                                                                                    • Figure 53: SnackWell’s key social media metrics, February 2013
                                                                                                                                                                  • Key online campaigns
                                                                                                                                                                    • What we think
                                                                                                                                                                      • Nonni’s Biscotti
                                                                                                                                                                        • Figure 54: Nonni’s Biscotti key social media metrics, February 2013
                                                                                                                                                                      • Key online campaigns
                                                                                                                                                                        • What we think
                                                                                                                                                                        • Cookie and Cookie Bar Consumption and Frequency

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Sandwich most popular variety, bite-sized and fruit-filled growing
                                                                                                                                                                              • Figure 55: Household usage of cookies, by type, July 2007-August 2012
                                                                                                                                                                            • Nabisco is most popular brand, more affluent households over index
                                                                                                                                                                              • Figure 56: Household usage of cookies, by brands, by household income, August 2011-August 2012
                                                                                                                                                                            • Nabisco holds strong position among families
                                                                                                                                                                              • Figure 57: Household usage of cookies, by brands, by presence of children in household, August 2011-August 2012
                                                                                                                                                                            • Teens eat cookies most frequently
                                                                                                                                                                              • Figure 58: Household frequency usage of cookies in the past 30 days, by age, August 2011-August 2012
                                                                                                                                                                            • Men more likely to eat healthy cookies
                                                                                                                                                                              • Figure 59: Cookie and cookie bar consumption, by gender, December 2012
                                                                                                                                                                          • Eating Occasions

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Women eating cookies after meals
                                                                                                                                                                                • Figure 60: Eating occasions for cookies and cookie bars, by gender, December 2012
                                                                                                                                                                              • Young consumers eat cookies when bored
                                                                                                                                                                                • Figure 61: Eating occasions for cookies and cookie bars, by age, December 2012
                                                                                                                                                                              • Parents serving cookies when they host
                                                                                                                                                                                • Figure 62: Eating occasions for cookies and cookie bars, by presence of children in household, December 2012
                                                                                                                                                                            • Eating and Baking Habits

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Near-majority of respondents keep a mostly healthy diet
                                                                                                                                                                                  • Figure 63: Eating habits, by gender, December 2012
                                                                                                                                                                                • More affluent consumers may be interested in natural ingredients
                                                                                                                                                                                  • Figure 64: Eating habits, by household income, December 2012
                                                                                                                                                                                • Premium brands attractive to health-conscious consumers
                                                                                                                                                                                  • Figure 65: Eating habits, by cookie and cookie bar, December 2012
                                                                                                                                                                                • One-third of respondents bake cookies at home
                                                                                                                                                                                  • Figure 66: Eating habits, by gender, December 2012
                                                                                                                                                                              • Attitudes toward Cookies and Cookie Bars

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Taste is dominant reason why respondents eat cookies
                                                                                                                                                                                    • Figure 67: Attitudes toward cookies and cookie bars, December 2012
                                                                                                                                                                                  • Less affluent households don’t think healthy cookies worth the cost
                                                                                                                                                                                    • Figure 68: Buying attitudes toward cookies, by household income, December 2012
                                                                                                                                                                                  • Parents both budget-minded and understanding of certain costs
                                                                                                                                                                                    • Figure 69: Buying attitudes toward cookies, by presence of children in household, December 2012
                                                                                                                                                                                  • Young consumers want sugar, less interested in healthier options
                                                                                                                                                                                    • Figure 70: Attitudes toward cookies, by age, December 2012
                                                                                                                                                                                  • Parents buying healthier options despite disliking the taste
                                                                                                                                                                                    • Figure 71: Attitudes toward cookies, by presence of children in household, December 2012
                                                                                                                                                                                • Shopping Habits and Behaviors

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Parents more likely to read nutritional labels
                                                                                                                                                                                      • Figure 72: Nutritional label reading habits, by cookies and cookie bars, December 2012
                                                                                                                                                                                    • Coupons and sale price cookies appeal to women
                                                                                                                                                                                      • Figure 73: Shopping behavior, by gender, December 2012
                                                                                                                                                                                    • Brand names hold influence over cookie buyers
                                                                                                                                                                                      • Figure 74: Brand buying habits, by age, December 2012
                                                                                                                                                                                    • Private label cookies appeal to consumers looking for value
                                                                                                                                                                                      • Figure 75: Brand buying habits, by household income, December 2012
                                                                                                                                                                                    • Private label cookie buyers looking for more options
                                                                                                                                                                                      • Figure 76: Attitudes toward cookies and cookie bars, by shopping habits and behaviors, December 2012
                                                                                                                                                                                  • Health-related Attributes

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Opportunity for marketing healthy cookies, natural ingredients
                                                                                                                                                                                        • Figure 77: Health-related attributes that characterize products purchased, by age, December 2012
                                                                                                                                                                                      • Less affluent consumers buying low-fat, low-sugar cookies
                                                                                                                                                                                        • Figure 78: Health-related attributes that characterize cookies purchased, by household income, December 2012
                                                                                                                                                                                    • Impact of Race and Hispanic Origin

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Hispanics over index cookie consumption
                                                                                                                                                                                          • Figure 79: Cookie and cookie bar consumption, by race/Hispanic origin, December 2012
                                                                                                                                                                                        • Hispanics sensitive to quality and nutrition
                                                                                                                                                                                          • Figure 80: Buying attitudes toward cookies, by race/Hispanic origin, December 2012
                                                                                                                                                                                        • Hispanics most likely group to use private labels
                                                                                                                                                                                          • Figure 81: Brand buying habits, by race/Hispanic origin, December 2012
                                                                                                                                                                                        • Hispanics over index purchase of nearly all health-related attributes
                                                                                                                                                                                          • Figure 82: Health-related attributes that characterize products purchased, by race/Hispanic origin, December 2012
                                                                                                                                                                                      • Cluster Analysis

                                                                                                                                                                                          • Cluster 1: Afterthoughts
                                                                                                                                                                                            • Demographics
                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                  • Cluster 2: Cookie Connoisseurs
                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                          • Cluster 3: Traditionalists
                                                                                                                                                                                                            • Demographics
                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                  • Cluster characteristic tables
                                                                                                                                                                                                                    • Figure 83: Target clusters, December 2012
                                                                                                                                                                                                                    • Figure 84: Cookie and cookie bar consumption, by target clusters, December 2012
                                                                                                                                                                                                                    • Figure 85: User groups of cookie and cookie bar consumption, by target clusters, December 2012
                                                                                                                                                                                                                    • Figure 86: Eating occasions for cookies and cookie bars, by target clusters, December 2012
                                                                                                                                                                                                                    • Figure 87: Eating habits, by target clusters, December 2012
                                                                                                                                                                                                                    • Figure 88: Baking habits, by target clusters, December 2012
                                                                                                                                                                                                                    • Figure 89: Buying attitudes toward cookies, by target clusters, December 2012
                                                                                                                                                                                                                    • Figure 90: Attitudes toward cookies, by target clusters, December 2012
                                                                                                                                                                                                                    • Figure 91: Interest in new cookies products, by target clusters, December 2012
                                                                                                                                                                                                                    • Figure 92: Nutritional label reading habits, by target clusters, December 2012
                                                                                                                                                                                                                    • Figure 93: Shopping behavior, by target clusters, December 2012
                                                                                                                                                                                                                    • Figure 94: Brand buying habits, by target clusters, December 2012
                                                                                                                                                                                                                    • Figure 95: Health-related attributes that characterize products purchased, by target clusters, December 2012
                                                                                                                                                                                                                  • Cluster demographic tables
                                                                                                                                                                                                                    • Figure 96: Target clusters, by demographic, December 2012
                                                                                                                                                                                                                  • Cluster methodology
                                                                                                                                                                                                                  • IRI/Builders – Key Household Purchase Measures

                                                                                                                                                                                                                      • Consumer insights on key purchase measures—cookies
                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                          • Figure 97: Brand map, selected brands of cookies buying rate, by household penetration, 2012*
                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                            • Figure 98: Key purchase measures for the top brands of cookies, by household penetration, 2012*
                                                                                                                                                                                                                        • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                          • Household usage of cookies and age
                                                                                                                                                                                                                            • Figure 99: Household usage of cookies, by brands, by age, August 2011-August 2012
                                                                                                                                                                                                                          • Cookie consumption and age
                                                                                                                                                                                                                            • Figure 100: Cookie and cookie bar consumption, by age, December 2012
                                                                                                                                                                                                                          • Cookie consumption and presence of children in household
                                                                                                                                                                                                                            • Figure 101: Cookie and cookie bar consumption, by presence of children in household, December 2012
                                                                                                                                                                                                                          • Interest in new cookie products and age
                                                                                                                                                                                                                            • Figure 102: Interest in new cookies products, by age, December 2012
                                                                                                                                                                                                                            • Figure 103: Household frequency usage of cookies in the past 30 days, by race/Hispanic origin, August 2011-August 2012
                                                                                                                                                                                                                        • Appendix: Market Drivers

                                                                                                                                                                                                                          • Consumer confidence
                                                                                                                                                                                                                            • Figure 104: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                                                                                                                                                                                          • Food cost pressures
                                                                                                                                                                                                                            • Figure 105: Changes in USDA Food Price Indexes, 2010 through 2013
                                                                                                                                                                                                                          • Obesity
                                                                                                                                                                                                                            • Figure 106: U.S. Obesity, by age group, 2008 and 2012
                                                                                                                                                                                                                        • Appendix: Social Media – Cookies and Cookie Bars

                                                                                                                                                                                                                          • Brand usage or awareness
                                                                                                                                                                                                                            • Figure 107: Brand usage or awareness, January 2013
                                                                                                                                                                                                                            • Figure 108: OREO usage or awareness, by demographics, January 2013
                                                                                                                                                                                                                            • Figure 109: Chips Ahoy! usage or awareness, by demographics, January 2013
                                                                                                                                                                                                                            • Figure 110: Keebler usage or awareness, by demographics, January 2013
                                                                                                                                                                                                                            • Figure 111: Nilla Wafers usage or awareness, by demographics, January 2013
                                                                                                                                                                                                                            • Figure 112: SnackWell’s usage or awareness, by demographics, January 2013
                                                                                                                                                                                                                            • Figure 113: Pepperidge farm usage or awareness, by demographics, January 2013
                                                                                                                                                                                                                            • Figure 114: Nonni’s Biscotti usage or awareness, by demographics, January 2013
                                                                                                                                                                                                                          • Activities done
                                                                                                                                                                                                                            • Figure 115: Activities done, January 2013
                                                                                                                                                                                                                            • Figure 116: OREO—Activities done by demographics, January 2013
                                                                                                                                                                                                                            • Figure 117: Chips Ahoy!—Activities done by demographics, January 2013
                                                                                                                                                                                                                            • Figure 118: Keebler—Activities done by demographics, January 2013
                                                                                                                                                                                                                            • Figure 119: Nilla Wafers—Activities done by demographics, January 2013
                                                                                                                                                                                                                            • Figure 120: SnackWell’s—Activities done by demographics, January 2013
                                                                                                                                                                                                                            • Figure 121: Pepperidge farm—activities done by demographics, January 2013
                                                                                                                                                                                                                            • Figure 122: Nonni's Biscotti–Activities done by demographics, January 2013
                                                                                                                                                                                                                          • Online conversations
                                                                                                                                                                                                                            • Figure 123: Percentage of consumer conversation by selected cookies and cookie bar brands, Tier 1 brands, Jan. 26, 2013-Feb. 25, 2013
                                                                                                                                                                                                                            • Figure 124: Percentage of consumer conversation by selected cookies and cookie bar brands, Tier 2 brands, Jan. 26, 2013-Feb. 25, 2013
                                                                                                                                                                                                                            • Figure 125: Online mentions, selected cookies and cookie bar brands, by day, Jan. 26, 2013-Feb. 25, 2013
                                                                                                                                                                                                                            • Figure 126: Mentions by page type, selected cookies and cookie bar brands, Jan. 26, 2013-Feb. 25, 2013
                                                                                                                                                                                                                            • Figure 127: Mentions by type of conversation, selected cookies and cookie bar brands, Jan. 26, 2013-Feb. 25, 2013
                                                                                                                                                                                                                            • Figure 128: Major areas of discussion surrounding cookies and cookie bar brands, by day, Jan. 26, 2013-Feb. 25, 2013
                                                                                                                                                                                                                            • Figure 129: Major areas of discussion surrounding cookies and cookie bar brands, by page type, Jan. 26, 2013-Feb. 25, 2013
                                                                                                                                                                                                                            • Figure 130: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                                                                                                                                                                                            • Figure 131: Population by race and Hispanic origin, 2008, 2013, and 2018
                                                                                                                                                                                                                            • Figure 132: Households with children, by race and Hispanic origin of householder, 2012
                                                                                                                                                                                                                            • Figure 133: Population, by age, 2006-16
                                                                                                                                                                                                                            • Figure 134: Households, by presence of own children, 2002-12
                                                                                                                                                                                                                          • Unemployment
                                                                                                                                                                                                                            • Figure 135: U.S. Unemployment rate, by month, 2002-13
                                                                                                                                                                                                                            • Figure 136: U.S. Unemployment and under-employment rates, 2007-13
                                                                                                                                                                                                                            • Figure 137: Number of employed civilians in U.S., in thousands, 2007-13
                                                                                                                                                                                                                        • Appendix: SymphonyIRI Builders Panel Data Definitions

                                                                                                                                                                                                                            • SymphonyIRI Consumer Network Metrics
                                                                                                                                                                                                                            • Appendix: Trade Associations

                                                                                                                                                                                                                              Cookies and Cookie Bars - US - March 2013

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