Baking&Snack - July 2013 - 44

MID-YEAR REPORT

New-age products and traditional favorites continue to redefine cookie,
cracker and overall snacking occasions.

C

by Susan Malovany
Cookie manufacturers may have found a golden opportunity for satisfying the nation’s seemingly insatiable sweet tooth while providing shoppers with a more
healthful option. According to Chicago-based Mintel,
they can offer more indulgent treats by creating premium products that have a halo of health to them.
“Premium cookies could be marketed to healthconscious consumers based on their more natural ingredients such as raw nuts or real fruits. This approach
could be significant for premium cookies, considering
sales in the segment have been flat for several years,”

Top Cookie Brands
Dollar Sales
($ mil)
Cookies - Total
6,876.0
MONDELEZ INTERNATIONAL, INC. 2,632.8
PRIVATE LABEL COOKIES
1,048.0
KEEBLER CO.
544.8
MCKEE FOODS CORP
.
471.9
PEPPERIDGE FARM, INC.
345.9
LOFTHOUSE FOODS
190.9
D. F STAUFFER BISCUIT CO.
.
97.5
TRADITIONAL BAKING
96.8
MURRAY BISCUIT CO.
92.5
BIMBO BAKERIES USA
84.5
IRI InfoScan Reviews
Total US - FDMx (food, drug,mass,excluding Wal-mart)
52 weeks ending May 19, 2013

44

/ Baking & Snack / July 2013

Dollar Sales
% Chg
4.61
7.26
2.04
-6.68
5.73
0.72
15.85
1.44
2.72
-8.92
-9.26

Mintel reported in its Cookie and Cookie Bars report,
released in March.
Likewise, for Americans searching for the ultimate
baked snack, take a stroll down the cracker aisle. Here,
consumers will find whole grain crackers, high-fiber
ones, baked snacks loaded with cheese and sandwich
crackers for meal replacement.
In addition to producing conventional baked snacks,
cracker manufacturers continue to reinvent the category
with cracker chips, bagel chips, baguette crisps and a host
of cross-category products that feel quite at home sitting
next to saltines and oyster crackers
on the shelf. Likewise, the ready-toeat popcorn category has blossomed
Dollar Share
with new product flavors and creof Type
ative snacks such as popcorn chips.
100.00
Those looking for more healthful
38.29
alternatives may want to look to the
15.24
“other baked snack category,” where
7.92
new vegetable-based and air-puffed
6.86
poppable products are redefining
5.03
the snack industry. Here’s where
2.78
consumers can often find lower-cal1.42
orie items that pack a wallop of pro1.41
tein, fiber and other wholesome in1.35
gredients, albeit at a premium price.
1.23

Branching into other aisles
In many ways, cookie manufacturers already have branched outside



Baking&Snack - July 2013

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