Table of Contents
Issues in the Market
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- Key themes
- Definition
Future Opportunities
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- Affordable luxury
- Healthy, but tasty
Market in Brief
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- Looking for healthier treats
- Greater health orientation has helped
- Crafty Kraft
- Overdependence on grocery multiples
- A large, mature market
Internal Market Environment
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- Key points
- Healthy eating – Old habits die hard
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- Figure 1: Trends in healthy lifestyles and eating habits, 2004-08*
- Getting slim
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- Figure 2: Trends in adults trying to slim, 2004-08
- A weighty issue
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- Figure 3: Body Mass Index among adults in England, 2001-06
- Concerns about children
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- Figure 4: Overweight and obesity prevalence among children in england, 2001-06
- Taste matters
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- Figure 5: Projections of overweight and obesity prevalence among UK adults, by gender, 2003-50
- Bad saturated fats
- Snacking culture
Broader Market Environment
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- Key points
- Rising raw material prices
- Positive demographic trends
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- Figure 6: Trends in the age structure of the UK population, 2004-14
- Affluent consumers important for savoury biscuits
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- Figure 7: Structure of the UK population, by socio-economic group, 2004-14
- One-person households key to volume sales
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- Figure 8: Structure of the UK population, by household size, 2004-14
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Competitive Context
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- Key points
- Fighting it out with confectionery and healthy-option snacks
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- Figure 9: Products competing with sweet and savoury biscuits, 2004-08
- Does home baking pose a threat?
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- Figure 10: UK retails sales value of competing snacking products, 2003-08
Who’s Innovating?
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- Key points
- Sweet biscuits receive the bulk of new launches
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- Figure 11: New product launches in UK biscuits market, by category, 2006-08
- Figure 12: New product launches in UK biscuits market, by launch type, 2006-08
- Tackling trans fats
- Chocolate still number-one flavour
- Active own-label
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- Figure 13: NPD in biscuits, % own-label vs branded, 2006-08
- Figure 14: New product launches in UK biscuits market, by top 10 companies, 2006-08
- Packaging – standing out from competitors
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- Figure 15: New product launches in UK biscuits market, by packaging type, 2006-08
Market Size and Forecast
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- Key points
- Market value still growing
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- Figure 16: UK retail value sales of biscuits, 2004-14
- What the future holds
- Are biscuits recession-proof?
- Taking better advantage of the impulse channel
- Replacing saturated with unsaturated
- The future of the market
- Factors used in the forecast
Segment Performance
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- Key points
- Sweet biscuits
- Keeping it sweet
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- Figure 17: UK retail value sales of sweet biscuits, 2004-14
- Healthy options overtake chocolate favourites
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- Figure 18: UK retail value sales of sweet biscuits, by type, 2006-09
- Non-sweet biscuits
- Sustained value sales growth
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- Figure 19: UK retail value sales of non-sweet biscuits, 2004-14
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- Figure 20: UK retail value sales of non-sweet biscuits, by type, 2006-09
Market Share
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- Key points
- Kraft Foods bites into the market
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- Figure 21: Estimated manufacturer shares in retail value sales of biscuits, 2006-08
- Sweet biscuits
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- Figure 22: Estimated manufacturer shares in retail value sales of sweet biscuits, 2006-08
- Non-sweet biscuits
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- Figure 23: Estimated manufacturer shares in retail value sales of non -sweet biscuits, 2006-08
Companies and Products
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- Manufacturers and brands
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- Figure 24: Leading companies in UK biscuits market and their brands, 2009
- Major players
- United Biscuits
- Burton’s Foods
- Kraft Foods
- Nestlé
- Northern Foods
- Bahlsen
- Ryvita
- Duchy Originals
- Tunnock’s
- Quaker
Brand Communication and Promotion
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- Key points
- Modest advertising-to-sales ratio
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- Figure 25: Main monitored media advertising expenditure on biscuits, 2004-09*
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- Figure 26: Main monitored media advertising expenditure on biscuits, by category, 2006-08
- TV ads dominate
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- Figure 27: Advertising expenditure in UK biscuits market, by media type, 2006-09*
- Figure 28: Average monthly advertising expenditure in UK biscuits market*
- United Biscuits spends big
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- Figure 29: Advertising expenditure in UK biscuits market, by top 20 companies, 2006-09*
Channels to Market
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- Key points
- Grocery multiples dominate
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- Figure 30: UK retail value sales of biscuits, by outlet type, 2006-08
- Impulse channel offers opportunities
- Online and mail order
The Consumer – Usage
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- Key points
- Sweet biscuits usage contracts
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- Figure 31: Trends in consumption of sweet biscuits, 2004-08
- Chocolate favourites
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- Figure 32: Types of sweet biscuits consumed, 2008
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- Figure 33: Sweet biscuits eaten in the last 12 months, March 2009
- Stable non-sweet biscuits
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- Figure 34: Trends in consumption of savoury biscuits/crispbread/crackers/rice cakes, 2004-08
- Cracking crackers
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- Figure 35: Types of savoury biscuits/crispbread/crackers/rice cakes consumed, 2008
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- Figure 36: Savoury biscuits/snacks eaten in the last 12 months, March 2009
The Consumer – Attitudes and Motivations
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- Key points
- Competition from healthier products
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- Figure 37: Attitudes towards sweet biscuits, March 2009
- A greater health orientation
- Price is an issue also in savoury biscuits
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- Figure 38: Most important factors to choose savoury biscuits/snacks, March 2009
- Prioritising health credentials
The Consumer – Further Analysis
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- Key points
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- Figure 39: Consumer typologies for sweet biscuits, May 2009
- Price-Conscious
- Health-Aware
- Biscuit Stockers
- Brand-Loyal Indulgers
Appendix
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- Abbreviations
Appendix – Internal Market Environment
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- Figure 40: Healthy lifestyles and eating habits, by demographic sub-group, 2008
- Figure 41: Healthy lifestyles and eating habits, by demographic sub-group, 2008
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- Figure 42: Adults dieting/trying to get slim, by demographic sub-group, 2008
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Appendix – Competitive Context
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- Figure 43: Consumption of competing products, by demographic sub-group, 2008
- Figure 44: Consumption of competing products, by demographic sub-group, 2008
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- Figure 45: Consumption of sweet biscuits, by demographic sub-group, 2008
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Appendix – Who’s Innovating
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- Figure 46: New product launches in UK biscuits market, by key claim, 2006-08
- Figure 47: New product launches in UK biscuits market, by top 20 flavours, 2006-08
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Appendix – The Consumer – Usage
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- Figure 48: Sweet biscuits eaten in the last 12 months, by demographic sub-group, March 2009
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- Figure 49: Sweet biscuits eaten in the last 12 months, by demographic sub-group, March 2009
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- Figure 50: Sweet biscuits eaten in the last 12 months, by demographic sub-group, March 2009
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Appendix – The Consumer – Attitudes and Motivations
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- Figure 51: Attitudes towards sweet biscuits, by demographic sub-group, March 2009
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- Figure 52: Attitudes towards sweet biscuits, by demographic sub-group, March 2009
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- Figure 53: Consumption of savoury biscuits/crispbread/crackers/rice cakes, by demographic sub-group, 2008
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- Figure 54: Savoury biscuits/snacks eaten in the last 12 months, by demographic sub-group, March 2009
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- Figure 55: Savoury biscuits/snacks eaten in the last 12 months, by demographic sub-group, March 2009
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- Figure 56: Savoury biscuits/snacks eaten in the last 12 months, by demographic sub-group, March 2009
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- Figure 57: Most important factors to choose savoury biscuits/snacks, by demographic sub-group, March 2009
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- Figure 58: Most important factors to choose savoury biscuits/snacks, by demographic sub-group, March 2009
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- Figure 59: Attitudes towards sweet biscuits, by type of sweet biscuit eaten in the last 12 months, March 2009
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- Figure 60: Attitudes towards sweet biscuits, by type of sweet biscuit eaten in the last 12 months, March 2009
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- Figure 61: Attitudes towards sweet biscuits, by type of sweet biscuit eaten in the last 12 months, March 2009
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- Figure 62: Attitudes towards sweet biscuits, by type of sweet biscuit eaten in the last 12 months, March 2009
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- Figure 63: Attitudes towards sweet biscuits, by type of sweet biscuit eaten in the last 12 months, March 2009
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Appendix – Further Analysis
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- Figure 64: Consumer typologies for sweet biscuits, May 2009
- Figure 65: Target groups, by demographic sub-group, March 2009
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- Figure 66: Savoury biscuits/snacks eaten in the last 12 months, by target group, March 2009
- Figure 67: Sweet biscuits eaten in the last 12 months, by target group, March 2009
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- Figure 68: Grocery shopping habits, by target group, March 2009
- Figure 69: Health and healthy lifestyles, by target group, March 2009
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- Figure 70: Eating habits, by target group, March 2009
- Figure 71: Most important factors to choose savoury biscuits/snacks, by target group, March 2009
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