Cookie and Cracker Manufacturing

The US cookie and cracker manufacturing industry includes about 300 companies with combined annual revenue of $10 billion. Major companies include Kraft's Nabisco subsidiary, Kellogg's US Snacks Division, Campbell Soup's Pepperidge Farms unit, Lance, and Interbake Foods. The industry is highly concentrated: the top 50 companies account for 90 percent of industry revenue.

The cookie and cracker manufacturing industry doesn't include companies that make tortilla, potato, or corn chips; fresh-baked cookies, pies, or breads; hard or soft pretzels; or refrigerated flour or dough mixes. Bakeries and snack foods manufacturers are covered in separate industry profiles.

COMPETITIVE LANDSCAPE

Demand is driven by population growth, consumer tastes, and health considerations. The profitability of individual companies depends on efficient operations, effective marketing, and a strong sales force. Large companies have advantages in purchasing, distribution, and marketing. Small operations can compete effectively by manufacturing allergen- and sugar-free products, high-end cookies and crackers, or products containing unusual ingredients. The industry is capital-intensive: average annual revenue per employee is $325,000.

Cookie and cracker manufacturing competes against other "impulse" food providers, including bakeries, fast food restaurants, and manufacturers of snack items like candy and potato chips.

PRODUCTS, OPERATIONS & TECHNOLOGY

The industry's major products are crackers (50 percent) and cookies (50 percent). Major types of crackers include saltine, cracker sandwiches, and graham crackers. Other cracker products include melba toast, cracker meal and crumbs, and taco shells. Popular cookies include chocolate chip, oatmeal, crème-filled, and sandwich cookies. ...