Summary of our market study

The global cookie market, with a diverse range of products targeting different consumer preferences, has observed steady growth and reached 113.63 billion USD in 2022. It should continue to expand at a CAGR of 6.6%, reaching USD 156.42 billion in 2027. In Germany, however, the market has seen a decline, with revenues falling from 3.09 billion USD in 2022 to 3.03 billion USD forecast in 2025, representing a downward trend from the previous growth rate of -0.68% between 2020 and 2024. Despite this, consumer demand for healthier, reduced-sugar, organic and environmentally-friendly cookies has increased. Average annual consumption by Germans in 2023 was 4.39 kg per capita, costing around €31.00. Trends point to a move towards savoury cookies and innovative sweet varieties.

In foreign trade, Germany exported cookies worth €4.6 million and imported €2.96 million in 2022. The manufacturing landscape saw a slight decrease in production facilities, down to 85 in 2022, with a corresponding reduction in the number of employees to 13,128. Distribution via online channels is gaining in importance, and is expected to account for 8% of sales by 2025. Prices have risen, with the consumer price index for cookies rising from 88.2 in 2020 to 103.1 in 2022, driven by higher production and raw material costs. Manufacturers continue to innovate, particularly in terms of product packaging and health-oriented products.

Contemporary cookie market trends in Germany

Analysis of changing consumer preferences and behavior in the German cookie market reveals that demand for healthier, environmentally-friendly options is on the rise. A significant number of Germans, between 20 and 25 million, consume cookies or crackers at least once a week. Nevertheless, a shift towards a healthier lifestyle is discernible, with many consumers actively reducing their sugar intake and showing a preference for savoury products - a trend that should boost demand in the years ahead. At the same time, sustainability and environmental responsibility are driving purchasing habits, with a notable penchant for organic, fair-trade and eco-friendly cookies gaining ground. Among the different types of cookie, traditional recipes that are also vegan and gluten-free are particularly popular, underlining the market's response to diverse dietary needs and preferences.

The market is competitive, with formidable international players such as Mondelez International and Nestlé, as well as leading German brands such as Bahlsen, Leibniz and Lambertz. Despite this competition, the market is growing, with the global cookie market set to rise from around 113.63 billion USD to 156.42 billion USD between now and 2027, at a compound annual growth rate of around 6.6%. German brands enjoy great popularity, with consumer surveys highlighting strong brand recognition and high esteem for local brands. In addition, consumer spending on cookies represents an annual budget of almost 31 euros per capita. While the bulk of cookie sales are made via traditional offline channels, online marketplaces are steadily gaining in importance, with e-commerce expected to account for 8% of all cookie sales by 2025. In summary, the German cookie market presents a complex tapestry of traditional tastes and a booming demand for innovative, health-conscious and environmentally-friendly products. As the market continues to evolve, manufacturers and retailers are adapting, offering specialized products that meet a wide range of consumer needs while ensuring that quality remains unchanged. This changing landscape reflects a market that is not just surviving, but thriving amid changing consumer preferences and global economic challenges.

Key players in the cookie sector :

Navigating the competitive cookie market landscape The cookie market is a lively arena where the giants of the confectionery world vie for supremacy. Several key players dominate the market, each with its own flavors, brand heritage and consumer loyalty. The market's vitality lies in the variety of its offering, which ranges from sweet, indulgent treats to health-conscious options, organic and gluten-free selections.

  • Mondelez International unquestionably dominates the market, with a global presence and a range of beloved brands such as Oreo, Milka and Toblerone. Mondelez has carved out a significant share of the cookie market through innovation and marketing prowess. Oreo, one of its flagship products, has become synonymous with cookies for many consumers around the world, with an impressive variety of flavors and regular limited editions keeping fans interested and excited.
  • Nestlé is a formidable player, its name being another household staple. With products like Kitkat, Nestlé capitalizes on cross-promotional opportunities, extending the reach of its cookie brands to other confectionery ranges. Its global distribution capabilities ensure that Nestlé cookies enjoy a wide footprint, tapping into diverse market segments in different regions.
  • Germany has its own link to cookie folklore with Bahlsen. A German brand par excellence, Bahlsen has firmly established itself with a reputation for high-quality cookies that often reflect traditional European flavors. Its commitment to taste and craftsmanship resonates well with consumers who prefer a touch of authenticity in their confectionery choices.
  • Leibniz, another German gem, is widely recognized for its classic butter cookies. The brand's simplicity and commitment to traditional biscuit-making values have given it enduring appeal and a firm foothold in the German market. Alongside the success of the quintessential Leibniz Butterkeks, the brand continues to innovate while preserving its quality ethos.
  • Lambertz is another name that carries the torch of the German confectionery tradition. Its products are renowned for their quality and indulgence, often associated with festive and seasonal pleasures. Their range includes a variety of cookies that cater for traditional tastes while diversifying into organic and health-conscious sectors, reflecting the brand's adaptive nature in the face of changing consumer preferences.

These titans of the cookie world each possess their own strategic advantages, whether in terms of brand heritage, innovation, product quality or market adaptation. Together, they contribute to the diversity and dynamism of the market, continually shaping the brand's image

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Summary and extracts

1 Market overview

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 Demand analysis

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 Market structure

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 Offer analysis

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 Guidelines

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 ...

6 Positioning of the players

6.1 players

  • Nestlé Groupe
  • Mondelez
  • Kellogg’s
  • Ferrero
  • Lotus Bakeries
  • Bahlsen Group
  • Manner
  • Griesson - de Beukelaer
  • Lambertz

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Latest news

Nestlé sells its Natur baby food products to FNB - 06/02/2024
  • nestlé is the world's leading food company.
  • FNB is a French investment fund specialized in SMEs in the food sector.
  • Nestlé is in exclusive negotiations with FNB for the sale of its baby food business in France.
  • The products concerned are NaturNes baby foods, Babicao and Babivanille baby powders and the P'tit yogurt range.
  • These products are manufactured at the Arches plant.
  • Worldwide sales of Nestlé infant formulas have increased by more than 10%.
Nestlé France sells its baby food products to Mousline - 02/02/2024
  • Nestlé is negotiating exclusively with the French investment fund FnB the sale of its baby food business.
  • These include the ranges of soups, purees, desserts and breakfast powders under the NaturNes, Babicao and Babivanille brands, as well as the P'tit franchise.
  • Infant milks, the bulk of the portfolio - with Laboratoires Guigoz and Nestlé Nidal - remain in the Nestlé France fold.
  • The infant nutrition products that are the subject of this sale are produced in a factory in the Vosges region of France that employs 230 people.
  • FnB, the potential buyer, specializes in supporting French SMEs in the food industry.
  • The baby food market fell by 6% in volume last year in France due to the falling birth rate, with a sharper decline in milks than in diversification foods.
  • Nestlé has 14 factories in France.
Kellogg's: 5 things you need to know about the demerger of the cereal and potato chips giant - 03/10/2023
  • 15.3 billion in sales by 2022, 32,000 employees
  • kellogg's has split into two separate, listed entities
  • On the one hand, cereals, and on the other, snacks (but also cereals) in the rest of the world
  • Kellogg's has a portfolio of some thirty brands
  • International activities account for over 80% of sales
  • North American division accounts for around 17% of sales
  • north American cereal market in decline
  • The snacks market is booming
  • 200 employees in France and net sales of 367 million euros,
  • France is Europe's second-largest market behind England
  • Pringles generates sales of 1 billion euros in Europe
Kellogg separates its US operations from the rest of the world - 16/09/2023
  • The separation of Kellogg into two companies, Kellanova and WK Kellogg, takes place from October 2, 2023.
  • Kellanova will manage the snacks and breakfast cereals business outside North America, generating sales of around $13.4 to $13.6 billion (€12.5 to €12.7 billion).
  • WK Kellogg will manage the cereal business for North American markets, corresponding to sales of around 2.7 billion dollars (2.5 billion euros).
Kellogg's splits up - 12/09/2023
  • Kellogg Company sales in 2021 will be $15.3 billion.
  • More than 80% of the company's sales come from international business.
  • The North American division accounts for around 17% of sales.
  • The Group's snacks division is set to grow by 9% a year between 2019 and 2022.
  • International cereal brands have been growing at 5% a year since 2019.
  • Kellanova, one of the company's new entities, forecasts sales of between $13.4 and $13.6 billion in 2024
  • The second entity, WK Kellogg, forecasts sales of $2.7 billion in 2023.
Nestlé wants to conquer the vitamin market. - 19/04/2023
  • Nestlé has made more than 60 acquisitions since Mark Schneider took the helm in 2017.
  • Nestlé Health Science sales have nearly tripled in 5 years, from CHF 2.6 billion to CHF 6.6 billion in 2022.
  • The global vitamins and minerals market is valued at 140 billion Swiss francs (€142 billion).
  • Nestlé has increased its market share in vitamins from 1% to 4% between 2018 and 2021, while increasing its market share in medical nutrition from 18% to 19% over the same period.
  • Nestlé acquired The Bountiful Company in 2021 for CHF 5 billion.
  • Nestlé controls 14% of the U.S. market for vitamins and food supplements.
  • The French vitamins and food supplements market reached €2.6 billion in 2022, up 3%.
  • Nestlé is the leader in clinical nutrition in France, with a 30% market share.

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. :

Nestlé Groupe
Mondelez
Kellogg’s
Ferrero
Lotus Bakeries
Bahlsen Group
Manner
Griesson - de Beukelaer
Lambertz

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