SNAC World - Official State of the Industry 2020 - 30

STATE OF THE INDUSTRY

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Renewed interest
interes in the center-store snack aisle
packaged cookie sales during the panboosted package
Indulgence is still a key driver since consumdemic. Indulgenc
cookies to treat themselves.
ers typically eat c
commercial aisle saw significant gains
"Cookies in the c
during panic shopping because they embody comfort
and indulgence," said Eric Richard, education coordinator, International Dairy Deli Bakery Association. "Cookies
make sense. They are easily packaged, shelf-stable and
can be served up in different flavors and concepts."
With in-store bakeries and other fresh options closed
or limited, consumers reached for cookies that they
may never have tried. Brands like Camden, NJ-based
Campbell Snacks' Pepperidge Farm Milano cookies
increased dollar sales by 16%, and the Deerfield, Ill.based Mondelez Nabisco Oreos
brand grew by a whopping 20.2%
for the 52 weeks ending June 14,
2020, according to IRI's quarterly
retail sales report for the US
snacking market.
"During COVID-19, we're
seeing an increase in demand for snacks that provide
comfort and small indulgences during these times
of uncertainty," said Valerie
Oswalt, executive vice president and president, Campbell
Snacks. "Whether that's a
Milano cookie or a potato
chip, demand is strong in
both of these areas."
In April, Campbell Snacks
introduced a new Milano flavor: Caramel Macchiato. It is
a balance of crisp cookie and
rich, decadent chocolate delivering an indulgent treat.
"New flavor profiles will
help keep consumers interested in cookies, especially

SNAC WORLD 2020

paired with old favorites," said Tom Vierhile, vice president, strategic insights, North America, Innova Market
Insights. "For example, the Oreo brand has done a
good job introducing new flavors every few months, like
Tiramisu and Churro."
Post-pandemic, cookies with a wellness factor will
likely be more appealing. Adding protein, fiber and other health halos may resonate with consumers looking
for a more permissible indulgence.
For example, Los Angeles-based Kiss My Keto's
Vanilla Keto Cookies are a new snack that supports the
ketogenic lifestyle.
"Longer term, consumers will likely gravitate to offerings like the thin, crisp-like cookies that are more snacklike and less indulgent, reducing guilt but still offering
opportunities to indulge," Mr. Vierhile said. "Pepperidge
Farm's Farmhouse Thin & Crispy Cookies deliver an
indulgent, homemade-like cookie taste in a lighter portion-sized format with a clean label ingredient list."
Producers can position cookies with a new look for
packaging and an appearance of freshness. Innovation
with flavors and textures will keep consumers engaged.
"Rolled, coconut-flavored gluten-free cookies were a
crunchy, tasty new offering from Sun Tropics," said Kara
Nielsen, director, Food and Drink, WGSN. "Styled similar
to Pepperidge Farms' Pirouette Cookies, these tap into
the global cuisines using Asian flavors."

"New flavor profiles will
help keep consumers
interested in cookies,
especially paired with
old favorites."
Tom Vierhile, Innova Market Insights

SNAC World - Official State of the Industry 2020

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