The cookie category remains strong and continues to evolve through innovation, whether it be from movie tie-ins or interesting flavor combinations. Consumers are looking for some nostalgia within their products but are also wanting to try new flavors, even twists on the familiar.

Market data
The center store cookies category overall was down a bit the past 12 months, according to Circana (Chicago) data from the past 52 weeks, ending on April 20, 2025. The category itself brought in $1.1 million and experienced a 2.9% downtick.

However, subcategories like the center store assorted/multi-pack cookies grew ($3.7 million, 27.8% increase) and were a bright spot. In that category, Yildiz Holding brought in $1.4 million, with astonishing 111.7% growth, and private label garnered $1.1 million, with a 39% increase. Grupo Bimbo took in $798,000 but experienced a 28.7% decrease.

Source: Circana OmniMarket™ Total Store View | Geography : Total US - Multi Outlet w/ C-Store (Grocery, Drug, Mass Market, Convenience, Military and Select Club & Dollar Retailers) | Time : Latest 52 Weeks Ending 03-23-25

The perimeter cookies category made $3.2 billion in sales, a a slight 2.3% uptick. Some of its subcategories (such as perimeter iced/frosted cookies, assorted/multi-pack cookies, cookie tray/kit, and holiday/seasonal cookies) all grew by at least 5%. In the holiday/seasonal cookies subcategory, private label took in the lion’s share, with $17.2 million, a nice 20.4% increase, and Mondelēz International was responsible for $1.1 million, a 25% uptick.

In the perimeter cookie tray/kit subcategory ($151.5 million, 8.6% increase), private label again took the crown ($131.3 million, 16.4% growth), with Mondelēz following, at $19.3 million in sales (a 24.5% decrease).

Others to watch, with explosive growth: Muddy Bites LLC, in the center store traditional category ($11.4 million, 200.2% increase); Ferrero USA, in the center store iced/frosted subcategory ($2.7 million, 103.2% uptick) plus Christina Tosi’s NYC-based Milk Bar ($15,000 in sales, but 184.5% increase).

Looking back
“Today's consumers seek both nostalgia and fresh excitement in their snacking experiences,” says Ian Wetzel, director, Keebler brand at Ferrero. “Keebler has seen continued growth momentum throughout the category, fueled by the success of new innovations and limited-edition partnerships. Over the past year, we've expanded our cookie portfolio with permanent additions, including our newest E.L. Fudge Choco Vanilla cookies and Fudge Stripes Double Fudge. Complementing these everyday delights, we've created magical limited-edition cookies through licensing partnerships celebrating cultural moments including Despicable Me 4, Beetlejuice Beetlejuice, and Harry Potter-inspired Butterbeer season.”

Maura Duggan, founder and CEO, Fancypants Baking Co, shares that the past 12 months have been economically unsettling to consumers, with various commodities (eggs, but also several other staple items) increasing sharply in price.

“As a result, consumers have been even more cost-conscious than usual when it comes to cookie purchases. We’ve seen consumer pressure to present affordable pricing, even on our premium products, and as a result have moved more volume than usual on promotion. Our heavy promotional strategy has really helped spur trial by new customers who had not yet tasted our products,” she adds.

Supply chain has been the company biggest challenge’s, somewhat due to lack of supply on items, but also price pressure, Duggan notes: “For instance, new chocolate contracts were hard to come by toward the end of 2024, and even in Q1 2025, pricing on that commodity has remained a problem. Eggs, which we buy on the spot market, have been a roller coaster too, but finally seem to be stabilizing.”

Ama Auwarter, VP of Pepperidge Farm Cookies & Bakery, Campbell’s Snacks, says she’s seen the cookie category experience demographic dynamics shift—families without children show the greatest pullback in cookie consumption, while households with children continue to drive engagement and purchase frequency.

“For a brand like Pepperidge Farm, which has long resonated with adult consumers seeking premium, indulgent treats, this presents an opportunity to innovate with new formats, flavors, and moments that meet the evolving needs of today’s snackers, including adults and families with kids,” Auwarter elaborates.

One of our Pepperidge Farm’s innovations this year was Milano White Chocolate, Auwarter says.

“Milano White Chocolate was the first of its kind in our portfolio, translating a fast-growing trend from confections into a space where white chocolate has been underrepresented. These new flavors—Lemon, Coconut, and Strawberry—leverage what we know consumers love about our traditional Milano, with fruit flavors that are complemented by white chocolate.”

Milano White Chocolate strategically addressed a gap in the cookie category, Auwarter reveals: “While white chocolate has seen strong growth in the confectionery space, it remains underleveraged in cookies—despite data showing that 58% of white chocolate fans prefer it exclusively over milk and dark chocolate.”

Millennial consumers, in particular, are drawn to non-traditional flavors and over-index on white chocolate preferences, Auwarter notes: “While fruit flavors had largely become an afterthought in the cookie category, lemon, coconut, and strawberry showed significant growth across the total food category leading up to launch. By pairing white chocolate with these fruit-forward flavors, Pepperidge Farm delivered a cookie lineup that [challenged] category norms, [aligned] with evolving consumer tastes, and [met] a growing appetite for flavor exploration.”

Loren Castle, CEO and founder, Sweet Loren’s, says better-for-you options have been on the sharp incline since the company’s inception in 2011, but its mission has held steady since launch.

“We create conveniently packaged products with clean, better-for-you, and allergen-friendly ingredients. It has become clear the modern consumer is seeking the same,” she comments. “In terms of additional micro trends in recent years, we’ve seen an increase in consumers seeking baking as both an activity for comfort and for human connection. The simple joy of a warm cookie never gets old, and grounds us to what matters: joy, self-care, celebration, [and] connection to self or family and friends.”

Castle adds that ingredients bans and other factors have consumers increasingly concerned about their health.

“One of the biggest challenges in forging new innovation is striking the perfect balance between clean ingredients and taste. When formulating new products, which is a constant focus for us, we embark on [an] R&D journey to perfect a product that marries our allergen-friendly ingredient ethos with our high flavor and quality standards,” Castle notes.

Lauren Berger, co-founder, Real Cookies, says people are becoming increasingly aware of the ingredients in their foods: “At Real Cookies, our products are Non-GMO verified, gluten-free, grain-free, and dairy-free, so we align with these consumer trends. [In addition,] many companies are currently struggling with raw ingredient price increases, such as chocolate and maple syrup.”

In the spring, the company launched an almond flour Cookies & Creme flavor of its Cookie Poppers.

“We have had great success with our three existing flavors, but this one is next level amazing. The positive response from trade and registered dietitians has been overwhelming,” she exclaims.

Rachna Patel, VP, distinctive brands marketing, Ferrero, says despite the ever-changing economic climate, Mother’s Cookies sales have continued to experience growth, driven by its new product innovation and its loyal fanbase of moms who are always looking for new ways to make their kids’ treating more fun.

“In the [cookies] space, we’re seeing a resurgence of nostalgic flavors and seasonal trends staying top of mind for consumers. We’re happy that our everyday product offerings spark memories of imaginative and playful childhoods, while our seasonal offerings—such as our Mother’s Puppy Love Cookies—continue to play a crucial role during key periods of gifting and festive baking,” she comments.

Looking forward
“We expect the cookies market to continue evolving, with a strong emphasis on flavor innovation and premium offerings. Consumers are increasingly seeking out unique, indulgent experiences that go beyond traditional cookie varieties. We anticipate a rise in adventurous flavor combinations,” says Auwarter. “Consumers are continuing to gravitate toward premium, elevated treats that balance indulgence with novelty. Flavor exploration remains a key driver, with white chocolate gaining traction as a versatile base that supports a range of layered and fruit-forward profiles. We also see sustained interest in seasonal and limited-time offerings—all of which reflect a growing appetite for variety and discovery within the cookie category.”

Auwarter adds that shifting brand loyalty, especially by younger consumers, presents producers with a mixture of challenges and opportunities.

“At Pepperidge Farm, we’re focused on earning and maintaining that loyalty through consistent quality and relevant innovation that shows an understanding of evolving consumer preferences,” she finishes.

Duggan says nothing in the economy or in the political climate is going to slow down consumers’ desire to eat indulgent cookies: “One trend that we capitalize on that I believe will continue to grow is the notion of ‘affordable indulgence’—delicious food, real food, made with recognizable ingredients, at a reasonable price. [However], supply chain pressures will continue, and it’s anyone’s guess how the current tariff environment will come to bear on ingredients with broad geographic reach, such as vanilla, chocolate, and spices. It will certainly be interesting.”

In late 2025, Fancypants will launch single-serve packaging, Duggan says: “We’ve had lots of demand for this, small 1- or 2-oz bags of cookies, as opposed to our standard 5-oz or club-sized 14-oz. These smaller package sizes will be terrific as a vehicle for trial and marketing, and will also allow us to enter the food service and hospitality channels, which we hope to grow dramatically throughout 2026.”

Wetzel says as consumer preferences increasingly shift toward exploration and discovery, he’s seeing a growing appetite for novel cookie experiences that go beyond traditional offerings.

“Today's shoppers actively seek out products with unique flavor combinations and innovative formats. One of the trends we’ve observed the most is consumers’ increased excitement for unexpected collaborations that elevate their snacking experiences,” he relates. “We anticipate this desire for flavor exploration to continue, creating new moments for us to push our creativity.”

Castle says based on consumer data, she predicts continued growth in demand for better-for-you and allergen-friendly options in the cookie dough category. “As awareness around ingredients and dietary needs grows, demand for transparent labels and great-tasting baked goods will only become stronger. Additionally, with growing concerns around the state of the economy and rising costs, many consumers are taking steps to ‘recession-proof.’ We predict this may lead to an increase in at-home baking as a means to save on restaurant costs or trying to bake completely from scratch. With proposed tariffs posing a threat to various ingredient and packaging costs, producers across categories are acutely aware of the potential impact of these rising costs. Being differentiated enough is key, to make sure your products stand out against the competition and win,” she suggests.

“The growing demand for better-for-you products and ingredient transparency is a constant trend in consumer behavior that will only continue to gain momentum,” Castle adds. “Today’s consumers are more informed and intentional than ever, actively seeking out brands that are honest about what’s in their products and committed to providing products that contain ingredients they can trust and feel good about.” SF&WB

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