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The Future of Biscuits, Cookies and Crackers: 2020

Key points included

  • Push plant-based protein
  • Tickle taste buds with tempting flavours
  • Concerns over taste impede sugar reduction

The big stories

Plant-based options can keep the high-protein momentum going; flavour fatigue can be addressed with more sophisticated ingredients; and brands need to commit to sugar reduction, focusing on taste credentials to entice consumers.


In the next two years

Take inspiration from meat snacking and incorporate meat into biscuits and crackers; tap into the growing trend towards edible cookie dough snacking; and develop bedtime biscuits to help busy consumers relax and unwind.


In five years and beyond

Biodegradeable packaging claims are set to increase in response to plastic pollution concerns; DNA test kits and 3D printing will give rise to hyper-personalised snacks; and use of synthetic palm oil will grow in biscuits and crackers.

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Expert analysis from a specialist in the field

Written by Ayisha Koyenikan, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

US plant-based cookies outperform milk/egg-containing cookies on a number of attributes, one of the most important being taste. Taste is extremely important in treat categories, and high-protein products are often perceived as inferior in flavour, as agreed by the 33% of French consumers who agree products labelled as 'high in protein' don't taste as good as standard products. Ayisha Koyenikan
Global Food & Drink Analyst

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What's included

What's included

Table of contents

Table of contents

  1. the big stories

    • Push plant-based protein
    • [Graph] Percentage split of sweet biscuit/cookie launches with a high/added protein claim by region, Jan 2017-Dec 2019
    • [Graph] Global: penetration of sweet biscuit/cookie launches with a high/added protein claim, Jan 2017-Dec 2019
    • [Graph] US: instant reaction & purchase intent, high-protein cookies Jan 2017-Nov 2019
    • Tickle taste buds with tempting flavours
    • Concerns over taste impede sugar reduction
    • [Graph] Global: penetration of sugar-free, no added sugar and low/reduced sugar claims in sweet biscuit and cookie launches, Jan 2017-Dec 2019
    • [Graph] Global: top 10 sweeteners present in sweet biscuit and cookie launches with a low/reduced sugar, no added sugar or sugar-free claim, Jan 2017-Dec 2019
  2. in the next two years

    • Make room for meat in biscuits and crackers
    • Tap into the edible cookie dough trend
    • Bring on bedtime biscuits
    • [Graph] Global: top 10 food & drink categories with stress and sleep claims in launches between Jan 2017-Dec 2019
  3. in five years and beyond

    • key market data

      • [Graph] Global: biscuits cookies and crackers, 10 biggest markets by volume*, 2019
      • [Graph] Global: biscuits, cookies and crackers, 5 fastest and 5 slowest growing markets (5-year CAGR)
      • [Graph] Global: top five and bottom five biscuits, cookies and cracker retail market volume consumption per capita (population), 2019
      • [Graph] Global: biscuits, cookies and cracker launches by top five markets, Jan 2019-Dec 2019
      • [Graph] Global: biscuits, cookies and cracker launches by top 5 package types, Jan 2019-Dec 2019

    About the report

    This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

    • The Consumer

      What They Want. Why They Want It.

    • The Competitors

      Who’s Winning. How To Stay Ahead.

    • The Market

      Size, Segments, Shares And Forecasts: How It All Adds Up.

    • The Innovations

      New Ideas. New Products. New Potential.

    • The Opportunities

      Where The White Space Is. How To Make It Yours.

    • The Trends

      What’s Shaping Demand – Today And Tomorrow.

    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

    Description