2025
10
The Future of Biscuits, Cookies and Crackers 2025
2025-03-24T08:00:47+00:00
REPD1385D5A_D61B_42F1_AA86_3B215E90CC1F
2195
180757
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Report
en_GB
Crackers need a modern makeover. Explore new biscuit rituals and highlight the positives of ultra-processed ingredients. Jolene Ng, Senior Food and Drink Analyst…
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  8. The Future of Biscuits, Cookies and Crackers 2025

The Future of Biscuits, Cookies and Crackers 2025

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Discover the future trends in the global biscuits, cookies and crackers market with Mintel’s Future Of report. The report identifies the key consumer and industry trends that will impact the global biscuit industry over the next five years.

The most important upcoming trends in biscuits are analysed and succinctly presented alongside relevant insights from Mintel’s consumer data. So you can understand how consumer demands will change and identify future innovation and growth opportunities.

This report also presents Mintel’s analysts’ pick of the most innovative and inspirational launches in biscuits, cookies and crackers. Understanding the future of the biscuit industry has never been so easy.

Meet the Expert Behind the Analysis

This report was written by Jolene Ng. Jolene is a Senior Global Food & Drink analyst based in Singapore, specialising in bakery, packaged meals and snack category. Prior to Mintel, Jolene has brand marketing experience in global CPG companies and flexible packaging manufacturer, predominantly in food and drinks industry.

Crackers need a modern makeover. Explore new biscuit rituals and highlight the positives of ultra-processed ingredients.

Jolene Ng
Senior Food and Drink Analyst

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  1. WHAT YOU NEED TO KNOW

    • Where we are now
    • In the next two years
    • In five years and beyond
  2. IN THE NEXT TWO YEARS

    • Mintel's perspective
    • Crackers need a modern makeover
    • Younger consumers are now defining their own eating and drinking preferences
    • Innovate crackers for endless indulgence
    • Graph 1: important attributes when selecting crackers, by generation, 2024
    • Elevate the snacking experience with surprising flavour and texture combinations
    • Celebrate ugly delicious
    • Imperfection can lead to new 'fortunate accidents'
    • Biscuits will focus on new rituals
    • Biscuits, cookies and cracker pairings are part of the snacking tradition
    • Gen Zs are redefining biscuit and cracker occasions
    • Graph 2: consumers who snack instead of having a proper meal at least once a week, by generation, 2024
    • Focus on promoting nutrition pairing
    • Help consumers understand nutrient synergies when pairing with other food
    • As temperatures rise, biscuits and crackers must adapt to help consumers cool down
    • Educate consumers on diverse pairing options as beverage choices continue to evolve
    • Shine a positive light on ultra-processed ingredients
    • Tension between consumer expectation and on-pack claims is growing
    • Graph 3: attitude towards ultra-processed foods, 2024
    • Reframe upcycled ingredients as 'positive processing'
    • Leverage ingredients to promote 'food as medicine' range
    • Give consumers a behind-the-scenes look through a scientific lens
    • Versatile ultra-processed ingredients can be a win for both brands and consumers
  3. IN FIVE YEARS AND BEYOND

    • Mintel's perspective
    • Climate change is impacting the future of chocolate
    • The future of chocolate-based cookies is cultured
    • AI is set to revolutionise product development
    • Sustainability efforts will place greater emphasis on manufacturing processes
  4. KEY TAKEAWAYS

    • Key takeaways

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Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.

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