Celebrate National Cookie Day December 4

Highlights:

• Since the pandemic, cookie consumption has been on the rise. 
• Low-sugar, low-carb, and other better-for-you cookie options are gaining popularity. 

National Cookie Day

December 4th is National Cookie Day—a day to celebrate by baking or buying (and eating!) your favorite cookies. Cookies date back to the 7th century in Persia, where they later spread into Europe. Cookies arrived in the US in the 17th century as European settlers brought their favorite recipes with them, including recipes for macaroons and gingerbread cookies.
From drop cookies to sandwich cookies to bar cookies, these bite-sized treats have become a beloved part of our national cuisine, with some of the most popular cookies being:

• Chocolate chip cookies
• Peanut butter cookies
• Oatmeal raisin cookies
• Biscotti
• Sugar cookies
• Molasses cookies
• Macaroons
• Gingerbread cookies
• Shortbread cookies
• Snickerdoodles

Cookie Consumption Rising

As consumers have spent more time at home during the pandemic, at-home snacking has risen, with snack food companies watching snack trends closely to meet these needs. Mintel research exploring why consumers are eating more cookies shows "eating at home more often" is the top reason.¹ The reasons US adults are eating more cookies than a year ago include:

• Eating at home more often (54%)
• For comfort (44%)
• Snacking on them more (41%)
• New flavors that I enjoy (32%)
• Healthier options available (32%)²

Cookies are providing comfort and appealing to consumers through new flavors and healthier options. Consumers are also buying more cookies for their kids. Mintel’s research also shows why these consumers are choosing cookies in the first place. The reasons US adults are eating cookies include:

• As a snack (65%)
• To treat myself (62%)
• To satisfy a craving (61%)
• To curb hunger between meals (22%)
• To relieve stress (18%)³

Opportunities in Better-for-You Cookies

While cookie consumption is up overall, there are some consumers who report eating cookies less often compared to a year ago for reasons such as:

• Trying to lose weight (49%)
• Reducing sugar intake (46%)
• Choosing other snacks instead (37%)
• Reducing carb intake (27%)⁴

This indicates an opportunity for brands to reevaluate their cookie formulations to better address the needs of these consumers. For the consumers concerned about their weight, one formulation strategy is to add more of the nutrients that can help them feel full for longer, such as protein or fiber. 

Another approach to better-for-you cookies is to focus on reducing sugar and total carbs. Nearly half of consumers eating cookies less often say they’re reducing their sugar intake, while over a quarter are reducing their carb intake. Better-for-you cookies can help support their goals while offering a permissible treat.

Spotlight on Sugar Improvements

Sugar improvements can provide a health halo around a cookie brand, making it the brand of choice for consumers with weight and health concerns. Mintel reports 69% of US adults are trying to control their sugar consumption—but this isn’t limited to reducing sugar intake.⁵ It can also mean choosing natural sugar alternatives like honey, maple syrup, or natural sweeteners.

While 32% of US adults would be motivated to try a new cookie if it was low in sugar, 33% would try it if was made with natural sweeteners.⁶ Mintel’s research shows consumers strongly perceive natural sweeteners (including dried fruit, honey, and cane sugar) as being both natural and appealing.⁷ Some brands are using no added sugar claims to signal better-for-you cookies, with no added sugar claims growing 57% in cookie launches from 2019 to 2020.⁸

Looking Ahead

As cookie brands move toward expanding their offerings to meet more consumers’ needs, it will be important to maintain the taste and textures consumers love about cookies. Our snacking solutions—ranging from bakery ingredients to proteins to custom nutrient premixes—can help you get started.

Be inspired this National Cookie Day to explore the possibilities in formulating better-for-you cookies. Contact us to learn more!

References

1-4. Mintel, Cookies – US, June 2021.
5. Mintel, Sugar and Alternative Sweeteners – US, December 2020.
6. Mintel, Cookies – US, June 2021.
7. Mintel, Sugar and Alternative Sweeteners – US, December 2020.
8. Mintel - Glanbia Nutritionals Proprietary Data, 2021.