Explore the latest innovation globally across the biscuits, cookies and crackers markets in 2021.

In Europe

Permissible indulgence. While indulgence and flavour remain top priorities in the cookies and crackers categories, consumers are increasingly looking for offerings which balance their indulgent cravings with a twist of healthfulness.

In Asia

Health and the environment. Healthy diets are on the consumer radar, and although high protein and added fibre cookie and cracker launches are emerging, variants which feature health cues are hard to find. Meanwhile, brands are slowly responding to consumers’ demands for more sustainable packaging and production.

In the Americas

Flavours and diets. Consumer demand for more adventurous and indulgent flavours is influencing innovation in cookies and crackers. Meanwhile, brands are innovating around consumers’ heightened interest in more diet-friendly recipes.


Cookie and cracker innovation is attempting to balance consumers’ need to indulge with their concerns about unhealthy ingredients.

Mikolaj Kaczorowski, Innovation Analyst

Table of Contents


    • EMEA: brands innovate around a permissibly indulgent image
    • [Graph] Europe: launches of cookies and crackers, by top five plus and minus claims, Apr 2016-Mar 2017 vs Apr 2020-Mar 2021
    • EMEA: upping the indulgence with novel flavours and textures
    • Middle East & Africa (MEA)

    • Asia: cookies and crackers innovate around added benefits
    • [Graph] Global: biscuit and cookies with select plus claims, Apr 2020-Mar 2021
    • Asia: sustainable claims are growing in APAC, but still lag behind other global regions
    • [Graph] Asia: cookies and crackers with select ethical and environmental claims, April 2016-Mar 2021
    • Australia and New Zealand

    • North America: cookies and cracker brands are satisfying consumer cravings
    • [Graph] North America: savoury cracker launches, by top five flavour component subgroups, April 2020-Mar 2021
    • [Graph] North America: sweet cookie launches, by top five flavour component subgroups, April 2020-Mar 2021
    • North America: cookies and crackers strive to add a better-for-you appeal without compromising taste credentials
    • [Graph] North America: cookies and crackers with select plus and minus claims, Apr 2016-Mar 2017 vs Apr 2020- Mar 2021
    • Latin America: natural cookie and cracker recipes have a premium appeal
    • [Graph] Latin America: cookies and crackers launches, by select natural claims, Apr 2016 -Mar 2021

About the report

This market report provides in-depth analysis and insight supported by a range of data. Explore a year of innovation in depth to know exactly what’s working.

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.

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