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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Cookies and Crackers - What, Where, When in Consumer Habits market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

This report analyzes the cookies and crackers market. The market size includes the following products:

  • Sweet cookies: sweet wafers, sandwiches, chocolate cookies, gingerbread, butter cookies
  • Savory crackers: crispbreads/crisp rolls, savory rusks, toasted bread, waffles, cream crackers, water and salt crackers, and other crackers

The market size includes sales through all retail channels including direct-to-consumer.

Expert analysis from a specialist in the field

Written by Marina Ferreira, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The agreement signed between the food and drinks industries and the Ministry of Health aimed at reducing sugar levels of products, as well as the necessity to include warnings on packages about the use of potentially harmful substances, such as sugar, sodium, and saturated fats are impacting the sector, as companies need to invest more in healthier products Marina Ferreira
Food & Drink Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • New nutrition labeling format can be a barrier for cookies and crackers
              • Companies need to invest in the diversification of their products
                • Opportunities
                  • Cookies and crackers can explore different levels of healthy attributes
                    • Texture, temperature, and collaboration can be opportunities to innovate
                      • New approaches can be used to attract young consumers
                        • What we think
                        • The Market – What You Need to Know

                          • Agreement signed with the Ministry of Health aims to reduce sugar levels
                            • Wheat prices and the US dollar oscillation impose some difficulties
                            • Market Drivers

                              • Agreement signed with the Ministry of Health aims to reduce sugar levels
                                • New nutrition labeling can change consumers' behaviors
                                  • Wheat prices and the US dollar oscillation impose some difficulties
                                    • Figure 1: Average R$/US$ commercial exchange rate (sales value), January 2018-January 2019
                                • Key Players – What You Need to Know

                                  • M. Dias Branco extends its market share with the purchase of Piraquê
                                    • 99 taxi service uses regionalism in promotional action
                                      • Brands can collaborate more with the category of chocolates
                                      • Market Share

                                        • M. Dias Branco extends its market share with the purchase of Piraquê
                                            • Figure 2: Retail market share, cookies and crackers, by value – Brazil, 2016-17
                                            • Figure 3: Retail market share, cookies and crackers, by volume – Brazil, 2016-17
                                        • Marketing Campaigns and Actions

                                          • Chocolate brand Garoto, owned by Nestlé, enters the market of cookies
                                            • Treloso uses augmented reality in new marketing action
                                              • Figure 4: Clube Treloso app
                                            • Nestlé launches gluten-free versions of the Nesfit cookies and crackers
                                              • Figure 5: Gluten-free Nestlé Nesfit
                                            • Marilan launches seasonal cookies to attract consumers
                                              • Figure 6: Panettone Marilan Cookies
                                            • 99 taxi service uses regionalism in promotional action
                                              • Figure 7: 99's "Biscoito vs Bolacha" campaign
                                          • Who's Innovating?

                                            • Brands can invest in premium chocolates to offer differentiation
                                              • Figure 8: Launches of cookies and crackers, by flavor – Brazil, 2018
                                            • Brands can collaborate more with the category of chocolates
                                              • Figure 9: Launches in the category of chocolate confectioneries with cookies as an ingredient, by top 10 countries, 2013-18
                                          • Case Studies

                                            • Oreo bets on limited edition and unusual flavors
                                              • Tim-Tam develops thermosensitive packaging
                                                  • Figure 10: Tim Tam Chill Me campaign
                                              • The Consumer – What You Need to Know

                                                • Multi-packs containing different varieties of wholegrain cookies and crackers can appeal to those who are working
                                                  • Recipes that include cookies and crackers can help Millennials develop culinary skills
                                                    • Mixture with other ingredients can give a boost to rice biscuits
                                                      • Microwavable cookies with pieces/drops can attract students
                                                        • Cookies and crackers can focus on the craft segment
                                                        • Consumption of Cookies and Crackers

                                                          • Gluten-free cassava flour biscuits have space to grow
                                                            • Figure 11: Consumption of cookies and crackers – Brazil, December 2018
                                                          • Savory crackers for consumption on-the-go can appeal to DE consumers
                                                            • Figure 12: Consumption of cookies and crackers, by socioeconomic group – Brazil, December 2018
                                                          • Multi-packs containing varieties of wholegrain products can be appealing
                                                            • Figure 13: Consumption of cookies and crackers, by working status – Brazil, December 2018
                                                        • Cookies and Crackers Ways of Consuming

                                                          • Toasts may be an option to replace bread at breakfast
                                                            • Figure 14: Cookies and crackers ways of consuming – Brazil, December 2018
                                                          • Recipes that include cookies and crackers can help Millennials develop culinary skills
                                                            • Figure 15: Cookies and crackers ways of consuming, by generation – Brazil, December 2018
                                                            • Figure 16: Ritz Recipes
                                                          • Sweet cookies with filling can be positioned as a dessert for those aged 16-34
                                                            • Figure 17: Cookies and crackers ways of consuming, by age group – Brazil, December 2018
                                                        • Cookies and Crackers Perceptions

                                                          • Mixture with other ingredients can give a boost to rice biscuits
                                                            • Figure 18: Cookies and crackers perceptions, correspondence analysis – Brazil, December 2018
                                                          • Savory crackers with filling can be as indulgent as sweet options
                                                              • Figure 19: Ritz campaign
                                                            • Sandwich cookies in packages with fixed calorie content appeal to women
                                                              • Figure 20: Cookies and crackers perceptions, by gender – Brazil, December 2018
                                                          • Interest in Cookies and Crackers

                                                            • Brazilians have an interest in cookies and crackers that have a high protein content
                                                              • Figure 21: Interest in cookies and crackers – Brazil, December 2018
                                                            • Wholegrain cookies and crackers with indulgent flavors promise to satisfy consumers who seek balanced options
                                                              • Figure 22: Interest in cookies and crackers, by consumption of regular or wholegrain cookies and crackers – Brazil, December 2018
                                                            • Microwavable cookies with pieces/drops can attract students
                                                              • Figure 23: Interest in cookies and crackers, by student status – Brazil, December 2018
                                                          • Opinions toward Cookies and Crackers

                                                            • Cookies and crackers can focus on the craft segment
                                                              • Figure 24: Opinions toward cookies and crackers – Brazil, December 2018
                                                            • Cookies in "gift" packages please all socioeconomic groups
                                                              • Figure 25: Opinions toward cookies and crackers, by socioeconomic group – Brazil, December 2018
                                                              • Figure 26: Oreo packages
                                                            • Mini and thin versions appeal to consumers with children
                                                              • Figure 27: Opinions toward cookies and crackers, by children living in the household – Brazil, December 2018
                                                          • Appendix – Abbreviations

                                                            • Abbreviations
                                                            • Appendix – Market Size and Forecast

                                                              • The market
                                                                • Figure 28: Retail sales of cookies and crackers, by value and volume – Brazil, 2013-18

                                                            About the report

                                                            This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                            • The Consumer

                                                              What They Want. Why They Want It.

                                                            • The Competitors

                                                              Who’s Winning. How To Stay Ahead.

                                                            • The Market

                                                              Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                            • The Innovations

                                                              New Ideas. New Products. New Potential.

                                                            • The Opportunities

                                                              Where The White Space Is. How To Make It Yours.

                                                            • The Trends

                                                              What’s Shaping Demand – Today And Tomorrow.

                                                            Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                            Description