June 23, 2025 – Despite volatile political-economic conditions making it difficult for brands across categories, cookies are in a position to weather the coming storms. Successful brands will take the opportunity to expand occasions for cookies.

Cookies will likely remain fairly flat over the coming years, especially if tariffs are implemented and remain in effect. Positioning as an affordable indulgence, a break from the stressors of daily life and a joyful moment amid uncertainty are useful tools for any brand to have in their arsenal. Tailoring to specific demographics can be done within those messages.

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