![]() Available in Chocolate Chip Walnut and Oatmeal Raisin, the cookies are made with 100% whole grains and contain 5 grams of protein per serving. To meet this demand, Park City, Utah-based Kodiak Cakes entered the category earlier this year with its Thin and Crispy cookies. “Better-for-you (BFY) options are lining shelves, whether they are low or no sugar or cater to a different interest. ![]() “Our cookies are perfect for folks who love sandwich cookies but don’t want all the sugar loaded in a typical sandwich cookie,” said Krishna Kaliannan, founder and CEO of Catalina Crunch. “ ‘What are those needs, and what can we do with our portfolios that are going to align with that?’ ”Ĭatalina Crunch, Wilmington, Del., offers 100% plant-based sandwich cookies made with pea protein and prebiotic fiber, providing 3 grams of fiber, 5 grams of net carbs and just 1 gram of sugar per cookie. “Cookie manufacturers are getting really smart around ‘What are the needs of consumers today?’ ” Ms. Emerging claims include sodium-free, heart healthy, potassium and made with prebiotics and antioxidants. Reduced-sugar, low-calorie, low-cholesterol and high-protein claims are all increasing in unit and dollar sales, Ms. To stay relevant with these consumers, brands are introducing cookies packed with a variety of health benefits - to great success. Christ noted, including the keto diet and others that have shoppers avoiding sugar. One challenge facing the category is growing consumer adoption of diets that are less than friendly toward traditional cookies, Ms. While cookies weren’t always going to enjoy the unprecedented demand they saw early in the pandemic, recent industry challenges have pushed cookie makers to regain momentum. “This growth shows an opportunity for cookie manufacturers to provide lower-priced, midsize or smaller packages, so consumers can stay in the category yet not have to pay today’s inflated price.” They don’t necessarily have to get a full package they can mix and match flavors,” she explained. “The perimeter in general is where you get a lot of traffic, and it’s where consumers can also pick and choose what they want. “The benchmark is a 95% in-stock rate, and cookies were 11 points below at 84% year-to-date through August 2022.”Ĭertain category segments, however, including assorted multi-packs and perimeter traditional cookies, are driving sales with significant unit and dollar growth. “Consumers may want to buy them, but they’re not finding them on shelves all the time,” she explained. ![]() Lower in-stock rates are another reason for declining unit sales, noted Sally Lyons Wyatt, executive vice president and practice leader, IRI. ![]() This is reflected in the cookie category’s recent performance, with unit sales falling 3.8% to 2.8 billion and dollar sales rising 7.7%, to $8.6 billion, according to IRI data for the 52 weeks ending Sept. “Cookie sales will likely return to traditional slow-volume growth patterns as consumers increasingly shift food consumption back to away-from-home eating, but inflation-fueled higher prices will boost dollar sales at least through 2022,” explained Jennifer Christ, manager, food and beverage research, Packaged Facts. ![]()
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