Executive Summary
Retail Cookie Sales and Demographics
Sales by Product Type
Strategies to Boost U.S. Cookie Demand
Industry Pricing and Profit Situation
Competitive Environment
Private Label Products
Distribution Channels
Industry Consolidation
Outlook
Scope and Methodology
• Table 1-1 Value of U.S. Packaged and Fresh-Baked Cookie Sales in Retail Dollar Equivalent: 1987-2004 (dollars): Retail Outlets and Away-From-Home-Consumption
• Table 1-2 Value of U.S. Packaged and Fresh-Baked Retail Cookie Sales for at-Home Consumption: 1984-2004 (dollars)
• Figure 1-1 Value of U.S. Packaged and Fresh-Baked Retail Cookie Sales for at-Home Consumption: 1984-2004 (dollars)
• Table 1-3 Value of U.S. Retail Packaged and Fresh-Baked Cookie Sales for at-Home Consumption by Distribution Channel: 1994-2004 (dollars): Food Stores, Mass Merchandisers, Drug Stores, and Other Retail Outlets
• Figure 1-2 Percent Total Dollar U.S. Retail Packaged and Fresh-Baked Cookie Sales for at-Home Consumption by Distribution Channel: 1994-2004 (percent)
• Table 1-4 Quantity U.S. Retail Packaged Cookie Sales and by Type of Outlet: 1994-2004 (pounds): Food Stores, Mass Merchandisers, Drug Stores, and Others
• Table 1-5 U.S. Average Value per Pound Sold of Packaged Cookies by Major Retail Channel: 1994-2004 (pounds): Food Stores, Mass Merchandisers, and Drug Stores
• Table 1-6 U.S. Branded and Private Label Packaged Cookie Sales Through Major Retail Channels: 1994-1999 (pounds and dollars)
• Figure 1-3 Quantity U.S. Branded and Private Label Packaged Cookie Sales Through Major Retail Channels: 1994-1999 (pounds)
• Table 1-7 Number of U.S. Adults Purchasing Packaged Cookies for Ten Cookie Types and Frequency of Purchase, Fall 1998 (number and percent)
• Table 1-8 Demographic Groups Most Likely to Purchase/Consume Packaged Cookies and for the Ten Most Popular Types of Cookies by Demographic Characteristic, Fall 1998 (characteristic): Sex, Age, Race, Marital Status, Income, Education, Occupation, Household Size, Children by Age, and Region
• Table 1-9 Share of U.S. Packaged Cookie Sales Through Major Retail Channels by Top Five Marketers: 1994-1999 (dollars and percent)
• Table 1-10 U.S. Packaged Cookie Product Introductions: 1997-1999 (number): Products and SKUs

Section 2: U.S. Cookie Purchaser Demographics

Summary of Major Findings
Sales by Household Income
Sales by Age of Household Head
Sales by Household Size and Families With Children
Sales by Region
Likelihood to Purchase/Consume Cookies by Sex, Race, and Marital Status
Demographics of Sandwich and Chocolate Chip Cookie Purchasers
Demographics of Heavy Consuming Households
Table 2-1 U.S. Household Cookie Purchases by Demographic Characteristic: 1985-1999 (dollars): Household Income, Age of Household Head, Size of Household, and Region
• Table 2-2 Percent Distribution of Total U.S. Household Cookie Purchases by Demographic Characteristic: 1985-1999 (percent): Household Income, Age of Household Head, Size of Household, and Region
• Table 2-3 Average Annual U.S. Household Retail Cookie Purchases by Demographic Characteristic: 1985-1997 (dollars): Household Income, Age of Household Head, Size of Household, and Region
• Table 2-4 Distribution of U.S. Households by Demographic Characteristic: 1985-1998 (percent): Household Income, Age of Household Head, Household Size, Region, and Total Households
• Table 2-5 Distribution of U.S. Resident Population by Age Group by Sex: 1999-2004 (number)
• Table 2-6 Number of U.S. Adults Purchasing and/or Consuming Packaged Cookies and Their Likelihood to Purchase/Consume by Demographic Characteristic, Fall 1998 (number, percent, and index): Sex, Age, Race, Marital Status, Household Income, Education, Occupation, Household Size, Children by Age, and Region
• Table 2-7 Ranking of Percent of U.S. Adults Purchasing/Consuming Packaged Cookies and Likelihood to Purchase Index by Demographic Characteristic, Fall 1998 (percent and Index)
• Table 2-8 U.S. Adults' Likelihood to Purchase/Consume Packaged Cookies for the Five Most Popular Types of Cookies by Demographic Characteristic, Fall 1998 (index): Sex, Age, Race, Marital Status, Household Income, Education, Occupation, Household Size, Children by Age, and Region
• Table 2-9 U.S. Adults' Likelihood to Purchase/Consume Packaged Cookies for the Second Five Most Popular Types of Cookies by Demographic Characteristic, Fall 1998 (index): Sex, Age, Race, Marital Status, Household Income, Education, Occupation, Household Size, Children by Age, and Region
• Table 2-10 U.S. Adults' Likelihood to Purchase/Consume Packaged Cookies by Number of Boxes Purchased/Consumed in the Last Thirty Days, Fall 1998 (index): Sex, Age, Race, Marital Status, Household Income, Education, Occupation, Household Size, Children by Age, and Region
• Table 2-11 U.S. Top Ten Ranked Packaged Cookie Purchaser/Consumer Demographic Characteristics by Frequency of Purchase/Consumption, Fall 1998 (index)

Section 3: U.S. Cookie Marketer and Private Label Retail Sales

Summary of Major Findings
Retail Sales and Market Share of Leading Marketers
Strategies of Keebler and Nabisco
Brand Pricing Strategies
Private Label Sales Trends
Marketer Penetration by Distribution Channel
• Table 3-1 Value of U.S. Packaged Cookie Sales Through Major Retail Channels for Sixteen Marketers and Private Label: 1994-1999 (dollars)
• Table 3-2 Share of U.S. Packaged Cookie Dollar Sales Through Major Retail Channels for Sixteen Marketers and Private Label: 1994-1999 (percent)
• Table 3-3 Total Quantity U.S. Packaged Cookie Sales Through Major Retail Channels for Sixteen Marketers and Private Label: 1994-1999 (pounds)
• Table 3-4 Share of U.S. Packaged Cookie Quantity Sales Through Major Retail Channels for Sixteen Marketers and Private Label: 1994-1999 (percent)
• Table 3-5 U.S. Average Value per Pound of Packaged Cookie Sales Through Major Retail Channels for Sixteen Marketers and Private Label: 1994-1999 (dollars)
• Table 3-6 Growth Analysis for U.S. Packaged Cookie Sales Through Major Retail Channels for Sixteen Marketers and Private Label: 1994-1999 (percent): Dollar Sales, Pound Sales, and Average Value per Pound Sold
• Table 3-7 Value of U.S. Packaged Cookie Sales Through Major Retai Channels for the Top Twenty-Five Branded Products: 1994-1999 (dollars)
• Table 3-8 Share of U.S. Packaged Cookie Dollar Sales Through Major Retail Channels for the Top Twenty-Five Branded Products: 1994-1999 (percent)
• Table 3-9 Growth Analysis for U.S. Packaged Cookie Dollar Sales Through Major Retail Channels for the Top Twenty-Five Branded Products: 1994-1999 (percent)
• Table 3-10 Value of U.S. Packaged Cookie Sales Through Three Key Channels for Sixteen Marketers and Private Label: 1997 and 1999 (dollars): Food Stores, Mass Merchandiser Chains, and Drug Stores
• Table 3-11 Percent Distribution of U.S. Packaged Cookie Sales Through Three Key Channels for Sixteen Marketers and Private Label: 1997 and 1999 (percent): Food Stores, Mass Merchandiser Chains, and Drug Stores
• Table 3-12 Quantity U.S. Packaged Cookie Sales Through Three Key Channels for Sixteen Marketers and Private Label: 1997 and 1999 (pounds): Food Stores, Mass Merchandiser Chains, and Drug Stores
• Table 3-13 U.S. Average Value per Pound of Packaged Cookies Sold Through Three Key Channels for Sixteen Marketers and Private Label: 1997 and 1999 (dollars): Food Stores, Mass Merchandiser Chains, and Drug Stores
• Table 3-14 U.S. Packaged Cookie Sales Through Major Retail Channels for the Top Ten Marketers by Product: 1997 and 1999 (pounds and dollars)
• Table 3-15 New Products Introduced for Six Leading Packaged Cookie Marketers: 1999
• Table 3-16 Major Packaged Cookie Marketer Ownership

Section 4: Purchaser Demographics for Major Branded Cookie Products and Private Labels

Summary of Major Findings
Demographics of the Major Branded Products
Demographics of Private Label Purchasers
Demographics of Nabisco's Top Products
Demographics of Keebler's Top Products
• Table 4-1 Demographic Groups Most Likely to Purchase/Consume Packaged Cookies for Five Leading U.S. Packaged Cookie Marketers and Store Brands, Fall 1998 (characteristic): Sex, Age, Race, Marital Status, Income, Education, Occupation, Household Size, Children by Age, and Region
• Table 4-2 U.S. Adults' Likelihood to Purchase/Consume Packaged Cookies for Five Leading Marketers and Private Label by Demographic Characteristic, Fall 1998 (index): Sex, Age, Race, Marital Status, Household Income, Education, Occupation, Household Size, Children by Age, and Region
• Table 4-3 U.S. Adults' Likelihood to Purchase/Consume Nabisco Packaged Cookies for the Brands' Top Six Products by Demographic Characteristic, Fall 1998 (index): Sex, Age, Race, Marital Status, Household Income, Education, Occupation, Household Size, Children by Age, and Region
• Table 4-4 U.S. Adults' Likelihood to Purchase/Consume Nabisco Packaged Cookies for the Brands' Next Six Top Products by Demographic Characteristic, Fall 1998 (index): Sex, Age, Race, Marital Status, Household Income, Education, Occupation, Household Size, Children by Age, and Region
• Table 4-5 U.S. Adults' Likelihood to Purchase/Consume Keebler Packaged Cookies for the Brands' Top Six Products by Demographic Characteristic, Fall 1998 (index): Sex, Age, Race, Marital Status, Household Income, Education, Occupation, Household Size, Children by Age, and Region
• Table 4-6 U.S. Adults' Likelihood to Purchase/Consume Keebler Packaged Cookies for the Brands' Next Six Top Products by Demographic Characteristic, Fall 1998 (index): Sex, Age, Race, Marital Status, Household Income, Education, Occupation, Household Size, Children by Age, and Region

Section 5: U.S. Away-From-Home Cookie Markets

Summary of Major Findings
Away-From-Home Packaged Cookie Sales
Fresh-Baked Cookie Marketing Opportunities
• Table 5-1 Packaged Cookie Purchases by U.S. Restaurants and Other Foodservices: 1987-2004 (dollars and pounds)
• Table 5-2 Value of U.S. Foodservice Packaged Cookie Purchases by Type of Foodservice: 1987-1999 (dollars)
• Table 5-3 Foodservice Industry's Position in Total U.S. Food Spending: 1972-1999 (dollars): Total U.S. Food Spending, Food for At-Home Consumption, and Meals and Snacks
• Table 5-4 Consumer Price Trends for Food at-Home and Food Away-From-Home: 1982-1999 (index)
• Table 5-5 U.S. Female Labor Participation Rate: 1977-1999 (percent)
• Table 5-6 U.S. Foodservice Sales by Type of Outlet: 1985-1999 (dollars): Restaurants, Fast-Food Outlets, Cafeterias, Caterers, Hotels and Motels, Retailers, Amusement Places, Drinking Places, Schools, Military, Plants and Office Buildings, Medical Facilities, Vending, Transportation Services, Correctional Facilities, Daycare Centers, Elderly Programs, and Others
• Table 5-7 Percent Distribution of U.S. Foodservice Sales by Type of Outlet: 1985-1999 (percent): Restaurants, Fast-Food Outlets, Cafeterias, Caterers, Hotels and Motels, Retailers, Amusement Places, Drinking Places, Schools, Military, Plants and Office Buildings, Medical Facilities, Vending, Transportation Services, Correctional Facilities, Daycare Centers, Elderly Programs, and Others
• Table 5-8 Number of U.S. Foodservices by Type of Outlet: 1987-1997 (number): Restaurants, Fast-Food Outlets, Cafeterias, Caterers, Ice Cream and Frozen Yogurt Shops, Hotels and Motels, Retailers, Amusement Places, Drinking Places, Schools, Military, Plants and Office Buildings, Medical Facilities, Vending, Transportation Services, Correctional Facilities, Daycare Centers, Elderly Programs, and Others
• Table 5-9 U.S. Eating and Drinking Place Sales by Region and State: 1987-1997 (dollars)
• Table 5-10 Number and Average Revenues for U.S. Eating and Drinking Places by Region and State: 1987-1997 (number and dollars)
• Table 5-11 Mrs. Fields Original Cookies, Inc. Sales and Profit Trends: 1996-1999 (dollars and percent)
• Table 5-12 Mrs. Fields Original Cookie Store Base as of January 2: 1999 (number): Mrs. Fields, Original Cookie, Great American, and Total Cookie Stores

Section 6: U.S. Packaged Cookie Shipments and Plant Operating Ratios

Summary of Major Findings
Packaged Cookie Shipments
Product Line Shipment Trends
Industry Pricing Situation.
Competitive Environment
Plant Profit Margins
Industry Consolidation
• Table 6-1 Value of U.S. Factory Packaged Cookie Shipments: 1977-2004 (dollars)
• Table 6-2 Factory Packaged Cookies' Position in the U.S. Wholesale Bakery Products Industry: 1977-2004 (dollars and precent): Wholesale Bakery Product Shipments, Wholesale Bakery Products, Percent Processed Foods and Beverages, and Cookies Percent Total Wholesale Bakery Products
• Table 6-3 Quantity U.S. Factory Packaged Cookie Shipments: 1977-2004 (pounds)
• Table 6-4 Average Value per Pound of U.S. Factory Packaged Cookies Shipped: 1977-2004 (dollars)
• Table 6-5 U.S. Producer Price Trends for Cookies: 1987-1999 (index)
• Table 6-6 Value of U.S. Factory Packaged Cookie Shipments by Product Type: 1992-2004 (dollars): Sandwich, Chocolate Chip, Oatmeal, Creme-Filled, Marshmallow, and Other Cookies
• Table 6-7 Quantity U.S. Factory Packaged Cookie Shipments by Product Type: 1992-2004 (dollars): Sandwich, Chocolate Chip, Oatmeal, Creme-Filled, Marshmallow, and Other Cookies
• Table 6-8 Average Value per Pound of U.S. Factory Packaged Cookies Shipped by Product Type: 1992-2004 (dollars): Sandwich, Chocolate Chip, Oatmeal, Creme-Filled, Marshmallow, and Other Cookies
• Table 6-9 Number of U.S. Packaged Cookie Manufacturers by Product Type and Average Shipments per Company: 1992-1999 (number and dollars): Sandwich, Chocolate Chip, Oatmeal, Creme-Filled, Marshmallow, and Other Cookies
• Table 6-10 Number of U.S. Cookie Plants and Facility Revenues: 1977-1999 (number and dollars)
• Table 6-11 Payroll and Material Costs as a Percent of Total Plant Shipments for Cookie Plants and Total Wholesale Bakeries: 1977-1999 (percent)
• Table 6-12 Plant Labor Situation for Cookie Plants and Total Wholesale Bakeries: 1977-1999 (number, dollars, and percent): Number of Employees, Shipments per Employee, Production Workers Percent Total Employees, Production Worker Average Hourly Wages, and Production Worker Average Weekly Hours
• Table 6-13 U.S. Producer Price Trends for Major Material Inputs: 1995-1999 (index): Wheat Flour, Sugar, Shortening and Cooking Oils, Dried Fruits, Jams and Jellies, Chocolate, Nuts, Packaging Films, Bags, and Paperboard Boxes and Containers
• Table 6-14 U.S. Cookie Plant Capital Expenditure Trends: 1977-1997 (dollars and percent): New Capital Expenditures, and Percent Value Added for Cookie Plants and Wholesale Bakeries
• Table 6-15 Sales and Profit Trends for Three Major U.S. Cookie Manufacturers: 1996-1999 (dollars and percent)
• Table 6-16 U.S. Exports of Nonfrozen Cookies, Waffles, and Wafers: 1989-1999 (pounds and dollars)
• Table 6-17 U.S. Exports of Nonfrozen Cookies, Waffles, and Wafers for the Top Twelve Countries of Destination: 1994-1999 (pounds and dollars)
• Table 6-18 U.S. Imports of Nonfrozen Cookies, Waffles, and Wafers: 1989-1999 (pounds and dollars)
• Table 6-19 U.S. Imports of Nonfrozen Cookies, Waffles, and Wafers for the Top Fourteen Countries of Origin: 1994-1999 (pounds and dollars)

Section 7 Cookie Dough Shipments, Markets, and Purchaser Demographics

Summary of Major Findings
Refrigerated and Frozen Cookie Dough Shipments
Retail Versus Commercial Purchases
Leading Cookie Dough Marketers
Demographics of at-Home Cookie Bakers
• Table 7-1 U.S. Refrigerated and Frozen Cookie Dough Shipments: 1992-1999 (pounds and dollars)
• Table 7-2 Quantity U.S. Cookie Dough Sales for at-Home, and Bakery and Foodservice Markets: 1997 and 1999 (pounds)
• Table 7-3 Retail Cookie Dough Sales: 1994-1999 (pounds and dollars)
• Table 7-4 U.S. Retail Cookie Dough Sales for Two Leading Marketers and Private Label: 1996-1999 (number and dollars)
• Table 7-5 U.S. Retail Cookie Dough Sales for Two Leading Marketers by Product: 1997 and 1999 (dollars and number)
• Table 7-6 Percent of U.S. Adults Purchasing/Using and Likelihood to Use Refrigerated/Frozen Cookie Dough, Cookie Baking Mixes, and Baking From Scratch by Demographic Characteristic, Spring 1998 (Percent and Index): Sex, Age, Race, Marital Status, Household Income, Education, Occupation, Household Size, Children by Age, and Region

Section 8 Profiles of Major Cookie Product Marketers

Campbell Soup Co
Cookie Products and Brands
Pepperidge Farm Cookie Retail Sales
Pepperidge Farm Cookie Purchaser Demographics
Delicious Brands, Inc.
Cookie Products and Brands
Value-Oriented, Co-Branded, and All-Natural Product Lines
Retail Delicious and Salerno Cookie Sales
Company Sales and Profit Trends
Entenmann's, Inc.
Retail Cookie Sales
Great Brands of Europe
U.S. Cookie Marketing
U.S. Retail Sales
Interbake Foods
Products and Markets
Keebler Foods Co
Cookie Products and Subsidiaries
Branded Products and Distribution
Branded Segment Retail Sales
Keebler Cookie Brand Purchaser Demographics
Specialty Cookie Segment
Profit Margin Gains
Lance Inc.
Products and Distribution
Growing Sales Opportunities
Mckee Foods Corp.
Brands and Products
Retail Cookie Sales
Little Debbie Cookie Purchaser Demographics
Mrs. Fields Original Cookies, Inc.
Retail Cookie Operations
Mail Order Business
Sales and Profit Trends
Nabisco, Inc
Cookie Products and Brands
U.S. Retail Cookie Sales
Nabisco Cookie Brand Purchaser Demographics
Manufacturing and Distribution
Strategies to Boost Sales and Market Share
Sales and Profit Trends
Nestlé USA, Inc.
Retail Cookie Dough Products and Sales
Otis Spunkmeyer, Inc.
Products and Markets
Controlling Interest Sold
The Pillsbury Co.
Retail Cookie Dough Products and Sales
Ralcorp Holdings, Inc
Bremner Subsidiary Products
Ripon Foods Acquisition
Specialty Foods Corp
Cookie Products and Brands
Retail Archway Cookie Sales
Retail Mother's Cake & Cookies Sales
Archway Cookie Purchaser Demographics
W&H Voortman
Products and Facilities
Retail Cookie Sales