United States Biscuits Market Overview

The United States Biscuits Market, valued at US$ 20.95 billion in 2024, is projected to grow at a CAGR of 4.62% from 2025 to 2033, reaching US$ 31.43 billion by 2033, according to Renub Research. This steady expansion reflects the growing demand for healthier snacks, premium biscuit varieties, and innovative flavors that align with evolving consumer lifestyles. Rising interest in gluten-free, organic, and high-fiber biscuits also underscores a nationwide shift toward better-for-you indulgence.

Unlike the crisp cookies known globally, American biscuits are typically soft and flaky, closer to scones or rolls. They form an integral part of Southern cuisine and are gaining traction as a convenient, comforting snack or side dish across the country. From buttermilk biscuits to protein-packed oat versions, this versatile category mirrors both nostalgia and modern innovation.

Evolving Biscuit Culture in the U.S.

Biscuits in the U.S. bridge comfort food traditions and the modern wellness trend. Traditionally paired with fried chicken, sausage gravy, or honey, biscuits are now reimagined as grab-and-go snacks, sandwich bases, and better-for-you breakfast items. The market’s adaptability to dietary shifts—be it gluten-free, keto, or plant-based—has been instrumental in expanding its consumer base.

The rise of frozen and ready-to-bake biscuits further enhances convenience for households seeking restaurant-quality baked goods at home. As innovation meets nostalgia, American biscuits have evolved into a dynamic segment catering to both indulgent and mindful eaters.

Key Drivers of Growth

1. Shift Toward Healthy and Functional Biscuits

Health-conscious American consumers are demanding snacks with added nutritional value. Biscuits enriched with whole grains, proteins, and fiber, and free from gluten, dairy, and artificial additives, are gaining market share. Brands are integrating natural sweeteners, probiotics, and clean-label ingredients to meet this demand.

In February 2023, Sweet Loren’s launched gluten-free breakfast biscuits containing 19 grams of whole grains, 4 grams of protein, and B vitamins per serving—catering to the growing segment of health-aware snackers. This innovation exemplifies how the market is aligning with functional food trends.

2. Premiumization and Indulgence

Premium biscuits are thriving as consumers seek indulgent treats with artisanal quality. High-end options like chocolate-coated, nut-filled, and exotic-flavored biscuits are capturing attention. Limited-edition releases and collaborations with international brands further enrich the category.

In November 2024, Bimbo Bakeries USA expanded its Entenmann’s brand with Big Chunk cookies, available in chocolate, mint chocolate, and salted caramel flavors. These indulgent offerings cater to consumers looking for premium snacking experiences while maintaining brand familiarity.

3. Expansion of E-commerce and Convenience Channels

Digital transformation is reshaping biscuit retailing. E-commerce platforms and DTC (Direct-to-Consumer) strategies enable brands to reach broader audiences with subscription-based models and exclusive product drops. Meanwhile, convenience stores and gas station chains are stimulating impulse purchases of single-serve and travel-friendly biscuit packs.

Market Challenges

1. Rising Raw Material Costs

Fluctuating prices of key ingredients—wheat, sugar, butter, and cocoa—continue to squeeze profit margins. Supply chain disruptions and global inflationary pressures have forced brands to rethink sourcing and pricing strategies to stay competitive without compromising quality.

2. Competition from Alternative Snacks

Biscuits now compete with protein bars, granola bars, and nuts, which are perceived as healthier and more portable. Traditional biscuit brands must innovate with clean labels, functional benefits, and engaging marketing to defend market share.

Market Segment Insights

1. Product Segmentation

Cookies: The Dominant Category

Cookies remain the cornerstone of the U.S. biscuit market, with flavors like chocolate chip, oatmeal raisin, and peanut butter leading sales. Growing interest in organic, sugar-free, and gluten-free cookies continues to drive innovation.

In January 2024, Kellanova introduced CHEEZ-IT Extra Crunchy in two bold flavors—Cheddar and Sharp White Cheddar—illustrating the consumer appetite for texture and variety in snack biscuits.

Cream Wafers: Convenience Meets Indulgence

Cream-filled wafers in vanilla, hazelnut, and strawberry flavors enjoy strong consumer loyalty, especially for on-the-go snacking. The emergence of high-protein and low-sugar wafer biscuits further broadens their appeal among fitness enthusiasts.

Crackers: The Healthy Snacking Alternative

Crackers—especially flat, filled, and graham varieties—serve as versatile snacks for health-conscious buyers. Their repositioning as light meal substitutes has boosted sales, particularly in urban and office settings.

2. Market by Type

The organized segment—dominated by leading players such as Nabisco, Keebler, and Pepperidge Farm—accounts for most market share. Strong branding, distribution, and consistent quality give these players an advantage. Meanwhile, private-label biscuits offered by supermarket chains are gaining popularity for offering premium quality at affordable prices.

3. Market by Source

Oats Biscuits: Increasingly favored for their high fiber and heart-healthy profile, oats-based biscuits are thriving among health-conscious demographics.

Wheat Biscuits: Whole wheat and multigrain biscuits dominate the nutrition segment, supported by the clean-label movement.

Millet and Other Sources: Emerging as niche players targeting consumers seeking ancient grains and low-GI snacks.

4. Distribution Channels

Supermarkets & Hypermarkets: Remain the top retail channel, offering the widest variety and promotional packs.

Convenience Stores: Fuel impulse buying and on-the-go snacking, particularly among younger demographics.

E-commerce: Provides personalization, subscription models, and expanded brand reach.

Specialist Stores: Focus on gourmet, artisanal, and imported biscuit brands catering to niche markets.

Regional Insights

East U.S.: Premium and Health-Oriented

Consumers in states like New York and Massachusetts prioritize organic, low-sugar, and gluten-free biscuits. Urban demand for international and artisanal brands remains strong.

West U.S.: Innovation and Sustainability

Driven by health and environmental awareness, consumers in California and Washington prefer plant-based, protein-enriched, and keto-friendly biscuits. Online retail dominates this region, enhancing accessibility for boutique biscuit brands.

North U.S.: Seasonal and Indulgent Demand

Regions like Illinois and Minnesota experience seasonal peaks, particularly during holidays. Festive cookies and shortbread biscuits witness significant demand in colder months.

South U.S.: Tradition Meets Modernity

Southern states continue to cherish buttermilk and flaky biscuits, often paired with gravy or fried chicken. Yet, the South’s growing retail infrastructure and love for sweet biscuits like honey and cinnamon are driving modernization in product offerings.

Competitive Landscape

Leading players in the U.S. biscuits market are focusing on product innovation, clean-label ingredients, and digital marketing. Strategic collaborations, limited-edition launches, and sustainability-focused packaging are becoming critical differentiators.

Key Companies:

Mondelēz International

Britannia Industries

Kellanova

United Biscuits

Parle

General Mills Inc.

Nestlé

The Campbell’s Company

Ferrero

PARTNERS

These companies are evaluated based on Overview, Key Personnel, Recent Developments, and Revenue Performance across the forecast period.

Final Thoughts

The United States Biscuits Market reflects the country’s broader food evolution—where indulgence coexists with nutrition, and tradition meets innovation. As consumers seek balance between health, taste, and convenience, brands that can merge functional benefits with flavorful experiences will dominate the next decade.

From classic buttermilk biscuits to oat-based protein snacks, this category’s transformation underscores America’s shifting dietary landscape. With rising e-commerce penetration, premium offerings, and health-forward formulations, the biscuit industry is poised for sustained growth and diversification through 2033.

Source: Renub Research – United States Biscuits Market Size, Share, Forecast 2025–2033