COOKIES indulgence! -...

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.


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


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


1st Quarter 2017 97


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


1st Quarter 2017 99

COOKIES


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


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




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





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