B&CMA State of the Industry

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Nathaniel Cannon
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1 B&CMA State of the Industry The Cookie and Cookie Bar Market History Trends Projections

2 B&CMA State of the Industry Sources: Mintel 2012 Cookie & Cookie Bar Report Food Business News Milling & Baking News Baking BUSINESS.com

3 B&CMA State of the Industry Segment Performance Standard Cookies Healthy Premium Cookie Bars Private Label Mintel 2012 Market Report

4 Cookie & Cookie Bar Sales ($ million) Mintel 2012 Market Report

5 B&CMA State of the Industry Total Cookie Market By Segment Mintel 2012 Market Report

6 Cookie Sales - Standard vs. Non Standard 5,000 4,500 4,000 3,500 3,000 2,500 Standard Non Standard 2,000 1,500 1, ($ million) Mintel 2012 Market Report

7 Cookie Sales By Segment ($ million) Mintel 2012 Market Report

8 Sales By Segment ($ million) Mintel 2012 Market Report

9 B&CMA State of the Industry Segment Market Share By Brand Mintel 2012 Market Report

10 Major Brands Market Share Total Cookie Sales Kraft 57.0 % Kellogg s 7.1 % McKee 6.8 % ConAgra (RalCorp) 5.1 % Other 24.0 % *Excluding Private Label Mintel 2012 Market Report

11 Major Brands Market Share Standard Cookie Sales Kraft 37.4 % Kellogg s 11.7 % McKee 6.8 % Campbell Soup 5.0% ConAgra (RalCorp) 2.8 % Other 36.3 % Mintel 2012 Market Report *Excluding Private Label

12 Major Brands Market Share Healthy Cookie Sales Kraft 43.2 % Kellogg s 16.8 % Meijo Seiko 11.5 % Specialty 9.3% Other 19.2 % *Excluding Private Label Mintel 2012 Market Report

13 Major Brands Market Share Premium Cookie Sales Campbell Soup 40.6 % Pepsico 6.4 % Nonni s 6.1 % Brynwood 4.0 % Kraft 3.1 % Other 39.8 % Mintel 2012 Market Report *Excluding Private Label

14 Major Brands Market Share Cookie Bar Sales McKee 69.2 % Pepsico 9.8 % Chattanooga Baking 8.3 % ConAgra (RalCorp) 4.0 % Other 8.7 % *Excluding Private Label Mintel 2012 Market Report

15 B&CMA State of the Industry What Is Driving Innovation? Consumers or Marketers? Fact or Fiction? Science or Hype?

16 Mintel 2012 Market Report

17 The food industry must deliver healthy ingredients in the form of good tasting products. Cookies and crackers are the perfect platform for nutraceutical foods. Leading Expert B&CMA Conference circa 2003

18 Marketing Nutraceuticals: The 'Big Guys' Are In Big players are now pushing the market. By Greg Kitzmiller Published April 1, 2000

19 BUSINESS Quaker, Novartis Form Health-Food Venture February 11, 2000 Associated Press Quaker Oats Co. said it is entering a joint venture with Swiss drug company Novartis to woo consumers who want foods that have proven health benefits. The new firm, Altus Food Co., will develop "functional foods"--those with ingredients said to contribute to better health--in the United States, Canada and Mexico. The companies said they intend to get a sizable chunk of the U.S. market for healthy food, which they estimate at $10 billion to $20 billion and which is growing by 10% or more a year.

21 HEALTHY OIL: Many avoid foods high in saturated fats, fearing the onset of artery-clogging diseases such as heart attack and stroke. A food scientist tells Ooi Tee Ching the facts on palm oil nutrition MANY people worry that if they eat cakes, biscuits, pastries and chocolate made with palm oil, it will be detrimental to their health. They believe that the saturated fat content in palm oil is too high to be part of a healthy diet, said Malaysian Oil Scientists and Technologists Association president Tan Sri Dr Augustine Ong. A former Malaysian Palm Oil Board director-general, Ong recalled that the first negative attention palm oil received was in the 1980s when outraged millionaire industrialist Phil Sokolov suffered a heart attack and started campaigning against the ubiquitous use of tropical oils -- such as palm and coconut oil -- in ready-to-serve foods. Sokolov's campaign themed "The Poisoning of America" featured nationwide full-page newspaper advertisements describing the dangers of saturated fats found in palm oil. Many of his supporters repeatedly linked palm oil consumption to increasing blood cholesterol levels and heart disease risk; a misconception that still looms to this day. Ong acknowledges that palm oil contains a higher percentage of saturated fat when compared with heart healthy dietary oils like olive oil. But it must also be highlighted that half of palm oil's fat content is monounsaturated and polyunsaturated -- known to increase "good cholesterol" and benefit the cardiovascular system. Ong said Sokolov was correct that palm oil was relatively high in saturated fats when compared with other vegetable oils like soy, canola and sunflower. But, in contrast with meat and dairy fats, palm oil does not contain cholesterol. Three decades later, countless studies have proven that animal sources of saturated fats pose far higher heart disease risk than palm cooking oil -- something Sokolov's campaign was not aware of. Health-conscious food producers have switched to palm oil and its solid fractions because of its versatility. Read more: Palm oil, still misunderstood - General - New Straits Times

23 Tropical Oils Zero Trans Fat Hydrogenated Oils Reduced Fat Fat Free Canola Oil

27 B&CMA State of the Industry What Will This Mean For the Industry? Mintel 2012 Market Report

31 B&CMA State of the Industry Market Drivers Discretionary Spending Obesity Rates Hispanic Market Rising Food Prices Aging Population Mintel 2012 Market Report

32 B&CMA State of the Industry Competitive Context Snack Foods Energy Bars Cereal & Cereal Bars Girl Scout Baked At Home Mintel 2012 Market Report

33 B&CMA State of the Industry Market Issues Are Healthy Cookies Really Healthy? What Do Consumers Expect in Indulgent? How to Market Healthy? Mintel 2012 Market Report

34 B&CMA State of the Industry Trends Premiumization & Indulgent Extend the Brand Generation Next Mintel 2012 Market Report

35 B&CMA State of the Industry Where Do We Go From Here? It Is Up To You You Bring New Technology to the Consumer You Develop Products Meeting Current Needs You Train to Try New Ideas You Study New Ingredients and Concepts You Stretch the Envelope You Must Stay Current

36 B&CMA State of the Industry How Can You Stay Current? B&CMA Should Be Leading the Way For You B&CMA s Stated Purpose: Stimulate Increased Consumption Protect General Rights Research & Education In Science & Technology Promote Improved Quality & Sanitation Understand Public Relations

37 B&CMA State of the Industry B&CMA Is Your Organization Help Make It the Valuable Resource It Was Meant To Be.

The WorkCare Group, Inc. Content used with permission. StayWell is a registered trademark of The StayWell Company. All rights reserved.

The WorkCare Group, Inc. Content used with permission. StayWell is a registered trademark of The StayWell Company. All rights reserved. Know Your Cholesterol Numbers Checklist for Lowering Your Cholesterol Cholesterol Questions to Ask Your Doctor Misconceptions about Cholesterol LDL and HDL Lowering Your Cholesterol CHECKLIST Cut down