Explore the US cookie industry with this report. Data-backed analysis grounds the market performance, industry trends, and pivotal consumer insights reviewed in this report. Below, we’ve summarized the core topics analyzed and offered handpicked insights from the full document.
Core Topics Analyzed
- Cookie consumption frequency and comparison.
- Cookie purchase factors and motivators.
- Cookie consumer preferences and innovation interests.
- Cookie consumer behavior and attitudes.
US Cookie Market Overview
Growth in the cookie industry reflects the category’s resilience and adaptability, particularly in the packaged cookies sector. The number of consumers eating cookies is increasing alongside consumption frequency, with three-quarters consuming in the past three months.
Cookie Consumer Insights
- Cookie consumption frequency: On top of steady household consumption, frequent cookie eating is becoming more commonplace, with over one in 10 Americans consuming multiple times daily. Stress could be a factor here, as entertainment—which could include foods like cookies—is a leading distraction for stressed consumers.
- Consumer cookie sourcing: The home baking buzz (around COVID-19 in particular) has begun to fade. This comes as home-baked-from-scratch cookies are sourced less frequently, with consumers opting for more convenient options like cookie doughs or mixes, or straight to the pre-packaged options.
- Reasons for eating cookies: Cookies are more often seen as special treats. With treat occasions slightly leading above other reasons such as “to satisfy a craving”, the apparent special nature of cookie occasions might limit regular adoption for the majority. Brands should consider reimagining their offerings with specific dayparts and more commonplace occasions.
What’s Next for the Cookie Industry?
Looking ahead, brands will innovate cookies with more wholesome ingredients, reduced additives, and dietary accommodations to match consumers’ shift toward wellness lifestyles.
Explore more predictions and deep cookie industry insights with this report—buy your copy today.
Readers may also be interested to browse our global future of cookies market report.
Report Scope
For the purposes of this Report, Mintel has divided the cookie market into the following segments:
- Cookies: packaged as individual or multipacks
- Cookie dough: refrigerated or frozen
Excluded from the market size in this Report are:
- Cookie mixes – data and analysis on cookie mixes can be found in the Baking and Mixes Report
- Fresh cookies sold through in-store bakeries and foodservice venues – data and analysis on in-store bakery cookies can be found in the In-Store Bakeries Report
- Cookie-based candy bars (eg Twix)
- Crackers
Expert Analysis
Food industry expert Pooja Lal analyzes the cookie industry in this in-depth report.
Cookies maintain their position as a leader among desserts and treats, but to expand consumption brands will need to break into more casual occasions like snacking.
Pooja Lal
Research Analyst
Collapse All
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Executive Summary
- What you need to know
- What consumers want and why
- Market size & forecast
- Market predictions
- Opportunities
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Market Dynamics
- Market context
- Market drivers
- Consumers remain uneasy about their finances, putting pressure on grocery sales
- Only modest improvement in recent months in consumers’ view of their personal finances
- Graph 1: assessment of personal financial situation, 2022-24
- Consumers are split on sugar consumption
- Graph 2: current approach to sugar and sweeteners in foods, 2024
- Cookies paired with BFY ingredients offer new snacking opportunities
- Graph 3: interest in BFY concepts, 2023
- Market size and forecast
- Rising prices lift sales amid weak volume
- Retail sales and forecast of cookies
- Segment performance
- Packaged cookies dominate category, but cookie dough is gaining momentum
- Retail sales of cookies, by segment
- Graph 4: total retail sales of cookies, at current prices, by segment, 2024
- Retail sales of cookies, by segment
- Other channels outpace supermarkets, underscoring the importance of cost-savings
- Graph 5: total retail sales of cookies, by channel, at current prices, 2019-24
- Market share/brand share
- Classic brand franchises help keep Mondelēz on top
- Sales of cookies, by company
- Private label maintains momentum in packaged cookies
- Packaged cookie launches
- Brand sales and share of packaged cookies
- Pillsbury expands its lead in cookie dough
- Brand sales and share of cookie dough
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Consumer Insights
- Consumer fast facts
- Cookie consumption
- Cookies maintain their position as a leading sweet option
- Graph 6: dessert and candy consumption, 2023-24
- Cookie consumption frequency is on the rise
- Graph 7: cookie consumption frequency, 2021-24
- Promote cookies as a helper not a vice
- Youngest adults hang on to their cookie habits
- Graph 8: dessert and candy consumption, by age, 2024
- Oreo x Sour Patch mash-up connects young adults to their adolescent cravings
- Older women also have a sweet tooth needing to be satisfied
- Graph 9: dessert and candy consumption, by gender and age, 2024
- A quarter of young men eat cookies multiple times per day
- Graph 10: cookie consumption frequency, by gender and age, 2024
- Cookie sourcing
- DIY is out, long live convenience
- Graph 11: cookie sourcing, 2021-24
- Kitchen shortcuts hit the mark for parents
- Graph 12: cookie source, by parental status by gender, 2024
- Time-savings is selling point for parents looking to bake at home
- Kroger promotes customizing packaged cookies
- Cookie formats
- Size variation has wide appeal
- Small formats have big draw among young adults
- Graph 13: cookie format – size typically purchased, by gender and age, 2024
- Chewy and soft cookies have a slight lead over crispy, but all textures are welcome
- Graph 14: cookie format – texture typically purchased, 2024
- Young adults are softies, young men are a playground for the senses
- Graph 15: cookie format – texture typically purchased, by gender and age, 2024
- Reasons for eating cookies
- Cookies are increasingly seen as special treats
- Graph 16: reasons for eating cookies, 2021-24
- Pepperidge Farm emphasizes the beverage pairing occasion
- Cookies are part of the routine for younger men, women save them for treating
- Graph 17: reasons for eating cookies, by gender and age, 2024
- Cookies can serve as accessible treats amid challenging economic times
- Graph 18: reasons for eating cookies, by financial situation, 2024
- Cookie behaviors
- Perceived affordability of category limits sway of sale pricing; look to packaging for influence
- Packaging has outsized impact on young adults
- Graph 19: cooke behaviors, by age, 2024
- Variety is desired among parents; dads are label watchers
- Graph 20: cookie behaviors, by parental status by gender, 2014
- Interest in cookie innovation
- Focus on quality to win over consumers
- Graph 21: interest in cookie innovation, 2024
- Quality/health has exceptional sway among women, young adults like variety
- Graph 22: interest in cookie innovation, by gender and age, 2024
- Good for you may be a reach; better for you is an option
- Cookie attitudes
- Position cookies as convenient snacking options
- Graph 23: cookie attitudes, 2024
- A healthy cookie has to exhibit qualities of a healthy cookie
- Graph 24: cookie attitudes, 2024
- Leverage social media as a way cut the noise and engage with parents
- Graph 25: cookie attitudes, by age, 2024
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Innovation and Marketing Trends
- Launch activity and innovation
- Consumers asked, and Chips Ahoy! listened
- Grain-free options flood the cookie aisle
- Popular beverages inspire new cookie flavors
- Private label cookies are picking up the pace
- Graph 26: branded vs private label GNPD launches, 2019-2024
- Variety packs expand opportunities for trial
- Cookie flavors are going beyond this world
- Minis and bite-size cookies make for quick and easy indulgence
- Citrusy summer flavors are having a moment
- Consumers are conflicted about the health benefits cookies can offer
- Marketing and advertising
- Growth in international markets can build long-term exposure
- Bakeries are bringing craveable bakery-quality to retail
- Opportunities
- Crumbl is competiting in new ways
- Recipe inspo online can create new use cases for cookies
- Embracing the added-protein trend could open new doors
- Nightfood goes beyond BFY with cookies positioned to help with late-night snacking
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Appendix
- Market definition
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
- Appendix – the market
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