Summary of our market study

The global cookie market, with a diverse range of products targeting different consumer preferences, has observed steady growth and reached 113.63 billion USD in 2022. It should continue to expand at a CAGR of 6.6%, reaching USD 156.42 billion in 2027. In Germany, however, the market has seen a decline, with revenues falling from 3.09 billion USD in 2022 to 3.03 billion USD forecast in 2025, representing a downward trend from the previous growth rate of -0.68% between 2020 and 2024. Despite this, consumer demand for healthier, reduced-sugar, organic and environmentally-friendly cookies has increased. Average annual consumption by Germans in 2023 was 4.39 kg per capita, costing around €31.00. Trends point to a move towards savoury cookies and innovative sweet varieties.

In foreign trade, Germany exported cookies worth €4.6 million and imported €2.96 million in 2022. The manufacturing landscape saw a slight decrease in production facilities, down to 85 in 2022, with a corresponding reduction in the number of employees to 13,128. Distribution via online channels is gaining in importance, and is expected to account for 8% of sales by 2025. Prices have risen, with the consumer price index for cookies rising from 88.2 in 2020 to 103.1 in 2022, driven by higher production and raw material costs. Manufacturers continue to innovate, particularly in terms of product packaging and health-oriented products.

Contemporary cookie market trends in Germany

Analysis of changing consumer preferences and behavior in the German cookie market reveals that demand for healthier, environmentally-friendly options is on the rise. A significant number of Germans, between 20 and 25 million, consume cookies or crackers at least once a week. Nevertheless, a shift towards a healthier lifestyle is discernible, with many consumers actively reducing their sugar intake and showing a preference for savoury products - a trend that should boost demand in the years ahead. At the same time, sustainability and environmental responsibility are driving purchasing habits, with a notable penchant for organic, fair-trade and eco-friendly cookies gaining ground. Among the different types of cookie, traditional recipes that are also vegan and gluten-free are particularly popular, underlining the market's response to diverse dietary needs and preferences.

The market is competitive, with formidable international players such as Mondelez International and Nestlé, as well as leading German brands such as Bahlsen, Leibniz and Lambertz. Despite this competition, the market is growing, with the global cookie market set to rise from around 113.63 billion USD to 156.42 billion USD between now and 2027, at a compound annual growth rate of around 6.6%. German brands enjoy great popularity, with consumer surveys highlighting strong brand recognition and high esteem for local brands. In addition, consumer spending on cookies represents an annual budget of almost 31 euros per capita. While the bulk of cookie sales are made via traditional offline channels, online marketplaces are steadily gaining in importance, with e-commerce expected to account for 8% of all cookie sales by 2025. In summary, the German cookie market presents a complex tapestry of traditional tastes and a booming demand for innovative, health-conscious and environmentally-friendly products. As the market continues to evolve, manufacturers and retailers are adapting, offering specialized products that meet a wide range of consumer needs while ensuring that quality remains unchanged. This changing landscape reflects a market that is not just surviving, but thriving amid changing consumer preferences and global economic challenges.

Key players in the cookie sector :

Navigating the competitive cookie market landscape The cookie market is a lively arena where the giants of the confectionery world vie for supremacy. Several key players dominate the market, each with its own flavors, brand heritage and consumer loyalty. The market's vitality lies in the variety of its offering, which ranges from sweet, indulgent treats to health-conscious options, organic and gluten-free selections.

Mondelez International unquestionably dominates the market, with a global presence and a range of beloved brands such as Oreo, Milka and Toblerone. Mondelez has carved out a significant share of the cookie market through innovation and marketing prowess. Oreo, one of its flagship products, has become synonymous with cookies for many consumers around the world, with an impressive variety of flavors and regular limited editions keeping fans interested and excited.
Nestlé is a formidable player, its name being another household staple. With products like Kitkat, Nestlé capitalizes on cross-promotional opportunities, extending the reach of its cookie brands to other confectionery ranges. Its global distribution capabilities ensure that Nestlé cookies enjoy a wide footprint, tapping into diverse market segments in different regions.
Germany has its own link to cookie folklore with Bahlsen. A German brand par excellence, Bahlsen has firmly established itself with a reputation for high-quality cookies that often reflect traditional European flavors. Its commitment to taste and craftsmanship resonates well with consumers who prefer a touch of authenticity in their confectionery choices.
Leibniz, another German gem, is widely recognized for its classic butter cookies. The brand's simplicity and commitment to traditional biscuit-making values have given it enduring appeal and a firm foothold in the German market. Alongside the success of the quintessential Leibniz Butterkeks, the brand continues to innovate while preserving its quality ethos.
Lambertz is another name that carries the torch of the German confectionery tradition. Its products are renowned for their quality and indulgence, often associated with festive and seasonal pleasures. Their range includes a variety of cookies that cater for traditional tastes while diversifying into organic and health-conscious sectors, reflecting the brand's adaptive nature in the face of changing consumer preferences.

These titans of the cookie world each possess their own strategic advantages, whether in terms of brand heritage, innovation, product quality or market adaptation. Together, they contribute to the diversity and dynamism of the market, continually shaping the brand's image

The cookie market - Germany

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Summary and extracts

1 Market overview

1.1 Introduction

The market for cookies includes a wide range of products. There are different types of cookies(salty, sweet, for children, traditional, organic). It is a highly diversified but competitive market.

The global market for cookies is growing at a CAGR of 6.6% .[The Business Research Company] However, the market is crisis-prone, and the COVID-19 pandemic has had an impact on cookie consumption. This impact has changed the way cookies are selected.

Currently, the major producers of cookies are the United States and Western European countries.

This market is also highly competitive in Germany. There is a strong presence of international brands:

Mondelez International (Oreo, Milka, Toblerone).
Nestlé (Kitkat)

But also from German brands such as:

Bahlsen
Leibniz
Lambertz

High quality cookies are becoming more and more popular among consumers. Nutritional values are very important in the selection of cookies. The typical consumers of cookies of this rank are city dwellers, the affluent class.

Organic cookies have gained significant market share. Traditional recipes that are vegan and gluten-free are also extremely popular. Consumers also pay close attention to the environmental impact of their cookie consumption, which is why organic and fair trade cookies are so popular.

2 Demand analysis

3 Market structure

4 Offer analysis

5 Guidelines

6 Positioning of the players

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Latest news

Ferrero pursues its breakthrough in frozen foods with the launch of a nutella ice cream - 23/05/2024

- Launch of Ferrero ice cream brand in Europe: 2021
- Launch of Kinder ice creams in partnership with Unilever: 2018
- First Ferrero ice cream products: Ferrero Rocher and Raffaello (round, crunchy sticks)
- Relaunch of Kinder ice creams with in-house production: 2022
- Consumption of Kinder Bueno ice creams: 1.4 million consumers in 2023
- Sales of Kinder Bueno ice creams: 13.6 million euros in 2023

Nestlé sells its Natur baby food products to FNB - 06/02/2024

nestlé is the world's number one food company.
FNB is a French investment fund specializing in small and medium-sized food companies.
Nestlé is in exclusive negotiations with FNB to sell its infant food business in France.
The products concerned are NaturNes potties, Babicao and Babivanille infant powders, and the P'tit yogurt range.
These products are manufactured at the Arches plant.
Worldwide sales of Nestlé infant formulas rose by more than 10%.

Nestlé France sells its baby food products to Mousline - 02/02/2024

Nestlé is in exclusive negotiations with the French investment fund FnB for the sale of its infant food business.
The ranges concerned are soups, purées, desserts and breakfast powders under the NaturNes, Babicao and Babivanille brands, as well as the P'tit franchise.
Infant milks, the mainstay of the portfolio - with Laboratoires Guigoz and Nestlé Nidal - remain with Nestlé France.
The infant nutrition products concerned by this sale are manufactured at a factory in the Vosges region of France, which employs 230 people.
FnB, the potential buyer, specializes in supporting French SMEs in the food industry.
The infant food market in France shrank by 6% in volume last year due to the drop in the birth rate, with a sharper decline for milks than for diversification foods.
Nestlé has 14 factories in France.

Kellogg's: 5 things you need to know about the demerger of the cereal and potato chips giant - 03/10/2023

15.3 billion in sales by 2022, 32,000 employees
kellogg's has split into two separate, listed entities
On the one hand, cereals, and on the other, snacks (but also cereals) in the rest of the world
Kellogg's has a portfolio of some thirty brands
International activities account for over 80% of sales
North American division accounts for around 17% of sales
north American cereal market in decline
The snacks market is booming
200 employees in France and net sales of 367 million euros,
France is Europe's second-largest market behind England
Pringles generates sales of 1 billion euros in Europe

Kellogg separates its US operations from the rest of the world - 16/09/2023

The separation of Kellogg into two companies, Kellanova and WK Kellogg, takes place from October 2, 2023.
Kellanova will manage the snacks and breakfast cereals business outside North America, generating sales of around $13.4 to $13.6 billion (€12.5 to €12.7 billion).
WK Kellogg will manage the cereal business for North American markets, corresponding to sales of around 2.7 billion dollars (2.5 billion euros).

Kellogg's splits up - 12/09/2023

Kellogg Company sales in 2021 will be $15.3 billion.
More than 80% of the company's sales come from international business.
The North American division accounts for around 17% of sales.
The Group's snacks division is set to grow by 9% a year between 2019 and 2022.
International cereal brands have been growing at 5% a year since 2019.
Kellanova, one of the company's new entities, forecasts sales of between $13.4 and $13.6 billion in 2024
The second entity, WK Kellogg, forecasts sales of $2.7 billion in 2023.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Nestlé Groupe

Mondelez Groupe

Kellogg’s

Ferrero

Lotus Bakeries

Bahlsen Group

Manner

Griesson - de Beukelaer

Lambertz

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