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Cookies and Cookie Bars - US - November 2010

With annual sales of more than $6 billion and some of the world’s biggest manufacturers, including Kraft and Kellogg’s as major players, the category has the potential to be at the forefront of how companies engage their target audiences through traditional and emerging media.

However the market is effectively stagnant, and declining in real terms. This is a mature market in which category players struggle to find new users and occasions, and part of the reason for lackluster sales is the growth of private label cookies, which have brought down unit prices.

The category is potentially caught in the crossfire of consumers’ desire to eat better and the government actively promoting healthier lifestyles. At this point, cookies and cookie bars are not drawing the same level of attention as fast food restaurants or carbonated beverages, but given the popularity of cookie and cookie bars with children, it is possible that this could change as health experts cast a wider net for foods they consider to be lacking in nutritional benefits.

This report provides an in-depth look at the cookie and cookie bar category by addressing the following topics:

  • What role do children’s consumption levels and other key demographics play in terms of the category’s overall sales performance?
  • Given the ongoing economic struggles, how much of a factor is private label and what is its impact on how name brands operate?
  • As “better-for-you” options become increasingly popular, what are cookie manufacturers doing to address this market while maintaining the category’s appeal as a fun treat?
  • Which retailers do best at attracting cookie customers and how can they leverage their unique strengths to protect their share of the business?
  • What are the latest product innovations and what role, if any, has the recession had on companies’ investment in new products?
  • As social media continues to emerge as a marketing tool, what is its role in companies’ overall marketing strategies?
  • How do consumers perceive the category and how does that affect their buying behavior and influence the success or failure of cookie and cookie bar brands?
  • What influence do race and other key demographics have on the category and how can manufacturers and retailers leverage unique characteristics of each to maximize their opportunities?

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Table of contents

  1. Scope and Themes

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

                    • Cookies and cookie bars, a large but stagnant category
                      • Explore sales for younger children and their parents
                        • Indulgence wins over healthy
                          • Standard cookies remain category’s largest segment
                            • Supermarkets attract largest share of category sales
                              • Natural channel business
                                • Kraft Foods top cookie manufacturer
                                  • Private label grows at the expense of name brands
                                    • Chocolate is most common flavor-based introduction
                                      • Who is the cookie and cookie bar consumer?
                                      • Insights and Opportunities

                                        • Meal replacement cookies
                                          • Branded-cookie breakfast cereal
                                            • Sports performance/functional benefits cookies
                                              • Variety packs as a promotional tool
                                                • Branded cookie mixes
                                                • Inspire Insights—Trend: Fit or Fat

                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Cookies and cookie bars sales essentially flat
                                                        • Figure 1: U.S. sales and forecast of cookies and cookie bars, at current prices, 2005-15
                                                        • Figure 2: U.S. sales and forecast of cookies and cookie bars, at inflation-adjusted prices, 2005-15
                                                      • Fan chart forecast
                                                          • Figure 3: U.S. sales and fan forecast of cookies and cookie bars, at current prices, 2005-15
                                                        • Walmart sales
                                                        • Market Drivers

                                                          • Key points
                                                            • Children key to cookie consumption levels
                                                              • Figure 4: Population, by age, 2005-15
                                                            • Obesity concerns may be impacting usage
                                                              • Figure 5: Age-adjusted prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2008
                                                            • Ongoing economic troubles has people packing more lunches
                                                              • Consumers turning to private label
                                                              • Competitive Context

                                                                • Key points
                                                                  • In-store bakeries and specialty retailers competing against cookie aisle
                                                                    • Cookies made from scratch and refrigerated products/mixes eat into shelf-stable sales
                                                                      • Girl Scout cookies providing more than friendly competition
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Standard cookies continue category dominance
                                                                            • Figure 6: FDMx sales and forecast of cookies and cookie bars, at current prices, by segment, 2005-15
                                                                          • Continued economic troubles bolster private label sales
                                                                            • Figure 7: FDMx sales of cookies and cookie bars, by type of cookie, 2009 and 2010
                                                                        • Segment Performance—Standard Cookies

                                                                          • Key points
                                                                            • Standard cookies enjoy big sales but small growth
                                                                              • Sales and forecast—standard cookies
                                                                                • Figure 8: FDMx sales of standard cookies, at current prices, 2005-15
                                                                            • Segment Performance – Healthy Cookies

                                                                              • Key points
                                                                                • Consumers saying one thing but buying another
                                                                                  • Older consumers most interested in healthier attributes
                                                                                    • Sales and forecast—healthy cookies
                                                                                      • Figure 9: FDMx sales of healthy cookies, at current prices, 2005-15
                                                                                  • Segment Performance—Premium Cookies

                                                                                    • Key points
                                                                                      • Sales flat since 2005
                                                                                        • Cookies as an affordable indulgence
                                                                                          • Sales and forecast—premium cookies
                                                                                            • Figure 10: FDMx sales and forecast of premium cookies, at current prices, 2005-15
                                                                                        • Segment Performance—Private Label Cookies

                                                                                          • Key points
                                                                                            • Weak economy makes for strong sales
                                                                                              • Store brands have room to grow
                                                                                                • Sales and forecast—private label cookies
                                                                                                  • Figure 11: FDMx sales and forecast of private label cookies, at current prices, 2005-15
                                                                                              • Segment Performance—Cookie Bars

                                                                                                • Key points
                                                                                                  • Lowering the bar on cookie bar sales
                                                                                                    • Difference between cookies and bars could be a selling point
                                                                                                      • Sales and forecast—cookie bars
                                                                                                        • Figure 12: FDMx sales and forecast of cookie bars, at current prices, 2005-15
                                                                                                    • Retail Channels

                                                                                                      • Key points
                                                                                                        • Supermarkets attract largest share of category sales
                                                                                                          • Channel sales distribution remains relatively unchanged
                                                                                                            • Non-FDMx outlets second only to supermarkets for cookie/cookie bar sales
                                                                                                              • Figure 13: Sales of cookies and cookie bars, by retail channel, 2009 and 2010
                                                                                                          • Retail Channels—Supermarkets

                                                                                                            • Key points
                                                                                                              • Supermarkets’ sales are stagnant
                                                                                                                • Cookies are popular with families, a core supermarket audience
                                                                                                                  • Figure 14: Sales of cookies and cookie bars at supermarkets, 2005-10
                                                                                                              • Retail Channels—Other FDMx

                                                                                                                • Key points
                                                                                                                  • Other FDMx benefitting from down economy
                                                                                                                    • Challenges to cookies in these outlets
                                                                                                                      • Figure 15: Sales of cookies and cookie bars at other fdmx, 2005-10
                                                                                                                  • Retail Channels – Other Non-FDMx Outlets

                                                                                                                    • Key points
                                                                                                                      • Sales continue slow upward climb
                                                                                                                        • Premium cookies a fixture of these outlets
                                                                                                                          • Figure 16: Sales of cookies and cookie bars at other non-fdmx outlets, 2005-10
                                                                                                                      • Natural Channel/SPINS

                                                                                                                        • Key points
                                                                                                                          • Segment sales basically flat
                                                                                                                            • Sales of cookies in the natural channel
                                                                                                                              • Figure 17: Natural supermarket sales of cookies, at current prices, 2008-10
                                                                                                                              • Figure 18: Natural supermarket sales of cookies, at inflation-adjusted prices, 2008-10
                                                                                                                            • Implications
                                                                                                                              • Leading brands
                                                                                                                                • Newman’s Own Organics still number one despite significant decline
                                                                                                                                  • Gluten-free Pamela’s grows while Weetabix’ Barbara’s slows
                                                                                                                                    • Kraft’s Back to Nature small but growing
                                                                                                                                      • Bernie the Rabbit boosts sales of Annie’s Homegrown cookies
                                                                                                                                        • Natural channel sales of cookies by organic
                                                                                                                                          • Figure 19: Natural supermarket sales of cookies, by organic vs. non-organic, August 2008 and August 2010
                                                                                                                                        • Natural channel sales of cookies by gluten-free
                                                                                                                                          • Figure 20: Natural supermarket sales of cookies, by gluten-free or not, August 2008 and August 2010
                                                                                                                                      • Leading Companies

                                                                                                                                        • Key points
                                                                                                                                          • Kraft Foods top cookie manufacturer
                                                                                                                                            • Private label grows at the expense of name brands
                                                                                                                                              • Figure 21: FDMx sales of leading cookies and cookie bar manufacturers, 2009 and 2010
                                                                                                                                          • Brand Share—Standard Cookies

                                                                                                                                            • Key points
                                                                                                                                              • Nabisco leverages strong Oreo brand identity
                                                                                                                                                • Figure 22: FDMx brand sales of standard cookies, 2009 and 2010
                                                                                                                                            • Brand Share—Healthy Cookies

                                                                                                                                              • Key points
                                                                                                                                                • Big companies generate biggest share of business
                                                                                                                                                  • Figure 23: FDMx brand sales of healthy cookies, 2009 and 2010
                                                                                                                                              • Brand Share—Premium Cookies

                                                                                                                                                • Key points
                                                                                                                                                  • Pepperidge Farm experiences poor crop of sales
                                                                                                                                                    • Figure 24: FDMx brand sales of premium cookies, 2009 and 2010
                                                                                                                                                • Brand Share—Cookie Bars

                                                                                                                                                  • Key points
                                                                                                                                                    • Little Debbie leverages value positioning
                                                                                                                                                      • Figure 25: FDMx brand sales of cookie bars, 2009 and 2010
                                                                                                                                                  • Innovation and Innovators

                                                                                                                                                    • Key points
                                                                                                                                                      • Chocolate is most common flavor-based introduction
                                                                                                                                                        • Figure 26: Cookie launches, by flavor, 2005–10
                                                                                                                                                      • Kosher most common label/function claim
                                                                                                                                                        • Figure 27: Cookie launches, by label/function claim, 2005–10
                                                                                                                                                      • The following are examples of the notable cookie and cookie bar introductions over the last year.
                                                                                                                                                        • Standard cookies
                                                                                                                                                          • Healthy
                                                                                                                                                            • Premium
                                                                                                                                                              • Private label
                                                                                                                                                                • Cookie bars
                                                                                                                                                                • Marketing Strategies

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Brand and merchandising strategies
                                                                                                                                                                      • Nabisco
                                                                                                                                                                        • Keebler
                                                                                                                                                                          • Pepperidge Farm
                                                                                                                                                                            • McKee Foods
                                                                                                                                                                              • Facebook and other online initiatives
                                                                                                                                                                                • Nabisco
                                                                                                                                                                                  • Keebler
                                                                                                                                                                                    • Pepperidge Farm
                                                                                                                                                                                      • Little Debbie
                                                                                                                                                                                        • Kraft Foods’ “You Gotta LOL” series
                                                                                                                                                                                          • Television advertising
                                                                                                                                                                                            • Keebler Fudge Stripes
                                                                                                                                                                                              • Figure 28: Keebler/Fudge Stripes Cookies, “Last Cookie,” TV ad, July 2010
                                                                                                                                                                                            • Chips Ahoy!
                                                                                                                                                                                              • Figure 29: Nabisco/Chips Ahoy!, “There’s a lotta joy in Chips Ahoy!” TV ad, May 2010
                                                                                                                                                                                            • Double Stuf Oreo
                                                                                                                                                                                              • Figure 30: Nabisco/Double Stuf Oreo, “Make the call,” TV ad, September 2010
                                                                                                                                                                                          • Trends and Types of Cookies Eaten

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Long-term trends
                                                                                                                                                                                                • Figure 31: Household consumption of ready-to-eat cookies, 2003–10
                                                                                                                                                                                                • Figure 32: Household consumption of ready-to-eat cookies, by type of cookie, 2003-10
                                                                                                                                                                                              • Cookie types eaten—demographics
                                                                                                                                                                                                • Figure 33: Household consumption of ready-to-eat cookies, by type of cookie, by age, February 2009-March 2010
                                                                                                                                                                                                • Figure 34: Household consumption of ready-to-eat cookies, by type of cookie, by household income, February 2009-March 2010
                                                                                                                                                                                                • Figure 35: Household consumption of ready-to-eat cookies, by type of cookie, by number of people in HH, February 2009-March 2010
                                                                                                                                                                                                • Figure 36: Household consumption of ready-to-eat cookies, by type of cookie, by presence of children, February 2009-March 2010
                                                                                                                                                                                            • Brand Consumption of Cookies—Adults, Teens and Kids

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Keebler
                                                                                                                                                                                                  • Figure 37: Consumption of Keebler cookies, by brand, by adults, teens and kids, 2009-10
                                                                                                                                                                                                • Nabisco
                                                                                                                                                                                                  • Figure 38: Consumption of Nabisco cookies, by brand, by adults, teens and kids, 2009-10
                                                                                                                                                                                                • Pepperidge Farm
                                                                                                                                                                                                  • Figure 39: Consumption of Pepperidge Farm cookies, by brand, by adults, teens and kids, 2009-10
                                                                                                                                                                                                • Other cookies
                                                                                                                                                                                                  • Figure 40: Consumption of other cookies, by brand, by adults, teens and kids, 2009-10
                                                                                                                                                                                              • Eating Cookies and Cookie Bars

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Frequency of eating
                                                                                                                                                                                                    • Figure 41: Frequency of eating cookies and cookie bars, July 2010
                                                                                                                                                                                                    • Figure 42: Frequency of eating cookies and cookie bars, by gender, July 2010
                                                                                                                                                                                                    • Figure 43: Frequency of eating cookies and cookie bars, by age, July 2010
                                                                                                                                                                                                  • Forms of cookies and cookie bars eaten
                                                                                                                                                                                                    • Figure 44: Forms of cookies and cookie bars eaten in past month, by gender, July 2010
                                                                                                                                                                                                    • Figure 45: Forms of cookies and cookie bars eaten in past month, by age, July 2010
                                                                                                                                                                                                    • Figure 46: Forms of cookies and cookie bars eaten in past month, by presence and number of children, July 2010
                                                                                                                                                                                                    • Figure 47: Forms of cookies and cookie bars eaten in past month, by region, July 2010
                                                                                                                                                                                                • Factors Influencing Cookie and Cookie Bar Purchase

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Attributes that matter most when buying cookies
                                                                                                                                                                                                      • Figure 48: Ingredients and other elements considered when buying cookies, by age, July 2010
                                                                                                                                                                                                      • Figure 49: Ingredients and other elements considered when buying cookies, by urban status, July 2010
                                                                                                                                                                                                  • Perception of Natural Cookies

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Natural cookie perception by key demographics
                                                                                                                                                                                                        • Figure 50: Perception of “all natural” cookies vs. others, by gender, July 2010
                                                                                                                                                                                                        • Figure 51: Perception of “all natural” cookies vs. others, by age, July 2010
                                                                                                                                                                                                        • Figure 52: Perception of “all natural” cookies vs. others, by household income, July 2010
                                                                                                                                                                                                    • Cookies Purchase

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • How cookies are bought and used
                                                                                                                                                                                                          • Figure 53: How cookies are bought and used, by gender, July 2010
                                                                                                                                                                                                          • Figure 54: How cookies are bought and used, by household income, July 2010
                                                                                                                                                                                                        • How cookies are bought and used—the kid effect
                                                                                                                                                                                                          • Figure 55: How cookies are bought and used when it comes to kids, by gender, July 2010
                                                                                                                                                                                                        • How cookies are chosen/cooked
                                                                                                                                                                                                          • Figure 56: How cookies are chosen/cooked, by gender, July 2010
                                                                                                                                                                                                          • Figure 57: How cookies are chosen/cooked, by age, July 2010
                                                                                                                                                                                                      • Cookies—The Decision-Making Process and Role of Private Label

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Decision making
                                                                                                                                                                                                            • Figure 58: The decision-making process and choosing cookies, by age, July 2010
                                                                                                                                                                                                            • Figure 59: The decision-making process and choosing cookies, by household income, July 2010
                                                                                                                                                                                                            • Figure 60: The decision-making process and choosing cookies, by presence and number of children, July 2010
                                                                                                                                                                                                          • Why buy private label?
                                                                                                                                                                                                            • Figure 61: Reason for buying private label cookies, July 2010
                                                                                                                                                                                                        • Why Reach for a Cookie?

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Cookie-eating occasions
                                                                                                                                                                                                              • Figure 62: Occasions when people reach for a cookie, by gender, July 2010
                                                                                                                                                                                                              • Figure 63: Occasions when people reach for a cookie, by age, July 2010
                                                                                                                                                                                                              • Figure 64: Occasions when people reach for a cookie, by household income, July 2010
                                                                                                                                                                                                              • Figure 65: Occasions when people reach for a cookie, by presence and number of children, July 2010
                                                                                                                                                                                                          • What Should a Cookie Be?

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                • Figure 66: Importance of cookie traits—health vs. indulgence, price vs. taste, simple vs. complex; by gender, July 2010
                                                                                                                                                                                                                • Figure 67: Importance of cookie traits – health vs. indulgence, price vs. taste, simple vs. complex; by age, July 2010
                                                                                                                                                                                                                • Figure 68: Importance of cookie traits – health vs. indulgence, price vs. taste. simple vs. complex; by household income, July 2010
                                                                                                                                                                                                                • Figure 69: Importance of cookie traits – health vs. indulgence, price vs. taste, simple vs. complex; by marital status, July 2010
                                                                                                                                                                                                                • Figure 70: Importance of cookie traits – health vs. indulgence, price vs. taste, simple vs. complex; by presence and numer of children, July 2010
                                                                                                                                                                                                            • Impact of Race/Hispanic Origin

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Cookie consumption by race/Hispanic origin
                                                                                                                                                                                                                  • Figure 71: Household consumption of ready-to-eat cookies, by race/Hispanic origin, February 2009-March 2010
                                                                                                                                                                                                                • Cookie types eaten
                                                                                                                                                                                                                  • Figure 72: Household consumption of ready-to-eat cookies, by type of cookie, by race/Hispanic origin, February 2009-March 2010
                                                                                                                                                                                                                • Frequency of eating
                                                                                                                                                                                                                  • Figure 73: Frequency of eating cookies and cookie bars, by race/Hispanic origin, July 2010
                                                                                                                                                                                                                • Forms of cookies and cookie bars eaten
                                                                                                                                                                                                                  • Figure 74: Forms of cookies and cookie bars eaten in past month, by race/Hispanic origin, July 2010
                                                                                                                                                                                                                • Factors influencing cookie and cookie bar purchase
                                                                                                                                                                                                                  • Figure 75: Ingredients and other elements considered when buying cookies, by race/Hispanic origin, July 2010
                                                                                                                                                                                                                • Perception of natural cookies
                                                                                                                                                                                                                  • Figure 76: Perception of “all natural” cookies vs. others, by race/Hispanic origin, July 2010
                                                                                                                                                                                                                • How cookies are bought and used
                                                                                                                                                                                                                  • Figure 77: How cookies are bought and used, by race/Hispanic origin, July 2010
                                                                                                                                                                                                                • How cookies are chosen/cooked
                                                                                                                                                                                                                  • Figure 78: How cookies are chosen/cooked, by race/Hispanic origin, July 2010
                                                                                                                                                                                                                • Cookies—The decision-making process
                                                                                                                                                                                                                  • Figure 79: The decision making process and choosing cookies, by race/Hispanic origin, July 2010
                                                                                                                                                                                                                • Why reach for a cookie?
                                                                                                                                                                                                                  • Figure 80: Occasions when people reach for a cookie, by race/Hispanic origin, July 2010
                                                                                                                                                                                                                • What should a cookie be?
                                                                                                                                                                                                                  • Figure 81: Importance of cookie traits – health vs. indulgence, price vs. taste, simple vs. complex; by race/Hispanic origin, July 2010
                                                                                                                                                                                                              • Custom Consumer Tables—Mosaic Groupings

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Household consumption of cookies
                                                                                                                                                                                                                    • Figure 82: Household consumption of cookies, by mosaic grouping, February 2009-March 2010
                                                                                                                                                                                                                  • Types of cookies eaten in household
                                                                                                                                                                                                                    • Figure 83: Types of cookies eaten in household, by mosaic grouping – part 1, February 2009-March 2010
                                                                                                                                                                                                                    • Figure 84: Types of cookies eaten in household, by mosaic grouping – part 2, February 2009-March 2010
                                                                                                                                                                                                                  • Brands of cookies eaten in household
                                                                                                                                                                                                                    • Keebler
                                                                                                                                                                                                                      • Figure 85: Keebler cookies eaten in household, by brand, by top mosaic user groups, February 2009-March 2010
                                                                                                                                                                                                                      • Figure 86: Keebler cookies eaten in household, by brand, by bottom mosaic user groups, February 2009-March 2010
                                                                                                                                                                                                                    • Nabisco
                                                                                                                                                                                                                      • Figure 87: Nabisco cookies eaten in household, by brand, by top mosaic user groups, February 2009-March 2010
                                                                                                                                                                                                                      • Figure 88: Nabisco cookies eaten in household, by brand, by bottom mosaic user groups, February 2009-March 2010
                                                                                                                                                                                                                    • Pepperidge Farm
                                                                                                                                                                                                                      • Figure 89: Pepperidge Farm cookies eaten in household, by brand, by top mosaic user groups, February 2009-March 2010
                                                                                                                                                                                                                      • Figure 90: Pepperidge Farm cookies eaten in household, by brand, by bottom mosaic user groups, February 2009-March 2010
                                                                                                                                                                                                                    • Other
                                                                                                                                                                                                                      • Figure 91: Pepperidge Farm cookies eaten in household, by brand, by bottom mosaic user groups, February 2009-March 2010
                                                                                                                                                                                                                      • Figure 92: Other cookie brands eaten in household, by brand, by top mosaic user groups, February 2009-March 2010
                                                                                                                                                                                                                    • Volume of cookies eaten in household
                                                                                                                                                                                                                      • Figure 93: Number of packs of cookies eaten in household, by top mosaic user groups, February 2009-March 2010
                                                                                                                                                                                                                      • Figure 94: Number of packs of cookies eaten in household, by bottom mosaic user groups, February 2009-March 2010
                                                                                                                                                                                                                  • Cluster Analysis

                                                                                                                                                                                                                      • Infrequent Eaters and Buyers
                                                                                                                                                                                                                        • Demographics
                                                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                                                            • Opportunities
                                                                                                                                                                                                                              • Occasional, Non-Bakers
                                                                                                                                                                                                                                • Demographics
                                                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                                                    • Opportunities
                                                                                                                                                                                                                                      • Frequent, Ready-to-Eat
                                                                                                                                                                                                                                        • Demographics
                                                                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                                                                            • Opportunities
                                                                                                                                                                                                                                              • Cluster characteristics
                                                                                                                                                                                                                                                • Figure 95: Cookie eater clusters, July 2010
                                                                                                                                                                                                                                                • Figure 96: Frequency of eating cookies and cookie bars, by cookie eater clusters, July 2010
                                                                                                                                                                                                                                                • Figure 97: Forms of cookies and cookie bars eaten in past month, by cookie eater clusters, July 2010
                                                                                                                                                                                                                                                • Figure 98: Perception of “all natural” cookies vs. others, by cookie eater clusters, July 2010
                                                                                                                                                                                                                                                • Figure 99: How cookies are chosen/cooked, by cookie eater clusters, July 2010
                                                                                                                                                                                                                                                • Figure 100: The decision-making process and choosing cookies, by cookie eater clusters, July 2010
                                                                                                                                                                                                                                                • Figure 101: Occasions when people reach for a cookie, by cookie eater clusters, July 2010
                                                                                                                                                                                                                                              • Cluster demographics
                                                                                                                                                                                                                                                • Figure 102: Cookie eater clusters, by gender, July 2010
                                                                                                                                                                                                                                                • Figure 103: Cookie eater clusters, by age, July 2010
                                                                                                                                                                                                                                                • Figure 104: Cookie eater clusters, by household income, July 2010
                                                                                                                                                                                                                                                • Figure 105: Cookie eater clusters, by race, July 2010
                                                                                                                                                                                                                                                • Figure 106: Cookie eater clusters, by Hispanic origin, July 2010
                                                                                                                                                                                                                                              • Cluster methodology
                                                                                                                                                                                                                                              • Builders Panel—Key Household Purchase Measures—Cookies

                                                                                                                                                                                                                                                  • Consumer insights on key purchase measures—cookies
                                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                                      • Figure 107: Brand map, selected brands of cookies buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                                        • Figure 108: Key purchase measures for the top brands of cookies, by household penetration, 2009*
                                                                                                                                                                                                                                                    • Appendix—Builders Panel Data Definitions

                                                                                                                                                                                                                                                        • Symphony IRI Consumer Network Metrics
                                                                                                                                                                                                                                                        • Appendix—Trade Associations

                                                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                                                          • American Bakers Association (ABA)
                                                                                                                                                                                                                                                          • American Institute of Baking (AIB)
                                                                                                                                                                                                                                                          • American Medical Association (AMA)
                                                                                                                                                                                                                                                          • American Society of Baking (ASB)
                                                                                                                                                                                                                                                          • Annie's Homegrown Inc.
                                                                                                                                                                                                                                                          • Barbara's Bakery Inc.
                                                                                                                                                                                                                                                          • Biscuit & Cracker Manufacturer’s Association (B&CMA)
                                                                                                                                                                                                                                                          • Campbell Soup Company
                                                                                                                                                                                                                                                          • DreamWorks Animation SKG Inc.
                                                                                                                                                                                                                                                          • Entenmann's Inc
                                                                                                                                                                                                                                                          • Facebook, Inc.
                                                                                                                                                                                                                                                          • Frito-Lay, Inc
                                                                                                                                                                                                                                                          • General Mills Inc
                                                                                                                                                                                                                                                          • Grocery Manufacturers of America
                                                                                                                                                                                                                                                          • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                                                                          • Groupe Danone
                                                                                                                                                                                                                                                          • Kashi Co. Inc.
                                                                                                                                                                                                                                                          • Kellogg Company
                                                                                                                                                                                                                                                          • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                                                          • Lofthouse of Fleetwood
                                                                                                                                                                                                                                                          • McKee Foods Corporation
                                                                                                                                                                                                                                                          • National Association of Chain Drug Stores (NACDS)
                                                                                                                                                                                                                                                          • National Frozen and Refrigerated Food Association
                                                                                                                                                                                                                                                          • Nestlé USA
                                                                                                                                                                                                                                                          • Newman's Own Inc.
                                                                                                                                                                                                                                                          • Nonni's Food Company, Inc.
                                                                                                                                                                                                                                                          • Pamela's Products Inc.
                                                                                                                                                                                                                                                          • Panera Bread Company
                                                                                                                                                                                                                                                          • Pepperidge Farm Inc.
                                                                                                                                                                                                                                                          • PepsiCo Inc
                                                                                                                                                                                                                                                          • Quaker
                                                                                                                                                                                                                                                          • Ralcorp Holdings Inc.
                                                                                                                                                                                                                                                          • Safeway Inc
                                                                                                                                                                                                                                                          • Snack Food Association (SFA)
                                                                                                                                                                                                                                                          • Trader Joe's Company Inc
                                                                                                                                                                                                                                                          • Twitter, Inc.
                                                                                                                                                                                                                                                          • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                          • U.S. Bureau of the Census
                                                                                                                                                                                                                                                          • U.S. Department of Agriculture
                                                                                                                                                                                                                                                          • US Department of Commerce
                                                                                                                                                                                                                                                          • Walmart Stores (USA)
                                                                                                                                                                                                                                                          • Weetabix Ltd.
                                                                                                                                                                                                                                                          • Whole Foods Market Inc
                                                                                                                                                                                                                                                          • YouTube, Inc.

                                                                                                                                                                                                                                                          Cookies and Cookie Bars - US - November 2010

                                                                                                                                                                                                                                                          £3,174.67 (Excl.Tax)