'Intentional indulgence' wins in the cookie category. * 16 Oct 2026 BY: Beth Day KANSAS CITY, MO - Many cookie fans remain loyal to their favorites, but these iconic treats are not necessarily an automatic choice. Emerging snack options and changes in consumption patterns require modern brands to stand out for occasions and value, according to Mintel's "US Cookies Market Report 2026." Positioning these products as intentional indulgences that are properly portioned and available in premium flavors is a potential growth strategy. Demystifying growth. Cookies reported more than $11.8 billion in sales, but that growth was relatively flat with some price increases, while units were down nearly 4% vs. a year ago, according to Circana retail data for the latest 52 weeks ending Sept. 6, 2026. Despite these decreases, pockets of growth exist. "While 93 percent of consumers still buy cookies, pullback in both trips and trip size negatively impacts units," said Rebecca Elkinson, director of client insights at Circana. "Like other food and beverage categories, cookies are experiencing volume softness as consumers shop with intention amidst macroeconomic pressures." Consumers seek value, which often lies beyond absolute cost. Despite tightening budgets, they still want quality, novelty and products that suit the occasion. "Premium qualities, globally inspired formats and limited-edition offerings that replicate a restaurant-like experience add perceived value to products that excite, delight and produce sales," Elkinson said. Indulgence drives sales. Despite growing interest in health-focused foods and the increasing use of GLP-1 medications, the demand for sweet treats persists. Mintel reported that consumers want cookies that feel decadent yet fit everyday needs. Brands that leverage permissible indulgence with healthier formulations and appealing sizes are finding success. Consumers are also apprehensive about ultra-processed foods (UPFs), and cookie brands are addressing this hesitation while still delivering permissible moments of indulgence. "Simple Mills was one of the first brands to be non-UPF Verified, a new certification from the Non-GMO Project that meets certain ingredient and processing standards," Elkinson said. "Simple Mills' sales rates are accelerating amid growing demand for minimally processed foods, and unit sales are up 17 percent since last year." Cleaner labels and functional benefits also garner consumer appeal. New York City-based Rip Van Inc. increased unit sales more than 80%, due to expanded distribution that added to sales, according to Circana. These cookies offer health benefits such as fiber and low sugar. Elkinson noted that East Hanover, NJ-based Mondelez International's OREO brand's Zero Sugar pre-portioned snack packs were among the most popular new items this past year. Mintel found portion architecture to be a key driver of repeatable indulgence, with 70% of consumers prioritizing portion size over cutting back. To that end, Luxembourg-based Ferrero has emerged as the third-largest player in cookies, with increases in both dollar and unit sales, according to Circana. These gains are largely attributed to strong performance from its Famous Amos brand's bite-sized cookies. "These products appeal to those seeking size and flavor variety, as they are sold in pre-portioned pouches and multi-packs," Elkinson said. Mondelez brands, including BelVita and Chips Ahoy!, remain the largest players, according to Circana, although they did see slight declines in dollar and unit sales. The company's launch of collaborative SKUs and limited-edition products such as OREO x Reese's cookie combos and its partnership with Marvel Studios for color-changing OREO creme helped offset these losses. "OREO's collaboration with Korean Pop band BTS resulted in a Korean street food-inspired flavor that was one of the strongest cookie launches of the year," Elkinson observed. Social media is also creating new promotional opportunities. Belgium-based Lotus Biscoff was the primary cookie brand featured in a Japanese-inspired cheesecake recipe that became a viral food trend on TikTok. "This social media exposure for Biscoff cookies helped the brand deliver more absolute unit growth than any other cookie brand this past year," Elkinson said. "It sold nearly 12 million additional units since last year." Perimeter drives cravings. Perimeter cookies posted almost $3.6 billion in sales, outpacing center-store for the 52 weeks ending Sept. 6, 2026, according to Circana. The perimeter traditional subcategory showed gains in dollars and units, with chocolate and chocolate chip cookies generating the most unit gains, according to Circana. Snickerdoodle, lemon and caramel cookie growth is accelerating, while sugar and oat flavors are softening. Research by 210 Analytics found producers are embracing the playbook of brands like Crumbl to offer larger, more indulgent cookies. "Trying to convince consumers to eat more cookies rarely works but giving them more reasons to buy them generates sales opportunities," said Anne-Marie Roerink, president of 210 Analytics. "Rotating flavors, seasonal offerings and visually exciting presentations create discovery and urgency, giving shoppers a reason to visit the perimeter more frequently." With budgets tightening, private label is growing across nearly all perimeter cookie segments. Los Angeles-based Aspire Bakeries reached a category high, with a 13.5 million-unit increase over last year. Growth may be attributed to its Otis Spunkmeyer brand's announcement that beginning Jan. 1, products would be manufactured without artificial dyes. Trading up for premium. Elevated, super-premium cookie brands such as Mondelez' Southhampton, NY-based Tates Bake Shop, Thomasville, GA-based Flowers Foods' Simple Mills and Plano, TX-based PepsiCo's Siete Foods are driving unit growth in the overall channel, according to Circana, despite having premium price points. "These brands deliver permissible indulgence with simple ingredients and cleaner labels," Elkinson explained. "Much of the growth within cookies is concentrated in super premium and premium brands. Meanwhile, mainstream and value brands, in addition to private label, are declining in units within the food channel. This suggests that consumers are not simply gravitating toward the lowest-priced options, but toward products that deliver meaningful perceived value." Consumers may spend more when products are meaningfully different from others, such as when cookies are made with premium ingredients, distinctive textures and interesting flavors that look special enough to photograph. This is where premium in the perimeter has an advantage for that permissible indulgence. "Retailers can recreate some of the excitement consumers expect from specialty cookies while keeping the product accessible and convenient," Roerink explained. For the foreseeable future, growth in the overall cookie category will come from manufacturers that bring globally inspired formats, limited-edition offerings, experiential eating, pre-portioned treats and healthier options to market. These strategies, paired with promotional campaigns that entice consumers to trial and purchase the offerings, can bring long-term opportunities for the category.

NACS: under Flowers Foods, Simple Mills gears up for c-store push. Roughly a year and a half after being acquired by Flowers Foods, better-for-you snack company Simple Mills is gearing up to make a significant c-store push - a move that was announced at the 2026 NACS Show in Las Vegas this week. The Launches: At the show, the brand highlighted its new Mini Crunchy Almond Flour Chocolate Chip Cookies and Almond Flour Farmhouse Cheddar Crackers 2.1 oz. bags - a pack size specifically intended for the convenience channel, according to brand manager Kelsey Eichman-Lloyd. Both products, which are set to hit shelves in January, have a suggested retail price of $4.29. Unlock the articles, expert interviews, and data reports that power the food and beverage industry. Join our community and stay ahead with exclusive insights from BevNET and Nosh.