Hope you’ve got a fresh glass of milk (standard, oat, almond, or otherwise), because National Oreo Cookie Day is right around the corner!
That’s right, March 6th is dedicated to America’s best-selling cookie–the Oreo. The Oreo was invented in 1912 by The National Biscuit Company (now known as Nabisco) at a factory in New York City where it was launched to compete with the Hydrox cookie that hit the market a few years earlier.
As we all know, the Oreo quickly won the war of the chocolate and creme sandwich cookies, and today approximately 34 billion Oreo cookies are sold across the world every year.
So with National Oreo Day rapidly approaching, we of course had to celebrate the only way we know how: by diving deep into our data to learn more about Americans’ love affair with the Oreo.
When is online demand for Oreos highest? Does National Oreo Day move the needle? Which types of specialty Oreos are the most popular?
Dig into a sleeve of Oreos and keep reading to find out the answer to these questions and more!
Does the allure of an ice cold glass of milk and a stack of Oreos bring a surge of demand in the summertime? Or, perhaps the holidays see the cookie reach the height of its popularity. To find out, we started by analyzing online demand for Oreos during every week of 2021.
Last year, online demand for Oreos surged in the first weeks of February, then began a mostly steady decline through the spring and summer months. It then trended upward again in late August and early September before dropping again as the holidays approached.
As for National Oreo Day, it did not appear to really move the needle when it came to online demand last year.
But to truly understand consumer trends, it helps to understand longer-term trends. So let’s take a look at demand over the past three years.
When examining monthly demand for Oreos over the past three years, one thing clearly jumps right off the screen, and that’s the absolutely massive surge in demand during the early pandemic in 2020.
January 2020 actually saw demand lagging behind the previous year’s, but things changed quickly as the pandemic began to hit, and monthly demand in March 2020 was 102% higher than it was in March 2019.
April also saw demand far outpace that of 2019, and even once it leveled out after the early-pandemic surge, demand remained elevated throughout the rest of 2020.
2021, as you can see, saw demand fall back to nearly identical pre-pandemic levels. This is likely due to people returning to more in-store shopping for items like Oreos, but perhaps some of us were also doing a little less stress eating last year.
In any case, there’s simply no question that COVID-19 had a tremendous impact on online demand for Oreos.
For many, many years Oreos were nothing more than a little bit of creme filling between a pair of chocolate sandwich cookies. Since then, we’ve seen the release and rise of classic specialty flavors like Golden Oreos and Mint Oreos, as well as the annual release of brand new limited time flavors like carrot cake, peanut butter, and even wild flavors like Peeps and Swedish Fish.
We examined some of the more popular specialty flavors to see which ones were the most popular last year. So, what is the best specialty flavor of Oreo according to demand?
Lady Gaga Oreos, a limited release Oreo featuring bright pink cookies with an electric green filling, saw the most online demand last year – even surpassing Golden Oreos, which by now are practically a standard issue Oreo flavor themselves.
After those top two, there’s a noticeable drop to the next group, led by Mint and Lemon Oreos, followed by Red Velvet, Fudge Covered, and Peanut Butter.
From there, we see a sizable gap before we hit carrot cake, chocolate, birthday cake, and pistachio.
Of course, when it comes to what is truly the most popular type of Oreo, the standard issue still reigns supreme:
When we add the total demand for regular ol’ Oreos into the chart, it’s clear nothing else compares. Oreos saw 679% more demand than Lady Gaga Oreos, and 55% more demand than the rest of the field combined.
But let’s turn our attention back to some of those more popular specialty cookies. Are there specific times of the year that are driving demand for each of them?
Here’s a comparison of the change in monthly demand for some of the top specialty cookies in our analysis:
Lady Gaga Oreos were released as a limited run in late January of 2021, which makes it all the more impressive that they topped the list for total demand last year. February was a relatively strong month for each of the other cookies, though.
Fudge Covered Oreos experienced a healthy 72% increase in monthly demand, likely on the back of Valentine’s Day. Red Velvet Oreos also got a cupid-inspired bump, with demand up by 44%.
Mint Oreos clearly got a St. Patrick’s Day bump, with monthly demand peaking in March. While Fudge Covered Oreos were the ones that clearly rely most on the holidays to drive demand, with demand peaking in December.
Golden Oreos and Lemon Oreos, meanwhile, saw remarkably consistent demand throughout the year.
Before we close out this section, let’s take an even closer look at weekly demand for Lady Gaga Oreos, just to underscore just how wildly popular those cookies were for such a short period of time:
As you can see, the pink and green Oreos experienced nearly all their demand during the weeks of Jan 24 and 31, dropped significantly by early February, and became nearly nonexistent for the rest of the year as the cookies were no longer available.
Even still, those two weeks were enough to propel this specialty cookie to the top of the end of year list.
Based on consumer demand, it seems that the Best Oreo is classic Oreos by far (at least on the Amazon U.S. marketplace). Among the many Oreo varieties, the favorite oreo flavor in 2021 was the Lady Gaga Oreo, followed closely by Golder Oreos.
Don’t worry if your favorite oreo flavor didn’t make the top of the list, that just means more for you. Whichever “stuf” you choose to indulge in on National Oreo Cookie Day, we hope our data analysis makes the moment a little sweeter.
National Oreo Day might not really move the needle when it comes to online demand for America’s most popular cookie, but when it comes to specialty Oreos, several holidays make a clear difference.
Valentine’s Day brings a boost for fudge covered and red velvet Oreos, while mint Oreos are particularly popular during St. Patrick’s Day. Standard issue Oreos and their golden and lemon counterparts, meanwhile, seem to enjoy pretty consistent popularity throughout the year.
Understanding the factors that influence consumer behavior can help brands better understand how to forecast demand for their products on online marketplaces, and even inform product design and marketing strategy.
To stay up to date on consumer behavior and ecommerce news, info, and trend analyses, be sure to subscribe to Pattern Insights on the right.
And, if you’d like to learn more about how you can best leverage our data to help your brand win online, holiday or not, get in touch today.
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Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces.
Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.
So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.
Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products.
An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.
An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.
Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.
At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services.
It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.
It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.
The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.
Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces.
With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.
Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.
If you’re interested in expanding your brand internationally, you’re probably familiar with Tmall. Tmall is Asia-Pacific’s (APAC) largest marketplace, and indisputably the biggest ecommerce powerhouse in the world. It represents a huge opportunity for many brands, but entering the space is also a big challenge to take on.
At Pattern, we recommend brands looking to enter international markets should first focus on dialing in their domestic presence. Once you’re satisfied that your brand is well-represented and optimized locally, you’re ready to think about tackling new regions, like APAC, and launching on marketplaces like Tmall. Our top advice for entering Tmall is to understand and strategize around its three most important metrics: service, delivery, and content.
Service, delivery, and content ratings are the three elements that make up Tmall’s Detailed Seller Rating (DSR) score. Each component is scored on a scale of 1-5 that is displayed publicly on your brand’s Tmall flagship store page. This is meant to help consumers decide whether or not to purchase your products.
DSR scores are important because they’re highly influential in driving conversions—customers see DSRs as a way to quickly understand if a brand is trustworthy and worth buying from. They also matter quite a bit to Tmall itself—they monitor these scores and will take action to close flagship stores with low scores.
Let’s go over each element of the DSR score and some steps you’ll need to take to achieve high ratings.
Service is a huge ecommerce component in APAC marketplaces. In most other regions, product listings are static, and consumers use content and reviews to make a decision about what to purchase. On Tmall, consumers want to interact with your brand and test its validity before buying—each transaction takes at least one human interaction to convert.
So, to get a great service rating, you’ll need to have a large, established customer service team dedicated to Tmall sales that can offer real, human touchpoints and very fast response times. To get an idea of the speed your agents should be capable of producing, in our Tmall benchmarking exercise, 92.5% of brands’ customer service agents replied to queries via live chat within 30 seconds, 5% replied within one minute and the remaining 2.5% of brands took longer than a minute. So, look for a Trade Partner (TP) that has enough resources to compete with those numbers, support your sales, and maintain a good DSR score.
Another thing you’ll really want to focus on is a high-quality delivery experience for consumers. As in other regions around the world, Tmall consumers have high expectations for their delivery experience. In our Chinese consumer polling report that targeted consumers buying from Tmall Global, we found that 6% expected same-day delivery, 15% expected next-day delivery, and 46% expected 2-5 day delivery.They want to receive their products fast and they want the products to be undamaged and pristine upon arrival.
So, to achieve a high score for your delivery capabilities, we highly recommend partnering with a TP or ecommerce accelerator like Pattern (which serves as a TP) who has the ability to facilitate your distribution. Make sure your TP has the right infrastructure in place to support high-quality logistics experiences for all of your consumers—they should have an established, well-oiled delivery process in place and the capability to fluidly add you to their current fulfillment system.
As in every digital marketplace, content is a huge component of the decision-making process for consumers on Tmall—they can’t touch your product with their hands or see it in person before buying, so it’s important they’re empowered to make a good decision on whether or not to purchase based on the videos, images, and copy.
The goal is to make all of the content and relevant information on your flagship site easily-accessible—consumers should be able to visit your page and make a decision about whether or not to buy without navigating to a new site/page and taking their conversions with them. Images with text and extensive product details are a great way to do this, as well as making sure your service team can speak to all aspects of your product with any consumers (via text or chat).
As the world’s foremost brand partner for ecommerce acceleration, Pattern truly understands the significance of international expansion. With regional offices around the world, Pattern knows how to successfully launch and grow brands on Tmall and other marketplaces, with the data, insights, and marketplace intelligence to build the metrics that matter.
It’s important to have a fantastic brand presence, a knowledgeable guide, and a clear go-forward strategy for your best chance at success. With our in-country resources, expert teams, and extensive experience in growing brands around the globe, Pattern can help you get there.
Set up a call to get your international expansion strategy in motion.