Content of the study:
The cookie market - Germany

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1.1 Introduction

The market for cookies includes a wide range of products. There are different types of cookies(salty, sweet, for children, traditional, organic). It is a highly diversified but competitive market.

The global market for cookies is growing at a CAGR of 6.6% .[The Business Research Company] However, the market is crisis-prone, and the COVID-19 pandemic has had an impact on cookie consumption. This impact has changed the way cookies are selected.

Currently, the major producers of cookies are the United States and Western European countries.

This market is also highly competitive in Germany. There is a strong presence of international brands:

  • Mondelez International (Oreo, Milka, Toblerone).
  • Nestlé (Kitkat)

But also from German brands such as:

  • Bahlsen
  • Leibniz
  • Lambertz

High quality cookies are becoming more and more popular among consumers. Nutritional values are very important in the selection of cookies. The typical consumers of cookies of this rank are city dwellers, the affluent class.

Organic cookies have gained significant market share. Traditional recipes that are vegan and gluten-free are also extremely popular. Consumers also pay close attention to the environmental impact of their cookie consumption, which is why organic and fair trade cookies are so popular.

1.2 Global market

The global market for cookies is an important part of the food industry and has experienced steady growth in recent years. Cookies are a popular snack and confectionery product and are sold worldwide. In ****, the global market for cookies reached USD ***.** billion. It is expected to grow at a CAGR of ...

1.3 Declining sales in Germany

The market for cookies and crackers in Germany amounted to USD *.** billion in ****. According to forecasts, the market is expected to decline *.** billion USD by **** and decrease at an average annual growth rate of -*.**% in the period **** - ****, but this can be seen as an increase compared to the decline ...

1.4 Foreign trade

Cookies are classified under tariff item number **** as "bakery wares, whether or not containing cocoa; communion wafers; empty wafer capsules of a kind used for medicines; sealing wafers; dried dough sheets of flour or starch; and similar articles."[***]

Looking at German foreign trade, it can be seen that both exports and ...


2.1 Consumer profiles and consumer behavior

Cookies are a popular snack and confectionery product in Germany and are consumed by many people as a snack between meals or as a sweet treat during leisure time. The German market for cookies has a broad consumer profile, encompassing different age groups, genders and social classes. On average, Germans consumed ...

2.2 Current trends - demand for sugar-reduced cookies on the rise

The market for cookies is influenced by various trends, which have a major impact on consumer behavior.

On the one hand, customers are attaching more and more importance to a healthy diet and healthier products. As a result of this trend, people are expected to want to reduce their sugar consumption ...

2.3 favorite types of cookies of the Germans

In Germany, there are countless types of cookies. Whether filled, unfilled, coated with chocolate or sugar icing, or refined with nuts - the German supermarket shelves offer a wide selection of different cookie varieties and brands. According to YouGov surveys, **% of all Germans like to eat cookies and have an average ...

2.4 Most popular cookie brands of Germans

In ****, the market research institute SPLENDID RESEARCH from Hamburg conducted a representative survey on cookies among Germans aged ** to **. Respondents were asked about brand awareness, image and purchase/re-purchase probability.

Leibniz came out on top in the ranking. This ranking is primarily determined by the high brand awareness and the positive ...


3.1 Biscuits production

The main production steps of cookies in Germany are described by the Federal Association of the German Confectionery Industry as follows:[***]

The first step is the recipe. This determines precisely which ingredients are required to produce the desired product. In order to ensure a high quality of the end products, a ...

3.2 Operations and employees

In ****, there were ** establishments for the production of long-life bakery products. This is a slight decrease from the number of establishments, as in **** there were still ** establishments producing long-life bakery products in Germany. It is possible that this slight decrease can be explained by the corona crisis, as there was a ...

3.3 Distribution channels

Cookies are sold through various distribution channels. It is important to note that the specific distribution channels may vary depending on the type of cookies, brand preferences, and geographic location. The most common distribution channels for cookies are:

Supermarkets and grocery stores: this is one of the main distribution channels for ...


4.1 Product types

When people talk about baked goods, they are describing an almost unmanageable number of products. Baked goods include bread, rolls and cookies as well as fine baked goods such as cookies, cakes, Danish pastries, tarts and stollen. The German Food Book contains guiding principles that define the terms in detail. As ...

4.2 Seasonal product types

In the market for cookies, there are various seasonal product types that are adapted according to the time of year or holiday. In Germany, Christmas and fall cookies are particularly popular. These often have festive shapes and are prepared with Christmas spices such as cinnamon, ginger and cloves. The most popular ...

4.3 Prices and price development

The price development for cookies is dynamic and depends on various factors. The exact pricing can vary from company to company and from product to product. Market conditions, consumer demand, and cost factors all play a role in determining the price of cookies.

The consumer price index for cookies shows an ...

4.4 Best seller cookies

The bestsellers on Amazon show an overview of the best-selling cookies in Germany. It can be seen that the prices depend strongly on the type of cookie, but also on the brand.

Source: ****

4.4 Current trends - range of innovative and healthy products

From the producers' point of view, there are several trends in the market for cookies:

On the one hand, packaging is considered an important selling point in this sector, as it represents the brand's image and must meet consumer requirements, especially in terms of practicality and product shelf life. Manufacturers are ...


5.1 Government regulations

The German market for cookies is subject to legal requirements that can present significant barriers to entry. There are strict rules on labeling and allergens that must be followed. The mandatory information on the packaging must be clear so that the customer can compare the product to another product based on ...

5.2 Legislation for more child protection in advertising

In order to protect children's health, Federal Minister Cem Özdemir presented plans for more child protection in advertising on February **, ****. This proposal from the Federal Ministry of Food and Agriculture states that advertising for foods with a high sugar, salt or fat content will be banned in the future.

Background to ...


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Reviews (2)

Reviews (2)

The cookie market - France

Publicado en 22/09/2022 by Pierre Poignant - Branded

Bon insights, bonnes data, cette étude m'a aidé sur un investissement.

Businesscoot Response:

Merci Pierre pour votre retour. Nous sommes ravis d'avoir été à la hauteur de vos attentes! :D

The cookie market - France

Publicado en 20/10/2021 by Elsa NAUCHE

The studies are concise and accurate. In addition, all sources are mentioned.

Businesscoot Response:

Hello Elsa, Thank you for your feedback. We are happy to read that the content of the study has completely satisfied you. :)

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