Cookie trends pave way for category growth

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Cookie trends pave way for category growth

15 Sep 2025

KANSAS CITY, MO — Cookie lovers are devoted to their favorites, enticed by decadent ingredients and innovative styles. The snacking staple is on its way to becoming an all-day indulgence, consumed anytime and evolving beyond a simple treat, according to Mintel’s “US Cookies Market Report 2024.”

Mondelez International and private label reported the highest dollar sales for the overall cookie category, with $4.94 billion and $1.54 billion, respectively, according to Circana’s data for the 52 weeks ending May 18, 2025. Bimbo Bakeries USA (BBU) and Ferrero USA showed strong gains in both dollars and units. BBU reported 7.7% dollar and 7.2% unit growth, and Ferrero showed 30.4% growth in dollar sales and 17.1% in unit sales.

“Bimbo Bakeries’ cookie sales were driven by its Marinela brand,” said Dawn Aho, principal of client insights, bakery vertical at Circana. “Sponch cookies made with marshmallow, Canelitas cinnamon-flavored cookies and Principe sandwich cookies are the top contributors to Marinela’s growth. The brand has experienced distribution gains over the last year, which often contribute to positive performance.”

The Circana data reported more than $15.8 billion in dollar sales for the entire cookie category. While overall growth is slow, there is more to the story. Aho explained that Circana’s cookie category is composed of three segments: the main cookie aisle, which represents 72% of dollar sales, and two segments within the perishables department: perimeter cookies, which represent 21% of total dollar sales, and center store cookies, with 7% of dollar sales.

“While dollar sales are down for perishable center store products, both perishable perimeter — driven by private label — and cookie aisle products — driven by branded products — are showing dollar sale increases,” Aho said.

Circana data reported more than $15.8 billion in dollar sales for the entire cookie category.

Private label dominates perimeter cookies, showing dollar and unit growth in almost all subcategories. When looking at dollar share, Aho observed that private label holds 84% in the perimeter’s traditional segment, with chocolate chip/chunk, oatmeal raisin and sugar flavors being the most popular. It carries 62% of the iced/frosted subcategory, 91% of multi-pack for items coded as multi-flavored or assorted, and 78% of perimeter holiday seasonal items, primarily pumpkin and pumpkin spice flavors.

Private label perimeter cookies offer cost-effective options, such as variety packs for larger families and occasions requiring greater quantities.

“Popularity of value items in the perimeter may be attributed to appealing price points and unique varieties that may be perceived as fresher or home-baked, which meet a variety of household needs,” Aho said.

That said, Mondelez’ Kimberley’s Bakeshoppe brand is driving gains in perimeter traditional cookies, with sales increases and slight distribution gains. Aho noted that this brand also showed significant increases in the iced/frosted segment for several different flavors and considerable distribution gains since last year, nearly doubling its distribution. Within perimeter holiday seasonal cookies, Mondelez’ The Worthy Crumb, Two-Bite and Kimberley’s Bakeshoppe all gained distribution over the last year through primarily pumpkin flavor profiles.

Spotlight on premium

Improving quality and highlighting premium attributes attract consumers to the category, according to Mintel’s report. Cookies play a role in many meal occasion mindsets, including indulgences perceived as permissible, because they are made with top-quality ingredients.

“Premium cookies made with high-quality ingredients worthy of being included on the package certainly fit that role,” Aho said. “Advertising can also position cookie brands as special-moment cookies. For example, Pepperidge Farm’s Milano advertising always seems to strike that permissible indulgence sweet spot.”

Recently, Circana highlighted the bifurcation of many grocery categories, where consumers forego the purchase of mainstream brands to buy either value brands, premium brands or both. While it is difficult to determine whether value is more important than splurging on high-end cookies, Aho pointed out that consumers make trade-offs every day, purchasing different cookie options to satisfy varying household needs, budgets and consumption occasions.

Circana data reflected dollar and unit growth for Collegedale, TN-based McKee Foods and Ferrero USA brands in the perishable center store iced/frosted segment. Ferrero reported 176.9% growth in dollar sales and 191.8% growth in unit sales, according to Circana’s data, ending May 18, 2025. These increases are driven partly by its new Mother’s Jurassic World Chocolatey Cookies, Aho noted. Three items in McKee’s Little Debbie brand portfolio — Little Debbie Nutty Bars, Gingerbread Cookies and Pie Sandwich Cookies — are benefiting from significant distribution gains.

Sprinkling of sizes

Offering a variety of sizes appeals to portion-control and convenience, encouraging more frequent consumption, according to Mintel’s report. Whether single or multi-varietal, multi-packs are present in all cookie categories across the store. Many retailers have invested in multi-packs for most grocery and mass retailers.

“Cookie producers have successfully leveraged a variety of flavor and size strategies,” Aho said. “Several new products include thin or small-sized cookies to satisfy a sweet tooth while managing total carb, sugar or calorie intake.”

Emerging occasions and flavor trends across bakery categories can inspire new ideas for cookies. By providing options that meet various household needs and budgets — and that satisfy different consumption occasions — cookie producers have a clear path for category growth.

This story has been adapted from the August | Q3 2025 issue of Commercial Baking. Read the digital edition here.