饼干和威化饼市场机会、成长动力、产业趋势分析及 2025 - 2034 年预测

2024 年全球曲奇和威化饼市场价值 233 亿美元，预计到 2034 年将以 6.6% 的复合年增长率增长至 442 亿美元。对快速方便零食日益增长的需求以及不断变化的口味偏好继续推动已开发经济体和新兴经济体的市场稳步增长。随着城市化进程的加速和可支配收入的提高，消费者开始转向符合其积极生活方式的即食零食。曲奇和威化饼因其易于获取、便于携带且对各个年龄段的消费者都具有吸引力而成为主流选择。随着零食文化日益盛行，製造商正在推出创新的口味、产品形式和更健康的替代品，以满足消费者的期望。在西式零食习惯日益普及的发展中地区，对零食的需求依然特别强劲。

同时，包装形式的改进以及线上和线下分销网络的拓展，正在扩大其在各个市场的覆盖范围。创新的、消费者友善的包装——例如可重复密封的包装袋、定量包装和环保材料——正在提升产品吸引力和货架可见度。同时，全通路策略的成长，包括与主要电商平台、零售连锁店、专业保健品商店和便利商店的合作，确保了更广泛的受众能够获得产品。这些改进不仅提升了品牌知名度，也使企业能够更有效率地瞄准不同的人群。透过将包装创新与不断变化的消费者偏好相结合，并利用多通路零售布局，製造商可以在已开发地区和新兴地区建立更强大的市场影响力，并推动重复购买。

2024年，曲奇和威化饼市场中巧克力口味的细分市场产值达到105亿美元，预计到2034年将以6.8%的复合年增长率成长。巧克力凭藉其感性和令人沉醉的价值，继续在各个价位和人群中保持着普遍的吸引力。该细分市场受益于巧克力馅料、涂层以及牛奶巧克力、黑巧克力和白巧克力等混合口味的创新，这些口味在全球产品组合中占据主导地位。巧克力口味能够完美融入现代和经典零食的偏好，从而保持了其领先地位。

2024年，袋装食品市场占24.2%的市场份额，产值达62亿美元，预计2025-2034年期间的复合年增长率将达到6.5%。袋装食品因其轻巧的设计、便携性和更长的保质期而备受青睐，成为随时随地享用零食的首选。消费者越来越青睐可重复密封和立式包装，因为它们方便携带、易于控制份量且易于储存。从製造业的角度来看，袋装食品不仅经济高效，而且符合永续发展概念，从而提升了其在包装领域的价值主张。

2024年，美国饼干和威化饼市场规模达53亿美元，预计到2034年将以6.4%的复合年增长率成长。由于消费者对美味零食的浓厚兴趣以及对更健康、更高端产品的需求不断增长，美国仍然是一个关键市场。创新仍处于领先地位，领先品牌不断拓展产品种类，包括口味多样性、营养丰富的配方和尺寸可控的包装。成熟的零售环境和先进的生产基础设施进一步支持了持续的市场需求。高品牌亲和力、怀旧情怀和不断变化的消费者偏好，继续推动不同消费群体对曲奇和威化饼的广泛采用。

雀巢、Parle、Britannia、亿滋和家乐氏等知名公司在竞争激烈的饼干和威化饼市场占据主导地位，利用广泛的产品组合、强大的品牌权益和全球分销管道保持领先地位。饼干和威化饼市场的领导者专注于透过创新产品开发、有针对性的行销和管道多样化来扩大其影响力。口味创新仍然是一项核心策略，公司推出异国情调、限量版和基于健康的版本来迎合不断变化的消费者口味。为了满足忙碌生活方式的需求，分装包装和便携形式受到重视。各大公司正在加强电子商务合作伙伴关係和直接面向消费者的模式，以扩大数位销售。同时，对永续包装和清洁标籤产品的投资正在帮助品牌与消费者价值观保持一致。

目录

第一章：方法论与范围

第二章：执行摘要

The Global Cookie and Wafer Market was valued at USD 23.3 billion in 2024 and is estimated to grow at a CAGR of 6.6% to reach USD 44.2 billion by 2034. Rising demand for quick, convenient snacks and evolving taste preferences continue to drive steady market growth across both advanced and emerging economies. With rapid urbanization and higher disposable incomes, consumers are shifting towards ready-to-eat snacks that align with their active lifestyles. Cookies and wafers have become mainstream choices due to their accessibility, portability, and appeal across age groups. As the snacking culture becomes more pronounced, manufacturers are introducing innovative flavors, product formats, and healthier alternatives to meet consumer expectations. Demand remains particularly strong in developing regions where Western-style snacking habits are gaining ground.

Meanwhile, enhancements in packaging formats and broader online and offline distribution networks are expanding reach across various markets. Innovative, consumer-friendly packaging-such as resealable pouches, portion-controlled packs, and eco-friendly materials- is improving product appeal and shelf visibility. At the same time, the growth of omnichannel strategies, including partnerships with major e-commerce platforms, retail chains, specialty health stores, and convenience outlets, is ensuring that products are accessible to a wider audience. These improvements not only support brand visibility but also allow companies to target diverse demographic groups with greater efficiency. By aligning packaging innovation with evolving consumer preferences and leveraging a multi-channel retail footprint, manufacturers can build a stronger market presence and drive repeat purchases in both developed and emerging regions.

In 2024, a chocolate-flavored segment in the cookie and wafer market generated USD 10.5 billion and is forecasted to grow at a CAGR of 6.8% through 2034. Chocolate continues to hold universal appeal with its emotional and indulgent value across all price ranges and demographics. The segment benefits from innovations in chocolate fillings, coatings, and hybrid combinations with milk, dark, and white variants dominating product portfolios globally. The chocolate flavor's ability to blend seamlessly into both modern and classic snacking preferences sustains its leadership.

The pouches segment captured a 24.2% share in 2024, generating USD 6.2 billion, and is expected to grow at a 6.5% CAGR during 2025-2034. Pouches are favored for their lightweight design, portability, and extended shelf life, making them a top choice for on-the-go snacking. Consumers are increasingly drawn to resealable and stand-up pouch formats that offer convenience, portion control, and easy storage. From a manufacturing standpoint, pouches are not only cost-efficient but also align with sustainability efforts, enhancing their value proposition in the packaging space.

United States Cookie and Wafer Market was valued at USD 5.3 billion in 2024 and is projected to grow at a 6.4% CAGR through 2034. The U.S. remains a key market due to high consumer interest in indulgent snacks and increasing demand for healthier and premium options. Innovation remains at the forefront with leading brands expanding offerings in flavor variety, nutrient-enriched recipes, and size-controlled packs. The presence of a mature retail environment and sophisticated production infrastructure adds further support to sustained market demand. High brand affinity, nostalgia, and evolving consumer preferences continue to fuel widespread adoption among diverse customer segments.

Prominent companies such as Nestle, Parle, Britannia, Mondelez, and Kellogg's dominate the competitive cookie and wafer market, leveraging extensive portfolios, strong brand equity, and global distribution channels to maintain leadership. Leading players in the cookie and wafer market are focused on expanding their footprint through innovative product development, targeted marketing, and channel diversification. Flavor innovation remains a central strategy, with companies introducing exotic, limited-edition, and health-based variations to cater to changing consumer tastes. Portion-controlled packaging and on-the-go formats are being emphasized to meet demand from busy lifestyles. Major firms are strengthening e-commerce partnerships and direct-to-consumer models to widen digital sales. In parallel, investments in sustainable packaging and clean-label products are helping brands align with consumer values.

Table of Contents

Chapter 1 Methodology & Scope

• 1.1 Market scope and definition
• 1.2 Research design
  • 1.2.1 Research approach
  • 1.2.2 Data collection methods
• 1.3 Data mining sources
  • 1.3.1 Global
  • 1.3.2 Regional/Country
• 1.4 Base estimates and calculations
  • 1.4.1 Base year calculation
  • 1.4.2 Key trends for market estimation
• 1.5 Primary research and validation
  • 1.5.1 Primary sources
• 1.6 Forecast model
• 1.7 Research assumptions and limitations

Chapter 2 Executive Summary

• 2.1 Industry 360 synopsis
• 2.2 Key market trends
• 2.3 TAM analysis, 2025-2034
• 2.4 CXO perspectives: strategic imperatives
• 2.5 Executive decision points
• 2.6 Critical success factors
• 2.7 Future outlook and strategic recommendations

Chapter 3 Industry Insights

• 3.1 Industry ecosystem analysis
  • 3.1.1 Supplier landscape
  • 3.1.2 Profit margin
  • 3.1.3 Value addition at each stage
  • 3.1.4 Factor affecting the value chain
  • 3.1.5 Disruptions
• 3.2 Industry impact forces
  • 3.2.1 Growth drivers
    • 3.2.1.1 Rising snacking culture
    • 3.2.1.2 Increasing disposable income
    • 3.2.1.3 Product innovation & premiumization
    • 3.2.1.4 Expanding retail infrastructure
  • 3.2.2 Industry pitfalls and challenges
    • 3.2.2.1 Health consciousness & sugar concerns
    • 3.2.2.2 Raw material price volatility
  • 3.2.3 Market opportunities
• 3.3 Growth potential analysis
• 3.4 Regulatory landscape
  • 3.4.1 North America
  • 3.4.2 Europe
  • 3.4.3 Asia pacific
  • 3.4.4 Latin America
  • 3.4.5 Middle east & Africa
• 3.5 Porter's analysis
• 3.6 Pestel analysis
• 3.7 Price trends
• 3.8 Future market trends
• 3.9 Technology and innovation landscape
  • 3.9.1 Current technological trends
  • 3.9.2 Emerging technologies
• 3.10 Patent landscape
• 3.11 Trade statistics (HS code) (Note: the trade statistics will be provided for key countries only)
  • 3.11.1 Major importing countries
  • 3.11.2 Major exporting countries
• 3.12 Sustainability and environmental aspects
  • 3.12.1 Sustainable practices
  • 3.12.2 Waste reduction strategies
  • 3.12.3 Energy efficiency in production
  • 3.12.4 Eco-friendly initiatives

Chapter 4 Competitive Landscape, 2024

• 4.1 Introduction
• 4.2 Company market share analysis
  • 4.2.1 By region
    • 4.2.1.1 North America
    • 4.2.1.2 Europe
    • 4.2.1.3 Asia Pacific
    • 4.2.1.4 LATAM
    • 4.2.1.5 MEA
• 4.3 Company matrix analysis
• 4.4 Competitive analysis of major market players
• 4.5 Competitive positioning matrix
• 4.6 Key developments
  • 4.6.1 Mergers & acquisitions
  • 4.6.2 Partnerships & collaborations
  • 4.6.3 New Product Launches
  • 4.6.4 Expansion plans

Chapter 5 Market Estimates & Forecast, By Product Type, 2021-2034 (USD Billion) (Kilo Tons)

• 5.1 Key trends
• 5.2 Cookies
  • 5.2.1 Chocolate chip cookies
  • 5.2.2 Sandwich cookies
  • 5.2.3 Sugar cookies
  • 5.2.4 Oatmeal cookies
  • 5.2.5 Butter cookies
  • 5.2.6 Digestive cookies
  • 5.2.7 Shortbread cookies
  • 5.2.8 Other cookie types
• 5.3 Wafers
  • 5.3.1 Cream-filled wafers
  • 5.3.2 Plain wafers
  • 5.3.3 Chocolate-coated wafers
  • 5.3.4 Rolled wafers
  • 5.3.5 Wafer sticks
  • 5.3.6 Other wafer types

Chapter 6 Market Estimates & Forecast, By Flavor, 2021-2034 (USD Billion) (Kilo Tons)

• 6.1 Key trends
• 6.2 Chocolate
  • 6.2.1 Dark chocolate
  • 6.2.2 Milk chocolate
  • 6.2.3 White chocolate
• 6.3 Vanilla
• 6.4 Strawberry
• 6.5 Coconut
• 6.6 Lemon
• 6.7 Caramel
• 6.8 Nuts & seeds
  • 6.8.1 Almond
  • 6.8.2 Peanut
  • 6.8.3 Hazelnut
  • 6.8.4 Other nuts & seeds
• 6.9 Other flavors

Chapter 7 Market Estimates & Forecast, By Packaging Type, 2021-2034 (USD Billion) (Kilo Tons)

• 7.1 Key trends
• 7.2 Pouches
  • 7.2.1 Stand-up pouches
  • 7.2.2 Flat pouches
  • 7.2.3 Resealable pouches
• 7.3 Boxes
  • 7.3.1 Cardboard boxes
  • 7.3.2 Gift boxes
• 7.4 Jars & containers
  • 7.4.1 Plastic containers
  • 7.4.2 Glass jars
• 7.5 Trays
  • 7.5.1 Plastic trays
  • 7.5.2 Paper trays
• 7.6 Wrappers
  • 7.6.1 Individual wrappers
  • 7.6.2 Flow wrap
• 7.7 Other packaging types

Chapter 8 Market Estimates & Forecast, By Distribution Channel, 2021-2034 (USD Billion) (Kilo Tons)

• 8.1 Key trends
• 8.2 Supermarkets & hypermarkets
• 8.3 Convenience stores
• 8.4 Online retail
  • 8.4.1 E-commerce platforms
  • 8.4.2 Direct-to-consumer websites
• 8.5 Specialty stores
  • 8.5.1 Bakeries
  • 8.5.2 Confectionery stores
  • 8.5.3 Gourmet food stores
• 8.6 Vending machines
• 8.7 Foodservice
  • 8.7.1 Cafes & coffee shops
  • 8.7.2 Restaurants
  • 8.7.3 Institutional
• 8.8 Others

Chapter 9 Market Estimates & Forecast, By Consumer Group, 2021-2034 (USD Billion) (Kilo Tons)

• 9.1 Key trends
• 9.2 Children (under 12 years)
• 9.3 Teenagers (13–19 years)
• 9.4 Adults (20–64 years)
• 9.5 Elderly (65+ years)

Chapter 10 Market Estimates & Forecast, By Nature, 2021-2034 (USD Billion) (Kilo Tons)

• 10.1 Key trends
• 10.2 Conventional
• 10.3 Organic
• 10.4 Gluten-free
• 10.5 Sugar-free
• 10.6 Vegan

Chapter 11 Market Estimates & Forecast, By Region, 2021-2034 (USD Billion) (Kilo Tons)

• 11.1 Key trends
• 11.2 North America
  • 11.2.1 U.S.
  • 11.2.2 Canada
• 11.3 Europe
  • 11.3.1 UK
  • 11.3.2 Germany
  • 11.3.3 France
  • 11.3.4 Italy
  • 11.3.5 Spain
  • 11.3.6 Netherlands
  • 11.3.7 Rest of Europe
• 11.4 Asia Pacific
  • 11.4.1 China
  • 11.4.2 India
  • 11.4.3 Japan
  • 11.4.4 South Korea
  • 11.4.5 Australia
  • 11.4.6 Rest of Asia Pacific
• 11.5 Latin America
  • 11.5.1 Brazil
  • 11.5.2 Mexico
  • 11.5.3 Argentina
  • 11.5.4 Rest of Latin America
• 11.6 Middle East and Africa
  • 11.6.1 South Africa
  • 11.6.2 Saudi Arabia
  • 11.6.3 UAE
  • 11.6.4 Rest of Middle East and Africa

Chapter 12 Company Profiles

• 12.1 Archway Cookies
• 12.2 Arnott's Biscuits Holdings Pty Ltd
• 12.3 Bahlsen GmbH & Co. KG
• 12.4 Britannia Industries Limited
• 12.5 Campbell Soup Company
• 12.6 Ferrero Group
• 12.7 General Mills, Inc.
• 12.8 Grupo Bimbo, S.A.B. de C.V.
• 12.9 ITC Limited
• 12.10 Kellogg Company
• 12.11 Lotus Bakeries
• 12.12 Meiji Holdings Co., Ltd.
• 12.13 Mondelez International, Inc.
• 12.14 Nestle S.A.
• 12.15 Parle Products Pvt. Ltd.
• 12.16 Pepperidge Farm (Campbell Soup Company)
• 12.17 United Biscuits
• 12.18 Voortman Cookies Limited
• 12.19 Walkers Shortbread Ltd.
• 12.20 Yamazaki Baking Co., Ltd.