餅乾和威化餅市場機會、成長動力、產業趨勢分析及 2025 - 2034 年預測

2024 年全球曲奇和威化餅市場價值 233 億美元，預計到 2034 年將以 6.6% 的複合年成長率成長至 442 億美元。對快速方便零食日益成長的需求以及不斷變化的口味偏好繼續推動已開發經濟體和新興經濟體的市場穩步成長。隨著城市化進程的加速和可支配收入的提高，消費者開始轉向符合其積極生活方式的即食零食。曲奇和威化餅因其易於獲取、便於攜帶且對各個年齡段的消費者都具有吸引力而成為主流選擇。隨著零食文化日益盛行，製造商正在推出創新的口味、產品形式和更健康的替代品，以滿足消費者的期望。在西式零食習慣日益普及的發展中地區，對零食的需求依然特別強勁。

同時，包裝形式的改進以及線上和線下分銷網路的拓展，正在擴大其在各個市場的覆蓋範圍。創新的、消費者友善的包裝——例如可重複密封的包裝袋、定量包裝和環保材料——正在提升產品吸引力和貨架可見度。同時，全通路策略的成長，包括與主要電商平台、零售連鎖店、專業保健品商店和便利商店的合作，確保了更廣泛的受眾能夠獲得產品。這些改進不僅提升了品牌知名度，也使企業能夠更有效率地瞄準不同的人群。透過將包裝創新與不斷變化的消費者偏好相結合，並利用多通路零售佈局，製造商可以在已開發地區和新興地區建立更強大的市場影響力，並推動重複購買。

2024年，曲奇和威化餅市場中巧克力口味的細分市場產值達到105億美元，預計到2034年將以6.8%的複合年成長率成長。巧克力憑藉其感性和令人沉醉的價值，繼續在各個價位和人群中保持著普遍的吸引力。該細分市場受益於巧克力餡料、塗層以及牛奶巧克力、黑巧克力和白巧克力等混合口味的創新，這些口味在全球產品組合中佔據主導地位。巧克力口味能夠完美融入現代和經典零食的偏好，從而保持了其領先地位。

2024年，袋裝食品市場佔24.2%的市場佔有率，產值達62億美元，預計2025-2034年期間的複合年成長率將達到6.5%。袋裝食品因其輕巧的設計、便攜性和更長的保存期限而備受青睞，成為隨時隨地享用零食的首選。消費者越來越青睞可重複密封和立式包裝，因為它們方便攜帶、易於控制份量且易於儲存。從製造業的角度來看，袋裝食品不僅經濟高效，而且符合永續發展概念，從而提升了其在包裝領域的價值主張。

2024年，美國餅乾和威化餅市場規模達53億美元，預計到2034年將以6.4%的複合年成長率成長。由於消費者對美味零食的濃厚興趣以及對更健康、更高階產品的需求不斷成長，美國仍然是一個關鍵市場。創新仍處於領先地位，領先品牌不斷拓展產品種類，包括口味多樣性、營養豐富的配方和尺寸可控的包裝。成熟的零售環境和先進的生產基礎設施進一步支持了持續的市場需求。高品牌親和力、懷舊情懷和不斷變化的消費者偏好，繼續推動不同消費群體對曲奇和威化餅的廣泛採用。

雀巢、Parle、Britannia、億滋和家樂氏等知名公司在競爭激烈的餅乾和威化餅市場佔據主導地位，利用廣泛的產品組合、強大的品牌權益和全球分銷管道保持領先地位。餅乾和威化餅市場的領導者專注於透過創新產品開發、有針對性的行銷和管道多樣化來擴大其影響力。口味創新仍然是一項核心策略，公司推出異國情調、限量版和基於健康的版本來迎合不斷變化的消費者口味。為了滿足忙碌生活方式的需求，分裝包裝和便攜形式受到重視。各大公司正在加強電子商務合作夥伴關係和直接面對消費者的模式，以擴大數位銷售。同時，對永續包裝和清潔標籤產品的投資正在幫助品牌與消費者價值觀保持一致。

目錄

第1章：方法論與範圍

第2章：執行摘要

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.