United States Biscuits Market Trends 2025-2033

United States Biscuits Market Analysis: Growth Trends, Challenges, and Future Outlook (2025-2033)

Market Overview

The United States Biscuits Market was valued at US$ 20.95 billion in 2024 and is projected to expand at a CAGR of 4.62% from 2025 to 2033, reaching US$ 31.43 billion by the end of the forecast period. This growth is fueled by rising consumer demand for healthier snacks, premium biscuit varieties, and innovative flavors. Additionally, the increasing popularity of gluten-free, organic, and high-fiber biscuits creates a lucrative market landscape for investors and manufacturers.

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Key Market Segmentation

By Product Type

1. Cookies: Traditional and innovative flavors drive the segment’s growth.
2. Filled/Coated Biscuits: Includes chocolate-coated and nut-filled variants.
3. Crackers:
   • Flat Crackers
   • Saltine Crackers
   • Filled Crackers
   • Graham Crackers
4. Cream Wafers
5. Others

By Type

• Organized
• Unorganized

By Source

• Oats
• Wheat
• Millets
• Others

By Distribution Channel

• Specialist Retail Stores
• E-commerce
• Convenience Stores
• Supermarkets
• Others

By Region

• East
• West
• North
• South

Market Dynamics

Growth Drivers

1. Rising Demand for Healthy and Functional Biscuits

Consumers are shifting towards nutritious snacks, leading to higher demand for:

• Whole grain, high-fiber, gluten-free, and protein-rich biscuits.
• Organic and vegan-friendly biscuit options.
• Low-sugar, keto, and probiotic-enriched biscuits catering to health-conscious buyers.

Example: Sweet Loren’s introduced gluten-free breakfast biscuits with 19g of whole grains, 4g of protein, 3g of fiber, and B vitamins per serving, aligning with the demand for nutritious alternatives.

2. Premium and Indulgent Biscuit Innovations

• The market for luxury, gourmet, and artisanal biscuits is expanding, driven by consumer preferences for high-quality flavors and unique textures.
• Chocolate-coated, nut-stuffed, and globally inspired biscuits are gaining traction.

Example: Bimbo Bakeries USA launched Big Chunk cookies in chocolate, mint chocolate, and salted caramel chocolate flavors, demonstrating the trend of indulgent biscuit consumption.

3. Expansion of Online and Convenience Store Retailing

• E-commerce platforms are witnessing increased direct-to-consumer (DTC) sales and subscription-based offerings.
• Convenience stores support the market by providing single-serve and grab-and-go packaging.

Challenges in the Market

1. Rising Raw Material Costs

• Prices of wheat, sugar, butter, and cocoa have surged, impacting the production costs of biscuit manufacturers.
• Supply chain disruptions and fluctuating commodity prices create profit margin pressures.

2. Competition from Alternative Snack Products

• Protein bars, granola bars, and health-oriented snacks pose a competitive challenge.
• Traditional biscuits need constant innovation and rebranding to maintain consumer interest.

Market Trends by Biscuit Type

Cookies Segment

• Leading category in the U.S. biscuits market.
• Increased demand for organic, sugar-free, and gluten-free cookies.
• Rising popularity of stuffed and indulgent cookies.

Example: Kellanova launched CHEEZ-IT extra crunchy snacks in bold cheddar and sharp white cheddar flavors, indicating a trend towards crunchy, flavored snacks.

Cream Wafers Segment

• Popular for on-the-go consumption.
• Increasing demand for low-calorie and high-protein wafer biscuits.

Organized Biscuits Market

• Dominated by brands like Nabisco, Pepperidge Farm, and Keebler.
• Supermarkets’ private-label brands are intensifying competition.

Oats and Wheat Biscuits Market

• Oats-based biscuits attract health-conscious consumers due to their high fiber and heart-healthy benefits.
• Whole wheat biscuits gain traction due to clean-label preferences.

Distribution Channel Analysis

Convenience Stores

• Drive impulse purchases with single-serve packs and premium snack options.
• Growth of gas stations and mini-marts supports retail expansion.

Supermarkets and Hypermarkets

• Largest retail segment for biscuit sales.
• Competitive private-label biscuit brands emerge in Walmart, Target, and Kroger.

Regional Market Analysis

Eastern U.S.

• Demand for organic, low-sugar, and gluten-free biscuits is strong in states like New York and Massachusetts.
• Rising preference for ethnic and international biscuit flavors.

Western U.S.

• Consumers focus on sustainability, plant-based, and keto-friendly biscuits.
• E-commerce sales are thriving in California and Washington.

Northern U.S.

• Seasonal demand for holiday-themed biscuits and indulgent flavors.
• Premium and artisanal biscuits attract gourmet consumers.

Southern U.S.

• Strong preference for buttermilk and Southern-style biscuits.
• Savory and sweet biscuits, including honey and cinnamon flavors, remain in demand.
• Growth of drive-through markets enhances biscuit accessibility.

Competitive Landscape

Key Players Covered

• Mondelēz International
• Britannia Industries
• Kellanova
• United Biscuits
• PARLE
• General Mills Inc.
• Nestlé
• The Campbell’s Company
• Ferrero
• PARTNERS

Key Strategies for Market Players

• Product Diversification: Introducing new flavors and healthier variants.
• Sustainability Initiatives: Utilizing eco-friendly packaging and responsibly sourced ingredients.
• E-commerce Expansion: Strengthening online retail and direct-to-consumer sales.
• Branding and Marketing: Utilizing influencer marketing and digital campaigns to attract younger consumers.

Future Outlook (2025-2033)

• Health-conscious innovations will continue to shape product development.
• Premiumization and gourmet biscuits will attract high-end consumers.
• E-commerce and digital retailing will become key sales drivers.
• Sustainable sourcing and clean-label transparency will enhance brand reputation.

Conclusion

The United States Biscuits Market presents significant growth opportunities driven by shifting consumer preferences, product innovations, and retail expansion. While challenges such as rising raw material costs and competitive snack alternatives exist, manufacturers can counteract these hurdles through premium offerings, health-focused innovations, and omnichannel retailing strategies. With a projected CAGR of 4.62% from 2025 to 2033, the market is poised for substantial expansion and profitability.