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Cookies and Crackers - US - March 2014

Published By :

Mintel

Published Date : Mar 2014

Category :

Bakery Products

No. of Pages : 199 Pages

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.
Table of Content

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

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