Asia-pacific Sweet Biscuits Market Size & Share Analysis - Growth Trends And Forecast (2025 - 2030)

Asia-Pacific Sweet Biscuits Market Trends and Insights

Rising Demand for Indulgent Snack Occasions

In the Asia-Pacific region, snacking is no longer just about satisfying hunger; it has become a way for people to find emotional comfort and connect socially. This behavior change has significantly increased the demand for premium sweet biscuits, even as inflation affects consumer spending. Many consumers are opting for indulgent varieties like chocolate-coated, cream-filled, and artisanal biscuits as a way to treat themselves or give as gifts. According to Mondelēz International’s 2024 State of Snacking report, 58% of consumers in the Asia-Pacific region look forward to snacks more than their main meals ^{[1]Source: Mondelez International Inc., "2024-State of Snacking," mondelezinternational.com}. Seasonal flavors, such as matcha or sakura variants in Japan, are also gaining popularity as they cater to local tastes and preferences. Brands are leveraging this trend by introducing culturally relevant and limited-edition flavors that resonate with consumers. For instance, Oreo (Mondelēz) launched its “Oreo Blackpink Limited Edition” in Southeast Asia, featuring berry-flavored cream and collectible packaging, which quickly became popular on social media and encouraged impulse buying. 

Growing Middle Class and Increased Spending Power

In the Asia-Pacific region, countries like Indonesia, Vietnam, and Thailand are seeing a fast-growing middle-class population, which is leading to higher spending on packaged and indulgent food products, including sweet biscuits. As more people have extra income to spend, they are choosing better-quality and well-known biscuit brands, creating a clear trend toward premium products, even with rising costs. According to the USDA, the Southeast Asia population is projected to increase by 8% from 2023 to 2033, which will significantly increase the demand for branded snacks ^{[2]Source: US Department of Agriculture, " Southeast Asia: Growing Potential for U.S. Agriculture", ers.usda.gov}. To meet this demand, companies like Mondelez are building local factories to produce biscuits. For example, Mondelez’s factory in Vietnam makes Oreo and LU biscuits that are customized to match local tastes and budgets, making these products more appealing and accessible to a wider range of people. The disposable income in the Asia-Pacific region, measured as GDP per capita in terms of purchasing power parity, is around USD 21.59 thousand. This growing income level means that more consumers can afford to spend on premium snacks, allowing them to enjoy high-quality, indulgent products like sweet biscuits more often.

Children-Centric and Family-Oriented Marketing

In the Asia-Pacific region, changing family dynamics and a growing youth population are driving the demand for sweet biscuits, especially through products marketed for children and families. Countries like the Philippines, India, and Indonesia have a large number of young people, making children key influencers in household snack purchases. This has led brands to focus on creating products and marketing campaigns that appeal to families. For example, children often play a significant role in grocery shopping decisions, particularly for items like biscuits, cereals, and beverages, as highlighted by the Philippine News Agency. To meet this demand, companies such as Monde Nissin are investing heavily in expanding their production capacity. One notable example is their PHP 7.55 billion investment in Northern Luzon, aimed at increasing the supply of popular family-oriented products like SkyFlakes and Graham biscuits. These products are often marketed with themes of togetherness, sharing, and nutrition, striking a balance between appealing to children and addressing parents' concerns. 

Gifting Culture Boosts Demand for Sweet Biscuits

Cultural and religious festivals across Asia-Pacific, such as Chinese New Year, Diwali, Hari Raya, and Eid, play a key role in boosting the demand for premium sweet biscuits, especially as gifts during these celebrations. Gifting is an important tradition during these festivals, which leads to a significant increase in biscuit sales. Brands often release special editions with eye-catching packaging and unique flavors that reflect the festive spirit. These products are designed to stand out on store shelves and appeal to consumers looking for thoughtful and visually appealing gifts. For example, in China, Danisa’s Danish Butter Cookies and Ferrero’s festive assortments are popular choices for gifting during the Lunar New Year. Similarly, in India, brands like Parle and Britannia launch special gift boxes during Diwali, featuring festive designs and messages. These seasonal offerings not only help brands achieve higher sales but also allow them to connect more deeply with consumers by aligning with cultural traditions and offering exclusive, limited-time products that enhance the festive experience.

Sugar-Reduction Regulations Hampering Growth

Across Asia-Pacific, governments are taking stronger steps to reduce sugar consumption, introducing regulations that are creating challenges for the sweet biscuits market. Countries like Singapore, with its Nutri-Grade labeling system, Thailand, which has implemented a sugar tax, and Indonesia, which is considering front-of-pack warnings, are leading these efforts. These regulations aim to tackle public health issues like obesity and diabetes by setting limits on sugar content and requiring clear labeling. The International Diabetes Federation reported that Japan's adult diabetic population reached 93.2 million in 2024 ^{[3]Source: International Diabetes Federation, "Diabetes in Japan (2024)", idf.org} . As a result, manufacturers are being pushed to reformulate their products to meet these new standards. This often involves using alternative sweeteners or reducing the sugar content, which can increase production costs. These changes can affect the taste of the biscuits, which is a major factor influencing consumer purchases in this category. According to reports from the USDA and local health agencies, these policies are putting pressure on brands to find a balance between meeting regulatory requirements and maintaining the taste that consumers expect. This balancing act could slow down innovation and limit growth in a market where taste plays a critical role in driving demand.

Competition from Traditional Savory Snacks

In many Asia-Pacific countries, traditional savory snacks like rice crackers in Japan, murukku in India, and shrimp chips in Southeast Asia remain highly popular, creating challenges for the growth of the sweet biscuits market. These snacks are deeply tied to local cultures and are often seen as more familiar and suitable for daily consumption. Many consumers prefer these savory options because they are perceived as healthier or more filling, especially when made with ingredients like lentils, pulses, or seaweed. Local vendors and small-scale producers dominate the market with affordable and flavorful options, making it harder for sweet biscuit brands to compete for shelf space and consumer spending. This strong preference for savory snacks, particularly in rural or price-sensitive areas, limits the opportunities for sweet biscuits to expand. To overcome this, sweet biscuit brands need to focus on creating unique flavors, introducing innovative products, or even blending sweet and savory elements to attract a wider audience.

Segment Analysis

By Product Type: Cookies Lead While Sandwich Biscuits Accelerate

In 2024, cookies accounted for 38.32% of the sweet biscuits market, driven by their widespread appeal and strong brand recognition from popular products like Oreo. These cookies have become a staple snack due to their consistent taste and quality, making them a favorite among consumers of all ages. Sandwich biscuits, which feature cream or chocolate fillings, are expected to grow faster than other formats, with a projected CAGR of 6.9%. Manufacturers are focusing on creating unique flavor combinations, such as coffee-flavored creams or layered textures, to appeal to adults seeking indulgent snack options. This strategy aligns with trends seen in the confectionery market, where innovation drives consumer interest.

Plain biscuits remain a key choice in price-sensitive regions, ensuring steady sales volumes, while chocolate-coated biscuits are gaining popularity in urban areas, supported by advancements in temperature-resistant coatings. Newer formats like protein-enriched, gluten-free, and functional biscuits are gradually carving out a niche in health-focused aisles. Although these emerging categories currently hold less than 2% of the market share, they are gaining attention as consumers increasingly prioritize health and wellness. This shift presents opportunities for manufacturers to diversify their offerings and cater to evolving consumer preferences.

Note: Segment shares of all individual segments available upon report purchase

By Packaging Type: Plastic Dominates as Boxes Gain Sustainability Momentum

Flexible plastic dominated the packaging market with a 41.20% share in 2024, mainly because it is cost-effective and provides strong protection against moisture, which is essential in Asia-Pacific's humid climate. However, increasing environmental concerns and stricter regulations on single-use plastics are pushing manufacturers to adopt more sustainable packaging options. Fiber-based boxes are gaining popularity and are expected to grow at a 7.20% CAGR, as they meet retailer sustainability standards and help companies avoid eco-taxes. For example, Mondelēz and Saica Group have introduced recyclable paper solutions that reduce virgin plastic usage by up to 25% per multipack, setting a benchmark for eco-friendly packaging in the industry.

Metal tins, on the other hand, continue to play a significant role in the market, especially for gifting purposes. These tins are particularly popular during festive seasons as they offer a premium and reusable packaging option, allowing manufacturers to charge higher prices. The shift toward sustainable packaging is not only driven by regulations but also by the growing demand from environmentally conscious consumers. As a result, the industry is increasingly focusing on innovative and sustainable packaging solutions to meet both regulatory requirements and consumer preferences.

By Ingredient Base: Wheat Foundation Challenged by Oat Innovation

Wheat flour remains the primary ingredient in sweet biscuits, making up 70.60% of formulations due to its widespread availability and ease of processing. However, consumer preferences are gradually shifting toward healthier options, leading to a rise in oat-based products. These products are growing at a strong 8.76% CAGR as more people focus on heart health and fiber-rich diets. In Japan, dietary guidelines recommend a daily fiber intake of over 20 grams for men, which has encouraged the use of ingredients like BARLEYmax and beta-glucan in sweet biscuits. This trend is helping oats transition from being a niche ingredient to becoming a mainstream choice in the industry.

In addition to oats, alternative grains such as sorghum and millet are gaining traction, especially in gluten-free or low glycemic index (GI) products. These grains are particularly appealing to health-conscious urban consumers who are willing to pay a premium for innovative and nutritious options. Manufacturers are leveraging these grains to cater to the growing demand for healthier snacks, which aligns with the broader trend of functional and specialty foods. This shift not only diversifies product offerings but also helps brands tap into a more affluent and health-aware customer base.

By Distribution Channel: Traditional Retail Leads While Digital Channels Surge

Supermarkets/hypermarkets accounted for 53.40% of sales in 2024, driven by their ability to showcase promotions and strategically place sweet biscuits near complementary products like beverages, encouraging additional purchases. These stores remain a preferred choice for consumers due to their wide product variety and convenience. In-store promotions and discounts further boost sales, making these outlets a dominant channel for sweet biscuits. Their physical presence also allows consumers to explore and compare products before purchasing, which is particularly appealing in regions where online shopping is less prevalent.

However, online channels are growing rapidly, with a projected CAGR of 6.98%, supported by the booming e-commerce market in countries like India. Direct-to-consumer websites and quick-commerce platforms are gaining traction as they offer lower listing fees and a broader range of products. These platforms also enable regional manufacturers to experiment with innovative offerings, such as subscription snack boxes, to attract a loyal customer base. Meanwhile, convenience stores in markets like Indonesia and the Philippines cater to immediate consumption needs, while vending machines and institutional sales provide additional revenue streams outside traditional retail formats.

Note: Segment shares of all individual segments available upon report purchase

By Flavor Profile: Plain Maintains Majority as Flavored Variants Accelerate

Plain sweet biscuits accounted for 53.47% of the market share in 2024, primarily due to their affordability and widespread appeal across different age groups. These biscuits are a staple choice for many consumers, offering simplicity and familiarity. However, the demand for flavored biscuits is growing rapidly, as consumers increasingly seek unique and exciting taste experiences. Flavored options, such as chocolate, vanilla, and fruit-infused varieties, are expected to drive nearly half of the market's growth and rise at a 7.23% CAGR through 2030. Flavors inspired by regional preferences, like matcha, pandan, and tropical fruits, are gaining popularity, helping brands cater to diverse consumer tastes in the Asia-Pacific region.

Innovative combinations and textures are also playing a significant role in boosting the appeal of flavored biscuits. Products that combine crunchy exteriors with creamy or soft fillings are particularly popular, as they offer a multi-sensory eating experience. Co-branded products, such as the Biscoff-Cadbury collaboration, are blending traditional flavors with modern twists, attracting both loyal and new customers. These innovations not only enhance the perceived value of the products but also help brands stand out in a competitive market. As a result, flavored biscuits are becoming a key growth driver in the sweet biscuits market, appealing to consumers looking for indulgence and variety.

Geography Analysis

China held a significant 28.57% share of the sweet biscuits market in 2024, driven by its large-scale production capabilities, efficient supply chains, and strong export performance. The country’s snack industry has already surpassed CNY 1 trillion in revenue, supported by initiatives like nationwide voucher schemes that encourage domestic consumption. Companies are expanding into smaller cities, with examples like Mingming Henmang operating over 14,000 outlets, which helps improve distribution and supports the growth of local and regional brands.

India is expected to grow at the fastest rate, with a projected CAGR of 8.35% through 2030, fueled by increasing disposable incomes and widespread smartphone adoption. These factors are driving higher demand for packaged snacks across both rural and urban areas. ITC has announced a five-year investment plan worth INR 200 billion, with 35%-40% allocated to FMCG expansion, focusing on flagship brands and introducing health-focused product lines. Additionally, partnerships like Mondelēz collaborating with Lotus Bakeries to produce Biscoff locally are leveraging India’s cost-effective manufacturing while offering diverse flavor options to consumers.

Southeast Asia offers varied growth opportunities across its markets. In Indonesia, the retail food sector reached really high level, with bakery products growing at over 10% annually. However, challenges like front-of-pack labeling and Halal compliance add to production costs. In Vietnam, the biscuits market shows potential for consolidation, with Orion Food Vina holding a dominant share in the Chocopie segment, supported by strong distribution networks and frequent product innovations. Meanwhile, in Thailand, companies are focusing on premium products and reduced-sugar options to align with sugar-tax regulations and cater to health-conscious consumers, particularly millennials.