COOKIES CATEGORY INSIGHTS™ 92 indulgence! Cookies–the ultimate In fact, 99% of Americans say they like cookies! We will see the consumer look to indulge in more affordable mo- ments of reward, self-motivation and treating as our population continues to lead busier, more stressful lives. Consumers have a wide variety of cookies to choose from. 33% of the time, consumers will buy the indulgent cookies. These stats simply bolster the idea that cookies make people feel good – they remind them of home and of eating fresh-baked cookies right out of the oven when they were kids. And this brings us to our second important note about Cookies – many of the top sellers are the soft, homestyle cookies that remind us of the ones mom used to make. So let’s take a closer look at Cook- ies and manufacturers that are leading the way in c-stores today! P icture this: It’s been a long week – you’ve worked hard, you’ve checked lots of items off your “to do” list and now it’s time for a sweet treat…time to indulge yourself and reward all of that hard work. So which indulgence do most US consumers choose? COOKIES, of course! 11,000 10,500 10,000 9,500 9,000 8,500 8,000 7,500 7,000 0 Total Sales ($ millions) 2010 Actual Forecast Est. 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 Best Case (million) $10,510 Mintel Forecast (million) $9,414 Worst Case (million) $8,319 Confidence Intervals 95% (million) $8,372 Cookies Have Strong Predicted Growth Total US sales and fan chart forecast of cookies at current prices, 2010-2020 95% 70% 50% 95% 90% Source: Mintel – Cookies – US – September 2015
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COOKIES
CATEGORY INSIGHTS™92
indulgence!Cookies–the ultimate
In fact, 99% of Americans say they
like cookies! We will see the consumer
look to indulge in more affordable mo-
ments of reward, self-motivation and
treating as our population continues to
lead busier, more stressful lives.
Consumers have a wide variety of
cookies to choose from. 33% of the
time, consumers will buy the indulgent
cookies. These stats simply bolster
the idea that cookies make people feel
good – they remind them of home and
of eating fresh-baked cookies right out
of the oven when they were kids. And
this brings us to our second important
note about Cookies – many of the top
sellers are the soft, homestyle cookies
that remind us of the ones mom used
to make.
So let’s take a closer look at Cook-
ies and manufacturers that are leading
the way in c-stores today!
P icture this: It’s been a long week – you’ve worked hard, you’ve checked lots of items off your “to do” list and now it’s time for a sweet treat…time to indulge yourself and reward all of that hard work. So which indulgence do most US consumers choose? COOKIES, of course!
11,000
10,500
10,000
9,500
9,000
8,500
8,000
7,500
7,000
0
Tota
l Sal
es (
$ m
illio
ns)
2010
Actual ForecastEst.
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Best Case (million)$10,510
Mintel Forecast (million) $9,414
Worst Case (million)$8,319
Confidence Intervals
95%
(million)$8,372
Cookies Have Strong Predicted GrowthTotal US sales and fan chart forecast of cookies at current prices, 2010-2020
95% 70% 50%95% 90%
Source: Mintel – Cookies – US – September 2015
COOKIES
1st Quarter 2017 93
Cookies $ Share ChgTotal Convenience
Mondelez
Pepsico
Campbell’s Soup
Kellogg’s
Ret Br
AO Mfg
-1.0
1.2
0.3
-1.9
1.4
0.1
Cookies $ ShareTotal Convenience
Mondelez - 39.1%
Pepsico - 22.0%
All Other Mfg - 21.5%
Kellogg’s - 7.9%
Ret Br - 6.8%
Campbell’s Soup - 2.7%
Source: Nielsen AOD YTD thru 8/27/16
– The Cookie category is forecasted to increase to nearly$10 million in total US sales by the year 2020.
CATEGORY INSIGHTS™94
Cookie Champs
When we examine the Cookie
manufacturers and brands, it’s clear
that there are some who are truly play-
ing right into the consumers’ desire for
indulgent, soft, home style cookies.
Kellogg’s, for example, is driving the
category with their Famous Amos and
Soft Batch brands, which are up 19.4%
and 10% respectively. Mondelez, on the
other hand, has seen their brands such
as Oreo and Lorna Doone struggle with
losses of 3.9% and 29.3%.
Another manufacturer who fits the
“home style” mold very well is Mrs.
Fields, and they are introducing two
new, on-trend flavors: Butter Pecan
Praline and White Fudge Brownie.
These innovative flavors are projected to
do very well and will receive extensive
marketing and merchandising support.
It’s also important to note that in
addition to cookie type and flavor,
pack size is a factor in how and what
consumers purchase. In the Cookie
category, single serve is leading the
way with 43% of the share, followed by
Grocery at 27% and King at 16%. This
also ties back into that thought process
that consumers have – they’re looking
for an indulgence or reward that they’ll
consume immediately and then move
on with their day.
COOKIES
For an anytimeindulgence
As a snackby itself
As dessert For eatingon-the-go
Whenentertaining
guests
As a snack witha topping or
accompaniment
Cookies Usage Occasion (Top Ranked)
758 745720
410373
248
# of Respondents
61% 60% 58% 30% 20%
Database: 1,242 internet users aged 18+ who eat cookies, Jan. 2013
33%
Source: Mintel, Cookies and Crackers US Report, March 2016
They are usuallyan impulse buy
I am likely to buya new flavor of afamiliar product
I usually buyindulgentvarieties
Store brands arejust as good as
name brandvarieties
I am more likelyto buy bite-size
versions forsnacking
Consumer Attitudes Toward Cookies (Top Ranked)
# of Respondents580
493 479421
334
40% 34% 33% 29% 23%
Database: 1,451 internet users aged 18+ who eat cookies, Jan. 2014
Source: Mintel, Cookies and Crackers US Report, March 2016
– ...single serve is leading the way with 43% of the share, followed by Grocery at 27% and King at 16%.
1st Quarter 2017 95
In the convenience channel, remem-
ber that shopability is a key component
to how consumers purchase – they
want to find what they need quickly
and easily. From a merchandising
perspective, consider utilizing second-
ary locations for Cookies near items
with cross-purchasing opportunities. In
short, make it simple for your custom-
ers to treat themselves to that indulgent
cookie purchase so that they’ll continue
coming back for more! Remember to
contact your Eby-Brown representative
for assistance in creating your personal-
ized Cookie category offering.
Sources: Canadean, “Understanding Consumer Trends and Drivers of Behavior in the US Bakery & Cereals Market”, March 2016; Mintel, Cookies and Crackers US Report, March 2016; Nielsen AOD YTD thru 8/27/16; Nielsen AOD – YTD thru 7/30/16.
COOKIES
30.4
Cookies Mondelez Kellogg’s Pepsico
Campbell’s Ret Br AO Mfg
10.9
5.5
1.74.5
25.5
4.2 3.0
11.3
7.9
0.0 1.1
0.8 -0.3
0.0
17.418.5
0.3
2.30.1
19.3
2.6
1.9
5.9
2.0
21.1
-2.9
Single Serve(ex KS)43%
King Size16%
Big Bag8%
C-Pack4%
Grocery27%
$ Shr
TDP Abs Chs vs YAGOTotal Convenience
Source: Nielsen AOD – YTD thru 7/30/16
Any adultpurchase
(Base: 2,002)
For a childaged 12-17(Base: 380)
For a childaged 6-11
(Base: 398)
For a childaged 5 or under
(Base: 265)
I did not purchase inthe past 3 months
(Base: 2,002)
Households with Children More Likelyto Purchase Cookies
Any Cookies
81
Base: 2,002 internet users aged 18+
78
88
82
86
82
79
72
1720
Any PackagedCookies
Source: Lightspeed GM/Mintel
CATEGORY INSIGHTS™96
COOKIES
Implement the Eby-Brown recommended 4ft Cookies planogram to maximize your
category dollars.
ITEM # DESCRIPTION
ITEM # DESCRIPTION
TOP SHELF (PEG ROW)346999295964606083694396059060616534925369454941443941435
SECOND SHELF39773714753147611488626532214647282335987966
THIRD SHELF858316858308905141960765858183936328978080943159
Nabisco Oreo King SizeNabisco Nutter Butter King SizeNabisco Chunky Chips Ahoy! King SzNabisco Mini Oreo Big BagNutter Butter Bites Big BagChewy Chips Ahoy! Big BagbelVita BlueberrybelVita Cinnamon Brown SugarMilka Oreo Choco Mix Pouch