research spotlight
Crazy About Cookies
There's no sign of this category crumbling, with sales rebounding
after the recession. And while old standards dominate the
market, consumers are eager to try more indulgent,
exotic varieties, as well as healthful and unique options.
BY DENISE SHOUKAS
T
here's no two ways about it: cookies are a beloved household staple in America. With sales increasing by
nearly 5 percent for two consecutive years (a nice rebound after the recession caused consumers to pull
back on indulgences), the cookie and cookie bar category now accounts for more than $7 billion in annual
sales and is estimated to grow to a total of $8.3 billion by 2017, according to research firm Mintel International.
With four out of five survey respondents reporting eating cookies, consumers are primed to try new options, especially those with
exotic flavor profiles—like burnt sugar and fennel or apricot sage—as well as those containing more chocolate, caramel and superfruits.
And while healthy cookies were the fastest growing segment last year,
successful cookies and cookie bars must still taste delicious first.
Mintel divides the cookie/cookie bar category into four segments: standard cookies, including popular
mainstream brands; premium cookies, such
as imported brands and international-style
cookies (like biscotti and palmiers); healthy
cookies, positioned as "good for you"; and
cookie bars.
SEPTEMBER 2013
99
