Winning the Cookie Category
New Commerce Research: Emotions, The Missing Ingredient?
Harnessing Emotions to Win in the Cookie Category
It’s no secret that emotions drive over 90% of our decisions, yet many consumer-packaged goods commerce initiatives are focused on the functional. This is a missed opportunity, particularly in the snacking industry, where emotional drivers play a larger role in consumer choices. Cookies, once simple treats, have transformed into tools for emotional fulfillment.
Commerce Trends: The Rise of "Mood Food"
Millennials, more than any other generation, are plagued by stress. Consider these statistics:
- 77% have experienced work-related stress recently, with 57% reporting emotional exhaustion or lack of motivation.
- 45% feel burned out at work.
- 74% are anxious about managing finances, debt, and savings.
In response, millennials are adopting a holistic approach to well-being, seeking products that offer emotional benefits, especially mood enhancement. In fact, 69% of consumers are open to purchasing cookies that promote an improved mood. Brands in other categories—Magnum, Pop Tarts, Baloo Sparkling Water—are already capitalizing on this trend, positioning their products as emotional solutions offering stress relief, comfort, and uplift. Strikingly, no cookie brand has yet taken advantage of this.
The Study: Emotional Snacking
A survey by Advantage Unified Commerce revealed that cookies have evolved from simple indulgences to emotional comforts, boredom busters, and quick pick-me-ups. With over 550 participants aged 28-43, the study showed that millennials don’t just reach for cookies to control hunger but to satisfy emotional needs.
Cookies: Leading the Pack in Emotional Appeal
In our survey, participants were asked to rank various food products based on how much they associate them with positive emotions. The results? Every food category provided an emotional lift, but cookies reigned supreme.
- Cookies led the pack with 88% of respondents associating them with strong positive feelings, and only 12% remaining neutral.
- (Surprisingly) Fruit came in a close second, with 87% giving it a positive rating and 13% neutral.
- Ice cream, candy, coffee/tea, and salty snacks rounded out the list.
- Even less obvious comfort foods, such as soups and salsa/dip, garnered positive responses from over 70% of participants.
So, what makes cookies so irresistible?
For millennials, cookies are loaded with emotional resonance, with enjoyment being the most common feeling tied to them. Cookies also satisfy a wide range of mood enhancement, offering comfort, pleasure, joy and delight. A few open-ended responses that capture this emotional connection:
- “I can always make a sandwich instead of salty snacks. But nothing replaces a cookie craving.”
- “Cookies are more enjoyable in most situations.”
- “I love rewarding myself with a sweet treat after a hard day.”
While salty snacks also carry positive associations, they’re more often seen as practical. They satisfy hunger, act as versatile snacks, and even double as side dishes:
- “Salty snacks satisfy my hunger and cravings.”
- “They’re versatile and can be used as sides for meals.”
Impulse vs. Intention: The Cookie Craving Divide
The numbers tell a compelling story: Nearly 2/3 of millennials are buying cookies on impulse, while only 1/3 plan their cookie purchases. This stands in stark contrast to salty snacks, which tend to be a more planned buy. The cultural trend of instant gratification is alive and well, with cookies serving as a quick emotional fix.
The Need for Boredom Busters
Millennials are often stereotyped as easily bored, and when it comes to snacks, this rings true. Nearly two-thirds of millennials prioritize variety in their snacking options, while 57% are actively seeking out new products. This highlights the ongoing need for continuous innovation in snack offerings. It’s not just about introducing new flavors or products—CPG brands must also emphasize the extensive variety already present in their portfolios to keep consumers engaged and loyal to their franchise.
The New Commerce Playbook for Cookie Brands
The message for cookie brands is clear: emotions fuel consumption. Millennials aren’t just after taste—they’re craving an emotional experience. Whether it’s stress relief, nostalgia, or a moment of joy, cookies have evolved into an emotional outlet. Brands that fail to tap into this emotional dimension are missing a critical commerce opportunity to spark demand and drive category trips. By adopting an emotionally grounded strategy, brands can optimize both conversion and brand building. Those that combine innovation with emotional resonance will stand out in a market where cookies have become far more than just a snack—they are a meaningful experience.
What can food retailers do to promote cookies as solutions for emotional well-being?
Food retailers can promote cookies as emotional well-being boosters by focusing on their comforting and uplifting appeal to complement price promotion. Potential strategies include:
Emotional Connection
- Nostalgia: Market cookies as a nostalgic comfort from childhood.
- Mood-Boosters: Highlight cookies' ability to uplift and relax.
Wellness Through Treats
- Mindful Indulgence: Promote cookies as part of a balanced self-care routine.
Self-Compassion: Position cookies as a small, comforting reward.
Social Connection
- Shared Moments: Market cookies as a way to foster bonds with loved ones.
- Rituals: Encourage cookie-sharing traditions that bring warmth and connection.
Storytelling and Testimonials
- Share customer stories on how cookies brightened their day or offered comfort, humanizing the product and connecting it to emotional experiences.
By aligning cookies with emotional wellness, retailers can make them more than just a treat—they become a simple way to support well-being
Want to talk with our experts about the latest commerce trends impacting your food & snacks brand? Drop us a line.