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Biscuits, cookies & crackers: What’s trending now and into 2026
Premium treats, grab-and-go minis and a burst of festive innovation are giving the aisle more energy than it’s had in years.
Key Takeaways:
• Biscuits are proving remarkably resilient worldwide, with shoppers sticking to small, affordable indulgences even as they cut back elsewhere.
• Premium and mini formats are driving the strongest growth, fueled by at-home treating, hybrid work and ‘guilt-free’ portion control trends.
• Major investments like Mondelez’s expansion in Poland show the category’s long-term strategic importance, not just in the UK but across global snacking market.
The biscuit aisle has had a strangely steady year across much of the world. Even as grocery prices yo-yo’d and shoppers pulled back on bigger-ticket treats, biscuits and cookies managed to hold their ground.
In the UK, Sweet Biscuits kept their £3.1bn value despite turbulence elsewhere. And the international picture looks even sturdier: the global biscuits and crackers market topped more than $108 billion in 2024, with forecasts pointing to $167–$206 billion within the next decade. Asia-Pacific continues to dominate per-capita consumption, while North America and Europe remain reliable strongholds for premium and seasonal ranges.
The through-line everywhere is the same: shoppers might be skipping cafés or scaling back restaurant visits, but they’re still sliding a pack of something sweet or savory into their baskets. Biscuits remain one of the few ‘small luxuries’ people continue to justify, even in tougher economic cycles.
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