October 6, 2026 – In the US food market, the cookies category continues to grow. However, this growth stems from a consumer base that the category was not built to serve. Gen Z and Millennials are increasingly impacting the category, yet how they approach purchases differ greatly from older generations. Innovation is already moving to account for their preferences over more established consumers. However, future opportunities lie in when and if the category can catch up to younger consumer preferences, and closing this gap will be the next chapter for innovation. Innova’s Cookies & Sweet Biscuits in the US report explores the implications of these shifts in the category and the trends that brands should leverage in new product development to achieve this aim.
Overview of Cookies Shopping by Generation
Innova Market Insights is tracking continued growth in the US cookie market. Growth is coming especially from younger consumers, namely, Generation Z and Millennials. These consumers are eating more baked treats. They also shop in a different way from older consumers, looking for cookies in the bakery instead of in the cookie aisle. Younger generations also consider different features of sweet biscuits and choose them for different occasions.
US Cookie Market Innovation is Driving Change
Cookie innovation is moving in a way that can capture younger consumers. The category is being introduced in new formats, new flavors, and new positionings to meet the expectations of the US Generation Z and Millennial consumers. This shift is different from industry movement with products tailored to Generation X and Boomer consumers. Questions remain regarding whether the category can change quickly enough to satisfy its various consumers.
Cookie Flavor Crosses US Cookie Market Generations
Flavor is important to consumers of all generations. Every product announces its flavor in the form of a front-of-pack label claim. However, different flavors appeal to different generations. Another factor to consider is that because US consumers buy these products based on flavor, they may not respond to other claims or messages apart from flavor.
The US Cookie Market Cannot Rely on Old Approaches
Old approaches no longer work in the US cookie market. The market is diversifying in flavors, formats, secondary claims, occasions for eating, and retail channels. That means cookie companies cannot rely on earlier established strategies because it could take new product development in a direction that does not match consumer trends research.
How Are Cookie Consumption Occasions Expanding Beyond Treats?
Cookies used to be eaten as treats but not anymore. Consumers enjoy baked treats for lunch, when they are hungry, and on different social occasions. Having cookies as a treat is a small fraction of these products’ consumption, so sweet biscuits that are positioned for only these moments face a shrinking market and miss out on growth opportunities based on eating occasions.
Loyalty Does Not Equal Growth
US cookie buyers who are the most loyal to a brand are not the consumers who drive growth. Boomers are very reliable consumers, but they are not the generation that is increasing cookie market growth. Brands need to change their strategy for baked treats product development, new claims, and sales channels to reach the younger consumers, namely Gen Z and Millennials. It is these generations that will help accelerate sweet biscuits growth in the US cookie market.
Secondary Claims in the US Cookie Market
Innova’s consumer trends research shows that US consumers agree on flavor but do not broadly agree on other cookie features. Every generation buys first on flavor. Any secondary claims resonate differently across generations. That is why sweet biscuits brands can differentiate themselves by aligning secondary claims to each generation instead of trying to reach all generations with the same claim. What that means is customizing the packaging, retail segment, and secondary claim to match the needs of each group.
Is Sugar Reduction Important to US Cookie Consumers?
Sugar reduction is not a threat to US cookie brands because consumers do not expect cookies and sweet biscuits to have less sugar. It is not a major factor that influences the purchases for any generation. In fact, US consumers rank flavor and clean label features over low sugar, no sugar, or reduced sugar claims on the packaging.
US Gen Z Cookie Consumers are Different
Gen Z consumers in the US have different priorities from other cookie consumers. They consume baked treats because they are hungry more than for traditional reasons like taste, sweet biscuits cravings, or to reward themselves. This creates an opportunity for brands to market these products in connection with meals rather than along historic associations. One strategy for US brands is to develop sweet biscuits that are specifically formulated to appease hunger rather than just serve as a treat. Companies can direct their research and development teams to look for cookie formats and cookie ingredients that are more substantial and then position those products alongside meals and on-the-go products.
What’s Next for Cookies and Sweet Biscuits in the US?
The next phase for US cookies and sweet biscuits should narrow the gap between sweet biscuits history and future. Brands need to change their product and package design, retail channel approach, and the products themselves to take advantage of growth opportunities in the US cookie market. This can be more successful than catering to the existing stable sweet biscuits market. Expect growth in private label along lines of innovation and better pricing. Because the US Gen Z consumer shops in the in-store bakery, brands will need to think beyond the aisle with packaged baked treats. Also, the federal government’s definition of ultra-processed foods will remain a significant factor, as it will likely negatively affect mainstream packaged baked goods.
This article is based on Innova’s Cookies & Sweet Biscuits in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to learn more.