Explore the latest innovation in biscuits, cookies and crackers in 2025 with Mintel’s global innovation report. The report identifies the major launch activities, pivotal consumer attitudes and most important product development of the year across regions EMEA, APAC, and the Americas.
Key innovation trends in the biscuits market are analysed and succinctly presented alongside Mintel’s consumer data and insights. So you can understand changing consumer demands and identify future growth opportunities.
This report also presents Mintel’s analysts’ pick of the most innovative launches in the global biscuits, cookies and crackers market. Understanding innovation in biscuits has never been so easy.
Meet the Expert Behind the Analysis
This report was written by Mikolaj Kaczorowski, Innovation Analyst at Mintel. Mikolaj has 8 years experience working at Mintel and is responsible for analysing new product launches in food, drink and household categories, tying these back to consumer insights, and identifying emerging NPD trends.
Innovation is focused on adventurous flavours. Meanwhile, brands are reducing additives and preservatives and formulating with more natural recipes.
Mikolaj Kaczorowski
Innovation Analyst
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- What we have seen
- Our pick of the most innovative launches in this review
- Other innovative launches
- The Future of Biscuits, Cookies and Crackers: 2025
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: biscuit brands are addressing consumer interest in more natural offerings
- Consumers are seeking out more natural biscuits and crackers
- Natural claims are declining in sweet and savoury biscuit launches
- Graph 1: sweet biscuit/cookie and savoury biscuit/cracker launches, by share of select natural claims, 2020-25
- Biscuit and cracker brands highlight recipes with natural and organic ingredients
- Europe: cracker brands turn to recogniseable ingredients to convey a healthier image
- Crackers with better-for-you ingredients strike a chord with consumers
- Vegetables are seen in over a third of cracker launches
- Graph 2: savoury biscuit/cracker launches, by share of select ingredients, 2020-25
- Cracker launches feature olives, carrots and tomatoes
- Brand renovation/innovation: Ryvita launches chocolate coated crispbread snacks
- The Middle East & Africa (MEA)
- Fruit and vegetable flavours grow in savoury biscuit launches
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ASIA PACIFIC (APAC)
- Asia: cookie and cracker brands drum up excitement with flavour innovation
- Consumers are keen to see new flavours from their favourite cookie brands
- Chocolate has a big lead in sweet biscuit launches, while savoury biscuits have more diverse flavour offerings
- Graph 3: savoury biscuits/crackers launches, by share of top five flavour component subgroup, 2024-25
- Graph 4: sweet biscuits/cookies launches, by share of top five flavour component subgroup, 2024-25
- Biscuit brands look to attract consumers with innovative flavour launches
- Cracker brands innovate with unique flavour combinations
- Asia: better-for-you biscuits and crackers remain niche
- Consumers are seeking out better-for-you options
- Fortification and fibre top better-for-you claims in biscuits and crackers
- Graph 5: sweet biscuits/cookies and savoury biscuits/crackers launches, by share of select plus claims, 2020-25
- Brands highlight fibre, protein and calcium content
- Australia & New Zealand
- Cracker brands offer serving suggestions
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THE AMERICAS
- North America: natural cracker recipes are in demand
- Cracker consumers are seeking out more natural and less processed options
- GMO-free and no additives or preservatives claims dominate natural claims in cracker launches
- Graph 6: savoury biscuits/crackers launches, by share of select natural claims, 2020-25
- Cracker brands highlight organic, additive-free and minimal ingredient recipes
- North America: consumers are keen to see new flavour innovation
- New flavours are a big purchase driver for cookie shoppers
- Chocolate dominates sweet biscuit/cookie launches
- Graph 7: sweet biscuits/cookies launches, by share of top 10 flavour component subcategory, 2020-21 vs 2024-25
- Cookie brands innovate with popular and trending flavours along with pop star collaborations
- Brand renovation/innovation: Oreo and Coca-Cola team up to launch a cookie and soft drink
- Latin America
- Planet-friendly packaging claims continue to grow in biscuit and cracker launches
- Graph 8: sweet biscuits/cookies and savoury biscuits/cracker launches, by share of select claims, 2020-25
- Cookie brands are putting recycling logos on the front of the pack
What is 'A Year of Innovation' Report?
To truly understand a market, it’s essential to look at the products that are shaping it. Our ‘A Year of Innovation’ reports provide a detailed review of specific categories, focusing on the most notable product launches from the past 12 months. These reports are designed to give you a clear and comprehensive picture of recent innovation and its impact.
How We Analyse a Year of Innovation
By deconstructing the past year’s activity, we can provide valuable context for your current and future strategies. Here’s how we do it.
A Deep Dive into Product Launches
The core of these reports is a thorough examination of new products. We go beyond simply listing what’s new. Our analysis delves into the “why” behind each product launch, exploring the strategies, ingredients, and marketing claims that are driving innovation. This helps you understand what’s working, what’s not, and where the market is headed.
Powered by the Global New Products Database (GNPD)
Our insights are built on a foundation of robust data from Mintel’s Global New Products Database (GNPD). This powerful tool tracks and catalogues new product launches from around the world. By leveraging the GNPD, we offer a complete exploration of innovative activity within your category, ensuring our analysis is comprehensive, accurate, and relevant.
Uncovering Trends and Consumer Shifts
Our ‘A Year of Innovation’ reports are designed to equip you with actionable insights into how to lead innovation in your category. By studying recent product launches, we can identify shifting consumer habits and preferences. These reports help you connect the dots between what consumers want and how companies are responding. You’ll gain a deeper understanding of emerging trends, allowing you to refine your own product development and marketing strategies with confidence.
For a more detailed look at a Year of Innovation report, take a look at a sample PDF report below.
Please Note: All of the figures, graphs, and tables have been redacted.
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