What you need to know
The $10.6 billion cookie market trails behind some US snack categories. Year-over-year growth is slower than some of the savory leaders, but outpaces confectionery and frozen options, both of which struggle with a poor perception of health. Prepared cookies make up the lion’s share of sales (and growth) in the category, followed by cookie dough and cookie mixes. Cookie consumption is nearly universal, meaning future growth in the category will require increasing consumption frequency rather than growing consumers. Improving health positioning and diversifying formats can expand cookie occasions. Sales in the category are expected to grow another 13% through 2024.
Definition
For the purposes of this Report, Mintel has divided the cookie market into the following segments:
Cookies: packaged as individual or multipacks
Cookie dough: refrigerated or frozen
Cookie mixes
Excluded from the market size in this Report are:
Fresh cookies sold through in-store bakeries and foodservice venues
Cookie-based candy bars (eg Twix)
Crackers
