At this year's Biscuit & Cracker Manufacturers' Association's 79th Annual Technical Conference, Daryl Brewster, Kraft Foods Inc.'s group vice president and president, U.S. Snacks Sector, gave a rousing speech about the crumbling cookie category and what needs to be done to reverse recent downward trends. According to statistics from Information Resources Inc., cookie dollar sales for the 52-week period ended September 5, declined 4.6% to $3.54 billion. For the same period, unit sales fell 6.5%.
"For the first time in decades, sales of cookies and crackers have declined," Brewster stated during his presentation. "To restore growth top bakers must get cooking."
In the last two years, cookie sales have been negatively impacted by a slew of bad news, including transfatty acids and reduced carbohydrate mania. Even more detrimental has been the category's lack of innovation. Brewster said the slow down in innovation has failed to broaden the cookie category's appeal.
To increase sales, Brewster said that cookie manufacturers must increase innovation, enhance quality and decrease costs. Kraft Foods' Nabisco brand has put a renewed focus on innovation with the launch of several new products. The company is servicing consumers concerned with health and wellness with its CarbWell cookies and its 100 Calorie Packs of snacks. These offerings are designed to bring consumers back to the cookie aisle.
Brewster also stated that the category's top brands, Nabisco and Keebler, must start producing positive results to propel the category forward. To accomplish this, Brewster says that Kraft must " create value by translating consumer needs into product and package improvements."
| Fresh Bakery Products | 52 Weeks Ending Sept 5 Dollar Sales | % Change Prior Year | 52-week Unit Sales | % Change Prior Year |
| Bread | 5,740,181,504 | -0.4% | 3,422,391,424 | -4.4% |
| Cookies | 3,538,989,824 | -4.6% | 1,651,627,520 | -6.5% |
| Crackers | 3,159,538,944 | -0.6% | 1,451,895,168 | -2.7% |
| Rolls/Buns/Croissants | 1,760,206,080 | 0.1% | 1,198,448,128 | -3.1% |
| Cupcakes/Brownies | 800,422,016 | 1.4% | 590,864,832 | -2.9% |
| Pastry/Danish/Coffeecakes | 627,313,088 | -5.6% | 311,847,552 | -4.0% |
| Donuts | 779,646,272 | 7.9% | 342,149,696 | 1.5% |
| Cakes (excl. snack/coffeecakes) | 576,084,416 | -3.1% | 126,879,360 | -4.2% |
| Bagels/Bialys | 425,807,264 | 1.9% | 170,409,744 | -1.7% |
| English Muffins | 375,392,608 | -6.2% | 189,109,632 | -6.9% |
| Muffins | 217,833,936 | 0.5% | 85,013,344 | 2.3% |
| Pies (excl. snack pies) | 184,088,112 | -5.9% | 47,250,472 | -5.9% |
| Source: Information Resources Inc. | ||||
| Frozen Bakery Products | 52 Weeks Ending Sept 5 Dollar Sales | % Change Prior Year | 52-week Unit Sales | % Change Prior Year |
| Sweetgoods | 312,696,352 | 0.9% | 115,998,304 | 0.4% |
| Bread/Rolls/Biscuits/Pastry Dough | 125,881,736 | -9.4% | 47,353,964 | -10.6% |
| Pies | 321,416,224 | 3.4% | 84,726,304 | 2.0% |
| Bagels | 77,741,120 | -2.4% | 58,943,204 | -9.4% |
| Cheesecakes | 84,472,864 | 0.2% | 19,120,420 | -0.3% |
| Pies/Pastry Shells | 110,947,504 | 1.6% | 56,684,972 | -3.2% |
| Baked Bread/Rolls/Biscuits | 439,232,128 | 1.2% | 185,130,480 | -0.8% |
| Cookie Dough | 5,123,858 | -24.2% | 1,162,627 | -39.4% |
| Muffins | 4,464,765 | -19.0% | 2,165,868 | -20.4% |
| Cookies | 51,654 | -40.8% | 14,350 | -42.4% |
| Source: Information Resources Inc. | ||||
| Refrigerated Bakery Products | 52 Weeks Ending Sept 5 Dollar Sales | %Change PriorYear | 52-week Unit Sales | % Change Prior Year |
| Biscuit Dough | 389,794,368 | -6.4% | 353,107,776 | -9.2% |
| Pastry/Dumpling Dough | 249,474,048 | -4.7% | 118,702,912 | -7.1% |
| Bread/Roll/Bun Dough | 233,153,712 | -2.6% | 122,146,040 | -3.9% |
| Cookie/Brownie Dough | 414,370,080 | 4.2% | 152,902,048 | 0.4% |
| Cheesecakes | 93,423,656 | 6.1% | 17,319,590 | 2.2% |
| Bagels/Bialys | 66,181,692 | -7.3% | 47,863,520 | -9.0% |
| English Muffins | 27,359,132 | -5.0% | 17,297,802 | -7.5% |
| Cakes (excl. snack/coffeecakes) | 60,666,476 | 0.3% | 7,583,244 | -7.7% |
| Pies (excl. snack pies) | 31,023,382 | -9.9% | 6,706,840 | -13.0% |
| Bread | 5,508,905 | -4.4% | 2,761,684 | -6.5% |
| Pastry/Danish/Coffeecakes | 4,416,308 | 8.0% | 1,565,777 | -14.6% |
| Snack Cakes/Donuts | 5,625,476 | -19.6% | 1,676,282 | -32.2% |
| Croissants/Dinner Rolls | 857,285 | 22.3% | 399,128 | 22.6% |
| Muffins | 37,006 | -14.9% | 11,269 | -16.1% |
| Source: Information Resources Inc. | ||||
| Statistics for this chart were supplied by Information Resources Inc., a Chicago-based firm whose scanner data covers more than 11,300 supermarkets, and represents 90% of all supermarket volumes. | ||||