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Cookies and Crackers - US - March 2014

“Less than 10% of cookie and cracker buyers look for gluten-free varieties. While gluten-free developments attract attention due to new product innovation, at this point, this feature does not make or break cookie or cracker purchase.”

– Beth Bloom, Food and Drink Analyst
 
Some questions answered in this report include:
  • How does health factor into cookie and cracker purchase?
  • How do cookie and cracker consumption occasions differ?
  • How do cookie and cracker buyers feel about store brands?

Total US retail sales of cookies grew by 17% from 2008-13, surpassing the $8 billion mark. During the same period, cracker sales grew by 19% to reach $7.4 billion. Product innovation, including the expansion of health-focused options that allow for lower-guilt snacking contribute to the growth across both categories.

Cookies are present in some 68% of US households, finding popularity as a dessert, snack, or anytime indulgence. Crackers are found in a larger 77% of US homes, and while they find the most use as snacks, crackers see more varied consumption occasions than do cookies. While both cookies and crackers benefit from snack positioning, the majority of buyers consider health-related attributes in their purchase decision.

Mintel forecasts growth across both categories through 2018 due to the strength of snack products, consumer interest in indulgence, and product innovation that is mindful of health positioning, increasing product permissibility across categories.

This report combines two previously separate reports and builds on the analysis presented in Mintel’s Crackers – US, March 2011, as well as the same title in February 2009, 2007, and 2005; and Mintel’s Cookie and Cookie Bars–US, March 2013, as well as the same title in April 2012 and 2010.

For the purposes of this report, Mintel has divided the cookie segment and cracker segment each into four categories:

  • Standard: Typically popular mainstream brands, standard cookies and crackers are distinguished primarily by what they are not (ie they do not claim premium ingredients, are not positioned as “healthy”).
  • Premium: These products represent the more indulgent end of the cookie/cracker market and, as such, sell for higher retail prices than standard. 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. Premium crackers include Carr’s.
  • Health-focused: Cookies and crackers 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 (eg organic). Types of products included are organic, sugar-free, fat-free/low-fat, low-carb/no-carb, no-allergen, or nutritionally fortified. It also includes cookies formulated to address specific health conditions, like diabetes or celiac disease.
  • Private Label: Cookies and crackers sold as private label could not be assigned to specific categories because of lack of detail in available sales data, so they are included in a separate category.

Value figures throughout this report are at rsp (retail selling prices) excluding sales tax unless otherwise stated.

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Table of contents

  1. Scope and Themes

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

                    • The market
                      • Cookie sales grow 17%, crackers 19% from 2008-13
                        • Figure 1: Total US retail sales and forecast of cookies, at current prices, 2008-18
                        • Figure 2: Total US retail sales and forecast of crackers, at current prices, 2008-18
                      • Market segmentation
                        • Standard products make up majority of sales
                          • Figure 3: Total US retail sales of cookies and crackers, by segment, at current prices ($millions), 2013 (est.)
                        • Innovation
                          • Top five claims similar among cookie and cracker launches
                            • Figure 4: Cookie and cracker launches, by top six claims (overall), 2009-14*
                          • Leading companies
                            • Mondelēz represents 37% of sales of cookies and crackers
                              • Figure 5: MULO sales of cookies and crackers, by top five leading companies, rolling 52 weeks 2012 and 2013
                            • The consumer
                              • Cookies and crackers meet the needs of snackers, also work as indulgences
                                • Figure 6: Cookie and cracker usage occasion, top six (overall), January 2013
                              • What we think
                              • Issues and Insights

                                  • How does health factor into cookie and cracker purchase?
                                    • Issues
                                      • Insight: Health attributes of interest differ between cookies and crackers
                                        • How do cookie and cracker consumption occasions differ?
                                          • Issues
                                            • Insight: Keeping a range of products available across both categories will be important to appealing to the greatest number of consumers
                                              • How do cookie and cracker buyers feel about store brands?
                                                • Issues
                                                  • Insight: Cookie and cracker buyers appear open to store brands
                                                  • Trend Application

                                                      • Trend: Minimize Me
                                                        • Trend: Transumers
                                                          • Mintel Futures: East Meets West
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Cookie sales grow 17% from 2008-13
                                                                • Sales and forecast of cookies
                                                                  • Figure 7: Total US retail sales and forecast of cookies, at current prices, 2008-18
                                                                  • Figure 8: Total US retail sales and forecast of cookies, at inflation-adjusted prices, 2008-18
                                                                • Fan chart forecast
                                                                    • Figure 9: Total US retail sales and forecast of cookies, at current prices, 2008-18
                                                                  • Cracker sales grow 19% from 2008-13
                                                                    • Sales and forecast of crackers
                                                                      • Figure 10: Total US retail sales and forecast of crackers, at current prices, 2008-18
                                                                      • Figure 11: Total US retail sales and forecast of crackers, at inflation-adjusted prices, 2008-18
                                                                    • Fan chart forecast
                                                                        • Figure 12: Total US retail sales and forecast of crackers, at current prices, 2008-18
                                                                    • Market Drivers

                                                                      • Popularity of snacking should benefit cookie and cracker categories
                                                                        • Keeping snackable cookie and cracker formats available
                                                                        • Competitive Context

                                                                          • Key points
                                                                            • Boosting health profile of cookies will stave off snack bar competition
                                                                              • Some 94% of consumers eat salty snacks such as chips and popcorn
                                                                              • Segment Performance

                                                                                • Standards represent largest share of cookie and cracker sales
                                                                                  • Figure 13: Total US retail sales of cookies, by segment, at current prices, 2011 and 2013
                                                                                  • Figure 14: Total US retail sales of crackers, by segment, at current prices, 2011 and 2013
                                                                                • Standard cookie sales grow 22% from 2008-13
                                                                                  • US retail sales of standard cookies
                                                                                    • Figure 15: Total U.S. retail sales of standard cookies, at current prices, 2008-18
                                                                                  • Premium cookies making up recessionary losses
                                                                                    • US retail sales of premium cookies
                                                                                      • Figure 16: Total U.S. retail sales of premium cookies, at current prices, 2008-18
                                                                                    • Health-focused cookie sales dip in 2013
                                                                                      • US retail sales of health-focused cookies
                                                                                        • Figure 17: Total U.S. retail sales of health-focused cookies, at current prices, 2008-18
                                                                                      • Private label cookie sales starting to decline
                                                                                        • US retail sales of private label cookies
                                                                                          • Figure 18: Total U.S. retail sales of private label cookies, at current prices, 2008-18
                                                                                        • Standard cracker sales grow 11% from 2008-13
                                                                                          • US retail sales of standard crackers
                                                                                            • Figure 19: Total U.S. retail sales of standard crackers, at current prices, 2008-18
                                                                                          • Premium crackers see strong growth from 2008-13
                                                                                            • US retail sales of premium crackers
                                                                                              • Figure 20: Total U.S. retail sales of premium crackers, at current prices, 2008-18
                                                                                            • Health-focused crackers see sharp sales drop in 2013
                                                                                              • US retail sales of health-focused crackers
                                                                                                • Figure 21: Total U.S. retail sales of health-focused crackers, at current prices, 2008-18
                                                                                              • Private label cracker sales growth 38% 2008-13
                                                                                                • US retail sales of private label crackers
                                                                                                  • Figure 22: Total U.S. retail sales of private label, at current prices, 2008-18
                                                                                              • Retail Channels

                                                                                                • Key points
                                                                                                  • Supermarkets see competition from “other” channels
                                                                                                      • Figure 23: Total US retail sales of cookies and crackers, by channel, at current prices, 2011-13
                                                                                                    • Supermarket sales of cookies and crackers
                                                                                                      • Figure 24: US supermarket sales of cookies and crackers, at current prices, 2008-13
                                                                                                    • Drug store sales of cookies and crackers
                                                                                                      • Figure 25: US drug store sales of cookies and crackers, at current prices, 2008-13
                                                                                                    • “Other” channel sales of cookies and crackers
                                                                                                      • Figure 26: US “other” channel sales of cookies and crackers, at current prices, 2008-13
                                                                                                    • Cracker outperform cookies in natural channels
                                                                                                      • Sales of cookies in the natural channel
                                                                                                        • Figure 27: Natural supermarket sales of cookies, at current prices, 2011-13*
                                                                                                      • Sales of crackers in the natural channel
                                                                                                        • Figure 28: Natural supermarket sales of cookies, at current prices, 2011-13*
                                                                                                    • Leading Companies and Brand Analysis

                                                                                                      • Key points
                                                                                                        • Mondelēz represents more than one third of cookie and cracker sales
                                                                                                          • MULO sales of cookies and crackers
                                                                                                            • Figure 29: MULO sales of cookies and crackers, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                          • Nabisco represents 43% of standard cookie sales
                                                                                                              • Figure 30: Keebler simply made, “Last Cookie,” TV ad, 2013
                                                                                                            • MULO sales of standard cookies
                                                                                                              • Figure 31: MULO sales of standard cookies, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                            • Pepperidge Farm represents 39% of premium cookie sales
                                                                                                              • Figure 32: Pepperidge Farm Milano, “Getting Ready for Dinner,” TV ad, 2013
                                                                                                            • MULO sales of premium cookies
                                                                                                              • Figure 33: MULO sales of premium cookies, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                            • Nabisco represents 57% of health-focused cookie sales
                                                                                                              • Figure 34: Newtons fruit thins, TV ad, 2013
                                                                                                            • MULO sales of health-focused cookies
                                                                                                              • Figure 35: MULO sales of health-focused cookies, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                            • Nabisco represents half of standard cracker sales
                                                                                                              • Figure 36: Ritz cracker Crackerfuls, “Take Off Delay,” TV ad, 2013
                                                                                                              • Figure 37: Triscuit, “Attention Female Shoppers,” Ad, 2014
                                                                                                            • Cheez-It strong and growing
                                                                                                              • Figure 38: Cheez-It, “Surprise Party,” TV ad, 2013
                                                                                                              • Figure 39: Cheez-It, “Weights,” TV ad, 2013
                                                                                                            • MULO sales of standard crackers
                                                                                                              • Figure 40: MULO sales of standard crackers, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                            • Pepperidge Farms represents 62% of premium cracker sales
                                                                                                              • MULO sales of premium crackers
                                                                                                                • Figure 41: MULO sales of premium crackers, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                              • Kellogg brands represent 43% of health-focused cracker sales
                                                                                                                • MULO sales of health-focused crackers
                                                                                                                  • Figure 42: MULO sales of health-focused crackers, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                              • Innovations and Innovators

                                                                                                                • New product launches down, packaging innovation grows
                                                                                                                    • Figure 43: Cookie launches, by launch type, 2010-14*
                                                                                                                    • Figure 44: Cracker launches, by launch type, 2010-14*
                                                                                                                  • Health-related claims abound in cookie launches
                                                                                                                    • Figure 45: Cookie launches, by top 10 claims, 2010-14*
                                                                                                                  • No additives/preservatives claim sees strong cracker growth
                                                                                                                    • Figure 46: Cracker launches, by top 10 claims, 2010-14*
                                                                                                                  • Chocolate leads cookie flavors, dark varieties on the rise
                                                                                                                    • Dessert inspire flavors, and sweet treat hybrids abound
                                                                                                                        • Figure 47: Cookie launches, by top 10 flavors, 2010-14*
                                                                                                                      • Plain and salt-flavored crackers see the biggest increases
                                                                                                                        • Brands take a crack at popularity of spicy
                                                                                                                          • Figure 48: Cracker launches, by top 10 flavors, 2010-14*
                                                                                                                        • New formats aim to keep cookie and cracker markets fresh
                                                                                                                          • Cracker brands try out seasonal positioning
                                                                                                                            • Brands promise bigger, better, more
                                                                                                                            • Cookie Consumption

                                                                                                                              • Key points
                                                                                                                                • Cookies are consumed by 68% of US households
                                                                                                                                  • Cookie price is a barrier to entry for low-income households
                                                                                                                                    • Figure 49: Any household cookie consumption, by household income, January 2014
                                                                                                                                  • Young men are strong targets for cookie consumption
                                                                                                                                    • Figure 50: Any cookie consumption for self, by gender and age, January 2014
                                                                                                                                  • More than one quarter of men age 18-34 eat cookies every day
                                                                                                                                    • Figure 51: Any cookie consumption frequency, by gender and age, January 2014
                                                                                                                                  • Sandwich cookies find favor among nearly half of cookie eaters
                                                                                                                                    • Figure 52: Cookies (ready-to-eat), by gender and age, July 2012-September 2013
                                                                                                                                  • Solo indulgence positioning should be considered
                                                                                                                                    • Figure 53: Any cookie consumption for self, by household size, January 2014
                                                                                                                                  • Premium and health-focused cookies see most frequent use
                                                                                                                                    • Figure 54: Any cookie consumption frequency, by cooking and crackers consumption for self, January 2014
                                                                                                                                  • Healthy cracker eaters indulge in cookies
                                                                                                                                    • Figure 55: Any cookie consumption for self, by cooking and crackers consumption for self, January 2014
                                                                                                                                • Cracker Consumption

                                                                                                                                  • Key points
                                                                                                                                    • Crackers are consumed in 77% of households
                                                                                                                                      • Cracker price is a barrier to entry for low-income households
                                                                                                                                        • Figure 56: Any crackers consumption, by household income, January 2014
                                                                                                                                      • Saltines appear as top cracker
                                                                                                                                        • Figure 57: Snack crackers, saltines, or graham crackers, by household income, July 2012-September 2013
                                                                                                                                      • Healthy crackers resonate with younger consumers
                                                                                                                                        • Figure 58: Any crackers consumption for self, by age, January 2014
                                                                                                                                      • 18-24s most likely to eat crackers daily
                                                                                                                                        • Figure 59: Cracker consumption frequency, by age, January 2014
                                                                                                                                      • Premium and health-focused crackers see most frequent use
                                                                                                                                        • Figure 60: Cracker consumption frequency, by cooking and crackers consumption for self, January 2014
                                                                                                                                      • Healthy cookie eaters indulge in crackers
                                                                                                                                        • Figure 61: Any crackers consumption for self, by cooking and crackers consumption for self, January 2014
                                                                                                                                    • Consumption Occasions

                                                                                                                                      • Key points
                                                                                                                                        • Majority of cookies eaters look to indulgence, portability important
                                                                                                                                          • Women eat cookies as snacks/indulgence; men use for meals
                                                                                                                                            • Figure 62: Cookie consumption occasion, by gender, January 2014
                                                                                                                                          • Young consumers use cookies across occasions
                                                                                                                                            • Figure 63: Cookie consumption occasion, by age, January 2014
                                                                                                                                          • Lowest income HHs most likely to view cookies as an anytime indulgence
                                                                                                                                            • Figure 64: Cookie consumption occasion, by household income, January 2014
                                                                                                                                          • Daily cookie eaters less likely to view the products as an indulgence
                                                                                                                                            • Figure 65: Cookie consumption occasion, by cookie consumption frequency, January 2014
                                                                                                                                          • Premium and health-focused cookies see widest array of uses
                                                                                                                                            • Figure 66: Cookie consumption occasion, by cooking and crackers consumption for self, January 2014
                                                                                                                                          • Cracker-eating occasions are more varied than cookies
                                                                                                                                            • Figure 67: Cracker consumption frequency, by gender, January 2014
                                                                                                                                          • Meal crackers may be way to grow consumption among 55+
                                                                                                                                            • Figure 68: Cracker consumption frequency, by age, January 2014
                                                                                                                                          • Snacking on crackers may not be viewed as affordable
                                                                                                                                            • Figure 69: Cracker consumption frequency, by household income, January 2014
                                                                                                                                          • Premium crackers popular for entertaining, health-focused used on-the-go
                                                                                                                                            • Figure 70: Cracker consumption frequency, by cooking and crackers consumption for self, January 2014
                                                                                                                                          • Daily cracker eaters exhibit versatile use, less interested in toppings
                                                                                                                                            • Figure 71: Cracker consumption frequency, by cracker consumption frequency, January 2014
                                                                                                                                        • Cracker Purchase Decision

                                                                                                                                          • Key points
                                                                                                                                            • Flavor surpasses low price in purchase decision
                                                                                                                                              • Women are attracted to low price and health
                                                                                                                                                • Figure 72: Cracker purchase decision, by gender, January 2014
                                                                                                                                              • Younger consumers drawn to low price and health, older consumers look for familiar brands
                                                                                                                                                • Figure 73: Cracker purchase decision, by age, January 2014
                                                                                                                                              • Lowest income HHs look for low price, high earners driven by health
                                                                                                                                                • Figure 74: Cracker purchase decision, by household income, January 2014
                                                                                                                                              • Standard cracker buyers driven by flavor/price, premium and health-focused by health
                                                                                                                                                • Figure 75: Cracker purchase decision, by cracker consumption occasion, January 2014
                                                                                                                                              • Consumers may turn to crackers for lower guilt indulgence
                                                                                                                                                • Figure 76: Cracker purchase decision, by cracker consumption occasion, January 2014
                                                                                                                                                • Figure 77: Cracker purchase decision, by cracker consumption occasion, January 2014 (continued)
                                                                                                                                            • Interest in Health

                                                                                                                                              • Key points
                                                                                                                                                • Two thirds of cookie buyers consider health attributes in purchase
                                                                                                                                                  • Men appear more health conscious than women in cookie purchase
                                                                                                                                                    • Figure 78: Interest in health-related attributes (cookies), by gender, January 2014
                                                                                                                                                  • Oldest consumers want reduced sugar/sodium cookies
                                                                                                                                                    • Figure 79: Interest in health-related attributes (cookies), by age, January 2014
                                                                                                                                                  • Some 71% of cracker buyers are interested in health attributes
                                                                                                                                                    • Young men like all-natural, young women look for low calories
                                                                                                                                                      • Figure 80: Interest in health-related attributes (crackers), by gender and age, January 2014
                                                                                                                                                    • Premium cookie and cracker eaters looking for all-natural
                                                                                                                                                      • Figure 81: Interest in health-related attributes (cookies), by cooking and crackers consumption for self, January 2014
                                                                                                                                                      • Figure 82: Interest in health-related attributes (crackers), by cooking and crackers consumption for self, January 2014
                                                                                                                                                  • Attitudes Toward Cookies and Crackers

                                                                                                                                                    • Key points
                                                                                                                                                      • Cookies are impulse buys for 40% of cookie eaters
                                                                                                                                                        • Women buy cookies on impulse, look for indulgence
                                                                                                                                                          • Figure 83: Attitudes toward cookies, by gender, January 2014
                                                                                                                                                        • Young consumers like bite-size cookies and resealable packaging
                                                                                                                                                          • Figure 84: Attitudes toward cookies, by age, January 2014
                                                                                                                                                        • Crackers are much more likely to be planned purchases
                                                                                                                                                          • Young consumers are a strong target for private label
                                                                                                                                                            • Figure 85: Attitudes toward crackers, by age, January 2014
                                                                                                                                                          • Lower income earners open to store brand crackers
                                                                                                                                                            • Figure 86: Attitudes toward crackers, by household income, January 2014
                                                                                                                                                          • Bite-sized cookies appeal to health-focused cookie eaters
                                                                                                                                                            • Figure 87: Attitudes toward cookies, by household cookies consumption, January 2014
                                                                                                                                                          • Premium cracker buyers looking for flavor
                                                                                                                                                            • Figure 88: Attitudes toward crackers, by household crackers consumption, January 2014
                                                                                                                                                          • Store brands appeal to daily cookie eaters
                                                                                                                                                            • Figure 89: Attitudes toward cookies, by cookie consumption frequency, January 2014
                                                                                                                                                          • Daily cracker eaters like bite size
                                                                                                                                                            • Figure 90: Attitudes toward crackers, by cracker consumption frequency, January 2014
                                                                                                                                                        • Custom Consumer Group – Households with Children

                                                                                                                                                          • Key points
                                                                                                                                                            • HHs with children strongest target for cookie and cracker sales
                                                                                                                                                              • Figure 91: Any household cookie consumption, by presence of children in household, January 2014
                                                                                                                                                              • Figure 92: Any crackers consumption, by presence of children in household, January 2014
                                                                                                                                                            • HHs with children also more likely to personally eat cookies and crackers
                                                                                                                                                                • Figure 93: Any cookie consumption for self, by presence of children in household, January 2014
                                                                                                                                                                • Figure 94: Any crackers consumption for self, by presence of children in household, January 2014
                                                                                                                                                                • Figure 95: Cookies (ready-to-eat), by presence of children in household, July 2012-September 2013
                                                                                                                                                              • One quarter of dads eat cookies daily
                                                                                                                                                                  • Figure 96: Oreo, “Bedtime Song,” TV ad, 2013
                                                                                                                                                                  • Figure 97: Any cookie consumption frequency, by gender and parents with children in household, January 2014
                                                                                                                                                                • Dads buy premium, health-focused cookies and crackers
                                                                                                                                                                  • Figure 98: Any household cookie consumption, by gender and parents with children in household, January 2014
                                                                                                                                                                  • Figure 99: Any crackers consumption, by gender and parents with children in household, January 2014
                                                                                                                                                                • Kids 6+ biggest market for cookies
                                                                                                                                                                  • Figure 100: Cookie consumption (nets), January 2014
                                                                                                                                                                  • Figure 101: Cookies, May 2012-June 2013
                                                                                                                                                                • Teen cookie consumption down
                                                                                                                                                                    • Figure 102: Oreo, “’School Day’ Song,” TV ad, 2013
                                                                                                                                                                    • Figure 103: Cookies (ready-to-eat), April 2008-June 2013
                                                                                                                                                                  • Opportunity to grow crackers geared to 5 and under
                                                                                                                                                                      • Figure 104: Crackers consumption (nets), January 2014
                                                                                                                                                                    • Sandwich cookies and soft chocolate chip rule
                                                                                                                                                                        • Figure 105: Cookies (ready-to-eat), by presence of children in household, July 2012-September 2013
                                                                                                                                                                      • Cheese flavors popular with kids
                                                                                                                                                                        • Figure 106: Snack crackers, saltines, or graham crackers, by presence of children in household, July 2012-September 2013
                                                                                                                                                                        • Figure 107: Snack crackers, saltines, or graham crackers, by age, May 2012-June 2013
                                                                                                                                                                        • Figure 108: Snack crackers, saltines, or graham crackers, May 2012-June 2013
                                                                                                                                                                      • Convenience important among HHs with children
                                                                                                                                                                        • Figure 109: Cookie consumption occasion, by presence of children in household, January 2014
                                                                                                                                                                        • Figure 110: Crackers consumption occasion, by presence of children in household, January 2014
                                                                                                                                                                      • Moms are price conscious, care less about brands
                                                                                                                                                                          • Figure 111: Cracker purchase decision, by gender and parents with children in household, January 2014
                                                                                                                                                                        • Households with children like natural, less concerned over calories
                                                                                                                                                                          • Figure 112: Interest in health-related attributes (cookies), by presence of children in household, January 2014
                                                                                                                                                                          • Figure 113: Interest in health-related attributes (crackers), by presence of children in household, January 2014
                                                                                                                                                                          • Figure 114: Attitudes toward cookies, by presence of children in household, January 2014
                                                                                                                                                                          • Figure 115: Attitudes toward crackers, by presence of children in household, January 2014
                                                                                                                                                                      • Impact of Race and Hispanic Origin

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Black consumers and Hispanics strong targets for cookie purchase
                                                                                                                                                                            • Figure 116: Any household cookie consumption, by race/Hispanic origin, January 2014
                                                                                                                                                                            • Figure 117: Cookies (ready-to-eat), by race/Hispanic origin, July 2012-September 2013
                                                                                                                                                                          • Blacks buying for themselves, Hispanics for their kids
                                                                                                                                                                            • Figure 118: Any cookie consumption for self, by race/Hispanic origin, January 2014
                                                                                                                                                                          • Black HHs select for cookie indulgence
                                                                                                                                                                            • Figure 119: Cookies (ready-to-eat), by race/Hispanic origin, July 2012-September 2013
                                                                                                                                                                          • Premium, health-focused crackers find favor in Hispanic HHs
                                                                                                                                                                            • Figure 120: Any crackers consumption, by race/Hispanic origin, January 2014
                                                                                                                                                                          • Crackers not seen as a kid product among Hispanic HHs
                                                                                                                                                                            • Figure 121: Any crackers consumption for self, by race/Hispanic origin, January 2014
                                                                                                                                                                            • Figure 122: Snack crackers, saltines, or graham crackers, by race/Hispanic origin, July 2012-September 2013
                                                                                                                                                                          • Gluten-free claim most likely to resonate with Asians
                                                                                                                                                                            • Figure 123: Interest in health-related attributes (cookies), by race/Hispanic origin, January 2014
                                                                                                                                                                            • Figure 124: Interest in health-related attributes (crackers), by race/Hispanic origin, January 2014
                                                                                                                                                                          • Cookie freshness, quality of interest to Asians
                                                                                                                                                                            • Figure 125: Attitudes toward cookies, by race/Hispanic origin, January 2014
                                                                                                                                                                          • Black consumers view crackers as healthy
                                                                                                                                                                            • Figure 126: Attitudes toward crackers, by race/Hispanic origin, January 2014
                                                                                                                                                                        • Appendix – Food and Drink Market Drivers

                                                                                                                                                                          • Health and lifestyle
                                                                                                                                                                            • Figure 127: American adults by weight category as determined by body mass index (BMI), 2008-Oct. 28, 2013
                                                                                                                                                                          • Childhood and teen obesity – Highest in decades
                                                                                                                                                                              • Figure 128: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                                                                                                                                            • Consumer confidence
                                                                                                                                                                              • Figure 129: University of Michigan’s index of consumer sentiment (ICS), 2007-14
                                                                                                                                                                            • Unemployment
                                                                                                                                                                              • Figure 130: US unemployment rate, by month, 2002-14
                                                                                                                                                                              • Figure 131: US unemployment and underemployment rates, 2007-14
                                                                                                                                                                              • Figure 132: Number of employed civilians in US 2007-14
                                                                                                                                                                            • Retail channels
                                                                                                                                                                              • Figure 133: Distribution of expenditures on food for off-premise consumption, by channel, 1993-2012
                                                                                                                                                                            • Racial, ethnic population growth
                                                                                                                                                                                • Figure 134: US population by race and Hispanic origin, 2009, 2014, and 2019
                                                                                                                                                                                • Figure 135: Households with children, by race and Hispanic origin of householder, 2013
                                                                                                                                                                              • Shifting US demographics
                                                                                                                                                                                • Figure 136: US population, by age, 2009, 2014, and 2019
                                                                                                                                                                                • Figure 137: US households, by presence of own children, 2003-13
                                                                                                                                                                            • Appendix – Other Useful Consumer Tables

                                                                                                                                                                              • Household cookie and cracker consumption
                                                                                                                                                                                • Figure 138: Cookie consumption, January 2014
                                                                                                                                                                                • Figure 139: Crackers consumption, January 2014
                                                                                                                                                                              • Personal cookie and cracker consumption
                                                                                                                                                                                • Figure 140: Any cookie consumption for self, by gender, January 2014
                                                                                                                                                                                • Figure 141: Any cookie consumption for self, by age, January 2014
                                                                                                                                                                                • Figure 142: Any cookie consumption frequency, by gender, January 2014
                                                                                                                                                                                • Figure 143: Any cookie consumption frequency, by age, January 2014
                                                                                                                                                                                • Figure 144: Any crackers consumption for self, by gender and age, January 2014
                                                                                                                                                                                • Figure 145: Cracker consumption frequency, by gender, January 2014
                                                                                                                                                                                • Figure 146: Cracker consumption frequency, by gender and age, January 2014
                                                                                                                                                                                • Figure 147: Any cookie consumption for self, by household income, January 2014
                                                                                                                                                                                • Figure 148: Any cookie consumption frequency, by household income, January 2014
                                                                                                                                                                                • Figure 149: Any crackers consumption for self, by household income, January 2014
                                                                                                                                                                                • Figure 150: Cracker consumption frequency, by household income, January 2014
                                                                                                                                                                                • Figure 151: Any cookie consumption for self, by gender and parents with children in household, January 2014
                                                                                                                                                                                • Figure 152: Any crackers consumption for self, by gender and parents with children in household, January 2014
                                                                                                                                                                              • Consumption occasions
                                                                                                                                                                                • Figure 153: Cookie consumption occasion, by gender and age, January 2014
                                                                                                                                                                                • Figure 154: Cracker consumption occasion, by gender and age, January 2014
                                                                                                                                                                                • Figure 155: Cookie consumption occasion, by household income, January 2014
                                                                                                                                                                                • Figure 156: Crackers consumption occasion, by household income, January 2014
                                                                                                                                                                                • Figure 157: Cookie consumption occasion, by gender and parents with children in household, January 2014
                                                                                                                                                                                • Figure 158: Cookie consumption occasion, by gender and parents with children in household, January 2014
                                                                                                                                                                                • Figure 159: Cracker consumption frequency, by gender and parents with children in household, January 2014
                                                                                                                                                                                • Figure 160: Crackers consumption occasion, by gender and parents with children in household, January 2014
                                                                                                                                                                                • Figure 161: Cookie consumption occasion, by race/Hispanic origin, January 2014
                                                                                                                                                                                • Figure 162: Cracker consumption frequency, by race/Hispanic origin, January 2014
                                                                                                                                                                                • Figure 163: Cracker consumption frequency, by cracker consumption frequency, January 2014
                                                                                                                                                                              • Cracker purchase decision
                                                                                                                                                                                • Figure 164: Cracker purchase decision, by gender and age, January 2014
                                                                                                                                                                                • Figure 165: Cracker purchase decision, by household size, January 2014
                                                                                                                                                                                • Figure 166: Cracker purchase decision, by cracker consumption frequency, January 2014
                                                                                                                                                                                • Figure 167: Cracker purchase decision, by cracker consumption occasion, January 2014
                                                                                                                                                                                • Figure 168: Cracker purchase decision, by cracker consumption occasion, January 2014 (continued)
                                                                                                                                                                                • Figure 169: Cracker purchase decision, by cookies and crackers consumption for self, January 2014
                                                                                                                                                                                • Figure 170: Cracker purchase decision, by race/Hispanic origin, January 2014
                                                                                                                                                                              • Interest in health
                                                                                                                                                                                • Figure 171: Interest in health-related attributes (cookies), by gender and age, January 2014
                                                                                                                                                                                • Figure 172: Interest in health-related attributes (cookies), by household income, January 2014
                                                                                                                                                                                • Figure 173: Interest in health-related attributes (crackers), by household income, January 2014
                                                                                                                                                                                • Figure 174: Interest in health-related attributes (cookies), by cookie consumption frequency, January 2014
                                                                                                                                                                                • Figure 175: Interest in health-related attributes (crackers), by cracker consumption frequency, January 2014
                                                                                                                                                                                • Figure 176: Interest in health-related attributes (cookies), by household cookies consumption, January 2014
                                                                                                                                                                                • Figure 177: Interest in health-related attributes (cracker), by household cracker consumption, January 2014
                                                                                                                                                                                • Figure 178: Interest in health-related attributes (cookies), by gender and parents with children in household, January 2014
                                                                                                                                                                                • Figure 179: Interest in health-related attributes (crackers), by gender and parents with children in household, January 2014
                                                                                                                                                                              • Attitudes toward cookies and crackers
                                                                                                                                                                                • Figure 180: Attitudes toward cookies, by gender and age, January 2014
                                                                                                                                                                                • Figure 181: Attitudes toward crackers, by gender and age, January 2014
                                                                                                                                                                                • Figure 182: Attitudes toward cookies, by household income, January 2014
                                                                                                                                                                                • Figure 183: Attitudes toward cookies, by cookies and crackers consumption for self, January 2014
                                                                                                                                                                                • Figure 184: Attitudes toward crackers, by cookies and crackers consumption for self, January 2014
                                                                                                                                                                                • Figure 185: Attitudes toward cookies, by gender and parents with children in household, January 2014
                                                                                                                                                                                • Figure 186: Attitudes toward crackers, by gender and parents with children in household, January 2014
                                                                                                                                                                            • Appendix – Trade Associations

                                                                                                                                                                              Companies Covered

                                                                                                                                                                              • Annie's Homegrown Inc.
                                                                                                                                                                              • Campbell Soup Company
                                                                                                                                                                              • Facebook, Inc.
                                                                                                                                                                              • Kashi Co. Inc.
                                                                                                                                                                              • Kellogg Company
                                                                                                                                                                              • Mondelez International
                                                                                                                                                                              • Nonni's Food Company, Inc.
                                                                                                                                                                              • PepsiCo Inc
                                                                                                                                                                              • Twitter, Inc.
                                                                                                                                                                              • Walgreen Co
                                                                                                                                                                              • Walmart Stores (USA)
                                                                                                                                                                              • YouTube, Inc.

                                                                                                                                                                              Cookies and Crackers - US - March 2014

                                                                                                                                                                              US $3,995.00 (Excl.Tax)