KANSAS CITY — To cope with the impact of the coronavirus and at-home lifestyles, people turned to nostalgic treats, which drove sales of packaged cookies over the past year.
Consumers not only bought packaged cookies, which make up the majority of cookie sales, but they also drove triple-digit sales growth of frozen cookie dough.
Retail cookie sales are expected to reach nearly $13 billion by 2024, according to the Packaged Facts “US Food Market Outlook 2020” report.
Brands like Norwalk, Conn.-based Campbell Snacks’ Pepperidge Farm Milano cookies increased dollar sales by 14.9% for the 52 weeks ending Jan.
In February, Oreo added Java Chip to its permanent lineup featuring coffee-flavored creme with chocolate chips sandwiched between the two chocolate wafers.
Since the acquisition of Keebler brand, Chicago-based Ferrara Candy Co., a subsidiary of The Ferrero Group, has revamped the iconic cookies, creating new formulations, packaging and marketing strategies.
Such a return to more “real” ingredients also dovetails nicely into the trend toward a return to comfort foods, like cookies, and this has continued into 2021.
While free from dairy, grain and gluten claims persist, emerging concerns about eating too much sugar is driving interest in alternative sweeteners or sugar substitutes, according to Packaged Facts.
“Consumers are realizing that sugar is the enemy, and we’re trying to make it easier to reduce sugar by making amazing tasting products without sugar,” said Joe Ens, co-chief executive officer, HighKey, Bellingham, Wash.
While weight loss is important for many, some may seek an energy boost from a sweet, high-protein snack or low-carb, gluten-free options.
HighKey recently expanded its portfolio of low-carb products with 10 new baked snacks and confections.
Mondelez International jumped on the gluten-free trend with its launch of Oreo Gluten-Free cookies and Oreo Double Stuf Gluten-Free cookies, which became permanent additions to the Oreo portfolio in January.
It appears that while immunity and energy benefits will likely continue to resonate in 2021, preferences for health-conscious consumers will evolve, impacted by herd immunity and a return to normalcy.
Indulgence and flavor innovation are primary drivers in the cookie market, according to the Packaged Facts’ report.
The Packaged Facts’ report suggests innovation that blends the tastes and textures of favorite products, like cookies with well-known candy, snack and dessert flavors.
“Ferrara is the No.
The Brookie-O Oreo features a triple-layered creme of brownie, original Oreo Stuf and cookie dough flavors sandwiched between two chocolate wafers.
Keebler debuted its first DIY product offering during the holidays last year.
Ms. Lyons Wyatt explained that a return to the perimeter doesn’t necessarily mean the demise of center store cookie sales.
Many products, like cookies, are purchased as a splurge despite value, and as people get out more, they will seek an out-of-home food experience, Ms. Lyons Wyatt observed.
Once they purchased a product, it remained on their lists and in their shopping carts, which resulted in huge growth.