As today’s consumers turn to cookies as an easy-to-grab indulgence, too many of the cookies available today are boring and lack excitement. According to Mintel, the largest share of new cookie product launches are basic flavors such as chocolate, plain/unflavored, or vanilla cookies.5 However, North American consumers want cookies that are more adventurous, indulgent, and exciting with 73% of them agreeing that they want to try new and exciting cookies containing chocolate experiences.6
While we do see the health & wellness trend influencing cookies, indulgence remains the driving factor for consumers:
- Nearly 75% of consumers say that they eat cookies to treat themselves.3
- 77% of North American consumers say that they prefer cookies containing chocolate brands and products that allow them to indulge.4