Wafer Biscuits Market - Growth, Trends, COVID-19 Impact, and Forecasts (2021 - 2026)

Global wafer biscuits market is segmented by form (cream filled and coated); distribution channel (supermarkets/ hypermarkets, convenience stores, online retailers, and others); and by geography

Market Snapshot

wafer biscuits market
Study Period:

2016 - 2026

Base Year:


Fastest Growing Market:

Asia Pacific

Largest Market:



5.12 %

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Market Overview

The wafer biscuits market is projected to register a CAGR of 5.12%, during the forecast period.

  • The increasing urbanization, which can be attributed to the change in demographics and high disposable income, is fuelling the growth of the wager biscuits market. The high profit margins and proliferation of supermarkets have led to a growing interest in premium products, thus providing growth opportunities in the future.
  • As the consumers crave for convenient breakfast options, the breakfast biscuit segment continues to record robust growth. One aspect that attracts customers is the availability of convenient and healthy on-the-go snack, and breakfast biscuits fit into this bracket.


Scope of the Report

The wafer biscuit market is segmented by form and distribution channels. On the basis of form, the market is classified cream-filled and coated. On the basis of the distribution channel, it is classified as super/hypermarkets, convenience stores, online retail, and others. Super/hypermarkets account for the majority of the sales of the global wafer biscuits market. Moreover, the study provides an analysis of the wafer biscuits emerging and established markets across the world, including North America, Europe, Asia-Pacific, South America, the Middle East & Africa.

By Form
Cream Filled
By Distribution Channel
Super Markets/ Hyper Markets
Convenience Stores
Online retailers
North America
United States
Rest of North America
United Kingdom
Rest of Europe
Rest of Asia-Pacific
South America
Rest of South America
Middle East & Africa
Saudi Arabia
Rest of Middle East & Africa

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Key Market Trends

Increasing Demand for Sweet Biscuits

The growing preference for convenient snacking, coupled with easier consumer accessibility through the advancing retail sector, is one of the few factors augmenting the growth of wafer biscuits market, globally. Moreover, the booming demand for healthy snacking has led many manufacturers to introduce health-efficient biscuits with fortified active ingredients, mainly protein, fibre, and vitamins. For instance, United Biscuits offers a range of fortified biscuits through its brand, McVities. In 2017, the brand launched McVitie’s Digestive Thins, with the innovation of digestive biscuits covered with milk chocolate. Sandwich biscuits are growing at the fastest pace, owing to the diversified flavor ranges and growing preferences among kids and the younger generation. In April 2018, Kraft Heinz introduced a new biscuit brand, KRAFT JIF JAF, targeting young Chinese adults. The new line of biscuits covered a range of sandwich biscuits, wafers, and butter cookies in unique flavor combinations, such as cheese, matcha tea and chili.

Wafer Biscuits Market 1

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Europe Holds the Major Share in Wafer Biscuit Market

The European region dominates the global wafer biscuit market, with the largest share. This is due to the high standard of living and the presence of many vendors in the region. North America is the second largest market for wafers biscuits, with the United States leading in the region. However, the growth in consumption of wafers biscuits has been on the decreased in this region, due to growing health concerns among consumers. The Asia-Pacific region is expected to be the fastest-growing market during the forecast period, which can be attributed to a shift in consumer preference and the rising disposable incomes. Rise in urbanization in the region, specifically in China and India, has triggered a rise in the market demand for wafer biscuits, among other bakery and confectionary products.

Wafer Biscuits Market 2

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Competitive Landscape

The leading market players have been using strategies, such as expansions and new product launches, to increase their global presence and their productivity. Innovations in snacks in the market, consumer preferences also meet the company objectives of reducing costs. Some of the major players in the market are Nestle SA, Mars, Mondelez International, Mars, and Hershey Food Corp, among others.

Table of Contents


    1. 1.1 Study Deliverables

    2. 1.2 Study Assumptions

    3. 1.3 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Force Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Form

      1. 5.1.1 Cream Filled

      2. 5.1.2 Coated

    2. 5.2 By Distribution Channel

      1. 5.2.1 Super Markets/ Hyper Markets

      2. 5.2.2 Convenience Stores

      3. 5.2.3 Online retailers

      4. 5.2.4 Others

    3. 5.3 Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.3.2 Europe

        1. United Kingdom

        2. Germany

        3. France

        4. Russia

        5. Italy

        6. Spain

        7. Rest of Europe

      3. 5.3.3 Asia-Pacific

        1. India

        2. China

        3. Japan

        4. Australia

        5. Rest of Asia-Pacific

      4. 5.3.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.3.5 Middle East & Africa

        1. UAE

        2. Saudi Arabia

        3. Rest of Middle East & Africa


    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 Mars Inc

      2. 6.4.2 Nestlé S.A.

      3. 6.4.3 Mondelēz International, Inc

      4. 6.4.4 THE HERSHEY COMPANY

      5. 6.4.5 Lotte Corporation

      6. 6.4.6 Antonelli Bros Ltd

      7. 6.4.7 The Kellogg Company

      8. 6.4.8 Elledi S.p.A

    5. *List Not Exhaustive

**Subject to Availability

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Frequently Asked Questions

The Wafer Biscuits Market market is studied from 2016 - 2026.

The Wafer Biscuits Market is growing at a CAGR of 5.12% over the next 5 years.

Asia Pacific is growing at the highest CAGR over 2021- 2026.

Europe holds highest share in 2020.

  • Nestle SA
  • Mars, Incorporated
  • Mondelēz International, Inc.
  • Lotte Corporation
  • The Hershey Company

Are the major companies operating in Wafer Biscuits Market.

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