• The biscuit industry is in a moment of effervescence, with an impressive diversity of products increasingly aligned with global consumer trends.
According to an analysis by The report of Statista, from plain and sandwich crackers to savory crackers, the global market is valued at $140,40 billion in 2024, and most of the revenue generated by crackers comes from China, totaling $22.510 million. Moreover, Asia – with Japan, South Korea and the Philippines at the top of the ranking – leads innovation in this field. And with an annual growth rate of 6,39% estimated for the period 2024-2028, this segment shows no signs of slowing down.
Analyzing market information and consumption behaviors at a global level, the specialists have identified the main directions that will shape this important side of the food industry in 2024.
1. Plant-based ingredients: the future of biscuits?
Although plant-based products have become an integral part of the food industry, consumers are becoming more demanding about how these foods are processed. Trends point to a migration to alternative proteins, including precision cultured or fermented ones, and plant-based ingredients such as legumes are gaining popularity due to their nutritional benefits and reduced environmental impact.
The focus on gut health is also driving the rise in popularity of fermented foods such as kimchi and kefir. At the same time, demands for clean, ecological and non-deforestation products are increasing, including thanks to European legislation that will require clear evidence from manufacturers on the impact of their products on the environment.
Exploring the future of the biscuit industry, the latest forecasts from the market research agency Mintel indicates that plant-based and vegan products are growing in popularity in Europe and Latin America. And the message "better for you" is proving to be of great interest in Latin America.
As a result, biscuit brands are highlighting clean label information, products obtained without genetically modified organisms (GMOs), natural or organic ingredients, and fair trade messages on their packaging.
The topic of sustainability and environmental awareness is driving manufacturers to adopt circular approaches in production processes. Mentions associated with regenerative agriculture in producer company communications saw an impressive annual growth of 383% between 2022 and 2023. Mentions related to carbon emissions for bakery products also increased significantly, by 48%.
2. Frenzy of exciting aromas
Consumers are always looking for innovative and surprising flavors. Biscuits associated with a particular season or limited editions lead more than half of shoppers to make additional purchases, analysts say. And novel textures and shapes, together with unexpected flavor combinations, increase the appeal of the products.
A trend to watch, reported by Innova Market Insights, is the integration of Asian flavors, such as Vietnamese, Japanese or Korean, into biscuits and snacks. At the same time, biscuits with flavors that evoke other categories of desserts or pastries are becoming more and more popular.
3. Health-oriented formulations
A growing demand for healthy products leads manufacturers to offer in the niche market biscuits with reduced sugar content, whole grains and natural ingredients. In 2024, the European food industry developed guidelines for product reformulation, including options to encourage smaller portions and more nutritious ingredients.
Studies show that consumers are looking for products that help with weight maintenance, heart health or bone health, which has led to a 52% increase in the consumption of crackers that claim these health benefits. Also, more than 20% of new baked goods in the US in 2022 were gluten-free, and alternative flours, such as those from almonds or chickpeas, are gaining ground.
Protein, long associated with building muscle mass, is gaining interest with consumers looking for its benefits in supporting energy levels and weight management as well. And advanced technologies such as genetic editing are being used to improve the nutritional qualities of the biscuits.
Another interesting aspect is the inclusion of functional ingredients in biscuit recipes, such as probiotics and collagen, which consumers are increasingly willing to integrate into their daily diet.
4. Local specialties conquer the global market
Despite the increased industrialization of the production process, interest in artisanal, authentic, high-quality, small-batch products is on the rise.
More than 50% of consumers are increasingly looking for products made from local ingredients, and trends show an increase in interest in regional products to be launched globally, Innova research reveals.
Experiencing local flavors such as tastes inspired by Indian, African or Asian cuisine and integrating them globally is extremely attractive to today's biscuit consumers. Exports of various food products, including biscuits, will reach €41,4 billion in 2023, and the bakery segment is among the fastest growing, it reported Food Drink Europe.
The biscuit industry continues to evolve at a rapid pace, adapting to new demands for healthier, sustainable and innovative products. New flavors, functional ingredients and regional specialties are becoming focal points in this dynamic market. Both the health benefits and the pleasure of eating biscuits are aspects that manufacturers creatively combine to meet the demands of today's consumers.
Article written by Gabriela Dan, Editor-in-Chief Arta Albă
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