By: Daniel Bossel, Product Manager at Syntegon
Rising demand unlocks new perspectives: the market for cookies and crackers is transforming. A look at the seven central challenges facing the industry – and how
manufacturers can successfully leverage these to their advantage.
The aroma of freshly baked cookies brings back childhood memories. Few foods combine tradition and enjoyment quite like baked goods. In today’s economically challenging times, cookies and crackers are experiencing an upswing, as an affordable indulgence that consumers can treat themselves to. For manufacturers, this presents promising growth opportunities in a dynamic market. Meanwhile, market conditions are changing at a rapid pace, offering enormous potential.
However, shifting consumer habits, growing product diversity, and sustainability requirements, along with a shortage of skilled workers and digitalization, present manufacturers with various challenges. How can this dynamic be transformed into new opportunities – and what technological solutions are needed to achieve this?
1. Convenience products, functional snacks on the rise
Reaching for the bakery shelf today is a conscious decision. Consumers seek products that match their individual lifestyles – a key driver behind many industry challenges. Growing health consciousness is increasing the demand for functional snacks with reduced sugar content, added protein, or fiber. ‘Free-from’ products such as gluten-free or lactose-free varieties have left the niche market. Transparency regarding ingredients is becoming more and more important – the shorter the list of ingredients, the better.
At the same time, the demand for convenience remains unbroken: single portions, resealable packaging and ‘on-the-go’ formats align with our mobile lifestyle. The exciting thing is that consumers differentiate between various snacking occasions, from moments of indulgence to functional energy boosts.
2. From standard range to growing product diversity
New consumer preferences have led to unprecedented product diversity in cookies and crackers – complemented by seasonal variants, limited editions and various packaging formats. This creates challenges in production, since special recipes such as gluten-free or vegan products are often much more fragile than traditional products. Gentle handling is crucial to avoid breakage. With growing diversity, product and format changes become everyday occurrences.
However, manufacturers must still be able to offer competitive prices despite the increasing complexity – an equation that only works with efficient processes. This requires flexible systems with short changeover times, so that manufacturers can expand their portfolio without reducing their standard range. The ability to produce a wide range of products efficiently and respond to new trends in an agile way is becoming a decisive competitive advantage in a market that expects more variety than ever before.
3. More efficiency, less waste
In the cookie and cracker market, optimizing production efficiency also includes minimizing waste. As margins are under pressure due to rising raw material and energy costs, every percentage saved can mean the difference between profit and loss. Thanks to gentle handling in the production process, manufacturers can ensure that fragile cookies don’t crumble and chocolate surfaces remain intact. Technologies such as precise linear motor systems or specialized gripping tools for robots reduce breakage – ensuring that every cookie and cracker ultimately is a win.
4. New standards – new solutions in sustainability
In addition to increased consumer demands, new regulatory requirements are also putting pressure on cookie and cracker manufacturers. Sustainability has long since evolved into a central business requirement. Regulations such as the EU Packaging and Packaging Waste Regulation (PPWR) set binding standards for recyclable packaging. For manufacturers, it’s time to rethink packaging strategies – for instance, the transition from difficult-to-recycle composite materials to mono-materials or paper-based solutions requires flexibility in the packaging process. Sustainable packaging alternatives exhibit different mechanical and thermal properties, making innovative sealing techniques a key factor.
About Syntegon
Syntegon works with a team of 6,900 employees worldwide to support food manufacturers with seamless processes, innovative technologies, and sustainable solutions. Headquartered in the Stuttgart region, Germany, Syntegon looks back on more than 160 years of experience. In 2024, the company achieved annual sales of EUR 1.6 billion. With a global presence of more than 47 locations in more than 20 countries and a comprehensive service portfolio, Syntegon provides seamless processes for its customers.
Syntegon’s integrated lines and system solutions enable the flexible, reliable, and safe production and packaging of pharmaceuticals and food products. The company’s 1,400 employees working in R&D are behind its 2,100 patents and patent applications.
5. Product complexity increases food safety requirements
Regarding food safety, it’s not just regulations but also the growing product complexity itself that increases the demands on production processes. With more and more diversity in the ‘free-from’ product ranges, allergen management is becoming increasingly important. Equipment with appropriate hygienic design becomes a worthwhile investment, since features such as smooth surfaces and easily dismantled components allow for more effective cleaning, minimizing downtime.
6. Shortage of skilled workers and cost pressure
Meanwhile, cookie and cracker manufacturers are facing a dual challenge: the growing shortage of skilled workers alongside increasing cost pressure. Rising personnel costs put additional strain on margins that are already under pressure. Manufacturers must therefore ensure consistently high product quality with smaller and sometimes less qualified staff.
The answer to this central challenge? Automation. Modern production systems reduce personnel requirements – from product processing through quality controls to packaging, while simultaneously increasing efficiency.
Moreover, technological innovation is becoming a competitive factor not only in automation. Digitalization is also transforming manufacturing processes and opening up new possibilities. Connected production systems enable continuous data exchange, allowing deviations to be detected within the shortest possible timeframe. Meanwhile, predictive maintenance is reducing downtimes and staff deployment while extending machine lifespans, since servicing only needs to take place when required, not in fixed cycles.
”Today’s challenges require more than individual machines – they need well-thought-out system solutions and genuine partnerships.”
Daniel Bossel, Product Manager, Syntegon
7. Partnerships matter
Cookie and cracker manufacturers face complex challenges, as changing consumer desires are driving product variety, while requirements for sustainability, efficiency and food safety are increasing. At the same time, a shortage of skilled workers and high-cost pressures bring additional layers to the complexity of navigating a business in this segment. Optimizing individual aspects is no longer sufficient.
Today’s challenges require more than individual machines – they need well-thought-out system solutions and genuine partnerships. At Syntegon, we see ourselves not just as technology suppliers, but as problem solvers who develop future-proof concepts together with our customers. Our global network and experience from hundreds of successful projects in the bakery industry help us in this regard, to help balance quality, efficiency, flexibility and sustainability. Syntegon can offer choices from a comprehensive portfolio including product handling and packaging solutions as well as customized service concepts.
