Sweet Biscuit Market Size & Share Analysis - Growth Trends and Forecast (2026 - 2031)

Global Sweet Biscuit Market Trends and Insights

Rising demand for convenient snacking

Urbanization and tighter meal schedules are transforming sweet biscuits from mere treats to convenient meal replacements. As commuters and remote workers lean towards grab-and-go options, single-serve packaging is outpacing bulk packs in growth. In 2024, the United States Department of Agriculture highlighted a rise in snacking among adults aged 25 to 44, averaging 2.7 times daily, up from 2.3 in 2020. Biscuits, thanks to their stability and portion control, have notably benefited from this trend. This shift in snacking habits is driving up demand for resealable pouches and multi-pack formats, balancing convenience with waste reduction. However, this poses a design challenge for brands used to the economies of scale offered by rigid boxes. Manufacturers incorporating QR codes that direct to nutritional dashboards are resonating with digitally savvy consumers, who often scrutinize ingredient lists pre-purchase. This trend hints that such transparency features might soon be standard expectations in the market.

Expanding middle-class consumption in emerging markets

In the Asia-Pacific region, rising disposable incomes are shifting consumer preferences from unbranded, loose-form biscuits to branded ones. In 2024, India's National Sample Survey Office reported a 12% year-on-year increase in packaged snack spending among households earning between INR 300,000 and INR 600,000 annually, with biscuits leading the category^{[1]Source: Ministry of Statistics and Programme Implementation, India, “Consumer Expenditure Survey 2024,” mospi.gov.in}. Meanwhile, in Indonesia and Thailand, tier-2 cities are seeing a surge in modern trade, introducing premium sandwiches and chocolate-coated biscuits, once exclusive to metropolitan areas. For multinational companies, this means that in semi-urban areas, distribution density is now a more crucial determinant of market share than brand equity. Local competitors are adeptly navigating fragmented retail networks and cash transactions, often sidestepping digital payments. Despite urbanization rates on par with Western Europe, China's per capita biscuit consumption lags. This presents a unique opportunity for manufacturers, especially if they can tailor products to resonate with China's tea-drinking customs and gifting traditions in snacking.

Continuous flavor and format innovation

Incremental taste differentiation is emerging as a more cost-effective strategy than breakthrough product platforms for sustaining volume growth. Limited-edition flavors, often linked to seasonal events or regional ingredients, are generating social-media buzz that traditional advertising struggles to match. Additionally, co-branding partnerships with confectionery or beverage brands are broadening appeal across categories. Nestlé's 2024 annual report revealed that its biscuit division in Europe achieved a 4.2% volume uptick by rotating flavor variants every 90 days. This frequent rotation is made possible by their flexible manufacturing lines, which can switch recipes swiftly without significant downtime. Format innovation plays a pivotal role: thinner biscuits, offering a satisfying crunch with fewer calories, are winning over health-conscious consumers. In contrast, thicker, more indulgent variants are tapping into premiumization trends. However, the challenge lies in ensuring consistent quality across diverse flavor extensions. Manufacturers must avoid fragmenting production runs to the detriment of unit economics. This delicate balancing act is best navigated by those equipped with advanced demand-sensing algorithms and modular production capabilities.

Growth of e-commerce and direct-to-consumer models

Digital channels are shifting the balance of power between brands and retailers. Manufacturers can now gather consumer data and experiment with pricing strategies, all without the usual intermediaries. In 2024, direct-to-consumer subscriptions for biscuit assortments in North America surged by 18%, as reported by the U.S. Census Bureau's e-commerce report. Brands are harnessing predictive analytics to tailor product bundles and minimize churn^{[2]Source: U.S. Census Bureau, “E-Commerce Statistics 2024,” census.gov}. The online retail sector is projected to grow at a CAGR of 7.98% through 2031. This growth isn't just about convenience; it's also about digital platforms' ability to highlight niche products. Items like gluten-free, keto-friendly, or allergen-free variants often lack the sales velocity to earn a spot on supermarket shelves. For players in emerging markets, e-commerce presents a golden opportunity. It significantly reduces the capital needed for national distribution. Third-party logistics providers are shouldering warehousing and last-mile delivery costs, sparing brands from hefty multi-year investments. However, there's a catch: platform fees and promotional spending are squeezing margins. As a result, brands are rethinking their strategies. They're turning to influencer partnerships and content marketing, aiming to optimize customer acquisition costs, rather than relying solely on paid search.

Rising health concerns over sugar and ultra-processed foods

Public-health campaigns are increasingly discouraging the consumption of sweet biscuits as everyday snacks, especially among younger audiences swayed by wellness trends on social media. The World Health Organization's 2024 guidelines advocate for limiting free sugars to under 5% of total energy intake^{[3]Source: World Health Organization, “Updated Guidance on Free Sugars 2024,” who.int}. Notably, a standard serving of chocolate-coated biscuits frequently surpasses this recommendation. Since 2024, front-of-pack warning labels in Chile, Mexico, and Peru have led to a tangible drop in the purchase intent for high-sugar products. Nielsen data highlights a 9% volume decline in these labeled categories within just the first year. While brands are reformulating with natural sweeteners like stevia, monk fruit, and allulose, they face hurdles in taste masking and cost. Moreover, aggressive sugar cuts can hinder the Maillard browning and caramelization processes, crucial for biscuit flavors. Brands that overlook these reformulation challenges may find themselves sidelined, as retailers adjust their offerings to meet new dietary standards and sidestep potential reputational risks.

Volatile wheat, cocoa, and sugar prices

In mid-2024, wheat futures on the Chicago Board of Trade hit a 5-year peak, spurred by Russia's export restrictions and unfavorable weather in the U.S. Great Plains. Concurrently, cocoa prices surged, driven by crop diseases in West Africa's key growing areas, as reported by the U.S. Department of Agriculture. Sugar prices mirrored this volatility, influenced by shifts in Brazil's ethanol policies and disruptions from monsoons in India. Manufacturers lacking long-term hedging contracts or diversified sourcing strategies saw their margins erode by over 200 basis points in 2024, as per industry filings. In response, strategies diverged: while multinational corporations pursued vertical integration, acquiring cocoa farms and flour mills to shield themselves from spot-market fluctuations, regional specialists opted to reformulate recipes. They substituted in lower-cost ingredients, such as cassava flour and palm-based fats, making compromises on taste consistency to maintain affordability in price-sensitive markets.

Segment Analysis

By Product Type: Sandwich Biscuits Lead Premiumization

Sandwich biscuits are projected to grow at a 6.70% CAGR through 2031, surpassing the market average of 5.21%. Manufacturers are infusing cream fillings with functional ingredients like protein isolates, prebiotic fibers, and omega-3s, enabling them to command premium prices. In 2025, plain biscuits accounted for 38.76% of revenue, bolstered by their status as breakfast staples and tea-time companions in South Asia and the Middle East, where traditional rituals favor unembellished formats. Cookies strike a balance, enticing North American and European consumers who desire indulgence without the heaviness of chocolate coatings. However, their growth faces challenges due to market saturation. In the Asia-Pacific region, chocolate-coated biscuits are making a comeback, fueled by more affordable cocoa and an uptick in gifting occasions, leading to trials among middle-income families. Meanwhile, other sweet biscuits, like wafer rolls, filled bars, and regional delicacies, cater to niche markets but lack the scale to compete on price, confining them to specialty outlets.

The rising popularity of sandwich biscuits underscores a pivotal industry trend: consumers prioritize perceived functionality over mere indulgence, even at a premium. Highlighting this shift, Mondelēz International's 2024 investor presentation showcased its Oreo Thins variant. Marketed as a portion-controlled choice, Oreo Thins raked in 22% more revenue per kilogram than the standard Oreos, despite being lighter in weight. This trend is nudging manufacturers of plain biscuits to consider fortification, integrating vitamins, minerals, or plant-based proteins, to safeguard their market share against the more profitable sandwich variants. However, as scrutiny on nutrition messaging tightens, regulatory bodies like the European Food Safety Authority will play a crucial role in determining the future of these fortification strategies.

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

By Ingredient Base: Oat Variants Capture Health Halo

Oat-based biscuits are surging at a 7.83% CAGR, driven by whole-grain positioning that aligns with dietary guidelines emphasizing fiber intake and cardiovascular health. Wheat retains 72.64% of 2025 volume, underpinned by its cost advantage, gluten structure that delivers desirable texture, and entrenched supply chains spanning every major biscuit-producing region. Other ingredient bases, rice flour, chickpea flour, and almond flour, are gaining traction in gluten-free and allergen-free segments, though their combined share remains modest due to higher input costs and sensory trade-offs that limit mass-market appeal. The oat category's momentum is amplified by sustainability narratives, as oats require less water and synthetic fertilizer than wheat, resonating with environmentally conscious consumers in Northern Europe and North America.

Manufacturers face a formulation dilemma: oat flour's lower gluten content necessitates binding agents or blending with wheat to achieve structural integrity, complicating "100% oat" claims that command the highest premiums. Nestlé's 2024 product launches in the United Kingdom featured oat biscuits blended with pea protein to enhance texture while maintaining a plant-forward label, a hybrid approach that balances technical feasibility with marketing appeal Nestlé UK Product Announcements 2024. The regulatory landscape is tightening around "whole grain" definitions, with the U.S. Food and Drug Administration proposing stricter thresholds in 2024 to prevent misleading claims on products containing minimal whole-grain content U.S. Food and Drug Administration Brands that secure third-party certifications from the Whole Grains Council are insulating themselves against future compliance risks while differentiating in crowded retail environments.

By Packaging Type: Rigid Boxes Gain on Recyclability Push

Driven by Extended Producer Responsibility mandates in the European Union, which impose heftier compliance fees on non-recyclable packaging, the rigid box market is witnessing a robust growth at a 6.71% CAGR. In 2025, plastic boxes and portable pouches made up 43.79% of the market volume, thanks to their moisture-barrier properties and resealability, which enhance shelf life and minimize in-home waste. Yet, the regulatory landscape is evolving: France's AGEC law, now fully in effect as of 2024, mandates all food packaging be recyclable or compostable by 2025. This pushes brands to rethink their approach to multi-layer plastic laminates. While these laminates are technically recyclable, they currently lack the necessary collection infrastructure. Meanwhile, other packaging options like metal tins and compostable films cater to premium and gifting markets. Here, aesthetic appeal can command a higher price, but challenges arise due to fragmented supply chains and consumer uncertainty about disposal methods.

There's a strategic challenge in harmonizing sustainability with functionality. While fiber-based boxes boast recyclability, they are more susceptible to moisture, risking shorter shelf lives in humid conditions and potential spoilage during transit. A 2024 sustainability report from Britannia Industries highlighted the challenges of shifting to paper-based packaging in India. The move necessitated tweaks to biscuit recipes, incorporating extra humectants and oxygen scavengers, leading to a 3% to 4% hike in input costs. Brands delving into active-packaging innovations, such as moisture-regulating liners and antimicrobial coatings, are finding ways to navigate these challenges. However, such advancements are predominantly seen in multinational corporations, who can spread the development costs across their vast global portfolios.

By Flavor Profile: Flavored Variants Outpace Plain Offerings

Flavored biscuits are riding a wave of popularity, boasting a 7.10% CAGR, as they cater to consumers' desires for novelty and sensory experiences, something plain biscuits often lack. In 2025, plain biscuits captured a notable 57.92% of the revenue, largely due to their versatility. Beyond being mere snacks, in numerous markets, they're commonly paired with spreads, dips, and hot beverages, and at times, even act as meal extenders. The flavored segment's rise can be credited to manufacturers' astute strategies. By introducing limited-edition flavors and customizing tastes to specific regions, like matcha in Japan, dulce de leche in Argentina, and cardamom in India, they've generated significant buzz, particularly on social media. Furthermore, flavor innovation is viewed as a more prudent approach than a complete format overhaul. This is primarily because new inclusions or coatings can seamlessly fit into current production lines, sidestepping the substantial costs associated with retooling.

Yet, enthusiasm for flavor differentiation isn't uniform across regions. During Ferrero International's 2024 earnings call, it was noted that while their flavored biscuit line enjoyed an 8% volume boost in Western Europe, Eastern Europe trailed with a mere 2% increase. The latter's pronounced price sensitivity diminishes the appeal of premium flavors, allowing plain biscuits to retain their dominance. Flavor innovations ought to align with local preferences and spending habits, rather than just echoing global trends, which regional players are focused on. Moreover, as regulations around artificial flavorings and colorants tighten, companies are feeling the pressure. The European Food Safety Authority's 2024 review of safety limits for titanium dioxide and certain azo dyes has prompted many to shift towards natural alternatives. While these are frequently perceived as healthier, they present challenges, including elevated costs and shorter shelf lives.

By Distribution Channel: Online Retail Reshapes Shelf Dynamics

Online retail is on track to grow at a 7.98% CAGR, fueled by subscription models, tailored recommendations, and the ability to highlight long-tail SKUs that don't have physical shelf space. In 2025, supermarkets and hypermarkets accounted for 47.72% of sales, capitalizing on impulse purchases, bulk-discount promotions, and the tactile experience of assessing packaging before buying. Convenience stores cater to urban consumers pressed for time, willing to pay a premium for immediacy. Meanwhile, specialty and gourmet stores attract affluent shoppers in search of artisanal or health-focused products. Other channels, like vending machines, institutional catering, and duty-free shops, cater to specific occasions but only make a minor contribution to overall volume. This competitive landscape means brands need to fine-tune their assortments and pricing strategies across channels, each with its own economic dynamics: online retail demands a heftier marketing and logistics budget, while brick-and-mortar stores often require slotting fees and promotional backing.

Quick-commerce platforms, which promise grocery deliveries in 15 to 30 minutes, are forging a new hybrid channel that melds online ease with the spontaneity of impulse buying. Kellanova's 2024 annual report revealed that its biscuit brands saw a 14% sales uptick thanks to quick-commerce collaborations in India and Southeast Asia. These regions, boasting high smartphone penetration and dense urban centers, present a lucrative backdrop for swift deliveries. Yet, the quick-commerce model's dependence on dark stores, which offer a limited SKU range, compels brands to vie for spots in these curated selections. This dynamic has shifted the balance of power from manufacturers to platform operators, who now wield control over consumer interactions. Brands bolstering their first-party e-commerce capabilities, through owned websites and loyalty apps, are not just reducing their reliance on platforms. They're also gathering invaluable zero-party data, which plays a crucial role in shaping product development and managing lifecycles.

Geography Analysis

In 2025, Europe accounted for 35.73% of global sweet biscuit revenue, driven by strong consumption habits in the UK, Germany, and France, where biscuits are staples with tea and coffee. The region's 5.21% CAGR reflects contrasting trends: Western Europe faces market saturation and reduced sugar consumption, while Eastern Europe, including Poland, Romania, and Bulgaria, sees growth due to modern retail expansion and rising incomes. EU regulations like the Farm to Fork Strategy and Single-Use Plastics Directive are increasing costs for small and mid-sized manufacturers, prompting consolidation as multinationals acquire regional brands. Post-Brexit regulatory changes in the UK are delaying shipments and raising working capital needs for cross-border manufacturers.

Asia-Pacific is projected to grow at a 7.36% CAGR through 2031, the fastest globally, fueled by urbanization in China, India, and Indonesia, which is shifting snacking habits to on-the-go consumption. In China, the market is transitioning from unbranded bulk sales to packaged goods, aided by e-commerce reaching tier-2 and tier-3 cities. India's per capita biscuit consumption, under 2 kilograms annually, highlights growth potential if manufacturers address fragmented distribution and pricing challenges. Japan and South Korea focus on innovation with premium limited-edition flavors, though aging populations limit volume growth. Southeast Asia, including Thailand, Indonesia, and Vietnam, is expanding modern trade, with convenience stores boosting single-serve biscuit sales.

North America, South America, and the Middle East and Africa represent the remaining market share, each with distinct dynamics. North America faces health-driven reformulations and the rise of gluten-free, keto-friendly, and plant-based subcategories, complicating portfolio management. South America contends with currency fluctuations and political instability in Argentina and Brazil, offset by growing middle-class consumption in Colombia, Peru, and Chile. The Middle East and Africa show a split market: Gulf Cooperation Council nations offer premiumization opportunities, while sub-Saharan Africa struggles with affordability and limited cold-chain infrastructure. Halal certification and ingredient traceability are critical, as non-compliance risks market access and reputational damage.