North America Wafer Biscuits Market Report

North America Wafer Biscuits Market Size

The North America wafer biscuit market size was valued at USD 35.97 billion in 2025, and is expected to reach USD 45.48 billion by 2034 from USD 36.92 billion in 2026. With a growing CAGR of 2.64%.

MARKET OVERVIEW

A wafer refers to a type of dry, thin, and crunchy cookie, available in a wide variety of shapes, sizes, and packages. It is used in candy, cookies, and ice cream. Consumers are turning to wafers because it is a convenience food available at almost any point of sale. Wafer cookies can also be made into cookies with a creamy flavor sandwiched between them. It has an embossed surface pattern. Some of the chocolate bars, like kitkat, coffee crisp, are types of wafers with chocolate coating in and around them.

Increasing urbanization, which can be attributed to changing demographics and high disposable incomes, is driving the growth of the gambling cookie market. High-profit margins and the proliferation of supermarkets have led to a growing interest in premium products, providing opportunities for growth in the future.

The growing preference for convenient snacks coupled with easier consumer affordability through the evolution of the retail industry is one of the few factors driving the growth of the global waffle cookie market. Additionally, the growing demand for healthy snacks has led many manufacturers to introduce healthy cookies with fortified active ingredients, primarily protein, fiber, and vitamins.

For example, United Biscuits offers a variety of fortified cookies through its McVities brand.  As consumers seek convenient breakfast options, the breakfast biscuit segment continues to experience solid growth. One aspect that attracts customers is the availability of convenient and healthy snacks to go, and breakfast cookies fall into this category.

REPORT COVERAGE

REGIONAL ANALYSIS

The United States dominates the North American Market with a decrease in Wafer consumption in recent years due to increasing health problems. The market for North America Wafer Biscuits has been categorized on the basis of geography to offer a clear understanding of the market. North America Wafer Biscuit Market has been divided into the United States, Canada, Mexico, and the rest of North America. However, growth in waffle cookie consumption is slowing in this region, due to growing concerns about consumer health.

Based on geography, the market is analyzed under various regions namely U.S.A and Canada. The U.S.A leads the North American market with wafer consumption gone down in the past few years due to rising health concerns.

KEY MARKET PLAYERS

Key Players In North America Wafer Biscuits Market are Nestle SA, Mars, Mondelez International, United Biscuits, Hershey Food Corp, Antonelli Bros, Artisan Biscuits, Bolero, Dukes, Kellogg, Lago Group.

RECENT HAPPENINGS IN THE MARKET

• McVitie's has announced the launch of McVitie's Digestives Thins, available in three variations: milk chocolate, milk chocolate, cappuccino and dark chocolate. The cookies, described as "thin and light with a delicate crunch," are available now and will launch on nearby channel in March. A £ 4.6 million marketing campaign will support the launch, including television advertising, digital activity and social media.
• In April 2018, Kraft Heinz announced the launch of a new brand of cookies targeting Chinese young adults. KRAFT JIF JAF, a line of sandwich biscuits, wafers, and shortbreads in weird but delicious flavor combinations, was launched through a strategic partnership with Alibaba's T-Mall e-commerce platform. The launch is the result of 12 months of development between giant FMCG and independent design agency Jones Knowles Ritchie (JKR) Singapore.
• Manufacturing plant giant Bühler Group has acquired Haas Group, the Austrian manufacturer of wafer, biscuit and confectionery production systems, for an undisclosed amount. The acquisition contract was signed in Vienna last week. While the acquisition allows Bühler to complement its Consumer Foods product portfolio, it gives Haas access to the resources of the Bühler organization, including its 100 service stations and its innovation network. All Haas jobs and locations have been secured.
• Kellogg has acquired a majority stake in Egyptian cookie maker Bisco Misr. The transaction of Bisco Misr, which is Egypt's leading packaged biscuit company, enables Kellogg to advance its global snack business in growing emerging markets. Bryant noted that many of Kellogg's cereals and snacks are already on the market and that the combination of its already iconic brands and the powerful Bisco Misr brands offers a great opportunity for growth.
• Platinum Equity, a Los Angeles-based investment firm, acquired Biscuit International from Qualium Investissement. The financial terms of the transaction were not disclosed. Biscuit International is a Paris-based MDD bakery. The company produces a wide range of cookies, waffles and cakes that are sold throughout Europe. Since its inception in 2016, the bakery has grown its presence in the region through a series of acquisitions, including A&W Feinbackwaren in Germany, Northumbrian Fine Foods in the UK, Stroopwafel & Co and Aviateur in the Netherlands and Arluy in Spain. Biscuit International has reached more than $ 550 million (€ 500 million) in sales in the last 12 months, of which about two-thirds come from markets outside of France, according to Platinum Equity.
• Hostess Brands Inc. announced Monday that it has reached an agreement to buy Voortman Cookies Ltd. for about $ 320 million in cash from Swander Pace Capital, a private equity firm that acquired a controlling stake in Baker in 2015. Founded in 1951, Voortman makes cookies but is known to be the leader among companies that produce cream-filled wafers and sugar-free cookies, according to Hostess. Voortman wafers are available in a variety of flavors, from lemon and chocolate hazelnuts to pumpkin spice, and are made with and without sugar.

MARKET SEGMENTATION

This research report on the North America wafer biscuits market is segmented and subs segmented.

By Product

• Cream Filled
• Coated

By Application

• Sandwich Cookies
• Ice Cream Decorations
• Chocolate Bars

By Distribution Channel  

• Supermarkets
• Convenience Stores
• Food Speciality Stores
• Online Retailers
• Others

By Country

• United States
• Canada
• Mexico
• the rest of North America.