Stay ahead of the curve and secure future growth for your business with Mintel’s US Cookies Market Report 2023. Our full report is packed with consumer-led market intelligence and the latest cookie industry trends. Get a 360° view of the market including market size, share and forecasted growth to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analyzed in the full report and summarized the core topics.

Key Topics Covered in this Report

  • Cookie consumption details with comparison to other desserts and candy.
  • Attitudes towards cookies.
  • Cookie purchase factors.
  • Cookie flavor preferences and interests.
  • Associations with healthy and premium cookies.

US Cookie Market – Current Landscape

The cookie market in the US has a strong following, with over three in four consumers eating them. This is reflected in the consistent growth in value sales over the past few years, although some of the double digit growth seen in 2022 can be attributed to rising inflation. Nevertheless, even at inflation-adjusted prices, Mintel forecasts a solid growth for the market over the next five years.

  • US cookie market size: Mintel estimates the market will increase by 6.4% in 2023.
  • US cookie market share: Mondelez International leads the cookie market, with 39% market share.

US Cookie Market Trends and Opportunities

Capitalize on versatility

With cookies a popular choice for both snacks and desserts, market versatility represents one of the category’s strongest opportunities. Brands may just need to remind consumers of this versatility through marketing and communication. Innovation around flavor, format and texture can also lead to expanded occasions for cookies.

Appeal to the emotions

Cookies are tied for top spot with chocolate candy in dessert and candy consumption, with over three-quarters of consumers eating cookies in the last three months. Cookies are often a quick and convenient solution to sweet cravings, however, 40% of consumers enjoy cookies that remind them of their childhoods. If cookie brands can link their products to emotional experiences, consumer ties will only strengthen.

More About this Report

This market research report covers cookies, packaged as individual or multipacks, and cookie dough, refrigerated or frozen. Data and analysis on cookie mixes can be found in Mintel’s US Baking and Mixes Market Report, and data and analysis on in-store bakery cookies can be found in Mintel’s US In-Store Bakeries Market Report.

The report includes information on the market size and share of key players in the US cookie market, including Mondelez International Inc, McKee Foods Corporation, Campbell Soup Company, Ferrero Candy Company, General Mills Inc, Nestle.

Purchase our full US Cookies Market Report 2023 to discover lucrative opportunities to help your business grow during times of financial uncertainty.

Expert Analysis from a Food Industry Specialist

This report, written by Kelsey Olsen, a leading food and drink analyst, delivers in-depth commentary and analysis to highlight current trends in the US cookie market and add expert context to the numbers.

In the greater sweets space, cookies benefit from the category’s blurred lines as both a dessert and a snack, opening up further opportunity to expand occasions. As routines shift further from the at-home baking craze, now is the time to build upon the convenience and ease of packaged cookies with products that meet a range of occasions from a simple, sweet solution to a more grown-up cookie experience.

Kelsey Olsen, Food and Drink AnalystKelsey Olsen
Food and Drink Analyst

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
          • Executive Summary

              • Top Takeaways
                • Consumer trends
                  • Strengthen routine cookie occasions
                    • Figure 1: Cookie consumption frequency, 2023
                  • Maintain aspects of tradition while refreshing for a new generation
                    • Figure 2: Dessert and candy consumption, by generation, 2023
                  • Non-parents may need more nudge towards variety
                    • Figure 3: Cookie consumption source and type, by parental status, 2023
                  • Competitive strategies
                    • Seasonal cookies set the stage for everyday celebratory occasions
                      • Figure 4: Seasonal cookie products
                    • Stretch cookies’ flexibility with format and positioning
                      • Figure 5: snacking cookie positioning
                    • Appeal to the emotions
                      • Figure 6: Cookie messaging that supports different moods and emotional states, 2023
                    • Market predictions
                      • Figure 7: Total US sales and fan chart forecast of cookies market, at current prices, 2018-28
                      • Figure 8: Category outlook for cookies, 2023-28
                    • Opportunities
                      • Evolve with routines
                        • Figure 9: Cookie consumption source and type, 2021- 2023
                      • Connect with Gen Z now
                        • Figure 10: Cookie consumption frequency, by Generation, 2023
                      • Cookies for grown ups
                        • Figure 11: Cookie purchase factors, 2023
                      • Acknowledge emotional ties
                        • Figure 12: Cookie attitudes, by parental status, 2023
                    • Market Size and Forecast

                      • Inflation continues to bake up a sweet future for cookies
                        • Figure 13: Total US sales and fan chart forecast of cookies market, at current prices, 2018-28
                        • Figure 14: Total US retail sales and forecast of cookies, at current prices, 2018-28
                        • Figure 15: Total US retail sales and forecast of cookies, at inflation-adjusted prices, 2018-28
                    • Segment Performance

                      • A traditional treat with fresh opportunities
                        • Figure 16: Sales of Cookies market, by segment, 2018-2023
                      • Enhance shopping experience with variety
                        • Figure 17: Total US retail sales of cookies, by channel, at current prices, 2018-23
                    • Market Drivers

                      • The cookie jar puts strains on the piggy bank
                        • Figure 18: Changes in Consumer Price Indexes and 2023 prediction intervals
                      • Private label innovation proves value and quality
                        • Figure 19: Branded vs private label sweet biscuits/cookie GNPD launches by year, 2023
                      • Generational flavor interests will drive innovation
                        • Figure 20: general cookie flavor preference, by generation, 2023
                      • Shifting landscape for ‘better’ cookie space
                        • Figure 21: Change in claims on sweet biscuits/cookies GNPD launches, 2018-2022
                      • Debunking the great sugar debate
                        • Figure 22: Cookie consumption frequency, by sugar segmentation, 2023
                    • Market Share/Key Players

                      • Inflation adds to brand growth
                        • Figure 23: Multi-outlet sales of cookies and dough, by leading companies, rolling 52 weeks 2022 and 2023
                      • Growth of versatile products opens opportunity for large and small brands
                        • Figure 24: Multi-outlet sales of cookies, by leading companies and brands, rolling 52 weeks 2022 and 2023
                      • General Mills and Nestle hold 84.5%; emerging brands suggest space for specialty
                        • Figure 25: Multi-outlet sales of cookie dough, by leading companies and brands, rolling 52 weeks 2022 and 2023
                    • Competitive Strategies and Market Opportunities

                      • ‘Tis (always) the season for cookies
                        • Figure 26: Seasonal cookie products, 2023
                        • Figure 27: Percent of GNPD sweet biscuits/cookies with seasonal claim, 2017-2022
                      • It’s a dessert, it’s a snack, it’s a package of cookies
                        • Figure 28: Cookie snacking products, 2023
                      • Collaborations can connect more than just brand to brand
                        • Figure 29: Ice cream collaborations with emerging cookie brands, 2023
                      • An unbeatable combination: Cookies and milk (and cereal)
                        • Figure 30: Cookie crossovers with the cereal category, 2023
                      • Personalize experiences, even with packaged cookies
                        • Figure 31: Cookie customization and recipes, 2023
                      • Set the mood with cookies
                        • Figure 32: Cookie messaging that supports different moods and emotional states, 2023
                    • The Cookie Consumer – Fast Facts

                      • Cookies have a strong foundation…
                        • …but strategic positioning can connect to more occasions
                          • Take a zoomed out approach to prove positives
                          • Cookie Consumption

                            • Cookies hold strong against other desserts
                              • Figure 33: Trended Dessert and candy consumption, 2021-2023
                            • Expand on traditional cookie confines
                              • Figure 34: Dessert and candy consumption, by generation, 2023
                            • Cookies cater to different household sizes
                              • Figure 35: Dessert and candy consumption, by household size, 2023
                          • Cookie Consumption Frequency

                            • Balance routine and special occasions
                              • Figure 36: Cookie consumption frequency, 2023
                            • Re-engage Gen Z
                              • Figure 37: Cookie consumption frequency, by Generation, 2023
                          • Purchase and Consumption Behaviors

                            • Help personalize convenience
                              • Figure 38: Cookie consumption source and type, 2021- 2023
                            • Generational engagement with cookie dough points to refreshed experiences
                              • Figure 39: Cookie consumption source and type, by generation, 2023
                            • Give non-parents a reason to explore cookie types
                              • Figure 40: Cookie consumption source and type, by parental status, 2023
                          • Cookie Attitudes

                            • Support reactionary purchases with cravings-based positioning
                              • Figure 41: Cookie attitudes, 2023
                            • Embrace added roles of cookies with younger generations
                              • Figure 42: Cookie attitudes, by generation, 2023
                            • Be there for parents
                              • Figure 43: Cookie attitudes, by parental status, 2023
                          • Cookie Purchase Factors

                            • Package up an elevated experience
                              • Figure 44: Cookie purchase factors, 2023
                            • Check the right boxes to build engagement with Gen Z
                              • Figure 45: Cookie purchase factors for self, by generation, 2023
                            • Embrace and amplify occasions for infrequent consumers
                              • Figure 46: Cookie purchase factors for self, by cookie frequency segmentation, 2023
                          • Cookie Flavor Interest

                            • Complements to the chocolate
                              • Figure 47: Cookie flavor interest, 2023
                            • Take flavor inspiration from adjacent categories
                              • Figure 48: Cookie flavor interest, by generation, 2023
                          • Healthy Cookie Associations

                            • Get back to the ‘basics’ to provide a sense of better
                              • Figure 49: Healthy cookie associations, 2023
                            • Showcase relevant benefits for the ages
                              • Figure 50: Healthy cookie associations, by generation, 2023
                            • Identify target markets for BFY cookie positioning
                              • Figure 51: Healthy cookie associations, by cookie sugar segmentation, 2023
                          • Premium Cookie Associations

                            • Premium status requires more than great taste
                              • Figure 52: Premium cookie associations, 2023
                            • Generational expectations shift elements of differentiation
                              • Figure 53: Premium cookie associations, by generations, 2023
                            • Larger households point to opportunity for premium brand extensions
                              • Figure 54: Premium cookie associations, by household size, 2023
                          • Appendix – Data Sources and Abbreviations

                            • Data sources
                              • Sales data
                                • Forecast
                                  • Consumer survey data
                                    • Abbreviations and terms
                                      • Abbreviations
                                      • Appendix – The Market

                                          • Figure 55: Total US retail sales and forecast of cookies, at inflation-adjusted prices, 2018-28
                                          • Figure 56: Total US retail sales and forecast of cookies, at inflation-adjusted prices, 2018-28
                                          • Figure 57: Total US retail sales and forecast of cookie dough, at inflation-adjusted prices, 2018-28
                                      • Appendix – The Consumer

                                        • Sugar Segmentation
                                          • Figure 58: Sugar segmentation, 2023

                                      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.


                                      Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


                                      Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


                                      Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


                                      Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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