The Biscuit Of Tomorrow

Growth in the cookies and crackers segment next year will be driven by innovative flavors and gluten-free products.

Whether they are enjoyed with a cup of tea or spread across a table during a dinner party, cookies and crackers make a versatile snack. And according to Thom Blischok, global president of innovation and strategy for Chicago-based SymphonyIRI Group, the category will grow slightly in the coming year.

"There will be slight growth in this category, driven by new and innovative flavors," as well as ethnic items, he says.

Trends with traction

In its most recent "Flavor Consumer Trend Report," Chicago-based research firm Technomic Inc. notes that the top flavors in the cookies and crackers segment are — not surprisingly — chocolate, vanilla and strawberry. However, two new flavors are beginning to make their way onto the scene, notes Mary Chapman, director of product innovation at Technomic.

"The next tier is clearly cherry and raspberry," she says.

On the ingredients side, cookies and crackers are following a better-for-you trend, says Chris Schmidt, an analyst with research firm Euromonitor, Chicago.

"[We're seeing] more whole grains and all-natural positioning," he explains.

A spokesperson for a manufacturer of store brand cookies and crackers (who asked to remain anonymous) agrees with Schmidt, adding that products containing oats (for additional fiber) and non-GMO ingredients are growing in popularity.

Premium cookies and crackers also are in growth mode, Schmidt explains.

"The rise in dinner parties has opened up growth for more premium products, which has to be reflected in more sophisticated flavor profiles and nicer packaging," he says. "[Target's] Archer Farms crackers are an excellent example of this."

Trends on the horizon

New savory flavors for cookie and crackers could be introduced in 2012, Chapman notes.

"When you look at TV shows like 'Cupcake Wars' and 'Top Chefs,'you see a lot of savory applications in baked desserts," she says. "You might see more peppers and cardamoms and those kinds of warm, savory flavors being introduced. Ginger is more popular than ever, so why not take a ginger cookie and add another spice to it?"

And within the next year, the gluten-free trend finally will make a full crossover into store brand cookies and crackers, the manufacturer spokesperson says. However, the difficulty in manufacturing a gluten-free cookie or cracker lies in developing an appealing flavor.

"The key thing right now to me is oats are gluten-free, but [it is difficult to find] oats that are processed in a gluten-free environment," the spokesperson explains. "Once you find that and start putting oats in your products, then the products will start tasting better."

Getting gluten-free products to "start tasting better" always should come first, notes global research firm Mintel International. According to the Jan. 2011-June 2011 Category Insight: "Biscuits, Cookies & Crackers" from the firm's Global New Products Database, no matter how well-developed a product is, it won't sell if it doesn't taste great.

"Taste will remain the most important factor influencing purchase choice in this market," the firm notes.