United States Biscuits Market Size and Forecast 2025

United States Biscuits Market Overview

The United States Biscuits Market continues to evolve as consumer preferences shift toward healthier, premium, and convenience-driven food choices. Valued at US$ 20.95 billion in 2024, the market is projected to expand steadily at a CAGR of 4.62% between 2025 and 2033, reaching approximately US$ 31.43 billion by 2033, according to Renub Research. This growth highlights the resilience of the biscuit category within the broader packaged food and snacks industry.

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In the U.S., biscuits hold a unique cultural and culinary position. Unlike hard biscuits or cookies common in other regions, American biscuits are typically soft, fluffy, and bread-like. Made from flour, butter, milk, and leavening agents, they are consumed across breakfast, lunch, and dinner occasions. Whether paired with gravy, honey, jam, or used as sandwich bases, biscuits are deeply embedded in American eating habits.

The market’s growth trajectory is being driven by innovation in health-oriented products, premium indulgence, flavor experimentation, and the increasing reach of modern retail and e-commerce platforms. From frozen and ready-to-bake options to organic and gluten-free formulations, biscuits are successfully adapting to modern consumer demands while maintaining their traditional appeal.

Key Growth Drivers in the United States Biscuits Market

Rising Demand for Healthy and Functional Biscuits

Health and wellness trends are reshaping the U.S. biscuit landscape. Consumers are increasingly seeking snacks that align with dietary goals such as weight management, digestive health, and clean-label nutrition. As a result, demand has surged for whole-grain, high-fiber, gluten-free, low-sugar, vegan, and protein-enriched biscuits.

Manufacturers are responding with innovative formulations using oats, millets, plant-based ingredients, and natural sweeteners. Functional benefits such as probiotics, added vitamins, and fortified minerals are becoming common differentiators.

A notable example came in February 2023, when Sweet Loren’s launched gluten-free breakfast biscuits featuring whole grains, fiber, protein, and B vitamins. These plant-based, allergen-friendly products reflect how brands are aligning biscuits with modern health expectations.

Growth of Premium and Indulgent Biscuit Offerings

Alongside health-focused products, the U.S. biscuits market is witnessing strong demand for premium and indulgent varieties. Gourmet biscuits, artisanal recipes, chocolate-coated options, filled biscuits, and globally inspired flavors are gaining popularity among consumers seeking elevated snacking experiences.

Limited-edition launches, exotic ingredients, and visually appealing packaging play a major role in attracting younger consumers. In November 2024, Bimbo Bakeries USA expanded its Entenmann’s portfolio with Big Chunk cookies in flavors like salted caramel chocolate and mint chocolate, highlighting continued innovation in indulgent biscuit segments.

Expansion of E-Commerce and Convenience Retail

The rapid growth of online retail and convenience stores has significantly improved biscuit accessibility. E-commerce platforms enable direct-to-consumer sales, subscription models, and bulk purchasing options, making biscuits readily available across urban and suburban markets.

Convenience stores further support impulse buying through single-serve packs and portable formats, catering to busy professionals, students, and travelers. This omnichannel availability has strengthened overall market penetration.

Challenges Facing the U.S. Biscuits Market

Rising Raw Material Costs

Increasing prices of essential inputs such as wheat, sugar, butter, and cocoa pose a significant challenge for biscuit manufacturers. Supply chain disruptions and commodity price volatility have added pressure on production costs, forcing brands to balance pricing strategies while maintaining margins.

Competition from Alternative Snack Categories

Biscuits face stiff competition from protein bars, granola bars, nuts, seeds, and other “better-for-you” snacks. Health-conscious consumers increasingly prioritize low-calorie and high-protein options, compelling traditional biscuit brands to continuously innovate to retain relevance.

Segment Insights: United States Biscuits Market

Cookies Segment

Cookies remain the dominant product category within the U.S. biscuits market. Classic varieties such as chocolate chip, oatmeal raisin, and peanut butter continue to perform strongly. Growth is further supported by organic, sugar-free, and gluten-free cookie offerings, along with indulgent stuffed and premium varieties.

In January 2024, Kellanova expanded its CHEEZ-IT portfolio with extra crunchy variants, demonstrating continued investment in texture and flavor innovation.

Cream Wafers Segment

Cream wafer biscuits enjoy widespread popularity as light, flavorful snacks and dessert alternatives. Vanilla, chocolate, hazelnut, and fruit flavors appeal across age groups. The emergence of low-calorie and protein-enhanced wafer biscuits has further boosted demand among fitness-conscious consumers.

Organized Biscuits Market

The organized segment dominates the U.S. biscuits industry, led by established brands such as Nabisco, Pepperidge Farm, Keebler, and Mondelez International. These companies benefit from strong branding, nationwide distribution networks, and consistent product innovation.

Private-label biscuit offerings from major supermarkets are also intensifying competition, providing consumers with affordable yet high-quality alternatives.

Oats-Based Biscuits Market

Oats-based biscuits are gaining traction due to their heart-health benefits, high fiber content, and natural sweetness. Consumers seeking digestive health and sustained energy increasingly prefer oat-based formulations over refined flour products. Brands are enhancing this segment with sugar-free and protein-fortified options.

Wheat-Based Biscuits Market

Whole wheat biscuits remain popular for their nutritional profile, including fiber and essential minerals. Clean-label trends are driving demand for wheat biscuits free from artificial additives, preservatives, and synthetic flavors. Organic and multigrain wheat biscuits further strengthen this segment’s appeal.

Distribution Channel Analysis

Convenience Stores

Convenience stores play a vital role in driving impulse purchases. Single-serve packs, travel-friendly biscuits, and premium snack options perform particularly well in urban and commuter-heavy locations.

Supermarkets and Hypermarkets

Supermarkets represent the largest sales channel for biscuits in the U.S. Retailers such as Walmart, Target, and Kroger offer extensive product variety, family packs, and promotional pricing. The rise of private-label biscuit brands has intensified competition while expanding consumer choice.

Regional Insights

East United States

The Eastern U.S. market shows strong demand for organic, low-sugar, and gluten-free biscuits, particularly in states like New York and Massachusetts. Urban consumers are also embracing international and ethnic biscuit varieties.

West United States

Health, sustainability, and plant-based trends dominate the Western U.S. market. Consumers in California and Washington favor keto-friendly, protein-rich, and vegan biscuit options. E-commerce and DTC sales channels are particularly strong in this region.

North United States

Northern states such as Illinois and Minnesota see heightened demand for seasonal and indulgent biscuits, especially during colder months. Holiday-themed and premium shortbread varieties perform well among gourmet consumers.

South United States

The South remains a stronghold for traditional biscuits, particularly buttermilk and savory varieties served with gravy or fried foods. Sweet flavors such as honey and cinnamon are also gaining popularity, supported by expanding retail and quick-service outlets.

United States Biscuits Market Segmentation

By Product

Cookies

Filled/Coated Biscuits

Crackers (Flat, Saltine, Filled, Graham)

Cream Wafers

Others

By Type

Organized

Unorganized

By Source

Oats

Wheat

Millets

Others

By Distribution Channel

Specialist Retail Stores

E-commerce

Convenience Stores

Supermarkets

Others

By Region

East

West

North

South

Company Analysis

The report covers leading players across four strategic viewpoints: overview, key personnel, recent developments, and revenue performance. Major companies include:

Mondelēz International

Britannia Industries

Kellanova

United Biscuits

PARLE

General Mills Inc.

Nestlé

The Campbell’s Company

Ferrero

Partners

Final Thoughts

The United States Biscuits Market is on a steady growth path, driven by evolving consumer preferences, health-focused innovation, premium product launches, and expanding retail channels. While challenges such as raw material costs and snack competition persist, the industry’s ability to adapt through clean-label, functional, and indulgent offerings positions it well for long-term success.

With demand expected to reach US$ 31.43 billion by 2033, biscuits remain a resilient and attractive segment within the U.S. packaged food market—appealing to both traditional consumers and a new generation seeking healthier and more diverse snacking options.