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Cookie and Cracker Manufacturing Industry Profile Excerpt
| SIC Codes: 2052 NAICS Codes: 311821 Page Length: 10-12 Last Quarterly Update: 5/12/2008 View Sample Industry Profile |
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The 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 Snacks Division, and PepsiCo's Frito-Lay. 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.
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. 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. Other products in the cookie domain include toaster pastries, ice cream cones, and wafers for ice cream sandwiches.
Cookie and cracker making typically begins by blending ...
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