Lighter Is Better

Wafers are typically viewed as a lighter and therefore healthier form of sweet biscuit, consisting of two or more piled sheets, often held together by a layer of cream. Common ingredients include water, flour, sugar, fats, salt and emulsifiers such as lecithin, which are cooked in molds to produce their characteristic crisscross pattern.

By Jonathan Thomas

It has been suggested that the distinctive pattern of wafer biscuits resembles that of beehives, which is where their name originated – in Old English, the word ‘waba’ means bees’ nest. Wafers are typically extremely thin biscuits, with a thickness ranging between 1mm and 5mm.

Wafers are one of the oldest forms of sweet biscuits, with a heritage dating back to 9th century Europe. However, it was not until the 1890s that the first cream-filled wafer sandwich was manufactured by the Austrian-based company Manner. When they first appeared, wafers were usually made with a sweetened batter that was cooked over a fire. As technology levels improved, however, the range of wafers available broadened to encompass molded or rolled versions and, more recently, healthier products positioned on an organic, gluten-free or low-sugar platform. During the preparation process, the ingredients are mixed to form a batter, which is then deposited in large baking plates with top and bottom layers. They are then baked and cooled, after which cream is applied and wafer sandwiches constructed, before passing through a cooling tunnel to solidify the cream.

Although demand for wafer biscuits remains strong throughout much of the world, the market is coming under greater pressure due to the escalating cost of many key ingredients. Notable examples include flour, sugar and vegetable oil (a popular variety of fat used in the manufacture of wafers), caused by disruptions in the global supply chain, one example of which is the situation in Ukraine. For these reasons, price rises cannot be ruled out within the next year as the increased cost of ingredients is passed on to consumers.

Market Trends

According to Fact MR, the global market for wafer biscuits continues to grow and was worth USD107bn in 2023. This figure is forecast to increase by an annual average of more than 4% in the period leading up to 2033, reaching a value of USD160bn. Much of the recent growth in the market can be attributed to the ongoing popularity of wafer biscuits as convenient snacks, as well as higher disposable incomes and the adoption of increasingly westernized diets and lifestyles in potentially large markets such as China and India.

Wafer biscuits appear in a multitude of forms. Cream-filled sandwich wafer biscuits represent one of the most popular varieties, accounting for an estimated 65% of global market value. In recent years, growth within this sector has been supported by the emergence of more flavored varieties, as manufacturers move beyond traditional favorites such as vanilla and chocolate to include peanut butter, hazelnut, etc. Other popular formats of wafer biscuits include plain and coated, usually using chocolate.

The market has also shown evidence of consumers seeking out healthier wafer biscuits, such as those fortified with ingredients like additional vitamins. Much of the appeal in wafer biscuits lies in the fact that they are frequently viewed as ‘lighter’ (and hence healthier) than some of the more traditional varieties such as cookies and digestives. Many of the leading brands have lower levels of calories, sugar and saturated fats.

Snacking occasions account for a significant percentage of sales of wafer biscuits. Like other types of sweet biscuits, wafers are often eaten as an accompaniment to hot beverages such as tea and coffee, as well as in lunchboxes. For this reason, consumption is relatively high amongst the younger age groups, who show more inclination to snack between meals. According to the latest edition of Mondelez’s State of Snacking report (which surveyed the opinions of consumers in 12 countries and was published early in 2023), cookies and other sweet biscuits remain one of the most popular snack options throughout the world. According to the Mondelez research, 65% of consumers claimed to eat these foods at least once a day in 2022, up from 60% three years earlier. Sweet biscuits appear to be more popular as a snack than their savory counterparts, with the percentage of consumers eating savory biscuits or crackers every day rising from 51% to 55% during this time.

Elsewhere, wafers are widely used as an accompaniment to ice cream and similar desserts in many parts of the world. Wafers eaten with ice cream typically appear in a variety of different formats and shapes, ranging from traditional cones to fans, oysters and baskets. Wafer cones are commonly found in retail outlets and offered by ice cream vendors within the foodservice industry – not only do they offer a light and crispy texture, but they also provide additional sweetness and a denser structure, as well as involving no residual waste.

In markets such as the US, waffle cones have experienced a growth in popularity in recent years. According to data from the International Dairy Foods Association (IDFA), 32% of US consumers liked to eat ice cream using a waffle cone. This was well ahead of sugar cones (12% of consumers), although 37% of respondents stated a preference for eating ice cream out of a bowl or tub. Waffle cones are notable for their slightly thicker quality and their rough or unfinished top edge, which distinguishes them from more mainstream varieties. As the market for ice cream cones has developed, it now encompasses flavored varieties (examples of which have included French Vanilla and Toasted Coconut), as well as products infused with various herbs and spices to create a more distinctive profile. Colored ice cream cones suitable for social media images have also increased in popularity at the more premium end of the market.

You can read the rest of this article in the November-December issue of European Baker & Biscuit, which you can access by clicking here.