It’s no secret that the cookie is one of the most popular treats in the world. But what will consumers want from their favorite brands in 2023? Using our White Space AI tool, we dove into the data and identified the top trends likely to drive cookie purchases in the upcoming year. While consumer preferences are ever-changing, it’s crucial to maintain a pulse on how they’re talking about and searching for cookies.
Popular
While Popular might not seem like an obvious choice for a cookie, its combination of high and low competition scores makes it an attractive option for brands. With popular options, companies can capitalize on consumers’ need for something familiar. Consider adding a new twist to an existing classic, such as peanut butter and jelly cookies or s’mores-inspired flavors, to really stand out.
Travel-Ready
It looks like convenience is a significant factor driving cookie purchases in 2023. Consumers are increasingly looking for ready-to-eat snacks that they can easily take on the go. We recommend investing in high-quality, travel-ready cookie packaging and marketing campaigns emphasizing ease and convenience. Plus, high demand and low competition scores make it an excellent opportunity to stand out.
Nourish
Despite a very negative consumer passion score, the demand for nutritious cookies will be very high. Consumers will be looking for wholesome, healthy snacks that they can rely on. It’s important to focus on clean labels, organic ingredients, and “free from” claims that reinforce the health benefits of your products. By carefully balancing nutrition and taste, your brand can lead in the Nourish trend.
International
Cookies with an International flair will be in high demand in 2023. Consumers are always looking to try something new and exciting, so investing in flavors and ingredients trending around the world is important. We recommend marketing global flavors like matcha, but in an approachable way that speaks to all consumers. While not every consumer is familiar with matcha, many gravitate toward “Green Tea” labels (like Quadratini does here).
Seasonal
Seasonal cookies are an exciting opportunity. Though the demand is lower, the competition is also very low. If you’re looking for a way to stand out, consider investing in unique flavor combinations or packaging designs that capture the fun of the season.
Consider repackaging existing cookie products with a focus on holidays or creating new seasonal flavors to delight your customers. For example, Mrs. Fields’ Nibblers Tin leverages classic cookie flavors but is packaged in a festive, easy-to-gift holiday tin.
Home-Style
Consumers will look for that home-style nostalgia in 2023 (without the mess!). Investments in home-style flavors like oatmeal raisin, butterscotch, and sugar cookies will be critical. And given the low competition, now is a great time to invest in unique packaging and marketing campaigns emphasizing home-style cookies’ comfort.
As lives get more hectic and demanding, consumers will look for that comforting, classic cookie sensations to bring a sense of grounding. Low competition across home-style cookies means plenty of white space for product innovation and creative marketing. Brands like Pepperidge Farm have strategically positioned their line of Farm Products to bring home-style comfort and warmth into their customers’ lives.
Lavish
Lavish cookies will continue to be a hit in 2023. Consumers will be craving decadent, indulgent flavors like salted caramel, cookies and cream, and white chocolate macadamia nut. Creative packaging and marketing campaigns emphasizing extravagance and overindulging will be key to standing out in this space. Consider partnering with well-known luxury brands for a more luxurious experience and to promote your cookies.
Enjoying this blog? Check out our other articles here.
Nothing Artificial
Consumers seek snacks free from artificial ingredients and preservatives as they become more health conscious. This presents an opportunity to invest in organic and clean-label ingredients. As with any “free from” claims, it’s important to ensure that you accurately and honestly reflect the product and its ingredients. Calling out that your product contains nothing artificial and promoting the quality of your ingredients will help your brand stand out. For example, Tate’s Bake Shop prominently calls out that their cookies contain no artificial flavors or preservatives on the front of the package.
Hannukkah
With seasonal cookies, the demand isn’t as high, but neither is the competition. Companies focusing on traditional Hanukkah flavors like sufganiyah and jelly doughnuts are likely to do well here. Additionally, unique packaging and marketing campaigns emphasizing the connection between Hanukkah cookies and traditions will be key to success. Consider leveraging traditional Jewish imagery (like in this assorted cookie tin) and symbols in packaging and marketing campaigns to create an emotional connection with your customers.
High Carb
Lastly, high-carb cookies will continue to grow in 2023 with very high demand and low competition. Consumers looking for a quick and easy snack with a punch of energy will turn to cookies with high-carb content. Consider investing in packaging and marketing campaigns that emphasize the energizing qualities of your cookies. Additionally, product innovation is key here. Look for ways to add alternative energizing ingredients, like superfoods, into your cookies while still achieving a delicious flavor. Plus, if you can add on a “nothing artificial” label, you’ll have even more success.
Conclusion
No matter what your budget or target market is, there’s a cookie trend for you. As you can see, several exciting trends will drive cookie category purchases in 2023. Whether you invest in travel-ready packaging or partner with luxury brands, there’s sure to be something that satisfies everyone’s sweet tooth. So now is the perfect time to start innovating and crafting your cookie products for the upcoming year! Good luck, and happy baking!
For more on the latest cookie and snack trends for 2023, check out our blog.
If you’re ready to see Simporter AI in action and learn what it can do for you, request a demo on our website for more insights on key trends. Predicting need trends is just one way Simporter can help brands grow their business, so to learn more about how we can help you, please visit us at simporter.com.
