Top Trend to
Watch in Cookies:
Cookies CRAZED

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    

“Out of This World” Cookies

Featuring Gertrude Hawk Ingredients: Blue/Green Monster Morsels and Cake Batter Puffy Glitter Stars.

77% of consumers say it is important that a cookie has “mix ins.”⁷ And 1 in 4 consumers say unique mix-ins or inclusions would motivate them to try a new cookie⁸

“Caramel Popcorn” Cookie

Featuring American Almond Almond Butter, Callebaut Gold Chocolate, and Callebaut Caramel.

43% of consumers are interested in trying sweet & salty flavors in a cookie¹⁰