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- The Future of Biscuits, Cookies and Crackers: 2025
Crackers need a modern makeover. Explore new biscuit rituals and highlight the positives of ultra-processed ingredients.
Jolene Ng, Senior Food and Drink Analyst
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WHAT YOU NEED TO KNOW
- Where we are now
- In the next two years
- In five years and beyond
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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
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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
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KEY TAKEAWAYS
- Key takeaways
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