Baking & Snack - April 2021 - 33

TRENDS
Cookies

THAT'S THE
WAY THE
COOKIE
CRUMBLES
Both new and iconic cookie brands roll out
decadent products with creative flavor
combinations to meet consumer demand.
by Beth Day

T

To cope with the impact of the coronavirus (COVID-19)
and at-home lifestyles, people turned to nostalgic treats,
which drove sales of packaged cookies over the past
year. Last December, TOP Data reported that American
cookie consumption increased by more than 25% during
the pandemic with 1 in 5 Americans admitting to consuming three or more cookies on an average day.
" Variety was the recipe for success last year, making packaged brands King of Cookies, " said Sally Lyons
Wyatt, executive vice president and practice leader, client insights, IRI. " The cookie category finished the year
strong with 7% growth, despite perimeter cookie offerings taking a hit as in-store bakeries remained closed or
had limited service. "
Consumers not only bought packaged cookies, which
make up the majority of cookie sales, but they also
drove triple-digit sales growth of frozen cookie dough.
Deerfield, Ill.-based Mondelez International noted the
rise in at-home baking as many of its snack products
were being used as ingredients in recipes.

Innovation breeds success
Retail cookie sales are expected to reach nearly $13 billion by 2024, according to the Packaged Facts " US Food

Market Outlook 2020 " report. Consumers are looking
for decadent products with distinctive flavors and combinations, and it seems cookie companies received that
message loud and clear. Established producers got busy
innovating their longstanding iconic staple brands, creating cookie products that are resonating and stimulating growth.
Brands like Norwalk, Conn.-based Campbell Snacks'
Pepperidge Farm Milano cookies increased dollar sales
by 14.9% for the 52 weeks ending Jan. 21, 2021, according to IRI's quarterly retail sales data for the category. Mondelez International's Nabisco Oreo and Chips
Ahoy! brands saw double-digit growth as well (17.1%
and 18.7%, respectively).
Overall, Nabisco brands, primarily Oreo and Chips
Ahoy!, control about 40% of the market, according to
Packaged Facts. The company has discovered that new
flavor innovation excites Oreo cookie fans and engages
new customers. In February, Oreo added Java Chip to its
permanent lineup featuring coffee-flavored creme with
chocolate chips sandwiched between the two chocolate wafers.
" Packaged cookies continue to do well in 2021, " Ms.
Lyons Wyatt said. " Again, diversity of choices are what

Indulgence combined
with flavor innovation
fuels cookie sales in all
segments of the market.

©Yehor Serdiuk - stock.adobe.com

www.bakingbusiness.com / April 2021 Baking & Snack 33


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Baking & Snack - April 2021

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