With current food trends focusing on health-and-wellness, it may be tempting to dismiss the cookie category as out of touch or on its way out. And while most of the top companies operating in the cookie category have seen relatively flat sales activity—or, at best, modest gains—traditional cookies still account for a sizeable portion of this $8 billon category.
But, these days, cookies and better-for-you are not mutually exclusive. Considering the wide range of consumer perceptions related to better-for-you, encompassing product dynamics like allergen-free, grain diversity and non-GMO, there’s room for incremental growth in this area.