United States Biscuits Market Size and Forecast 2025–2033

The United States Biscuits Market was valued at US$ 20.95 billion in 2024 and is projected to grow steadily to US$ 31.43 billion by 2033, expanding at a CAGR of 4.62% between 2025 and 2033. This growth is driven by rising consumer demand for healthy snack alternatives, premium biscuit varieties, innovative flavors, and convenient on-the-go packaging.

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American consumers are increasingly shifting toward gluten-free, organic, multigrain, and high-fiber biscuits, creating opportunities for both global players and local brands. The market is also benefiting from strong demand through e-commerce channels and convenience stores, which support impulse buying and subscription-based sales.

Renub Research’s report, United States Biscuits Market Forecast 2025–2033, provides detailed insights by product (Cookies, Filled/Coated Biscuits, Crackers, Cream Wafers, Others), type (Organized, Unorganized), source (Oats, Wheat, Millets, Others), distribution channel (Supermarkets, E-commerce, Specialist Stores, Convenience Stores, Others), region, and company analysis.

United States Biscuits Market Overview

In the U.S., biscuits refer to soft, flaky baked items—similar to scones or bread rolls—made from flour, baking powder, butter, and milk. They are commonly consumed as breakfast foods, side dishes, or snacks, often paired with gravy, butter, honey, or jam.

Biscuits hold a strong cultural connection in the U.S., particularly in the Southern states, where buttermilk biscuits are a staple alongside fried chicken and sausage gravy. They are also widely used in sandwiches, filled with ham, cheese, or bacon.

Modern consumption patterns have pushed manufacturers to diversify their offerings. The rise of gluten-free, protein-rich, and plant-based biscuits reflects shifting consumer priorities toward health and wellness. Additionally, the growing availability of frozen and pre-packaged biscuits has made them more convenient for busy households.

Whether enjoyed at home, restaurants, or as grab-and-go snacks, biscuits represent a blend of tradition and modern innovation in the American food culture.

Key Drivers of Growth

1. Growing Demand for Healthy and Functional Biscuits

Consumers are increasingly health-conscious, looking for snacks that combine taste with nutrition. This has led to surging demand for:

• Whole-grain, high-fiber biscuits for digestive health.
• Gluten-free and vegan biscuits catering to dietary restrictions.
• Protein-enriched and low-sugar biscuits for fitness enthusiasts.
• Probiotic and fortified biscuits that offer added functional benefits.

For example, in February 2023, Sweet Loren’s launched gluten-free breakfast biscuits containing 19g of whole grains, 4g of protein, 3g of fiber, and essential B vitamins, appealing to health-conscious and allergy-sensitive consumers.

2. Development of Premium and Indulgent Biscuits

Beyond health-driven snacks, the U.S. market is witnessing growth in premium biscuits offering indulgence, exotic flavors, and artisanal appeal. Consumers increasingly purchase:

• Chocolate-coated, nut-filled, and gourmet biscuits.
• Limited-edition flavors inspired by global cuisines.
• Luxury biscuits packaged for gifting and festive occasions.

In November 2024, Bimbo Bakeries USA expanded its Entenmann’s range with Big Chunk cookies available in chocolate, mint chocolate, and salted caramel flavors. These indulgent products reflect the rising appetite for premium snacking experiences.

3. Expansion of E-Commerce and Convenience Retailing

The growth of digital shopping platforms has revolutionized biscuit sales. Online channels offer:

• Direct-to-consumer (DTC) options.
• Subscription snack boxes.
• Bulk purchase discounts.

At the same time, convenience stores and gas stations have become vital sales points for single-serve packs and on-the-go biscuits, particularly among students and busy professionals. This dual growth in online and offline retail is reshaping distribution strategies across the market.

Challenges in the Market

Rising Raw Material Costs

Volatility in the prices of wheat, sugar, butter, and cocoa has significantly impacted biscuit production costs. Supply chain disruptions and inflation have made it difficult for manufacturers to maintain competitive pricing while safeguarding profit margins.

Competition from Alternative Snacks

Biscuits face stiff competition from protein bars, granola bars, nuts, and dried fruits, which are marketed as healthier and lower-calorie options. To remain competitive, biscuit brands must continue innovating with ingredients, packaging, and health claims.

Market Segmentation Insights

By Product

• Cookies: Leading category, supported by classic flavors (chocolate chip, oatmeal raisin, peanut butter) and growing demand for gluten-free and sugar-free varieties. Indulgent stuffed cookies and artisanal options also drive premium sales.
• Filled/Coated Biscuits: Popular among younger demographics due to novelty flavors and indulgence factor.
• Crackers: Includes flat, saltine, filled, and graham crackers. Increasingly marketed as healthier snack alternatives.
• Cream Wafers: Traditional favorites available in chocolate, vanilla, strawberry, and hazelnut. Fitness-friendly low-calorie versions are gaining ground.
• Others: Regional and niche biscuits with specialized appeal.

By Type

• Organized Sector: Dominated by branded players like Nabisco and Keebler, leveraging strong distribution and marketing strategies.
• Unorganized Sector: Smaller local players and private-label supermarket brands offering budget-friendly alternatives.

By Source

• Oats: Growing rapidly due to high fiber, low-calorie benefits, and heart health positioning.
• Wheat: Traditional stronghold, with rising demand for organic and multigrain wheat biscuits.
• Millets & Others: Emerging as sustainable and nutrient-dense alternatives, appealing to eco-conscious consumers.

By Distribution Channel

• Supermarkets & Hypermarkets: Largest revenue contributor, driven by bulk family packs and promotions at retailers such as Walmart and Target.
• E-commerce: Fastest-growing channel, boosted by online subscription services.
• Convenience Stores: Essential for impulse and single-serve purchases.
• Specialist Retail Stores & Others: Niche stores offering artisanal and gourmet biscuits.

By Region

• East U.S.: Strong demand for organic, low-sugar, and gluten-free biscuits in urban hubs like New York and Massachusetts.
• West U.S.: Health-conscious markets (California, Washington) favor plant-based and keto-friendly biscuits. Strong presence of DTC brands.
• North U.S.: Seasonal demand for holiday biscuits and artisanal products peaks in winter.
• South U.S.: Traditional buttermilk and savory biscuits remain dominant, though sweet flavors like honey and cinnamon are gaining traction.

Competitive Landscape

The U.S. biscuits market is competitive and innovation-driven, with global corporations and regional players introducing new products to meet evolving consumer needs.

Major Companies Covered:

• Mondelēz International
• Britannia Industries
• Kellanova
• United Biscuits
• Parle Products
• General Mills Inc.
• Nestlé
• The Campbell’s Company
• Ferrero
• Partners

These companies focus on product diversification, marketing campaigns, and digital retail strategies to strengthen their presence in the U.S. market.

Future Outlook

The U.S. biscuits market is set to continue expanding, supported by:

• Rising health and wellness consumption trends.
• Innovations in premium, artisanal, and indulgent biscuit offerings.
• Wider adoption of plant-based, keto-friendly, and gluten-free products.
• Growth of e-commerce and convenience-driven retail channels.
• Increasing preference for clean-label and sustainable products.

By 2033, the U.S. biscuit industry will remain a dynamic mix of tradition and innovation, balancing consumer nostalgia with modern health and lifestyle demands.

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