United States Biscuits Market Trends Forecast 2025-2033

United States Biscuits Market Size and Share Analysis – Growth Trends, Challenges & Forecast Report 2025-2033

Market Overview

The United States Biscuits Market was valued at US$ 20.95 Billion in 2024 and is projected to reach US$ 31.43 Billion by 2033, growing at a CAGR of 4.62% during the forecast period. This upward trajectory is fueled by growing consumer preferences for healthy, premium, and flavorful snack alternatives, along with the rising popularity of organic, gluten-free, and high-fiber biscuits. As American consumers shift their focus toward wellness and gourmet experiences, the biscuits industry is evolving rapidly—positioning itself as a highly lucrative segment within the broader food and beverage market.

Market Dynamics

Growth Drivers

1. Rise in Health-Conscious Snacking

Consumer awareness of nutrition and wellness is pushing the demand for healthy, functional biscuits. Categories such as high-protein, low-sugar, fiber-rich, gluten-free, and vegan biscuits are thriving. Products fortified with vitamins, minerals, and plant-based proteins are gaining immense traction. For instance, Sweet Loren’s gluten-free breakfast biscuits, launched in February 2023, feature whole grains, fiber, protein, and are Non-GMO Project Verified.

2. Emergence of Premium & Indulgent Biscuits

With a growing appetite for indulgence, American consumers are increasingly embracing premium biscuit varieties—including gourmet, artisanal, chocolate-coated, nut-filled, and globally-inspired flavors. Brands such as Entenmann's (by Bimbo Bakeries USA) are capitalizing on this trend with innovations like Big Chunk cookies in salted caramel chocolate and mint chocolate.

3. Boom in E-commerce and Convenience Retail

The biscuit market is benefitting from the rise in online sales and convenience channels. E-commerce platforms provide access to subscription-based offerings, DTC channels, and bulk purchasing. At the same time, convenience stores and gas stations are catering to on-the-go consumers with single-serve packs and travel-friendly biscuit formats.

Market Challenges

1. Rising Raw Material Prices

Inflation and global supply chain disruptions have elevated the cost of key ingredients like wheat, sugar, butter, and cocoa. This has placed pressure on manufacturers' margins and constrained price competitiveness in the market.

2. Competition from Alternative Snacks

The biscuits segment competes with a growing range of functional snacks—including granola bars, trail mixes, protein bars, and nut-based snacks. This has forced biscuit brands to innovate rapidly in terms of ingredients, nutritional value, and packaging formats.

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Product Segment Analysis

1. Cookies

Cookies remain the largest and most dynamic product category within the U.S. biscuits market. Variants like chocolate chip, oatmeal raisin, peanut butter, and indulgent stuffed cookies dominate the shelves. There's a significant push for organic, keto, and sugar-free cookies, which cater to both wellness and indulgence seekers.

2. Cream Wafers

The cream-filled wafer biscuit segment continues to thrive, with popular flavors such as chocolate, vanilla, hazelnut, and strawberry. The trend of low-calorie, high-protein wafer biscuits is growing among fitness-conscious consumers, offering an alternative to desserts and traditional snacks.

3. Crackers

Crackers are gaining popularity in sub-categories like:

• Flat Crackers (for charcuterie boards)
• Saltine Crackers (commonly paired with soups)
• Filled Crackers (for snackable indulgence)
• Graham Crackers (popular among kids and dessert lovers)

Market by Type

Organized Sector

Major players like Nabisco, Pepperidge Farm, and Keebler dominate this segment with strong brand loyalty, extensive distribution, and frequent product innovation. Private-label brands in supermarkets are also becoming increasingly competitive.

Unorganized Sector

The unorganized market still thrives in localized regions or ethnic communities offering homemade or artisanal biscuit options with unique regional flavors.

Market by Source

1. Oats

Biscuits made from oats are in demand due to their digestive health benefits, high fiber content, and suitability for diabetic and heart-health conscious consumers.

2. Wheat

Whole wheat biscuits offer natural fiber, minerals, and appeal to consumers looking for clean-label and preservative-free snacks.

3. Millets & Others

Millet-based biscuits are slowly gaining momentum as gluten-free and ancient grain alternatives, especially among vegan and allergen-sensitive consumers.

Distribution Channel Analysis

1. Supermarkets & Hypermarkets

Big-box retailers such as Walmart, Kroger, and Target remain the largest distribution points for biscuits, offering bulk buys, combo packs, and promotional pricing.

2. Convenience Stores

Convenience stores appeal to urban and mobile consumers with quick, impulse-buy biscuit packs, especially during commutes or breaks.

3. E-commerce

Online platforms provide custom subscription plans, access to niche or international biscuit brands, and ease of home delivery—making it a growing channel for health and premium products.

Regional Market Insights

East United States

Health-conscious urban populations in cities like New York and Boston drive demand for organic, low-sugar, and international flavor biscuits.

West United States

In states like California and Washington, sustainability, keto diets, and DTC biscuit brands are shaping the market. Plant-based and protein-rich innovations dominate this region.

North United States

Cooler climates in places like Minnesota and Illinois encourage consumption of seasonal, festive, and shortbread biscuits, especially during holidays and winters.

South United States

Southern consumers are loyal to traditional, buttermilk, and savory biscuits, often consumed with gravy or fried chicken. The growth in drive-through and grab-and-go retail formats boosts this region’s biscuit sales.

Key Players: Company Analysis

1. Mondelēz International
2. Britannia Industries
3. Kellanova
4. United Biscuits
5. PARLE
6. General Mills Inc.
7. Nestlé
8. The Campbell's Company
9. Ferrero
10. PARTNERS

Each company is analyzed across:

• Company Overview
• Key Executives
• Recent Developments
• Revenue Performance

Report Coverage and Customization

Key Questions Answered in the Report

1. What is the projected growth rate of the U.S. biscuits market from 2025 to 2033?
2. How much was the U.S. biscuits market valued at in 2024?
3. What factors are driving the increasing demand for healthier biscuits in the U.S. market?
4. Which type of biscuits leads the U.S. market in terms of demand?
5. What are some examples of premium and indulgent biscuits gaining popularity in the U.S.?
6. How has the rise of online retail and convenience stores impacted biscuit sales?
7. What challenges are faced by companies in the U.S. biscuits market due to rising raw material costs?
8. Which region in the U.S. has seen a growing preference for organic and gluten-free biscuits?
9. What health trends are influencing the oats-based biscuits segment in the U.S. market?
10. How do seasonal and indulgent biscuits contribute to the market demand in the Northern U.S.?

Conclusion

The United States Biscuits Market is undergoing a major transformation, moving from traditional treats to functional, premium, and health-conscious offerings. With dynamic changes in consumer behavior, dietary habits, and retail formats, manufacturers must continue innovating and customizing their portfolios. Regional nuances, the rise of private labels, and e-commerce penetration offer lucrative opportunities for both new entrants and established players. As biscuits continue to evolve from pantry staples to gourmet snacks, the U.S. market stands at the cusp of a new snacking revolution.