Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Total UK retail sales and forecast of sweet and savoury biscuits and crackers, by value, 2007-17
- Segment performance
- Sweet biscuits
- Savoury biscuits and crackers
- Market factors
- Ageing population to benefit biscuits
- Savvy shoppers on the hunt for special offers
- Healthy appetite for diet/light foods
- Companies, brands and innovation
- Market share – sweet biscuits
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- Figure 2: UK retail sales of sweet biscuit brands, by value share, 2012*
- Market share – savoury biscuits and crackers
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- Figure 3: UK retail sales of savoury biscuits and crackers brands, by value and volume share, 2012*
- NPD activity reaches a five-year high in 2012
- Adspend rises by 6% in 2012
- The consumer
- Types of sweet and savoury biscuits and crackers eaten
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- Figure 4: Types of biscuits eaten, December 2012
- Occasions for eating sweet biscuits
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- Figure 5: Usage occasions for eating sweet biscuits, December 2012
- Factors influencing purchase of sweet biscuits
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- Figure 6: Important factors when choosing sweet biscuits, December 2012
- Attitudes towards sweet biscuits
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- Figure 7: Attitudes towards sweet biscuits, December 2012
- Attitudes towards sweet and savoury biscuits and crackers
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- Figure 8: Attitudes towards sweet and savoury biscuits, December 2012
- What we think
Issues in the Market
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- How can manufacturers polish the value positioning of chocolate biscuit bars to revive growth in the sector?
- What NPD areas offer potential in healthy biscuits?
- How can packaging add value in this price-sensitive market?
- Is there scope for flavour innovation to drive interest in savoury biscuits?
Trend Application
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- Trend: Simple Balance for Health
- Trend: Transumers
- Mintel Futures: Old Gold
Strengths and Weaknesses
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- Strengths
- Weaknesses
Market Drivers
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- Key points
- Biscuits’ strength (and weakness) is its retired user base
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- Figure 9: Usage of sweet biscuits, by selected lifestage, 2012
- Ageing population bodes well for biscuits
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- Figure 10: Projected trends in population growth, by age, 2012-17
- Frugal spending habits continue to take their toll on biscuits
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- Figure 11: Monthly consumer confidence index, January 2008-December 2012
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- Figure 12: Agreement with selected lifestyle statements, 2007-12
- Raw material costs under pressure
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- Figure 13: Average monthly UK prices of wheat, January 2008-November 2012
- Healthy biscuit sector remains niche…despite encouraging growth in 2012
- Health vs indulgence
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- Figure 14: Agreement with selected lifestyle statements, 2007-12
- Obesity crisis continues
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- Figure 15: Trends in Body Mass Index segments, % point change, 2007-12 and 2011-12
- Salt reduction targets stalled
Who’s Innovating?
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- Key points
- New product launch activity reaches a five-year high
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- Figure 16: Share of new launches in sweet and savoury biscuits/crackers of the total launches in UK food market, 2009-12
- Sweet biscuits dominate new product launch activity
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- Figure 17: Share of sweet and savoury biscuits/crackers NPD, by sector, 2009-12
- Figure 18: Share of biscuits, cookies and crackers NPD, by own-label and brand, 2008-12
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- Figure 19: Share of product launches within the UK biscuits, cookies and crackers market, by ultimate company, 2009-12
- NPD in children’s sweet biscuit sector heats up in 2013
- Seasonal events provide inspiration for brands
- Christmas stocking fillers and beyond
- Seasonal and economy claims grow in sweet biscuits
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- Figure 20: Top ten claims among new launches in the UK sweet biscuit market, 2011 and 2012
- Quantifying calorie content helps consumers with portion control
- Savoury biscuits seek to capitalise on health attributes
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- Figure 21: Top ten claims among new launches in the UK savoury biscuit and crackers market, 2011 and 2012
- Packaging claims
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- Figure 22: Resealable launches as % of sweet biscuits NPD, UK, 2008-12
- New trends in global innovation
Market Size and Forecast
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- Key points
- Value growth reduced as biscuit/cracker volumes see further decline in 2012
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- Figure 23: UK retail sales and forecast of sweet and savoury biscuits and crackers, by value and volume, 2007-17
- Lack of demand for premium and indulgent treats impacts on sweet biscuit performance
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- Figure 24: UK retail sales and forecast of sweet biscuits, by value and volume, 2007-17
- Savoury sector bears the brunt of price inflation
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- Figure 25: UK retail sales and forecast of savoury biscuits and crackers, by value and volume, 2007-17
- Market outlook
- Market forecasts
- Sweet biscuits
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- Figure 26: UK retail sales and forecast of sweet biscuits, by volume, 2007-17
- Figure 27: UK retail sales and forecast of sweet biscuits, by value, 2007-17
- Savoury biscuits and crackers
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- Figure 28: UK retail sales and forecast of savoury biscuits and crackers, by volume, 2007-17
- Figure 29: UK retail sales and forecast of savoury biscuits and crackers, by value, 2007-17
- Market total
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- Figure 30: Total UK retail sales and forecast of sweet and savoury biscuits and crackers, by volume, 2007-17
- Figure 31: Total UK retail sales and forecast of sweet and savoury biscuits and crackers, by value, 2007-17
- Forecast methodology
Segment Performance
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- Key points
- Little evidence of volume growth
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- Figure 32: UK retail value and volume sales of sweet and savoury biscuits/crackers, by sector, % change 2011-12
- Sweet biscuits by sector
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- Figure 33: UK retail value sales of sweet biscuits, by sector, 2010-12
- Figure 34: UK retail volume sales of sweet biscuits, by sector, 2010-12
- Everyday sector overtakes chocolate biscuit bars as consumers cut back
- Children’s and seasonal sales struggle to resonate
- Healthier biscuits show progress in 2012
- Savoury biscuits/crackers by sector
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- Figure 35: UK retail value and volume sales of savoury biscuits and crackers, by sector, 2010-12
- Savoury biscuits reinvigorated by new brand activity
Market Share
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- Key points
- Brand shares remain steady in sweet biscuits despite some standout performances
- Own-label picks up pace in 2012 in a fragmented sector
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- Figure 36: UK retail sales of sweet biscuit brands, by value and volume share, 2012*
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- Figure 37: UK retail sales of leading brands in sweet biscuits, by value and volume share, 2011 and 2012
- Brand extensions and seasonal NPD at Burton’s
- Mixed performances from United Biscuits portfolio
- Fair trade KitKat loses out to competitors
- Fast-growing Oreo recruits new users across category
- Savoury biscuits and crackers
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- Figure 38: UK retail sales of savoury biscuits and crackers brands, by value and volume share, 2012*
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- Figure 39: UK retail sales of leading brands in savoury biscuits and crackers, by value and volume share, 2011 and 2012
- New venture brand from Tesco
Companies and Products
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- Figure 40: Leading brands in the sweet and savoury biscuits and crackers market, 2012
- Associated British Foods
- Background
- Product range and innovation
- Recent activity and promotion
- Burton’s Biscuit Company
- Background
- Product range
- Product innovation
- Recent activity and promotion
- Kallo Foods
- Company background
- Product range
- Recent activity and promotion
- Mondelēz International (formerly Kraft)
- Background
- Product range and innovation
- Recent activity and promotion
- Nestlé
- Company background
- Product range
- Recent activity and promotion
- United Biscuits (UBUK)
- Background
- Product range and innovation
- Recent activity and promotion
- 2 Sisters Food Group
- Background
- Product range and innovation
- Product innovation
- Recent activity and promotion
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Brand Communication and Promotion
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- Key points
- Brands invest more heavily in marketing spend
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- Figure 41: Main monitored media advertising expenditure in the sweet and savoury biscuits and crackers market, 2009-12
- Figure 42: Main monitored media advertising expenditure in the sweet and savoury biscuits and crackers market, 2009-12
- UBUK usurps Burton’s as the second-highest spender, while Kraft continues to dominate
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- Figure 43: Advertising expenditure in the biscuit, cookies and crackers market, by highest-spending brands, 2009-12
- Quirks and Oddities target young people with online and cinema activity
- Burton’s Wagon Wheels relaunched
- Ryvita teams up with Weight Watchers in 2012
- Fox’s goes pink for charity
- Mobile gains interest
Channels to Market
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- Key points
- Major multiples maintain their market dominance
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- Figure 44: Estimated retail distribution of sweet and savoury biscuits and crackers, 2010-12
- Independents suffer while discounters benefit from competitive prices
Consumer – Trends in Usage
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- Key points
- Sweet biscuit usage displays encouraging recovery trends
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- Figure 45: Usage of sweet biscuits, 2007-12
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- Figure 46: Trends in frequency of using sweet biscuits, 2007-12 and 2011-12
- Exploring new occasions brings growth opportunities
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- Figure 47: Times of snacking, by selected types of snacks eaten, 2012
- Usage peaks among those likely to be spending more time at home
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- Figure 48: Usage of sweet biscuits, by selected demographics showing high VII, 2012
- Climbing savoury biscuit usage stalls in 2012
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- Figure 49: Usage of savoury biscuits, crispbread, crackers and rice cakes, 2007-12
- Weekly usage higher than sweet, but declines evident in 2012
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- Figure 50: Trends in frequency of using savoury biscuits, crispbread, crackers and rice cakes, 2007-12 and 2011-12
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- Figure 51: Usage of savoury biscuits, crispbread, crackers and rice cakes, by selected demographics, by VII, 2012
Consumer – Types of Biscuits and Crackers Eaten
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- Key points
- Everyday and chocolate biscuits prove most popular
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- Figure 52: Types of biscuits eaten, December 2012
- Men veer away from crackers, crispbreads and healthy biscuit options
- Engaging younger adults presents a challenge to savoury biscuit brands
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- Figure 53: Types of biscuits eaten, by age, December 2012
- Impact of children in household on type of biscuits eaten
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- Figure 54: Types of biscuits eaten – oatcakes, by age, December 2012
- Enthusiasm for eating different types of biscuits and crackers
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- Figure 55: Repertoire of types of biscuits eaten, December 2012
Consumer – Occasions for Eating Sweet Biscuits
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- Key points
- Biscuit occasions
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- Figure 56: Usage occasions for eating sweet biscuits, December 2012
- Sweet biscuits strike an emotional chord
- Under-35s more likely to recognise the versatility of biscuits as a snack
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- Figure 57: Usage occasions for eating sweet biscuits, by 16-24 and 25-34 age groups, December 2012
- Women look to biscuits for a treat and to keep them going throughout the day
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- Figure 58: Usage occasions for eating sweet biscuits, by gender, December 2012
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- Figure 59: Usage occasions for eating sweet biscuits, according to above-average response by demographics and by type of biscuit eaten, December 2012
Consumer – Factors Influencing Purchase of Sweet Biscuits
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- Key points
- Appetite for promotions outweighs flavour and brand preference
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- Figure 60: Important factors when choosing sweet biscuits, December 2012
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- Figure 61: Important factors when choosing sweet biscuits, by presence of children or teenagers in the household, December 2012
- Women guided by healthy options
- Health credentials struggle to resonate with biscuit shoppers
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- Figure 62: Important health-related factors when choosing sweet biscuits, by gender and age, December 2012
- Biscuit brand loyalty increases with age
- Animal welfare and provenance matter slightly more to savoury biscuit users
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- Figure 63: Important factors when buying food and non-alcoholic drink, by type of biscuits eaten, December 2012
Consumer – Attitudes Towards Sweet Biscuits
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- Key points
- Value and variety are key strengths of the sweet biscuit category
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- Figure 64: Attitudes towards eating sweet biscuits, December 2012
- Enthusiasm for new varieties/concepts/flavours
- Over-65s prove loyal but challenging
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- Figure 65: Attitudes towards eating sweet biscuits, by over-65s age group, % point difference to average, December 2012
- Biscuits are viewed as an affordable treat
- High level of acceptance of own-label biscuits
- High level of interest in healthier biscuits
- Scope for biscuits as a more substantial snack
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- Figure 66: Agreement with the statement ‘I’d like to see more biscuits with energy-giving ingredients (eg glucose)’, by age, December 2012
- Enthusiasm for home baking
Consumer – Perceptions of Sweet Biscuit Types
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- Key points
- Word associations with sweet biscuits
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- Figure 67: Correspondence analysis relating to sweet biscuits, December 2012
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- Figure 68: Qualities associated with sweet biscuits, December 2012
- Digestives
- Shortbread
- Chocolate chip cookies
- Sandwich-type biscuits
Consumer – Attitudes Towards Sweet and Savoury Biscuits and Crackers
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- Key points
- Resealability is in demand
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- Figure 69: Attitudes towards sweet and savoury biscuits, December 2012
- Crackers as a healthy alternative to bread or crisps
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- Figure 70: Selected attitudes towards sweet and savoury biscuits, by age, December 2012
- Parents of toddlers want more suitable biscuit options
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- Figure 71: Agreement with the statements ‘I’d like to see more healthy sweet biscuits for children’ and ‘I’d like to see more savoury biscuits for children’, by presence of children, December 2012
- Demand for more ‘filling’ NPD in savoury biscuits
- One in five look for the ‘dunk factor’
Consumer – Target Groups
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- Key points
- Four target groups
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- Figure 72: Target groups, December 2012
- Laid-Back Snackers (21%)
- Occasional Treaters (26%)
- New Product Enthusiasts (32%)
- Waist-Watchers (21%)
Appendix – Market Drivers
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- Figure 73: Trends and projections in the UK population (‘000s), by age group, 2007-17
- Figure 74: Forecast adult population trends, by socio-economic group, 2007-17
- Figure 75: Agreement with selected lifestyle statements, 2007-12
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- Figure 76: Agreement with selected lifestyle statements, by demographics, 2012
- Figure 77: Agreement with selected lifestyle statements, by demographics, 2012
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- Figure 78: Trends in Body Mass Index segments, 2007-12
- Figure 79: Trends in Body Mass Index segments, by demographics, 2012
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- Figure 80: GDP, PDI, consumer expenditure and savings, at constant 2007 prices, 2007-17
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Appendix – Market Forecast
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- Sweet and savoury biscuits/crackers
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- Figure 81: Forecast of UK retail sales of sweet and savoury biscuits/crackers, best- and worst-case forecast, by value, 2012-17
- Figure 82: Forecast of UK retail sales of sweet and savoury biscuits/crackers, best- and worst-case forecast, by volume, 2012-17
- Sweet biscuits
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- Figure 83: Forecast of UK retail sales of sweet biscuits, best- and worst-case forecast, by value, 2012-17
- Figure 84: Forecast of UK retail sales of sweet biscuits, best- and worst-case forecast, by volume, 2012-17
- Savoury biscuits and crackers
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- Figure 85: Forecast of UK retail sales of savoury biscuits/crackers, best- and worst-case forecast, by value, 2012-17
- Figure 86: Forecast of UK retail sales of savoury biscuits/crackers, best- and worst-case forecast, by volume, 2012-17
Appendix – Consumer – Trends in Usage
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- Figure 87: Frequency of using sweet biscuits, by demographics, 2012
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- Figure 88: Frequency of using savoury biscuits, crispbread, crackers and rice cakes, by demographics, 2012
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Appendix – Consumer – Types of Biscuits and Crackers Eaten
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- Figure 89: Types of biscuits eaten, December 2012
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- Figure 90: Most popular types of biscuits eaten, by demographics, December 2012
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- Figure 91: Next most popular types of biscuits eaten, by demographics, December 2012
- Repertoire analysis
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- Figure 92: Repertoire of types of sweet biscuits eaten, December 2012
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- Figure 93: Repertoire of types of sweet biscuits eaten, by demographics, December 2012
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- Figure 94: Types of biscuits eaten, by repertoire of types sweet biscuits eaten, December 2012
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- Figure 95: Repertoire of types of savoury biscuits and crackers eaten, December 2012
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- Figure 96: Repertoire of types of savoury biscuits and crackers eaten, by demographics, December 2012
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- Figure 97: Types of biscuits eaten, by repertoire of types savoury biscuits and crackers eaten, December 2012
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- Figure 98: Important factors when buying food and non-alcoholic drink, by most popular types of biscuits eaten, December 2012
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- Figure 99: Important factors when buying food and non-alcoholic drink, by next most popular types of biscuits eaten, December 2012
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Appendix – Consumer – Occasions for Eating Sweet Biscuits
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- Figure 100: Most popular usage occasions for eating sweet biscuits, by demographics, December 2012
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- Figure 101: Next most popular usage occasions for eating sweet biscuits, by demographics, December 2012
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- Figure 102: Usage occasions for eating sweet biscuits, by most popular types of biscuits eaten, December 2012
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- Figure 103: Usage occasions for eating sweet biscuits, by next most popular types of biscuits eaten, December 2012
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- Figure 104: Usage occasions for eating sweet biscuits, by important factors when choosing sweet biscuits, December 2012
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- Figure 105: Types of biscuits eaten, by most popular usage occasions for eating sweet biscuits, December 2012
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- Figure 106: Types of biscuits eaten, by next most popular usage occasions for eating sweet biscuits, December 2012
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Appendix – Consumer – Factors Influencing Purchase of Sweet Biscuits
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- Figure 107: Important factors when choosing sweet biscuits, by demographics, December 2012
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- Figure 108: Types of biscuits eaten, by important factors when choosing sweet biscuits, December 2012
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- Figure 109: Important factors when choosing sweet biscuits, by most popular types of biscuits eaten, December 2012
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- Figure 110: Important factors when choosing sweet biscuits, by next most popular types of biscuits eaten, December 2012
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- Figure 111: Sweets biscuits purchasing, December 2012
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- Figure 112: Sweets biscuits purchasing, by demographics, December 2012
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Appendix – Consumer – Attitudes Towards Sweet Biscuits
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- Figure 113: Attitudes towards eating sweet biscuits, December 2012
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- Figure 114: Agreement with the statements ‘Biscuits are a good value snack’ and ‘I enjoy trying new types of biscuits’, by demographics, December 2012
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- Figure 115: Agreement with the statements ‘It’s important to pay attention to the calorie content of biscuits’ and ‘I’d like to see more biscuits with different flavoured fillings’, by demographics, December 2012
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- Figure 116: Agreement with the statements ‘Own-label biscuits are just as good as branded varieties’ and ‘I would eat biscuits more often if I was sure they weren’t bad for me’, by demographics, December 2012
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- Figure 117: Agreement with the statements ‘Biscuits are a less filling snack than chocolate/cereal bars’ and ‘I’d like to see more biscuits with added health benefits (eg omega 3, high fibre)’, by demographics, December 2012
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- Figure 118: Agreement with the statements ‘I’d like to see more biscuits with energy-giving ingredients’ and ‘I’d be keen to bake my own biscuits from a pre-mix recipe’, by demographics, December 2012
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- Figure 119: Attitudes towards eating sweet biscuits, by most popular types of biscuits eaten, December 2012
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- Figure 120: Attitudes towards eating sweet biscuits, by next most popular types of biscuits eaten, December 2012
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Appendix – Consumer – Perceptions of Sweet Biscuit Types
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- Figure 121: Perceptions of sweet biscuit types, December 2012
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- Figure 122: Most popular perceptions of digestives, by demographics, December 2012
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- Figure 123: Next most popular perceptions of digestives, by demographics, December 2012
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- Figure 124: Most popular perceptions of shortbread, by demographics, December 2012
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- Figure 125: Next most popular perceptions of shortbread, by demographics, December 2012
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- Figure 126: Most popular perceptions of chocolate chip cookies, by demographics, December 2012
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- Figure 127: Next most popular perceptions of chocolate chip cookies, by demographics, December 2012
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- Figure 128: Most popular perceptions of sandwich-type biscuits, by demographics, December 2012
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- Figure 129: Next most popular perceptions of sandwich-type biscuits, by demographics, December 2012
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Appendix – Consumer – Attitudes Towards Sweet and Savoury Biscuits and Crackers
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- Figure 130: Attitudes towards sweet and savoury biscuits, December 2012
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- Figure 131: Most popular attitudes towards sweet and savoury biscuits, by demographics, December 2012
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- Figure 132: Next most popular attitudes towards sweet and savoury biscuits, by demographics, December 2012
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- Figure 133: Attitudes towards sweet and savoury biscuits, by most popular types of biscuits eaten, December 2012
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- Figure 134: Attitudes towards sweet and savoury biscuits, by next most popular types of biscuits eaten, December 2012
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Appendix – Target Groups
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- Figure 135: Target groups, by demographics, December 2012
- Figure 136: Types of biscuits eaten, by target groups, December 2012
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- Figure 137: Important factors when choosing sweet biscuits, by target groups, December 2012
- Figure 138: Usage occasions for eating sweet biscuits, by target groups, December 2012
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- Figure 139: Attitudes towards eating sweet biscuits, by target groups, December 2012
- Figure 140: Perceptions of sweet biscuit types, by target groups, December 2012
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- Figure 141: Attitudes towards sweet and savoury biscuits, by target groups, December 2012
- Figure 142: Attitudes towards health and healthy lifestyle statements, by target groups, December 2012
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