U.S. Biscuits Market (2026 - 2033)

U.S. Biscuits Market Summary

The U.S. biscuits market size was valued at USD 32.5 billion in 2025 and is projected to grow from USD 34.0 billion in 2026 to USD 46.4 billion by 2033, at a CAGR of 4.6% from 2026 to 2033. The U.S. biscuits market is driven by demand for convenient, ready-to-eat snacks, diverse product varieties, and wider availability across retail and e-commerce channels. Manufacturers focus on new flavors, portion-controlled packaging, and ingredient reformulations to meet evolving consumer preferences.

Product innovation and competition across branded and private-label offerings are important factors influencing the market. Manufacturers are exploring ingredient variations, reduced-sugar formulations, whole-grain options, and products suited to specific dietary preferences. Seasonal launches and limited-edition flavors also provide opportunities to attract consumer attention and encourage repeat purchases. At the same time, companies must manage fluctuations in the costs of flour, sugar, oils, and packaging materials while maintaining product quality and competitive pricing. Businesses that respond to consumer preferences and maintain reliable distribution are positioned to compete across different product categories and retail channels.

Source: Grand View Research, IR Documents, Primary Interviews, Paid Databases

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The U.S. biscuits industry is shaped by changing dietary preferences and demand for products that accommodate specific nutritional requirements. SPINS data for the 52 weeks ending January 25, 2025, showed that certified gluten-free cookies recorded 34.3% year-over-year growth, compared with 0.7% growth for cookies without gluten-free certification. This difference highlights opportunities for manufacturers to develop specialized biscuit products that cater to consumers seeking gluten-free alternatives and differentiated ingredient formulations.

Snacking frequency also influences demand across the U.S. biscuits market. In April 2025, Circana reported that 48.8% of U.S. consumers snacked three or more times daily, an increase of 2.7 percentage points year over year. Frequent snacking occasions create opportunities for biscuit manufacturers to offer convenient products in different flavors, portion sizes, and packaging formats. Brands can also diversify their portfolios to address preferences for everyday snacks, on-the-go consumption, and products suited to different dietary needs.

Market Dynamics

Analyst Perspective

The U.S. biscuits industry is expected to remain competitive, with established companies focusing on brand differentiation, product innovation, and broad retail availability. New flavors, limited-edition offerings, convenient packaging, and products tailored to changing consumer preferences are likely to influence purchasing decisions. Manufacturers that balance taste, quality, affordability, and product variety may be better positioned to retain customer loyalty. Online retail also presents opportunities to improve product accessibility and reach specific consumer groups. At the same time, competition from private-label products and changing preferences regarding sugar content, ingredients, and portion sizes will require companies to refine their product portfolios and pricing strategies.

Consumer Insights

Consumer preferences for convenient and family-friendly snacks influence demand in the U.S. savory biscuits market. According to the American Bakers Association, 93% of parents agree that crackers are a suitable snack for children. This preference highlights the role of crackers in household snacking occasions, particularly for families seeking convenient options for lunchboxes, after-school consumption, and everyday use. Manufacturers can address this demand through varied flavors, easy-to-carry packaging, and products suited to different age groups.

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Product differentiation also presents opportunities for manufacturers in the U.S. biscuits market. The American Bakers Association reported that 60% of consumers are interested in crackers made with unique ingredients. This interest creates opportunities to introduce products with distinctive grain blends, seeds, herbs, and alternative ingredient combinations. Manufacturers can use ingredient innovation to differentiate their offerings, appeal to consumers seeking new taste experiences, and broaden their product portfolios in the competitive savory baked-snack category.

Type Insights

Branded biscuits led the market, accounting for a share of 73.3% in 2025. This is attributed to strong consumer recognition, consistent product quality, widespread retail availability, and established trust in well-known brands. Branded biscuits also benefit from standardized manufacturing processes, attractive packaging, and a broad selection of flavors and product varieties that cater to different age groups and consumption preferences. In addition, established distribution networks across supermarkets, convenience stores, and online platforms improve product accessibility. Promotional activities, new product introductions, and clear brand positioning further encourage repeat purchases and help branded products maintain their preference among U.S. consumers.

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The private label biscuits segment is anticipated to register the fastest CAGR of 5.3% from 2026 to 2033. This growth is driven by increasing consumer interest in affordable alternatives to established biscuit brands, particularly among price-conscious households seeking value without compromising on taste and quality. Retailers are expanding their private-label product ranges across different flavors, ingredients, and package sizes to cater to varied consumer preferences. In addition, greater shelf visibility, competitive pricing, and the availability of retailer-owned products across supermarkets and online grocery platforms are encouraging trial purchases. Improvements in product quality, packaging, and variety are also helping private-label biscuits appeal to a broader consumer base in the U.S. market.

Packaging Insights

Pouches/packets held the largest revenue share, accounting for 55.7% in 2025. This segment is driven by the lightweight construction, cost efficiency, and flexibility of pouch and packet formats across different biscuit varieties. These packaging options are available in single-serving and family-sized formats, catering to individual consumption and household purchases. In addition, advances in flexible packaging materials and sealing technologies help preserve biscuit freshness and protect products from moisture during storage and transportation. Resealable closures and multipack formats also provide convenience for consumers, while allowing manufacturers to differentiate products through packaging design and portion sizes.

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The boxes market is anticipated to witness the fastest CAGR of 5.2% from 2026 to 2033. This growth is driven by the suitability of boxes for premium biscuits, gift assortments, and multipack products. Box packaging provides structural protection during transportation and storage, helping reduce product breakage and maintain biscuit quality. In addition, attractive designs, compartmentalized layouts, and printed branding allow manufacturers to improve shelf presentation and differentiate their products. Boxes are also suitable for seasonal promotions, festive gifting, and bulk purchases, creating opportunities across retail channels. Growing attention to recyclable paperboard materials and more sustainable packaging designs may further encourage manufacturers to adopt box formats in the U.S. biscuits market.

Distribution Channel Insights

Sales of U.S. biscuits through hypermarkets & supermarkets segment held the largest revenue, accounting for a share of 45.1%. Hypermarkets and supermarkets remain a key sales channel for biscuits in the U.S. because consumers can purchase them alongside their regular grocery items. These stores offer a range of biscuit products across different brands, flavors, and price points, allowing shoppers to choose according to their preferences and budgets. In-store promotions, discounted multipacks, and private-label products also influence purchasing decisions. Furthermore, the availability of biscuits in both large grocery chains and neighborhood supermarkets makes these outlets accessible to a broad consumer base, maintaining their position as an important distribution channel in the U.S. biscuits market.

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Sales of U.S. biscuits through online channel is projected to grow significantly at the fastest CAGR of 7.2% from 2026 to 2033. Online distribution provides consumers with access to a broader assortment of biscuits, including specialty varieties, premium products, and options from regional and international brands. Digital platforms allow shoppers to compare ingredients, package sizes, prices, and customer reviews before making purchasing decisions. Home delivery and flexible ordering also make online shopping convenient for busy households and consumers who prefer purchasing groceries remotely. In addition, personalized recommendations, promotional offers, and multipack options can encourage repeat purchases and increase the visibility of emerging biscuit brands in the U.S. market.

Key U.S. Biscuits Company Insights

The U.S. biscuits market is characterized by competition among established food manufacturers, specialty biscuit producers, and private-label brands. Key companies focus on product innovation, brand positioning, pricing strategies, and distribution expansion to maintain their market presence. Manufacturers offer diverse product portfolios across sweet biscuits, savory varieties, crackers, and premium options to address different consumer preferences. Investments in packaging, flavor development, ingredient selection, and product reformulation also help companies differentiate their offerings. In addition, partnerships with retailers, e-commerce expansion, and promotional activities provide opportunities to reach wider consumer groups and respond to changing purchasing habits in the U.S. biscuits market.

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Key U.S. Biscuits Companies

• Mondelēz International

• Britannia Industries

• Kellanova

• United Biscuits

• PARLE

• General Mills Inc.

• Nestlé

• The Campbell's Company

• Ferrero

• PARTNERS

Recent Developments

• In April 2025, Mondelēz International introduced limited-edition RITZ Sunkissed Crackers for the summer snacking season in the U.S. The product featured a crispy texture and the brand's familiar buttery, salty flavor, targeting consumers seeking convenient snacks for everyday consumption and seasonal gatherings. The launch expanded RITZ's product offerings and highlighted the company's focus on limited-edition products to generate consumer interest and create variety within the savory crackers category.

• In September 2024, Mondelēz International announced that for the packaging of one of its brands, Triscuit Crackers’ products, it will source chemical or molecular recycling technology-related plastics in the U.S. and Canada. By embracing innovation-based packaging technology, Triscuit plans to support the company’s long-term strategy to reduce waste while promoting sustainability in terms of packaging.

• In October 2024, Ferrero-related company CTH Invest SA acquired Nonni’s Foods LLC, a brand offering product characterized by traditional taste and innovation, from Vestar Capital Partners. This is expected to enhance customer engagements facilitated by Ferrero's vast distribution networks.

U.S. Biscuits Market Report Segmentation

This report forecasts revenue growth at country levels and provides an analysis of the latest trends and opportunities in each sub-segment from 2021 to 2033. For the purpose of this study, Grand View Research has segmented the U.S. biscuits market by type, packaging, distribution channel.

• Type Outlook (Revenue, USD Million; 2021 - 2033)

  • Branded

    • Chocolate-based

    • Chocolate Chip Cookies

    • Chocolate Coated Biscuits

    • Chocolate Sandwich Cookies

    • Non-Chocolate

    • Digestive/ Fortified Biscuits

    • Butter Cookies

    • Flavored & Cream filled

    • Others

  • Private Label

    • Chocolate-based

    • Chocolate Chip Cookies

    • Chocolate Coated Biscuits

    • Chocolate Sandwich Cookies

    • Non-Chocolate

    • Digestive/ Fortified Biscuits

    • Butter Cookies

    • Flavored & Cream filled

    • Others

• Packaging Outlook (Revenue, USD Million; 2021 - 2033)

  • Pouches/ Packets

  • Boxes

  • Jars

• Distribution Channel Outlook (Revenue, USD Million; 2021 - 2033)

  • Hypermarkets & Supermarkets

  • Convenience Stores

  • Online

  • Others

Research Methodology

The U.S. biscuits market figures in this report are based on a proven research process that combines executive interviews with secondary research from proprietary databases, company filings, and recognized regulatory and institutional sources. Market size is built through value-chain sizing-reconciling supply-side and demand-side estimates-and triangulated with bottom-up and top-down approaches. Every estimate passes multiple levels of expert validation before publication, with each U.S. biscuits segment quantified using the revenue-capture definitions in the table below.

Delivered Customizations

This report has been delivered with the following In-depth customizations