The overall cookie category has increased sales across the United States, proving that cookies continue to be a popular dessert for Americans.
The overall cookie category has increased sales across the United States, proving that cookies continue to be a popular dessert for Americans. Cookies are the second largest desserts category in the bakery department behind cakes and accounted for 19.8 percent of dessert category sales during the 52 weeks ending Sept. 27, 2008. Nationally, cookies averaged $830 per week per store, a 7.4 percent increase from the previous year. The category growth was 0.9 percent greater than the entire desserts category. Cookies contributed 9.2 percent to total bakery dollar sales, unchanged from the previous year's level of contribution.
The top five cookie subcategories within the cookie category are everyday cookies, iced, specialty, cookie platters and other. Everyday cookies (such as chocolate chip, oatmeal raisin, sugar and peanut butter) represented a 56.8 percent share. Chocolate chip and oatmeal raisin cookies were the leading varieties in everyday cookie sales.
Across the total U.S., specialty cookies and everyday cookies grew the most among the top five cookie subcategories, with average dollar sales up 11.3 percent and 7 percent respectively. Iced cookies, cookie platters and other cookies also increased average dollar sales versus a year ago. Cookies had a spike in dollar sales around Valentine's Day, Easter, Halloween and Christmas. Overall cookie sales peaked during the week before Christmas, with $1,551 per store.
Breaking cookie performance down geographically, the Central region sold the most cookies on average with $1,176 per store per week, up 9.5 percent from the previous year. Like the growth for the total U.S, specialty cookies increased the most in the Central region, followed by everyday cookies, up 16.1 percent and 9.4 percent respectively. Cookies' contribution to total bakery in the Central region was 12 percent of all bakery sales, the largest contribution of any region.
The East's average cookie sales made up 8.7 percent of all bakery sales in the East. Dollar sales increased 9.3 percent compared to the previous year, to $1,142 per store per week, up from $1,044. The East region displayed preferences different than the other regions, as other cookies and iced cookies increased the most in the region, up 12.6 percent and 11.4 percent respectively.
The West region sold $836 in cookies per store per week during the 52-week period, up 5 percent from the previous year. Other cookies were the only cookie subcategory to decline during this period, down 4.4 percent. Specialty cookies increased the most, up 8.1 percent from the previous year. Overall, cookie sales in the West accounted for 9.6 percent of all bakery sales.
The South region had the least cookie sales during the latest 52 weeks, with $592 per store per week. Specialty cookies and everyday cookies increased the most, up 12.3 percent and 9.1 percent respectively. Other cookies were the only cookie subcategory to decline during this period in the South, down 1.4 percent. Cookie contribution to total bakery in the South accounted for 8 percent of all bakery sales. The South region is strong in cake sales, likely diverting dessert dollars away from the cookie category.
This sales review is provided by the Perishables Group, Inc., West Dundee, Ill., an independent consulting firm for fresh food industry. Reported results are for Sept. 29, 2007 through Sept. 27, 2008, representing more than 61.8 percent of national supermarket ACV share.
For more information, contact Perishables Group: Kelli Beckel, 773/929-7013; e-mail: kellib@perishablesgroup.com.