26Oct2009

Cookie Dough is Hot!

The tiny sub-category is up 27.3% in dollars and 49.6% in units.

The little cookie dough sub-category is hot, with dollar sales up 27.3% to $1,353,271 and units up 49.6% to 361,530, according to Information Resources, Inc., the Chicago-based market research firm. Data is for supermarkets for the 12 weeks ended Sept. 6, 2009. The big brand contributor here is Brill “” up 48.3% in dollars to $882,814 and 78.5% in units, to 319,955.

Certainly part of the reason for these sales trends could be the economy. Average retail price for all Brill units sold in the recent 12 weeks is $3.10 compared to $6.10 for all the other brands reported by IRI in this sub-category. However, the next highest selling brand “” Gregory’s “” has an average item price of $8.18, yet posted 14.6% dollar sales gains (to $140,489) and 14.4% unit sales gains (to 17,179).

Tim Ulschmid, sales manager for Gregory’s Foods, Egan, Minn., credits his brand’s strong showing to new distribution and the economy. “Our new retail customers are picking up these products because shoppers like the convenience,” says Ulschmid. “With people eating at home more often, they like being able to make fresh-baked cookies when they prefer.” “Chocolate chip sales are usually equal to all other flavors combined. The target consumer is the homemakerwho likes to prepare an afternoon snack or dinner dessert using frozen cookie dough,” notes Ulschmid.

Promoting fresh-baked cookies can be both fun and rewarding. “In-store sampling adds a wonderful aroma to the store and really brings kids into the picture “” they love it,” says Ulschmid. Best time of the day is during the pre-dinner-time rush hour.

“Super Bowl parties are a great place to bring out a tray of cookies,” he adds. He suggests that retailers prepare for strong sales in late January and into February as people return to baked goods from their short-lived New Year’s resolutions, which he says happens every year.