America has become a nation of cookie monsters. Be it the usual favorites or specialty confections like gluten-free or options that are perceived as healthier, cookie sales are expected to be around $12.48 billion this year and grow to $14.73 billion by 2029.
Throw in crackers, and sales are expected to total $21.8 billion this year, according to Statista.
“This trend reflects a shift towards mindful eating where consumers are excited to enjoy treats that they perceive as better for their health, or clean,” Allyson Bringham, registered dietician and founder of French macaron-maker, The Sweetitian, told The Food Institute.
“Foods in this category feature less processed ingredients and more whole food sources, driving significant sales and popularity in gluten-free alternatives.”
The gluten-free bakery market is growing especially quickly, reaching $1.47 billion this year, with cookies accounting for about a third of the revenue.
Tim Peters, CMO at customer experience vendor Enghouse Systems, said the consumer hunt for cleaner ingredients and allergen-free alternatives has created a “perfect storm” that allows CPG brands “to cater to consumers’ desire for indulgence without sacrificing health goals.”
“Specialty cookies bridge the gap between indulgence and perceived health benefits, giving consumers permission to enjoy a treat that feels guilt-free,” Peters said.
Baking Business reported the cookie company landscape has changed dramatically in the past year. In the 52 weeks that ended July 14, cookie sales were up 3.8% from the previous 52-week period.
During that time, Ferrero Group acquired biscotti-maker Nonni’s Foods LLC while J&J Snack Foods Corp. acquired Thinsters and Rubicon Bakers acquired-cookie maker Lucky Spoon Bakery.
“Although most of our consumers see cookies as an indulgence and want the full experience without compromising flavor, there’s a growing segment of the market that want to indulge in a timeless treat while maintaining their dietary preferences,” Joe Lewis, president, and CEO of Famous Brands International, which makes Mrs. Fields cookies, told FI.
“The demand for treats with classic and familiar flavors continues to be popular with consumers, especially for our Gen Z customers, who we find savor these kinds of nostalgic flavors.”
Doug Taylor, CEO of Taylor Chip, said health consciousness does indeed drive the trend.
“Specialty cookies have become a big-money product because people are increasingly willing to splurge on high-quality, indulgent treats. When it comes to our cookies, we don’t focus on price; we focus on creating a product with the best ingredients and flavor that exceeds expectations,”
Taylor said.
The Food Institute Podcast
Restaurant results for the second quarter weren’t stellar, but people still need to eat. Are they turning to their refrigerators, or are restaurants still on the menu for consumers? Circana Senior Vice President David Portalatin joined The Food Institute Podcast to discuss the makeup of the current restaurant customer amid a rising trend of home-centricity.
