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
Collapse All
-
WHAT YOU NEED TO KNOW
- Where we are now
- In the next two years
- In five years and beyond
-
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
-
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
-
KEY TAKEAWAYS
- Key takeaways
What is a 'Future of' Report?
Have you ever wondered how to get a clear view of what’s next for your industry? Forget the crystal ball, what you need is a Mintel ‘Future of’ reports. The reports offer a forward-looking perspective, helping you identify upcoming opportunities and navigate the trends that will shape your business for the next five years and beyond.
How Mintel Builds a Picture of the Future
Creating a ‘Future of’ report is a comprehensive process that combines deep data analysis with expert human insight. Here’s a look at the core components that make these reports so valuable.
Expert Insights from Category Analysts
Our dedicated category analysts are at the heart of these reports. They bring years of industry experience and a deep understanding of global markets. They interpret complex data, connect the dots, and provide you with expert recommendations on what to expect in the next two years, five years, and even further into the future. They provide the strategic thinking you need to stay ahead.
Powered by Robust Data
Our analysis is grounded in solid data. A key source is Mintel’s Global New Products Database (GNPD), a powerful resource that tracks product innovation and launches around the world. By analysing this wealth of information, we can spot emerging patterns and shifts in the market. This data, combined with our knowledge of consumer behavior, allows us to anticipate what consumers will want next.
Designed for Forward-Thinking Strategy
Our ‘Future of’ reports are designed to help you look ahead with confidence. By focusing on trend forecasting and identifying future opportunities, these reports provide the insights you need to innovate and plan effectively. They are crafted specifically to help you anticipate market shifts and make proactive decisions, ensuring you and your business are prepared for what’s to come.
For a closer look at what's included in a Mintel Future of report, take a look at a sample PDF report below.
Please Note: All of the figures, graphs, and tables have been redacted.
£ 2,195 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF and Powerpoint version of the report straight to your inbox. An interactive version of the report is also available on our online platform
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Abby Carvosso, Group Managing Director, Bauer Media Group
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, VML
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
