Summary of our market study

The global cookies and crackers market is expected to grow from $116.19 billion in 2023 to $162.40 billion in 2030, with an average annual growth rate of 4.9 percent. In Italy, exports grew significantly, up 26.7 percent over five years, while imports were less pronounced, growing 9.5 percent over the same period. The industry's workforce has also been on a positive trend, with a 13.2 percent increase in the number of employees in 2021. Despite these promising figures, the Russian-Ukrainian conflict affected the market, leading to an 18.9 percent increase in consumer prices from January 2022 to December 2023, and a 15.1 percent increase in the producer price index over the same period.

The Italian cookie market: health and sustainability in focus

The Italian cookie market is experiencing a significant shift in demand, largely influenced by changing consumer preferences toward healthier and more sustainable options.

With more than 84 percent of the Italian population consuming cookies, especially for breakfast, there has been a marked downward trend in traditional products, with both value and volume declines of 6.5 percent, with egg cookies registering a notable 14.1 percent drop. In contrast, the whole-food and health product segments are registering a robust positive trend, reflecting consumers' changing inclination to strike a balance between wellness and taste. The preference for cookies at breakfast is evident among more than 70 percent of Italian consumers, with 55 percent choosing cookies to start their day. Among the wide variety of cookies available, from shortbread to whole grain cereals, consumers are increasingly aware of nutritional content and are turning to products labeled "light" and are willing to pay a premium price for healthier options. Notably, the production value of cookies without added sugar has increased by about 22.5 percent in recent years.

More environmentally conscious customers are attracted to cookie brands that use recyclable materials and transparently share information about the origin and processing of their ingredients. The balance between consumer health considerations and ecological impact is leading to an expansion of supply with alternative sweeteners such as stevia and packaging that helps reduce environmental damage.

The geographic breakdown of demand reveals some interesting trends, with regions such as the islands and the northwest showing the highest average monthly expenditure.

The structure of the Italian market has seen a sharp increase in the total number of producing companies, registering a growth of more than 30 percent.

Some of the main market players analyzed

  • The Barilla Group (which includes Mulino Bianco, Pan di Stelle and Pavesi): through the Mulino Bianco brand, the company offers a wide selection of cookies, from all-time favorites to contemporary creations.
  • Bauli (parent company also of Doria): founded in Verona in 1922, Bauli is best known for its seasonal treats such as Pandoro and Panettone. Its cookie division produces a variety of treats that carry the legacy of Bauli's craftsmanship. Doria, part of the group, contributes to this reputation with its range of traditional Italian cookies, including Amaretti di Saronno and Bucaneve.
  • Campiello (Galbusera): Galbusera's Campiello is responding to growing demand for healthier options with its sugar-free and gluten-free ranges.
  • Loacker: Loacker, although world famous for its waffles, also excels in cookies. Founded in 1925 in the picturesque region of South Tyrol, the company focuses on the purity of quality ingredients, such as authentic vanilla and fine cocoa.
  • Pavesi (Barilla): known for revolutionizing the Italian cookie industry since its creation in 1937, Pavesi (now part of the Barilla Group) is best known for its iconic Pavesini and various sweet snacks.
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Summary and extracts

1 Market Overview

1.1 Definition and scope of the study

Cookies are dry sweets usually made of flour, eggs, and sugar. Cookies can be sweet or savory, however, this study focuses on the sweet cookie market, while savory cookies are the subject of another market study. It differs from the market for cakes, pies, and baked goods, but like the latter it offers real product diversity. Sweet cookies are usually eaten for breakfast or as a snack.

The global cookie and cracker market is undergoing considerable expansion, projecting growth from $116.19 billion in 2023 to $162.40 billion in 2030, with a CAGR of 4.9 percent. The Italian food sector is following this upward trend, projecting a 4 percent annual increase for 2022 and 2023, despite the impact of European inflation. In Italy, cookie consumption peaks at breakfast, chosen by about 70 percent of consumers.

Among the market leaders, Barilla stands out for its wide offer, with brands such as Mulino Bianco, Pan di Stelle, and Pavesi. At the same time, supermarket private labels are gaining ground, offering inexpensive alternatives to name-brand products, a crucial aspect in market analysis.

This structure continues to be favored by a long tradition of large Italian manufacturers surviving on strong brand power. For the past few years, however, the market has been undergoing continuous transformations that threaten the position of its major players, such as the development of organic, dietary, and gluten-free product lines and the growth of small producers.

1.2 Global market analysis

The global cookie and cracker market is expected to grow from $***.** billion in **** to $***.** billion in ****, with a compound annual growth rate(***) of *.* percent. The Russia-Ukraine war interrupted the chances of global economic recovery from the COVID-** pandemic, at least in the short term. The war between these two countries has ...

1.3 The Italian cookie market

For **** and ****, forecasts indicate growth in the Italian food market, with rates around * percent annually, although these figures could have changes caused by inflation affecting Europe. Specifically, in Italy, the flour and coffee sectors will achieve the best performance.[***] Performance analysis - growth of (***) compartments Italy, ****, % Sweet Savory The production sector ...

1.4 Analysis of import and export

The Italian cookie sector stands out globally for the high quality of its products. Analyzing trends from **** to **** shows significant growth in exports, with an increase of **.* percent. Imports have also increased, albeit to a lesser extent, by *.* percent over the past five years.

Exports, Imports and Coverage Rate HS Commodity ...

1.5 Impact of the conflict between Russia and Ukraine

The market for bread and its derivatives, has, however, been strongly influenced by the Russian-Ukrainian conflict, which has characterized the elevation of raw materials, used to produce the commodity. Therefore, the average price of bread across Europe was higher by ** percent in August ****compared to August ****. [***]

The outbreak of the Russian-Ukrainian ...

2 Demand analysis

2.1 Overview of demand

Cookie consumption is widespread among** percent of the Italian population, being mainly included in the breakfast menu. Research by Istituto Piepoli showed that despite widespread popularity, the performance of the cookie category has slowed down, mainly due to traditional products, which saw a *.* percent decline in both value and volume. In ...

2.2 Demand drivers

The meal where the largest percentage of cookies are consumed by consumers is breakfast, a time of day when many individuals choose sweet products to start their daily activities. Not all Italians, however, are in the habit of eating breakfast; only ** percent consume it. Those who skip it do so because ...

2.3 Geographical distribution of demand

To visualize the geographical distribution of demand, a map was created with the average monthly expenditure of Italian households on grain products.

The distribution of demand across the territory is extremely interesting. The most significant spending occurs in the Islands, with a value of **.** € current; this is followed by the North ...

2.4 New trends in demand

Healthy solutions

On average, *** grams of cookies contain *.* grams of sugar. Given the concerns that people are arising toward the negative consequences associated with excessive sugar consumption, companies in the cookie market are considering a variety of altermative ingredients to replace sugar. One example is the use of stevia, which is ...

3 Market structure

3.1 Market structure and dynamics

In Italy, the total number of companies operating in the production of rusks , cookies and preserved pastry products amounts to **** (***). As can be seen from the graph below, enterprises active in the sector have been on a positive trend, growing by +**.*% compared to ****.

Enterprises active in the production of rusks, cookies, ...

3.2 Value chain

The value chain and operation of the bakery and confectionery market in Italy are summarized below. Since cookies are part of this larger market, their specific value chain does not differ substantially from that shown below.

3.3 Distribution channels

Distribution channels in the cookie market include supermarkets/hypermarkets, convenience stores, specialty retailers, online retail stores, and other distribution channels. These channels allow manufacturers to reach different consumer segments, offering variety and accessibility to their products.[***]

To visualize the number of active cookie retail businesses in Italy, an analysis of the ...

3.4 Main actors

Among the leading cookie manufacturers, some names stand out for their history, quality and innovation. In Italy, the best-selling products for the market under analysis are supplied by the same multinational group: Barilla. That conglomerate involves a number of subsidiaries specializing in the production of bakery and pastry products, including Mulino ...

4 Supply analysis

4.1 Type of the offer

The Italian cookie market offers the following product categories:

Chocolate cookies; Fruit cookies; Confectionery cookies; Dry cookies; Filled cookies; Breakfast cookies.

To assess the type of supply available in the market, it is necessary to understand the nutritional value of this category of products. The average caloric intake from the consumption ...

4.2 Prices

Soft wheat is the basic raw material for the domestic milling industry, which processes it into flour for cookies, bread and other baked goods. The Italian industry's supply depends on domestic production and international supply.

In **** , soft wheat sowings are expected to be about ***,*** hectares in total, an increase of *.* percent, ...

4.3 New supply trends

In retail areas, it is now possible to find a wide range of offerings for the first meal of the day, including a rich variety of packaged cookies. Such products, offering options ranging from shortbread to whole-grain, from light to lactose-free, are a welcome alternative for breakfasts, snacks and snacks. However, ...

5 Regulations

5.1 Regulatory framework

The following are the most relevant regulations in the field:

Regulation (***) to assess risks related to the food chain. Regulation (***) No. ****/**** aims to ensure that consumers receive clear, understandable and useful information about the food they consume, enhancing their right to proper food information. This regulation imposes specific obligations regarding food ...

6 Positioning of players

6.1 Segmentation

  • Barilla
  • Gentilini
  • Ferrero
  • Bauli S.p.a.
  • Galbusera
  • Loacker S.p.A.
  • Conad
  • Coop Italia
  • Carrefour Italia

List of charts presented in this market study

  • Global cookie market value
  • Exports, Imports and Hedging Rate HS Commodity Code 190531
  • Distribution of exports among the top 5 consumer countries
  • Breakdown of imports among the top 5 supplier countries
  • Consumer price index in packaged confectionery products
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Latest news

Ferrero, holding company of cookies and foreign companies acquired in the red: Cth closes 2023 with a loss of 364 million - 03/04/2024
  • Cth Invest, the holding company for Ferrero's foreign corporate holdings, reported a loss of nearly 364 million in 2023.
  • Fox's Burton's Company Group, acquired in 2021, posted a loss of 23.2 million.
  • Teseo Capital reported a loss of 12 million euros.
  • Since acquiring foreign companies since 2016, in total Ferrero has accumulated losses of 414 million euros.
  • The foreign acquisition started in 2015 with Thomtons resulted in expenses of €112 million.
  • Despite the losses, Ferrero International ended the year with a margin of €2.2 billion and a profit of more than €752 million.
  • The merger that led to the formation of the current Cth Invest was aimed at facilitating access to external financing and financing support, both for refinancing and new acquisitions, as reported in the merger plan between Cth Invest and Cdm International Holding.
  • The strategy of diversifying into lower margin segments than chocolate to avoid erosion of earnings from Ferrero's traditional brands led to the acquisition of Delacre, Kelsen, Fox's, and Ferrara Candy candies.
Barilla perde il secondo round della guerra dei biscotti - 02/04/2024

1. **Data dell'Inizio della Vicenda:** Giugno 2023 - Barilla chiede al Tribunale di Brescia di vietare la vendita di nove tipi di biscotti da parte delle aziende Tedesco e Sapori Artigianali per eccessiva somiglianza con i propri prodotti. 2. **Primo Grado di Giudizio:** Febbraio 2024 - Il Tribunale accoglie parzialmente le richieste di Barilla, vietando la vendita di alcuni prodotti e l'utilizzo di determinate confezioni per loro somiglianza con i prodotti e packaging di Mulino Bianco. 3. **Secondo Grado di Giudizio:** 18 Marzo 2024 - Il Tribunale di Brescia respinge il reclamo di Barilla e accoglie le tesi delle aziende Tedesco e Sapori Artigianali. 4. **Argumenti del Ribaltamento della Sentenza:** - **Volgarizzazione dei Marchi di Forma:** La forma dei biscotti in questione è considerata ormai così comune da non essere più distintiva di un particolare produttore. - **Packaging Controvertito:** Nonostante la similarità, non si ritiene che il packaging di Tedesco possa creare confusione o associazioni indebite con quello di Barilla a causa della prevalenza di elementi comuni nel settore. - **Urgenza del Procedimento:** Il Tribunale rigetta l'urgenza richiesta da Barilla per l'intervento, notando che Barilla era a conoscenza della vendita dei prodotti "simili" già dal 2016. 5. **Implicazioni per il Settore:** Questa vicenda sottolinea l'importanza della distintività e originalità nel design dei prodotti e dei packaging in un mercato sovraffollato. Mostra anche le sfide legali e commerciali nel proteggere tali aspetti in contesti competitivi.

Barilla lancia la "Fisarmoniche": sei anni di ricerca per una brioche perfetta per l'inzuppo - 26/03/2024

- **Periodo di ricerca e sviluppo**: 6 anni, iniziato nel 2018. - **Stabilimento di produzione**: Melfi, Basilicata. - **Investimenti**: Oltre 30 milioni di euro negli ultimi 3 anni nello stabilimento di Melfi, con investimenti dedicati sia alla sostenibilità che all'innovazione, tra cui la realizzazione delle linee produttive per Pancakes e Fisarmoniche. - **Quantità di zuccheri**: Fisarmoniche ha il -35% di zuccheri rispetto alla media delle merende più vendute. - **Contenuto calorico**: 120 kcal/pezzo. - **Capacità produttiva dello stabilimento**: Massima capacità di 83.000 tonnellate/anno. - **Numero di dipendenti a Melfi**: Più di 350. - **Quality controls**: More than 5,000 controls on finished products and 200 on raw materials per day. - **Environmental savings over the last 10 years**: 40% savings in water consumption and 27% reduction in CO2 emissions. - **Numero totale di referenze Mulino Bianco**: Oltre 130, che comprendono biscotti, merende, e pani. - **Preferenza degli italiani per l'inzuppo**: 6 italiani su 10 amano inzuppare merende o biscotti a colazione. - **Ingredienti**: Senza additivi coloranti e conservanti né olio di palma. Contiene il 4% di fibre. - **Dimensioni dello stabilimento**: 202.000 m^2. - **Numero di linee produttive a Melfi**: 8 linee dedicate a 20 ricette differenti.

  • Digital Innovation: Launch of a new online store developed in collaboration with b2x, called "The Omnichallenge Company." This store is distinguished by being a single portal combining the institutional website, online shop and recipes.
  • Internationalization Strategy: The introduction of eCommerce is seen as a crucial element to support Biscotti Gentilini's internationalization needs.
  • User Experience: Strong emphasis on providing an immersive shopping experience to allow users to learn in-depth about the brand and intuitively guide all purchase steps.
  • Technology and Personalization: Use of and evolved Business Intelligence (bi.te) technology platforms managed by b2x to improve UX (User Experience) and UI (User Interface), and to optimize the browsing experience.
  • Multi-Channel and Integration: The website uses the multichannel cloud platform to manage front-end, integrations with enterprise platforms, online sales processes and delivery.
  • Data-Based Approach: Importance given to the use of data, through the bi.te platform, to understand and interpret consumer needs. The platform is capable of capturing data from heterogeneous sources and optimizing it for eCommerce analysis and decision support.
The partnership between Bauli and Tonitto 1939 is born: new ice creams with panettone, pandoro and apricot croissant flavors arrive - 13/03/2024
  • Partnership: Bauli and Tonitto 1939 have signed a partnership that will bring novelties to the frozen sector in 2024.
  • Innovative Products: From the collaboration come ice creams flavored with panettone, pandoro and apricot croissants, presented in a modern carton pack.
  • Segment Growth: The ice cream category registers +11.9 percent year-on-year growth in 2023, making it one of the most dynamic in FMCG.
  • Tonitto 1939 Business Growth: Tonitto 1939 reports +93% growth over the past four years, becoming the fastest-growing ice cream company in Italy and the first to receive recognition as a Historic Brand of National Interest from the Ministry of Economic Development.
  • Branding Strategies: Both companies aim to expand their brands into new food sectors by implementing strategies to create value through the introduction of established brands into new product categories.
  • Executives' Appreciation: Executives from both companies express optimism and satisfaction with the partnership, highlighting their intention to expand their brands and the creation of products that combine quality and Italian tradition.
Barilla: the pasta champion's anti-MDD plan - 08/03/2024
  • Barilla sales in 2021: 4.7 billion euros (+6.5% growth)
  • Private labels capture over 50% of the pasta market and 40% of the sandwich bread market. Pasta prices up by over 11%.
  • Barilla sales in France: 630 million euros (+7%), but volumes down 3%.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Bauli S.p.a.
Loacker S.p.A.
Coop Italia
Carrefour Italia

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