Oreo and Chips Ahoy! maker Mondelēz International wants to shake up the $19 billion U.S. cookie space by positioning the treat as a more enticing snacking option for consumers than chips, candy or other treats.
The snacking giant is optimistic it can steal share from these other snacks with savvy marketing campaigns and innovations tailored to the modern consumer.
“There is just so much more room [in snacking], and as one of the growth engines at Mondelēz, we have an opportunity to really kind of shake up this category,” said Mili Laddha, senior director of marketing for Chips Ahoy!. “We're very optimistic and see a lot of potential for it in the future.”
U.S. cookie sales are estimated to hit $18.9 billion in 2026, according to Mintel data, with growth slowing to just 1.2% as broader pressure on discretionary spending and snack frequency weigh on the category. At the same time, cookies are undergoing a “structural shift from habitual snacking to more intentional, occasion-led consumption” as eating patterns shift and GLP-1 usage increases, the data firm noted.
“The biggest threat [for cookies] is declining default relevance, especially among younger consumers, who face abundant snack choices and demand novelty, meaning brands must continuously innovate to stay in rotation,” Mintel said.
Mondelēz is doubling down on innovations, such as Oreo Zero Sugar Cookies, Chips Ahoy! Baked Bites, mystery cookie flavors and unique limited-time flavors, to entice shoppers looking for more variety or playful experiences.
The Chicago-based company is also spending big on marketing campaigns tied to the World Cup and the latest Toy Story movie. It is participating more in social media and TikTok Shop, as well, where a growing number of Gen Z consumers are turning to for inspiration and to make purchases.
The biggest opportunity for cookies is expanding how they are used, particularly as ingredients in at-home desserts and new formats — a behavior more than half of consumers are open to, Mintel noted.
Mondelēz has looked to capitalize on the trend by touting brands like Honey Maid as an option for making s’mores or promoting its cookies as an ingredient for home bakers by sharing more recipes online and on packaging.
The company’s efforts appear to be paying off. Sales of biscuits and baked snacks rose 2.5% during Mondelēz’s second quarter, with brands including Oreo and Chips Ahoy! posting growth.
Cookies have been associated with nostalgic moments, such as an after-school snack or a treat at grandma’s house. But while Mondelēz says nostalgia will always remain embedded in the category, there's more potential to broaden cookies' reach with consumers by tapping into trends around convenience, premium ingredients and playful experiences.
“What cookies are trying to do is really break through in culture in ways that we haven't necessarily done in the past,” Laddha said. “It's putting it in a different mindset for consumers and shoppers because you often associate cookies with that familial kind of experience, but now it's getting them into a more modern kind of lifestyle occasion.”
