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.

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