COOKIES
CATEGORY INSIGHTS™92
indulgence!Cookies–the ultimate
In fact, 99% of Americans say they
like cookies! We will see the consumer
look to indulge in more affordable mo-
ments of reward, self-motivation and
treating as our population continues to
lead busier, more stressful lives.
Consumers have a wide variety of
cookies to choose from. 33% of the
time, consumers will buy the indulgent
cookies. These stats simply bolster
the idea that cookies make people feel
good – they remind them of home and
of eating fresh-baked cookies right out
of the oven when they were kids. And
this brings us to our second important
note about Cookies – many of the top
sellers are the soft, homestyle cookies
that remind us of the ones mom used
to make.
So let’s take a closer look at Cook-
ies and manufacturers that are leading
the way in c-stores today!
P icture this: It’s been a long week – you’ve worked hard, you’ve checked lots of items off your “to do” list and now it’s time for a sweet treat…time to indulge yourself and reward all of that hard work. So which indulgence do most US consumers choose? COOKIES, of course!
11,000
10,500
10,000
9,500
9,000
8,500
8,000
7,500
7,000
0
Tota
l Sal
es (
$ m
illio
ns)
2010
Actual ForecastEst.
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Best Case (million)$10,510
Mintel Forecast (million) $9,414
Worst Case (million)$8,319
Confidence Intervals
95%
(million)$8,372
Cookies Have Strong Predicted GrowthTotal US sales and fan chart forecast of cookies at current prices, 2010-2020
95% 70% 50%95% 90%
Source: Mintel – Cookies – US – September 2015
COOKIES
1st Quarter 2017 93
Cookies $ Share ChgTotal Convenience
Mondelez
Pepsico
Campbell’s Soup
Kellogg’s
Ret Br
AO Mfg
-1.0
1.2
0.3
-1.9
1.4
0.1
Cookies $ ShareTotal Convenience
Mondelez - 39.1%
Pepsico - 22.0%
All Other Mfg - 21.5%
Kellogg’s - 7.9%
Ret Br - 6.8%
Campbell’s Soup - 2.7%
Source: Nielsen AOD YTD thru 8/27/16
– The Cookie category is forecasted to increase to nearly$10 million in total US sales by the year 2020.
CATEGORY INSIGHTS™94
Cookie Champs
When we examine the Cookie
manufacturers and brands, it’s clear
that there are some who are truly play-
ing right into the consumers’ desire for
indulgent, soft, home style cookies.
Kellogg’s, for example, is driving the
category with their Famous Amos and
Soft Batch brands, which are up 19.4%
and 10% respectively. Mondelez, on the
other hand, has seen their brands such
as Oreo and Lorna Doone struggle with
losses of 3.9% and 29.3%.
Another manufacturer who fits the
“home style” mold very well is Mrs.
Fields, and they are introducing two
new, on-trend flavors: Butter Pecan
Praline and White Fudge Brownie.
These innovative flavors are projected to
do very well and will receive extensive
marketing and merchandising support.
It’s also important to note that in
addition to cookie type and flavor,
pack size is a factor in how and what
consumers purchase. In the Cookie
category, single serve is leading the
way with 43% of the share, followed by
Grocery at 27% and King at 16%. This
also ties back into that thought process
that consumers have – they’re looking
for an indulgence or reward that they’ll
consume immediately and then move
on with their day.
COOKIES
For an anytimeindulgence
As a snackby itself
As dessert For eatingon-the-go
Whenentertaining
guests
As a snack witha topping or
accompaniment
Cookies Usage Occasion (Top Ranked)
758 745720
410373
248
# of Respondents
61% 60% 58% 30% 20%
Database: 1,242 internet users aged 18+ who eat cookies, Jan. 2013
33%
Source: Mintel, Cookies and Crackers US Report, March 2016
They are usuallyan impulse buy
I am likely to buya new flavor of afamiliar product
I usually buyindulgentvarieties
Store brands arejust as good as
name brandvarieties
I am more likelyto buy bite-size
versions forsnacking
Consumer Attitudes Toward Cookies (Top Ranked)
# of Respondents580
493 479421
334
40% 34% 33% 29% 23%
Database: 1,451 internet users aged 18+ who eat cookies, Jan. 2014
Source: Mintel, Cookies and Crackers US Report, March 2016
– ...single serve is leading the way with 43% of the share, followed by Grocery at 27% and King at 16%.
1st Quarter 2017 95
In the convenience channel, remem-
ber that shopability is a key component
to how consumers purchase – they
want to find what they need quickly
and easily. From a merchandising
perspective, consider utilizing second-
ary locations for Cookies near items
with cross-purchasing opportunities. In
short, make it simple for your custom-
ers to treat themselves to that indulgent
cookie purchase so that they’ll continue
coming back for more! Remember to
contact your Eby-Brown representative
for assistance in creating your personal-
ized Cookie category offering.
Sources: Canadean, “Understanding Consumer Trends and Drivers of Behavior in the US Bakery & Cereals Market”, March 2016; Mintel, Cookies and Crackers US Report, March 2016; Nielsen AOD YTD thru 8/27/16; Nielsen AOD – YTD thru 7/30/16.
COOKIES
30.4
Cookies Mondelez Kellogg’s Pepsico
Campbell’s Ret Br AO Mfg
10.9
5.5
1.74.5
25.5
4.2 3.0
11.3
7.9
0.0 1.1
0.8 -0.3
0.0
17.418.5
0.3
2.30.1
19.3
2.6
1.9
5.9
2.0
21.1
-2.9
Single Serve(ex KS)43%
King Size16%
Big Bag8%
C-Pack4%
Grocery27%
$ Shr
TDP Abs Chs vs YAGOTotal Convenience
Source: Nielsen AOD – YTD thru 7/30/16
Any adultpurchase
(Base: 2,002)
For a childaged 12-17(Base: 380)
For a childaged 6-11
(Base: 398)
For a childaged 5 or under
(Base: 265)
I did not purchase inthe past 3 months
(Base: 2,002)
Households with Children More Likelyto Purchase Cookies
Any Cookies
81
Base: 2,002 internet users aged 18+
78
88
82
86
82
79
72
1720
Any PackagedCookies
Source: Lightspeed GM/Mintel
CATEGORY INSIGHTS™96
COOKIES
Implement the Eby-Brown recommended 4ft Cookies planogram to maximize your
category dollars.
ITEM # DESCRIPTION
ITEM # DESCRIPTION
TOP SHELF (PEG ROW)346999295964606083694396059060616534925369454941443941435
SECOND SHELF39773714753147611488626532214647282335987966
THIRD SHELF858316858308905141960765858183936328978080943159
FOURTH SHELF838557
88728188726588727330176230177089346128209303131
FIFTH SHELF24166926154944199999839999789369934302943
SIXTH SHELF24232785683668202668855756080794727
BOTTOM SHELF109066112904876557876565999011876581
MILKA OREO CHOCOMX S/UNAB MINI OREO 3ZNAB MINI CHP AHY 3ZNAB CHWY CHIPSAHOY 3ZNAB NUTERBUTERNAB CINN TEDDYGRAMFAM/AMS CHOCCHP 3ZFAM/AMS DBL CHCHIP 3ZPILLSBURY CHOC CHIPPILLSBURY SNCKRDDLE
NAB OREO THINS SSNAB OREO COOKIESNAB CHIPS AHOYNAB NUTERBUTER 1.9ZNAB FIG NWTN FFNAB FIG NEWTONANIMAL CRCKR FRSTD 2ZNUTELLA & GO PRETZELS
NAB OREO KS 10CTNAB OREO DS KS 10CTNAB OREO GLDN KS 10CTNAB NUTTER BUTTER KSNAB CHIPS AHOY KS 8CTNAB CHPSAHOY KS BRNIREESE SNACKSTERSNUTELLA & GO
OREO CRM FILLD BRWNIE
MOON PIE CHOCOLATEMOON PIE BANANAMOON PIE VANILLAMRS FIELDS MLK CHO CKMRS FIELDS WHT MAC CKFUDGE STRIPE 1.9ZSOFT BATCH CHOC CHP 2ZSUGAR WAFER STRAW 2Z
NAB OREO COOKIES 5ZNAB OREO DBL STUF 5ZNAB NUTERBUTTER 4.8ZNAB FIG NEWTON 6.5ZNAB LORNA DOONE 4.5ZSUGAR WAFER CHOC 2.75ZSUGAR WAFER VANILA 2Z
NAB CHIPS AHOY 6ZCINN TOAST CRNCH BARGGRAHAMS CH/MRSH BARGGRAHAMS PB/CHOC BARLUCKY CHARMS TREAT BRCOCOPUFF TRPLCHOC BAR
RKT ORIGINAL 1.3ZRKT CHOC CHUNK 1.3ZRKT ORIGINAL 2.2ZRKT DBL CHOC CHNK 3ZRKT BIG BAR W/M&MRKT CHOC CHIP 2.9Z
4ft Cookies Planogram
COOKIES
4ft Cookies Planogram
1st Quarter 2017 97
CATEGORY INSIGHTS™98
COOKIES
Implement the Eby-Brown recommended 3ft Cookies planogram to maximize your
category dollars.
ITEM # DESCRIPTION
ITEM # DESCRIPTION
TOP SHELF (PEG ROW)3469992959646060836943960590534925369454941443
SECOND SHELF39773714753147611488614647265322
THIRD SHELF858316858308905141960765858183936328
FOURTH SHELF838557887281
88726530176289346128209978080
FIFTH SHELF2416624232999839303131302943943159987966
SIXTH SHELF109066112904785683668202756080794727
BOTTOM SHELF876557876565999011876581
MILKA OREO CHOCOMX S/UNAB MINI OREO 3ZNAB MINI CHP AHY 3ZNAB CHWY CHIPSAHOY 3ZNAB NUTERBUTERFAM/AMS CHOCCHP 3ZFAM/AMS DBL CHCHIP 3ZPILLSBURY CHOC CHIP
NAB OREO THINS SSNAB OREO COOKIESNAB CHIPS AHOYNAB NUTERBUTER 1.9ZNAB FIG NEWTONNAB FIG NWTN FF
NAB OREO KS 10CTNAB OREO DS KS 10CTNAB OREO GLDN KS 10CTNAB NUTTER BUTTER KSNAB CHIPS AHOY KS 8CTNAB CHPSAHOY KS BRNI
OREO CRM FILLD BRWNIEMOON PIE CHOCOLATE
MOON PIE BANANAMRS FIELDS MLK CHO CKFUDGE STRIPE 1.9ZSOFT BATCH CHOC CHP 2ZREESE SNACKSTERS
NAB OREO COOKIES 5ZCHIPS AHOYNAB FIG NEWTON 6.5ZSUGAR WAFER STRAW 2ZSUGAR WAFER VANILA 2ZNUTELLA & GONUTELLA & GO PRETZELS
RKT ORIGINAL 1.3ZRKT CHOC CHUNK 1.3ZCINN TOAST CRNCH BARGGRAHAMS CH/MRSH BARLUCKY CHARMS TREAT BRCOCOPUFF TRPLCHOC BAR
RKT ORIGINAL 2.2ZRKT DBL CHOC CHNK 3ZRKT BIG BAR W/M&MRKT CHOC CHIP 2.9Z
3ft Cookies Planogram
1st Quarter 2017 99
COOKIES
3ft Cookies Planogram
COOKIES
1st Quarter 2017 101
PROMOTION OBJECTIVE• Reinforce Keebler cookie brand with retailers and consumers.
BENEFITS• Incremental allowance on best classic and new Keebler cookies baked with Elfin Magic.
Kellogg’swww.kelloggconvenience.com
REQUIREMENTS• Distribution only
DATES - OPEN BUY WINDOWOrder dates: 12/19/16 - 1/13/17
Dates for in-store promotion: 12/19/16 - 1/13/17
53106150911728209302943303131369934893461
PKDESCRIPTIONUPCITEM #
076677191372076677100718030100199434030100125877030100125990030100113218030100773986
Famous Amos Chocolate ChipFamous Amos Double Chocolate ChipKeebler Soft Batch Chocolate ChipKeebler Sugar Wafers VanillaKeebler Sugar Wafers StrawberryKeebler Sugar Wafers ChocolateKeebler Fudge Stripes
66
1212121212
$0.45 $0.45 $0.45 $0.60 $0.60 $0.60 $0.60
SZ
3.0 oz3.0 oz2.2 oz
2.75 oz2.75 oz2.75 oz1.9 oz
SRP
$1.49 $1.49 $1.59 $1.19 $1.19 $1.19 $1.29
OIAllowance
COOKIES
1st Quarter 2017 103
PROMOTION OBJECTIVE• Leverage iconic Oreo, Nutter Butter and Chips Ahoy! brands to build awareness of cookie category
and grow sales.
BENEFITS• Grow the cookie category with Oreo, Nutter Butter and Chips Ahoy! brands that draw consumers to the cookie aisle
and generate impulse purchases with beverage and prepared foods.
Mondelezwww.mondelez.com
REQUIREMENTS• Distribution only
DATES - OPEN BUY WINDOWOrder dates: 12/19/16 - 1/13/17
Dates for in-store promotion: 12/19/16 - 1/13/17
85831696076585818370318251520383562854752901025346999
PKDESCRIPTIONUPCITEM #
044000029500044000036584044000029548044000006808044000003067044000047368044000028282044000031930070221008277
Nabisco Oreo King SizeNabisco Nutter Butter King SizeNabisco Chunky Chips Ahoy! King SzNabisco Mini Oreo Big BagNutter Butter Bites Big BagChewy Chips Ahoy! Big BagbelVita BlueberrybelVita Cinnamon Brown SugarMilka Oreo Choco Mix Pouch
10108
121212881
$0.75 $0.75 $0.60 $0.85 $0.85 $0.85 $0.40 $0.40 $0.25
SZ
4 oz4.1 oz
4.15 oz3 oz3 oz3 oz
1.76 oz1.76 oz6.17 oz
SRPOIAllowance
$1.69 $1.69 $1.69 $1.89 $1.89 $1.89 $1.19 $1.19 $4.89
PROMOTION OBJECTIVE• Mrs. Fields is a premium cookie baked with the best quality ingredients.
• The popular name is recognized by over 80% of consumers.
• Mrs. Fields packaged cookies have been a stable part of the cookie section for over 15 years.
BENEFITS• Mrs. Fields cookies offer value to the consumer and a profitability to the retailers.
Interbake - Mrs. Fields www.interbake.com
301762301770
OIAllowancePKDESCRIPTIONUPCITEM #
886002550510886002550534
Mrs Fields Milk Chocolate Chip CookieMrs Fields White Chunk Macadamia
1212
SRP
$1.39 $1.39
$1.00 $1.00
SZ
2.1 oz2.1 oz
COOKIES
1st Quarter 2017 105
REQUIREMENTS• Distribution only
DATES - OPEN BUY WINDOWOrder dates: 12/19/16 - 1/13/17
Dates for in-store promotion: 12/19/16 - 1/13/17