US Cookies Market Report 2026
"The future of cookies isn't less consumption, it's smarter consumption, driven by control, occasion and relevance."
Julia Mills, Food & Drink Analyst
US cookie sales are estimated at $18.9 billion in 2026, yet growth has slowed to just 1.2%, reflecting broader pressure on discretionary spending and snack frequency.
The category is undergoing a structural shift from habitual snacking to more intentional, occasion-led consumption, driven by evolving eating patterns and emerging factors like GLP-1 usage and awareness. Cookies are no longer automatic choices; they must earn relevance within increasingly personalized routines and selective eating behaviors.
Despite these pressures, cookies remain deeply embedded in consumers’ lives by adapting rather than disappearing. From serving as everyday “food infrastructure” in family households to becoming controlled indulgences managed through portion and format, the category continues to meet emotional and functional needs across occasions and income levels.
The biggest opportunity lies in expanding how cookies are used, particularly as ingredients in at-home desserts and new formats, with over half of consumers open to this behavior. The biggest threat is declining default relevance, especially among younger consumers, who face abundant snack choices and demand novelty, meaning brands must continuously innovate to stay in rotation.
This Report Looks at the Following Areas:
- Commonly consumed cookie types
- Key attributes linked to different cookie varieties
- Primary factors influencing cookie‑purchase decisions
- Consumer perceptions and attitudes toward cookies
- Innovation trends and recent product launches in the cookie category
Collapse All
-
EXECUTIVE SUMMARY
- What you need to know
- Outlook for cookies
- Opportunities
- Spark trial and expand cookie occasions by shifting from simple “discovery” to active inspiration
- Cookies unlock new at-home dessert formats through easy hacks
- The near-universal nature of cookies unlocks infinite ways to engage a changing US consumer
- Make cookies top of mind by aligning with real life routines and needs
-
THE MARKET
- Snapshot – market size and forecast
- Consumers and the economic outlook
- Market factors
- Rising GLP‑1 use nudges cookies from habit to deliberate indulgence
- Graph 1: usage and interest in GLP-1 medications, 2024-25
- Evolving eating patterns will push cookies to earn their place in snack routines
- Graph 2: meal and snack frequency – every day, by generation, 2025
- Graph 3: meal and snack frequency – every day, 2020-25
- Gen Z brings health-minded scrutiny to snacking in a way Boomers don’t
- Graph 4: important attributes when buying snacks – net – any important, by generation, 2025
- Market size and forecast
- Steady growth masks mounting pressure on discretionary indulgence
- Market size and forecast of cookies
- Graph 5: [no title]
- Total retail sales and forecast of cookies
- Market segmentation
- Core cookie sales stabilize while cookie dough drives incremental growth
- Graph 6: total retail sales and forecast of cookies, by segment, at current prices, 2021-31
- Cookie dough bridges convenience and quality, unlocking potential beyond the packaged cookie plateau
- Graph 7: cookie types associated with the phrase “high-quality,” by generation, 2026
- Premiumization in cookie dough innovation delivers bakery-quality results without the bakery price
- Market/brand share
- Competitors gain ground as Mondelēz’s share softens slightly
- Graph 8: MULO+ sales of cookies and dough, by leading companies, rolling 52 weeks 2025 and 2026
- MULO+ sales of cookies and dough, by leading companies, rolling 52 weeks 2025 and 2026
- Growth is selective, concentrated in premium leaders and core brands
-
THE CONSUMER
- Youth overindex on frequency, but redefine the meaning of cookies
- Cookies are just one option in a crowded landscape
- Graph 9: types of confections consumed, by generation, 2026
- Graph 10: repertoire of cookie consumption, by generation, 2026
- Younger consumers are episodic, variety-driven cookie eaters; older consumers are habitual, comfort-driven cookie eaters
- Activate growth by capturing younger consumers’ high-frequency, exploratory cookie usage
- Graph 11: frequency of cookie consumption, by generation, 2026
- Cookies are losing emotional default status and must earn relevance among younger consumers
- Engagement is driven by doing, not just consuming, among younger consumers
- Graph 12: attitudes toward packaged cookies, by generation, 2026
- Graph 13: “I often learn about new cookie brands through digital channels,” by generation, 2026
- Life stage determines whether cookies feel casual or considered
- Parents and larger households turn cookies into functional food infrastructure
- When kids are in the house, cookies move from occasional treat to everyday utility
- As households grow, cookies evolve into a reliable system for feeding, treating, and managing family life
- Graph 14: repertoire of cookie consumption, by children in the household, parental status, and household size, 2026
- Cookies become a ritual when they fit the rhythm of family routines
- Graph 15: frequency of cookie consumption, by parental status, 2026
- Household context shifts cookie selection from preference to suitability
- Graph 16: attributes of importance in cookie choice, by parental status, 2026
- Cookies sit at the center of a dual identity: convenience vs care
- Consumers navigate two cookie worlds at once…
- Graph 17: correspondence analysis of cookie types, 2026
- …balancing convenience with the ritual of homemade quality
- Generational cookie behavior isn’ just about preference; it reflects different relationships to time, creativity and convenience
- Graph 18: types of cookies consumed, by generation, 2026
- Cookies are adapted to budgets, not eliminated
- Value drives the tightest budgets while premium and experiential options thrive among the financially secure
- Graph 19: types of cookies consumed, by financial situation, 2026
- Consumers maintain cookie consumption by controlling how they engage, not by reducing it
- Financial context shapes how cookies are justified, not whether they are bought
- Graph 20: important attributes, by household income, 2026
- Dessert occasions anchor cookie relevance under financial strain
- Graph 21: types of cookies associated with “good as a dessert,” by financial situation, 2026
- The modern cookie consumer is defined by control
- Cookies are defined by “controlled indulgence,” not health-driven avoidance
- Consumers maintain cookie consumption by controlling how they engage, not by reducing it
- Graph 22: important attributes in cookie purchase, 2026
- Younger consumers are more nutrition-aware and experimental; older consumers are more open to indulgence yet portion-aware
- Graph 23: attributes of importance in cookie purchase, by generation, 2026
- When budgets tighten, indulgence must earn its place
- Graph 24: attitudes toward packaged cookies, by financial situation, 2026
- Building the “perfect” cookie
-
PRODUCT, INNOVATION AND MARKETING
- Big flavor swings cut through a sea of sameness
- Classic cookies evolve as dietary needs shape new product demand
- Layering healthy claims can make products more trustworthy
- Strategic positioning can help build associations to everyday permissible indulgence
- Indulgent mashups balance comfort and exploration
- Larger-than-life cookies tap into the craving for convenient decadence
- Limited-time collabs help consumers stay part of the moment without the price tag
-
APPENDIX
- Report scope/Market definition
- The market
- Forecast methodology
- Forecast methodology – fan chart
- Total retail sales and forecast of cookies, at inflation-adjusted prices
- Average annual household spending on cookies
- Total retail sales of cookies, by segment, at current prices, 2024 and 2026
- Total retail sales of cookies, by channel
- Total retail sales and forecast of cookies, at current prices
- Total retail sales and forecast of cookies, at inflation-adjusted prices
- Total retail sales and forecast of cookie dough, at current prices
- Total retail sales and forecast of cookie dough, at inflation-adjusted prices
- Total retail sales of cookies, by channel, at current prices, 2024 and 2026
- Supermarket sales of cookies, at current prices, 2021-26
- Sales of cookies through other retail channels, at current prices
- MULO+ sales of cookies, by leading companies and brands, rolling 52 weeks 2025 and 2026
- MULO+ sales of cookie dough, by leading companies and brands, rolling 52 weeks 2025 and 2026
- The consumer
- Consumer research questions
- Consumer research methodology – US
- Correspondence analysis methodology
- Repertoire analysis methodology
- TURF methodology
- How to read: TURF analysis
- Generation groups
- Abbreviations and terms
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
£ 3,695 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook available on our platform
-
Save up to 20% when you purchase multiple reports
Discount automatically applied in basket
Need help before you buy?
Our research specialists can answer your questions and recommend the reports that best match your business needs.
Contact usTrusted by global industry leaders
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Virginia Harvey, Secondary Research Manager, Epsilon
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
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
Need help before you buy?
Our research specialists can answer your questions and recommend the reports that best match your business needs.
Contact us
