The Future of Biscuits, Cookies and Crackers is a global market report that covers the latest innovations and consumer trends across the global biscuit industry in 2023. Our global future of biscuits, cookies and crackers market report identifies evolving areas, consumer attitudes, and important advances expected across regions like EMEA, APAC, and LATAM over the next five years and beyond.

Global Biscuits, Cookies and Crackers Market Landscape

A heightened interest in health and healthy eating is impacting consumer attitudes and behavior in the global biscuit, cookie and cracker market. In response, brands are highlighting better-for-you qualities and promoting recipes with nuts, fruits and vegetables to convey a more-healthful image.

  • 49% of Spanish adults are looking for biscuits with healthy ingredients (e.g. oats, wholegrain).

Global Biscuits, Cookies and Crackers Market Trends in the Next Two Years

In times of economic uncertainty, consumers are laser-focused on price. Brands that offer nutrition at affordable prices will stand out to shoppers as good value for money. As economic stresses take a further toll on people’s mental health, cookie and cracker brands should focus on products that offer both a moment of calm and self-care to convince them to pay more. The desire for both indulgence and wellbeing in tasty food and drinks will remain during uncertain times.

  • 47% of consumers in France have found it easier to justify eating indulgent food since COVID-19.
  • 75% of UK sweet biscuit consumers agree that sweet biscuits are an affordable treat.

Future of Biscuits, Cookies and Crackers in Five Years and Beyond

As consumers’ concerns around sustainability and the environment grow, alternative protein sources provide an opportunity for brands to stand out and create disruptions. With consumption of animal protein being one of the main sources of greenhouse gases and climate change, there will be more brands innovating with ingredients that are plentiful and eco-friendly to farm, such as insects and seaweed.

The metaverse is likely to change how brands interact with consumers. There is an opportunity for biscuit and cracker brands to venture into this space in a bid to position themselves as digitally forward brands and cater to Gen Z consumers.

To discover more about the global biscuits, cookies and crackers market, read our Year of Innovation in Biscuits, Cookies and Crackers Market Report, or take a look at our extensive food industry market research.

Expert Analysis from a Specialist in the Food Sector

This report, written by Katya Witham, a leading analyst in the food industry, delivers in-depth commentary and analysis to highlight current global biscuits, cookies and crackers market trends and add expert context to the numbers.

In times of economic uncertainty, biscuit brands continue to respond to consumers’ evolving needs while stepping up their efforts related to climate support.


Katya Witham
Associate Director – Mintel Food & Drink

Table of Contents


    • Graph 1: sweet & savoury biscuit launches in selected claim categories, % share by region, 2022

    • Thrifty treats
    • Graph 2: select food and drink aspirations for the next 12 months, 2022*
    • Graph 3: food and drink aspirations for this year, 2022
    • Blurred lines
    • Climate-conscious shout-outs
    • Graph 4: selected environmental/social issues consumers are most interested in, % agree, 2022

    About the report

    This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

    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.

    Below is a sample report, understand what you are buying.

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    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Also, our reports come in PDF, Powerpoint, Word and Excel Databook formats.

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