Table of Contents
Overview
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- Key issues covered in this report
- COVID-19: Market context
- Economic and other assumptions
- Products covered in this Report
Executive Summary
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- Savoury biscuit sales boosted by more eating at home
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on savoury biscuits, 29 April 2021
- The market
- COVID-19 drives big increase in sales of savoury biscuits
- Further lockdowns driving strong sales at the start of 2021
- Normal growth patterns resume from 2022
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- Figure 2: Forecast of UK retail value sales of savoury biscuits, 2015-25
- Snacking a well-established part of British eating habits
- Spotlight on health increases under COVID-19
- Decline projected in number of younger people
- Companies and brands
- Jacob’s extends its lead in savoury biscuits
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- Figure 3: Leading brands’ shares in the UK savoury biscuits market, by value, 2020/21*
- Familiar flavours dominate launches, Nairn’s brings world cuisine flavours to oatcakes
- Increase in premium claims in launches in 2020
- More launches making high/added protein claims
- Minimal spending on advertising savoury biscuits
- The consumer
- Vast majority of Brits eat savoury biscuits
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- Figure 4: Frequency of eating different types of savoury biscuits, December 2020
- Evening snacking still the biggest occasion for savoury biscuits
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- Figure 5: When people eat savoury biscuits, December 2018 and December 2020
- More inspiration needed for pairings other than cheese
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- Figure 6: How savoury biscuits are eaten, December 2020
- Brands should reiterate relevance for social gatherings post-lockdown
- Flavour innovation a continuing opportunity
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- Figure 7: Behaviours related to eating savoury biscuits, December 2020
- Packaging NPD warrants attention
- Opportunity for savoury biscuits to tap into interest in healthy eating
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- Figure 8: Interest in different product attributes in savoury biscuits, December 2020
- Further opportunities for premium products
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- Figure 9: Attitudes towards savoury biscuits, December 2020
Issues and Insights
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- People eating at home more during COVID-19 pandemic
- Savoury biscuits benefit from more snacking and lunches at home
- Eating of savoury biscuits at social gatherings curtailed
- More remote working and eating at home expected long term
- Flavour innovation a continuing opportunity
- Potential for more indulgent flavours
- A quarter interested in world cuisine flavours
- A sweet flavour element has strong appeal
- Interest in healthy eating holds more potential for savoury biscuits
- Pandemic increases focus on health
- High/added fibre claims are common, gut health claims are rare
- Recent campaigns align with gut health, more scope for immunity claims
- More inspiration needed on pairings for savoury biscuits
- Savoury biscuits most typically eaten with cheese
- Usage of savoury biscuits with dips and savoury spreads holds further potential
The Market – Key Takeaways
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- COVID-19 drives big increase in sales of savoury biscuits
- Lockdowns drive strong sales at the start of 2021
- Normal growth patterns resume from 2022
- Snacking a well-established part of British eating habits
- Spotlight on health increases under COVID-19
- Fortunes of savoury biscuits strongly linked to cheese
- Decline projected in number of younger people
Market Size and Forecast
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- Savoury biscuit sales boosted by more eating at home
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- Figure 10: Short-, medium- and long-term impact of COVID-19 on savoury biscuits, 29 April 2021
- Big increase in 2020 sales of savoury biscuits
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- Figure 11: UK retail value and volume sales of savoury biscuits, 2015-25
- Another lockdown driving strong sales at the start of 2021
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- Figure 12: Forecast of UK retail value sales of savoury biscuits, 2015-25
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- Figure 13: Forecast of UK retail volume sales of savoury biscuits, 2015-25
- Market drivers and assumptions
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- Figure 14: Key drivers affecting Mintel’s market forecast, 2015-2025 (prepared on 15 April 2021)
- Learnings from the last recession
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- Figure 15: UK retail sales of savoury biscuits and crackers, by value and volume, 2007-12
- Forecast methodology
Market Drivers
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- January 2021 lockdowns will mean more eating at home also in 2021
- Snacking a well-established part of British eating habits
- 68% of people who snack do so at least daily
- Majority of people eat a variety of snacks
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- Figure 16: Repertoire of types of snacks eaten, March 2020
- Kids’ snacking also helps to drive sales
- Spotlight on health increases under COVID-19
- Strong interest in healthy eating among consumers
- Government emphasis on health intensifies
- Fortunes of savoury biscuits strongly linked to cheese
- Savoury biscuits compete with bread as a carrier product
- Decline projected in number of younger people
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- Figure 17: Trends in the age structure of the UK population, 2015-25
- Brexit trade deal means minimal impact on savoury biscuits
Companies and Brands – Key Takeaways
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- Jacob’s extends its lead in savoury biscuits
- Familiar flavours dominate launches, Nairn’s brings world cuisine flavours to oatcakes
- Increase in premium claims in launches in 2020
- More launches making high/added protein claims
- Minimal spending on advertising savoury biscuits
- Jacob’s stands most for high quality and good value
- Ryvita has strong associations with health/wellbeing
Market Share
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- Jacob’s extends its lead in savoury biscuits
- Mixed picture for better-for-you products
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- Figure 18: Leading brands’ sales and shares in the UK savoury biscuits market, by value and volume, 2020 and 2021
Launch Activity and Innovation
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- Nairn’s brings world cuisine flavours to oatcakes
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- Figure 19: Examples of flavour innovation launches in savoury biscuits/crackers, 2020/21
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- Figure 20: World cuisines in savoury biscuits, Sanissimo Salmas Mexican Recipe Corn Crackers, 2020
- Increase in premium claims in launches in 2020
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- Figure 21: Proportion of new launches in savoury biscuits/crackers making premium claims, 2016-21
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- Figure 22: Examples of premium launches in savoury biscuits/crackers, 2020/21
- Figure 23: Examples of sourdough launches in savoury biscuits/crackers, 2020/21
- More launches making high/added protein claims
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- Figure 24: Proportion of new launches in savoury biscuits/crackers making high/added fibre and high/added protein claims, 2016-21
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- Figure 25: Examples of high/added protein claims in savoury biscuits/crackers, 2020
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- Figure 26: Examples of beans/pulses in savoury biscuits/crackers, 2020
- Functional claims rare in savoury biscuits
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- Figure 27: Sprouted Genius Sprouted Purple Corn Crackers featuring sprouted grains, 2020
- Ethical claims mostly about recyclable packaging
Advertising and Marketing Activity
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- Minimal spending on advertising savoury biscuits
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- Figure 28: Total above-the line, online display and direct mail advertising expenditure on crackers, crispbread and breadsticks , by media type, 2017-21
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- Figure 29: Total above-the line, online display and direct mail advertising expenditure on crackers, crispbread and breadsticks , by advertiser, 2017-21
- Pladis Christmas marketing helps promote Jacob’s brand
- Ryvita launches new FibreFit digital campaign
- Nairn’s unveils new branding for its oatcakes
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 30: Attitudes towards and usage of selected brands, March 2021
- Key brand metrics
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- Figure 31: Key metrics for selected brands, March 2021
- Brand attitudes: Jacob’s the most trusted brand
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- Figure 32: Attitudes, by brand, March 2021
- Brand personality: Jacob’s seen as the most accessible brand
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- Figure 33: Brand personality – macro image, March 2021
- Ryvita stands out for healthiest image
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- Figure 34: Brand personality – micro image, March 2021
- Brand analysis
- Jacob’s stands most for consistently high quality and good value
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- Figure 35: User profile of Jacob’s, March 2021
- Kallo lacks strong connotations
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- Figure 36: User profile of Kallo, March 2021
- Carr’s seen more widely as traditional than most other brands
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- Figure 37: User profile of Carr’s, March 2021
- Nairn’s strongest associations are with being accessible, ethical, healthy and natural
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- Figure 38: User profile of Nairn’s, March 2021
- Ryvita seen as caring about health/wellbeing more than others
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- Figure 39: User profile of Ryvita, March 2021
- Reading word clouds
The Consumer – Key Takeaways
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- Vast majority of Brits eat savoury biscuits
- Evening snacking still the biggest occasion for savoury biscuits
- More inspiration needed for pairings other than cheese
- Brands should reiterate relevance for social gatherings post-lockdown
- Flavour innovation a continuing opportunity
- Packaging NPD warrants attention
- Opportunity for savoury biscuits to tap into interest in healthy eating
- Further opportunities for premium products
Impact of COVID-19 on Consumer Behaviour
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- People eating at home more during COVID-19 pandemic
- Savoury biscuits benefit from more snacking and lunches at home
- Eating of savoury biscuits at social gatherings curtailed
- More remote working and eating at home expected long term
- Pandemic increases focus on health
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- Figure 40: Changes in eating healthily as a priority since the COVID-19 outbreak, 4-12 February 2021
- COVID-19 pandemic expected to heighten focus on sustainability
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- Figure 41: Changes in the environment as a priority since the COVID-19 outbreak, 4-12 February 2021
Eating of Savoury Biscuits
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- Vast majority of Brits eat savoury biscuits
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- Figure 42: Frequency of eating different types of savoury biscuits, December 2020
- 25-34 year olds are core users of savoury biscuits
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- Figure 43: Eating of different types of savoury biscuits at least once a week, by age, December 2020
When Savoury Biscuits Are Eaten
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- Evening snacking still the biggest occasion for savoury biscuits
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- Figure 44: When people eat savoury biscuits, December 2020
- Lunch the biggest mealtime for savoury biscuits
How Savoury Biscuits Are Eaten
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- Savoury biscuits most typically eaten with cheese
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- Figure 45: How savoury biscuits are eaten, December 2020
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- Figure 46: Examples of on-pack pairing suggestions for savoury biscuits and cheese, 2020
- More inspiration needed for pairings other than cheese
- Usage of savoury biscuits with dips and savoury spreads holds further potential
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- Figure 47: Examples of on-pack pairing suggestions for rice cakes and oatcakes, 2020
- Usage with dips and savoury spreads has a younger bias
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- Figure 48: Examples of pairing suggestions for savoury biscuits, 2020
Behaviours Related to Eating Savoury Biscuits
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- Brands should reiterate relevance for social gatherings post-lockdown
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- Figure 49: Behaviours related to eating savoury biscuits, December 2020
- Flavour innovation a continuing opportunity
- More indulgent flavours increase the appeal of savoury biscuits without toppings
- A sweet flavour element has strong appeal
- A quarter interested in world cuisine flavours
Interest in Product Attributes
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- Packaging NPD warrants attention
- Keen interest in re-sealability and smaller packs
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- Figure 50: Interest in different product attributes in savoury biscuits, December 2020
- Biscuit tins can tap into demand for keeping biscuits fresh
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- Figure 51: Examples of tins of savoury biscuits, 2020
- Opportunity for savoury biscuits to tap into interest in healthy eating
- High/added fibre claims are common, gut health claims are rare
- Recent campaigns align with gut health, more scope for immunity claims
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- Figure 52: Examples of gut-health and immunity messages on-pack, 2020
- Biscuits highlighting being palm oil-free stand to benefit
- Strong interest in palm oil-free claims
- Scope to explore sustainably-sourced ingredients
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- Figure 53: Examples of on-pack messages highlighting sustainable ingredients, 2020
Attitudes towards Savoury Biscuits
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- Further opportunities for premium products
- More mileage in promoting premium credentials
- Communicating better taste important
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- Figure 54: Attitudes towards savoury biscuits, December 2020
- Savoury biscuits should position themselves as bread replacement
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
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- Figure 55: Total UK retail value sales of savoury biscuits, 2020-25
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- Figure 56: Total UK retail volume sales of savoury biscuits, 2020-25
- Figure 57: UK retail value and volume sales of savoury biscuits, by segment, 2017-20
Appendix – Market Share
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- Figure 58: Leading manufacturers’ sales and shares in the UK savoury biscuits market, by value and volume, 2020 and 2021
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Appendix – Launch Activity and Innovation
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- Figure 59: Share of product launches in the UK savoury biscuits/crackers market, by company, 2016-20 (sorted by 2020)
- Figure 60: Share of product launches in the UK savoury biscuits/crackers market, by flavour components, 2016-20 (sorted by 2020)
- Figure 61: New launches in the UK savoury biscuits/crackers market, by claim, 2016-20 (sorted by 2020)
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