Cookies are a beloved treat across the U.S., with certain brands and flavors consistently standing out. From nostalgic sandwich cookies to keto-friendly options, consumer preferences reveal how Americans enjoy their cookies. Here’s a closer look at the top cookie brands, flavor trends, emerging players, and seasonal sales insights shaping the market.

Top Cookie Brands in the U.S.

A few significant brands dominate cookie sales in the U.S., capturing the largest share of the market:  

• Oreo: America’s favorite cookie, with a 19% market share, leads the pack thanks to its iconic sandwich design and ever-changing variety of limited-edition flavors.  
• Chips Ahoy: A pantry staple, this chocolate chip classic holds 11% of the market.  
• Bimbo Brands: With a diverse product lineup, including multicultural favorites, Bimbo accounts for 9% of sales.  
• Gamesa: Known for its substantial presence in Hispanic households, Gamesa captures 8% of cookie sales.  
• Marinela: Popular for its distinctive cookies and pastries, Marinela rounds out the top five with 6% of sales.  

These brands dominate by consistently delivering quality and familiarity to households nationwide.

Most Popular Cookie Flavors

American cookie lovers gravitate toward these top flavors:  

• Sandwich Cookies with Fillings: These cookies, led by Oreo, are the clear favorite and represent 27% of sales.  
• Chocolate Chip: A timeless classic, chocolate chip cookies hold 18% of the market.  
• Wafer Cookies: Loved for their light, crispy texture, wafers make up 12% of sales.  
• Other Flavors: Peanut butter, oatmeal, sugar cookies, and snickerdoodle account for the remaining 43%, offering various options for different tastes.  

Sandwich cookies and chocolate chips reign supreme, but there’s a growing demand for unique flavors that evoke nostalgia or offer a twist on classics.

Emerging Cookie Brands to Watch

While more prominent brands dominate shelf space, some new cookie brands are finding success by focusing on health-conscious consumers and specialty markets:  

• HighKey, Ratio, and Quest: These keto-friendly brands cater to low-carb dieters, offering cookies that fit specialized eating plans.  
• Lenny & Larry’s: High-protein cookies appeal to fitness enthusiasts seeking a guilt-free treat that doubles as a snack.  
• Made Good: Known for allergy-friendly and vegan cookies, this brand provides inclusive options for families with dietary restrictions.  

Although it’s challenging for new brands to break into the mainstream cookie market, focusing on niche categories like health, protein, and dietary needs has proven to be a successful strategy for these emerging players.

Seasonal Cookie Sales Trends

Cookies see their biggest sales spike during the holiday season:  

• November-December: Sales rise by about 20%, as cookies are a holiday essential for baking, gifting, and festive gatherings.  
• Rest of the Year: Sales remain relatively steady, with no significant spikes outside the holiday season.  

The holidays are the perfect time for brands to capitalize on this surge with seasonal packaging, limited-edition flavors, and holiday-themed promotions.

What the Data Tells Us

The U.S. cookie market is driven by iconic brands like Oreo and Chips Ahoy, with sandwich cookies and chocolate chips perennial favorites. Emerging health-focused brands like HighKey and Lenny & Larry’s are carving out niches in a crowded market, while the holiday season remains the most lucrative time for cookie sales.  

For cookie brands aiming to grow, focusing on seasonal promotions, innovative flavors, and specialty niches like health-conscious or allergy-friendly products can create new opportunities in this competitive space.

Conclusion

Whether it’s a timeless Oreo, a guilt-free keto cookie, or a nostalgic holiday treat, cookies remain a favorite indulgence for Americans. The brands that continue to evolve and meet the demands of modern consumers will thrive in this ever-changing market.  

For more insights into consumer trends and sales data, contact Evidnt. Let us help your brand stay ahead in the dynamic cookie market.