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?
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
Why buy from us?
Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.
Buy now and you'll have instant access to the information you need to make the right decisions.
Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.
A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.