With its sixth consecutive year of increased average sales, the cookies category has gained year-round attention from retailers. According to Nielsen Perishables Group’s Fresh Facts® Shopper Insights powered by Spire, consumers have the highest total spend when cookies are purchased compared to any other bakery category. With a vast range of products appealing to virtually any consumer, retailers have the opportunity to turn this category and its high demand into a gateway for other in-store bakery sales.
In the latest 52 weeks ending Nov. 26, 2011, cookies contributed 9.8 percent of total bakery dollar sales across the United States, a slight decrease from the previous year. The cookie category includes everyday cookies, iced cookies, specialty cookies, cookie platters, message cookies, bulk cookies, mini cookies and other cookies. Nationally, cookies averaged $1,004 per store per week, a 1.6 percent increase.
Category sales peaked the last two weeks of December 2010, as consumers spent $1,621 and $1,712, respectively, per store per week in preparation for the holidays. The category registered its lowest sales the following four weeks, reaching less than half the previous weeks’ per-store-perweek sales, most likely due to New Year’s diet resolutions.
The lull in sales quickly ended, as Valentine’s Day presented another peak week for cookie sales with $1,224 per store the week of Feb. 19, 2011.
Average weekly dollar sales for the cookie category grew in every U.S. region compared to the previous year, except for the West. The Central region had the highest average dollar sales with $1,389 per store per week, and the highest contribution to total bakery sales at 12.4 percent. The East region was not far behind with sales of $1,377 per store per week, and had the largest growth in average sales. The West region also surpassed the national average with $1,037 in weekly sales per store. The South region was the only region that fell below the national average, registering $703 per store per week.
Within the cookie category, everyday cookies accounted for 55.7 percent of category sales nationally for the latest 52 weeks ending Nov. 26, 2011. Iced cookies accounted for another 15.6 percent of sales. The smaller category contributions included specialty cookies (9.6 percent), message cookies (4.9 percent), cookie platters (4.5 percent), other cookies (4.3 percent), mini cookies (4.3 percent) and bulk cookies (1.2 percent).
Message cookies represent one of the fastest-growing product groups in the bakery department. Sales increased 10.7 percent as consumers turned to message cookies as an alternative to the traditional decorated cake. Expect sales to 8 • Modern Baking • February, 2012 continue rising as retailers and suppliers position message cookies as an option for more occasions and holidays. This sales review is provided by the Nielsen Perishables Group. Reported results are for Dec. 4, 2010 through Nov. 26, 2011, representing 61.4 percent of national supermarket ACV share.
For more information, contact the Nielsen Perishables Group: Kelli Beckel, 773/929-7013; email: kellib@perishablesgroup.com.
