From the viral crookie — a cookie/croissant mashup — to the recent release of Crumbl Cookies breakfast cereal, cookies are having their moment. We spoke with Bryant University Marketing professor Sharmin Attaran, Ph.D., about the dessert trend turning us all into Cookie Monsters. 

1. What is it about cookies that they’ve become a trending dessert? 

Cookies have become a trending dessert because they are both nostalgic and versatile. They can be easily customized with various ingredients and flavors, making them a canvas for culinary creativity. Their simplicity and the comfort of homemade appeal they offer also resonate well with a wide audience, amplifying their popularity. 

In addition, as society becomes increasingly health-conscious, the demand for smaller, "healthier" dessert options has risen. Cookies (and cupcakes) fit well into this niche. They are often perceived as a better choice because their size naturally limits the portion, potentially reducing calorie intake compared to larger dessert servings. Moreover, many bakeries have begun offering desserts made with alternative, healthier ingredients such as whole grains, natural sweeteners, or vegan components to cater to specific dietary preferences and health trends. 

2. Is there a way to predict food trends? How do they happen? 

Food trends can often be predicted by analyzing shifts in consumer behavior, emerging health trends, and innovations within the food industry. Tools like Google Trends, social media monitoring, and industry reports from companies like Datassential help identify patterns and preferences that might indicate upcoming trends. Trends often start in niche markets or high-end restaurants and trickle down to mainstream consumers. The popularity of cookies and their emergence as a trend can be partly explained through the Diffusion of Innovations Theory. Here's how the process might look for cookies: 

1. Innovators and Trendsetters: Initially, high-end restaurants or niche bakeries started offering unique, gourmet cookies. These could include innovative flavors, premium ingredients, or unique presentation styles that distinguished them from ordinary cookies. 
2. Media and Social Media Influence: As these unique cookies were featured in food blogs, Instagram posts, or culinary magazines, they caught the attention of a broader audience. Social media, in particular, plays a crucial role in the rapid spread of food trends, as visually appealing items like creatively designed cookies are likely to be shared widely. Cookies can be artistically decorated to create a visually appealing display that captivates guests and encourages social sharing. In the era of Instagram and Pinterest, where party aesthetics can be as important as the event itself, having a photogenic spread of individually styled cupcakes or cookies can add to the festivity and allure of the celebration. 
3. Mainstream Adoption: Following the visibility and initial adoption, larger food chains and mainstream bakeries begin to include similar cookie offerings in their menus to capture the growing interest among the general public. The trend grows as consumers across different segments start trying and talking about these cookies, cementing their status as a popular choice. 
4. Sustained Popularity: The simplicity and comfort associated with cookies make them easy to integrate into daily life, leading to sustained popularity. Innovations in flavors and customization options continue to keep the trend fresh and engaging. 

3. The hit HBO TV show “Sex and the City” is credited with launching the cupcake trend back in 2000, and the confection remains a powerhouse. Why does it have such staying power? And do you think cookies can replicate it? 

The staying power of the cupcake trend was largely due to its adaptability and the establishment of dedicated cupcake bakeries that kept the trend alive through constant innovation. Cupcakes allow for a high degree of personalization in flavors, sizes, and decorations, which kept consumers engaged and offered new reasons to revisit the trend. 

Cookies likely have the staying power to rival the cupcake trend due to their universal appeal, ease of baking, and the potential for continuous innovation. Cookies can be easily adapted to fit dietary trends and preferences, such as gluten-free or vegan options, ensuring they remain relevant to a broad consumer base. 

4. Is it unique for desserts to become brands themselves? How can bakeries and other cookie brands take advantage of the newfound popularity of the cookie? 

It's not unusual for desserts to become brands, as seen with products like Oreos or Ben & Jerry's ice cream. Bakeries can capitalize on the cookie trend by offering signature flavors, using high-quality or unique ingredients, and leveraging social media to create a distinctive brand image. Limited-time offerings and collaborations with other popular brands or influencers can also draw in customers. 

5. Where do you go locally to feed your inner Cookie Monster?  

In Rhode Island, several bakeries are famed for their cookies. Pastiche Fine Desserts in Providence is known for its high-quality traditional European cookies. Seven Stars Bakery, also in Providence, offers a range of rustic, hearty cookies that are beloved by locals. Feed the Cheeks in Wayland Square is another excellent spot known for its delicious, rustic shaped cookies. And here at Bryant, our chocolate marshmallow cookie rivals them all.