June 23, 2025 – Today’s political and economic environments are highly volatile. This makes it challenging for brands to expand. Despite this, cookies should be able to overcome obstacles and continue to grow.
Generations Differ Regarding Cookies
Consumer trends research conducted by Innova Market Insights in the US show that the various generations differ in their attitudes toward, behaviors around, and preferences for cookies. Trends research also shows that Boomer’s consume cookies more often than other generations do. However, Millennials are the generation that is eating more cookies. This is why successful marketing of cookies in the US must consider all generations and life stages.
Being versatile can help US cookie brands reach multiple generations. Generations may require different messaging, for example, self-care could appeal to Gen Z and Millennials while reliability matters more to older generations. Also, different generations prefer different flavors, although chocolate chips are loved by all generations. Brands that are versatile also can adapt as tastes change. Innova consumer trends research shows that the generations differ in their occasions for eating cookies, patterns for cookie purchasing, and desired emotional benefits from eating cookies in the US. It’s important for brands to maintain loyalty among Boomers while attracting trial and loyal consumers in other generations.
Cookies and Health in the US
It can be challenging to connect cookies with health benefits, and better-for-you features. Today’s focus on weight loss and GLP-1s makes it even more difficult to market cookies for health. Health concerns do not really affect the cookie marketplace in the US. US consumers participating in consumer research research name health as the #1 reason for eating less cookies, but relatively few say they have cut down on eating cookies. Also, few consumers say they are interested in healthy and better-for-you cookies. Innova predicts that cookies with health benefits will continue to be a niche offering. However, brands could help support health by encouraging smaller portions through changes in packaging.
Balance and moderation are essential messages for marketing cookies in the US. Consumers mention health as a barrier, but health claims do not influence cookie buying. US consumers respond to indulgence, so brands could encourage moderation with smaller portions in cookie size or in packaging rather than healthier formulations. It’s important to retain flavor and taste while making health improvements.
US Cookie Growth Predictions
Based on trends analysis by Innova Market Insights, cookie growth is expected to be flat over the next few years. Cookies could be affected by tariffs. Brands could overcome challenges by marketing cookies as an affordable treat. Other marketing messages could focus on cookies as a joyful relief from life’s stress. This type of messaging could be suitable for all generations.
Increases in cookie prices could affect market performance. Inflation, economic insecurity, financial obligations, and other factors are causing US consumers to be cautious about their spending. Still, consumers are looking for small indulgences to bring joy to their life and cookies can do this. Innovation in private label cookies could help this segment grow during challenging financial times.
Expanding Occasions for Eating Cookies
Participants in consumer trends research say they eat cookies more for snacks than for dessert. This presents an opportunity for brands to expand into different eating occasions and positioning. Strategies to consider include cookies as an indulgence, cookies that are more like desserts, smaller portion sizes, and good-for-you features.
US Cookie Brands Need Versatility
US cookie brands can be more versatile in many ways. One is adjusting the portion size to make cookies seem more indulgent or less indulgent. Smaller portions could make cookies more suitable for everyday life or for health. Cookies can be promoted as an ingredient or a dessert topping. They can be promoted for the nuances in their flavor, for example, strawberry as refreshing, dark chocolate as rich, and chocolate chip as classic. Changes in format for a particular brand deliver the expected flavor with more fun and innovation.
What’s Next in Cookies in the US?
Rising prices in the US could force consumers to make difficult trade-offs. Cookies are positioned well as an affordable indulgence, but consumers may shift brands for better prices. Private label cookies have opportunities, and brands may need to cut costs to compete.
The concept of indulgence could expand to include finances and nutrition. Consumers under financial pressure could view cookies as a treat to enjoy once in a while. Indulgent flavors could deliver a longer-lasting value experience.
Brand partnerships are an attractive avenue for US cookies. Cookie brands can partner with other cookie brands or with brands in different categories. Brands that innovate with other brands can remain relevant and also provide a new twist on a familiar cookie brand.
US cookie brands can adapt to the changing habits of generations. Boomers are the biggest cookie eaters, but younger generations are an attractive market for trial and loyalty.
Flavors can retain and attract US consumers. These range from familiar cookie flavors to wild and exciting new cookie flavors. Some flavors may provide comfort while others bring excitement for adventure. Brands need both.
Cookie formulations may need to change. This includes replacing additives and preservatives and swapping out imported ingredients. Climate change may force formulation changes around challenged ingredients such as cocoa.
This article is based on Innova’s Cookies in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
