|Are you a standard cookie eater or a trendsetter? Although the overall $5.9 billion U.S. cookie market sales increased 14% in value from 2002 to 2007, standard cookies are losing ground and niche cookies are trending up. According to a new report by research firm Mintel, standard cookies still represent 57.5% of sales. But this figure has been declining over the five year period covered by the report, suggesting that more specialized cookies are gaining in popularity. What are “specialized” cookies?
- Health orientated cookies. These include cookies that consumers consider to be healthy, made with natural or organic ingredients, and/or in smaller portion sizes.
- Cookie bars. This category has grown a whopping 57% over the five years of the report. Future category growth could be driven by cookie bars, and new manufacturers may enter the category offering hybrid product lines such as energy and meal replacement cookie bars. What’s slowing?
Liz Lovely cookies are riding the trends of organic and supersized. Read our review.
|Sales of premium and luxury cookies, the “indulgent” products. It’s not that consumers are moving away from indulgent cookies, the researchers say, but the premium genre will move towards producing cookie bar and health-orientated cookies (all natural and organic), causing a blurring of segment lines. Two surprise demographic findings:
- Baby boomers in the 55 to 64 age group will experience the strongest consumption growth up to 2012, preferring treats that contain heart-healthy dark chocolate, antioxidant-rich fruits, and nuts and whole grains.- Men apparently eat cookies more often than women. This indicates opportunities for more “manly snacks,” such as oversize cookies with large chunks or chocolates or nuts. Apparently, the U.S. will be in supersize mode for some time to come.
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