5.5.1.2Vertical

Cookie & Cracker Manufacturing

Manufacturers of cookies, crackers, and sweet snack baked goods.

Market snapshot

These figures describe Bakery & Snack Manufacturing (5.5.1), the segment that Cookie & Cracker Manufacturing sits within. They are not figures for Cookie & Cracker Manufacturing on its own.

Market size
~$132B
Growth
~2.9%CAGR (2017–22, nominal)
Companies
~4,433 firms
Firms by employee count

66% of firms have fewer than 20 employees: 2,926 micro-businesses, below most mandates.

The investable universe1,507 firms with 20+ employees
20–99
96364%
100–499
31721%
500+
22715%

Among the slowest growth in the sector, which is private-label pressure rather than weak demand: retailers have taken share in exactly the categories where brand loyalty is thinnest. Scale bakeries compete on distribution density and shelf life; the acquirable businesses are regional brands with a defensible category position.

NAICS 311230, 311812, 311813, 311821, 311824, 311830, 311911, 311919. U.S. Census Bureau, 2022 Statistics of U.S. Businesses; U.S. Census Bureau, 2022 Economic Census.

Business model & economics

Revenue model

Branded and private-label bakery/snack shipments

Key economics

Revenue per firm
$29,657,522
Revenue per employee
$450,548
Employees per firm
65.5
Recurring revenue
High

recurring snacking demand

EBITDA margin
Richer for branded snacks; thin for bread
Capex intensity
Moderate

Characteristics

  • Scale-driven: payroll is only 12% of revenue, so the cost base is assets, not headcount
  • Deep strategic-buyer pool: 227 firms exceed 500 employees, so a scaled asset has trade buyers
  • Snacking a structurally growing, innovation-rich category.
  • Traditional packaged bread mature.
  • Active specialty and better-for-you M&A pipeline.

NAICS 311230, 311812, 311813, 311821, 311824, 311830, 311911, 311919. U.S. Census Bureau, 2022 Statistics of U.S. Businesses; U.S. Census Bureau, 2022 Economic Census.

Geographic concentration

AlabamaAlaskaArizonaColoradoFloridaGeorgiaIndianaKansasMaineMassachusettsMinnesotaNorth CarolinaNorth DakotaOklahomaPennsylvaniaSouth DakotaTexasWyomingConnecticutMissouriWest VirginiaIllinoisNew MexicoArkansasCaliforniaDelawareDistrict of ColumbiaHawaiiIowaKentuckyMarylandMichiganMississippiMontanaNew HampshireNew YorkTennesseeVirginiaWashingtonWisconsinNebraskaSouth CarolinaIdahoNevadaVermontLouisianaRhode IslandNew JerseyOhioOregonUtah

Spread across regional production hubs rather than one center. Bakery is a freight-limited business, so plants cluster near dense retail rather than near inputs.

OregonNew JerseyUtahOhio

U.S. Census Bureau, 2022 Statistics of U.S. Businesses (firms by state), NAICS 311230/311812/311813/311821/311824/311830/311911/311919. Concentration shown by location quotient.

M&A deal context

Deal activityHigh

Who’s acquiring

  • Snack & bakery majors
  • PE-backed better-for-you platforms
  • Specialty & artisan consolidators

What’s driving deals

  • Acquisition of high-growth snack brands.
  • Better-for-you and protein-snack trends.
  • Consolidation of regional bakeries.

Find Cookie & Cracker Manufacturing acquisition targets

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