Cookies, the second highest selling dessert category behind cakes, represent 9.1 percent of total in-store bakery department sales, according to the Perishables Group, an independent consulting firm based in West Dundee, Ill. Results in this report are for the 52 weeks from Oct. 28, 2006 through Oct. 27, 2007 and are compiled from grocery stores nationwide, representing 63.5 percent of national supermarket ACV share.
Nationally, the cookie category averaged $783 per store per week and grew by 7 percent during the 52-week period. Cookie dollar growth outpaced the overall bakery department by 1.8 percent.
While cookies maintained steady sales throughout the year, the category enjoyed top sales during holiday weeks. Sales peaked at $1,531 average per store the week before Christmas when many consumers host holiday parties. Cookie sales were second highest during St. Valentine's Day week averaging $1,153 per store. The category reached an annual low of $560 during the week of Jan. 6, 2007, likely reflecting consumers' renewed commitment to healthful eating in the new year.
Regionally, the Central region saw the highest dollar sales for the category averaging $1,098 per week per store. In the Central region, cookies also contributed the highest percentage (11.8 percent) to total bakery sales.
Average weekly dollar sales and category contribution grew in all regions compared to the year before. Furthermore, cookie growth outpaced bakery department growth in all regions. The Central region showed strongest growth in the cookie category, increasing by 8.7 percent in average weekly dollar sales compared to a year ago.
Nationally, everyday cookies represented 57.7 percent of cookie sales, iced cookies 17.3 percent, specialty cookies 6 percent, cookie platters 5.3 percent and “other” cookies 4.6 percent. Iced cookies, which are typically decorated with seasonal themes, drove sales spikes during holiday weeks. The subcategory showed notable lifts in sales during the week before Christmas, St. Valentine's Day week and Halloween week. Cookie platters also contributed to sales spikes, posting the third highest average dollar sales during these key holiday weeks.
For more information about this report or the Perishables Group, call Beth Padera at 773/929-7013; or e-mail beth@perishablesgroup.com.