February 18, 2026 – Brands in the cookie and sweet biscuits market in Europe are responding to consumers’ evolving expectations. From health cues and functional ingredients to smarter packaging and mood-led flavors, there are new ways to connect with consumers. Nostalgic flavors and traditions are also important to new product development and launches. Innova’s “Overview in Sweet Biscuits & Cookies in Europe” report examines these cookie and sweet biscuit trends and how they can influence the future direction of the European food and beverage industry.
What is the Advantage of Offering Varied Formats within the Cookie and Sweet Biscuit Market?
Currently, consumers can already browse a wide range of cookie and sweet biscuit formats when they enter the grocery store, and this variety reflects diverse preferences and the demand for products that are tailored for specific moments. These include thin biscuits, finger biscuits, mini bites, and fully coated biscuits. Moreover, cookie trends show that creating products designed for diverse eating contexts will elevate the category beyond snacks. For example, components built for desserts and treats, such as ice cream inclusions, can encourage repeated consumption.
How Can Brands Cater to Evolving Socialization Trends?
Creativity-driven and DIY kits are other trends that drive the growth of cookies and sweet biscuits in Europe, while also addressing evolving socialization trends. Consumers are increasingly favoring relaxed social occasions, with 24% of European consumers also preferring to spend time indoors with their friends and family members. Thus, interactive kits can encourage shared moments without leaving the house. They also strengthen emotional connections between consumers, brands, and products that can influence repeat purchases for cookies and sweet biscuits in Europe.
How Do Protein and Fiber Expand Usage Occasions?
One in three consumers in the European food and beverage industry say that they eat protein during breakfast, highlighting an innovation opening for brands to leverage functional ingredients to expand their usage occasions beyond snacks. In response to this, the incorporation of protein can encourage a shift to new consumption occasions like breakfast and support consumer needs of satiety and sustained energy. For example, the brand Be Keto has launched their Coconut and Almond Keto Cookie, which is promoted as a rich source of healthy fats and protein.
Reflected in Innova’s Top Ten Trend, Gut Health Hub, digestive wellness is another core segment that sweet biscuits and cookie brands can take advantage of. Over half of consumers are actively including fiber in their diet to improve gut health, and this is a clear opportunity for cookie and biscuit brands to capitalize on functional ingredients. For instance, Frank and Oli’s Plum and Chocolate Cookies contain chicory root fiber to promote high fiber content to consumers. Moreover, lower sugar, sugar free, and natural claims are growing cookie trends that can also signal guilt-free indulgence.
Why are Brands Highlighting Traditional Cookie and Sweet Biscuit Recipes?
23% of consumers in the European market convey that traditional recipes are an important element in their diet. Within this, regional and local recipes are particularly valued. These claims can be shared on pack, which helps to position both products and brands as trustworthy.
What is the Relationship Between, Indulgence, Flavor, and Mood?
Sweet biscuit and cookie trends indicate that indulgence goes beyond flavor alone in the European food and beverage industry, but emotion also plays a role in which flavors consumers crave. For example, consumers in Europe are looking for sweet or dessert-inspired flavors. However, they also lean towards smooth, creamy, crunchy, and crispy textures for indulgent moments. Mood is also central to flavor to over half of European consumers who say it influences the flavors they crave. Citrus flavor profiles, for example, can be linked to refreshing moments, while rich chocolate flavors signal comfort.
How Can Packaging Elevate Cookies and Sweet Biscuits for Consumers?
Functional packaging is another element that can help consumers integrate cookies and sweet biscuit products into their daily routines. Resealable, guided tear-line openings, and handle-equipped packs are a few alternatives manufacturers or brands should consider. These can better align with consumers’ on-the-go lifestyles and desire for convenience-led options. Packaging with aroma protection features will also become increasingly important since this can enhance perceptions of freshness and flavor.
Beyond functionality, brands can also elevate their shelf presence by using distinctive packaging to grab consumers’ attention. Attractive shapes and engaging packaging can encourage children and families alike to interact with cookies and sweet biscuits in Europe and also help with differentiation.
Why are Festive Flavors Important in New Product Development?
Festive-inspired flavors are another important sweet biscuit and cookie trend because they can evoke nostalgia or a sense of familiarity. Thirty percent of consumers in Europe say they choose indulgent food and drinks when they celebrate special occasions, and as a result, nostalgia is greatly linked to flavor and seasonal staples. For instance, Waitrose and Partners’ gingerbread cookies combine cinnamon, ground ginger, and nutmeg to evoke nostalgic flavors for a festive treat.
What are Future Innovations for Sweet Biscuits and Cookies in Europe?
Cocoa-free formulations will be a trend that is expected to manage cost and supply concerns, while also maintaining the indulgent tastes and textures that consumers value. Health consciousness will also remain an important influencer of sweet biscuit and cookie trends. For example, collagen-enriched biscuits are an example of products that can promote beauty-from-within benefits. This also creates an opportunity for premiumization and the expansion of brand visibility around functional wellness. Probiotic biscuits can also support gut health trends and drive category growth through added value and functional ingredients.
This article is based on Innova’s Overview in Sweet Biscuits & Cookies in Europe report. This report is available to purchase or with an Innova Reports subscription. Reach out to learn more.