Table of Contents
Introduction and Abbreviations
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- Definition
- Consumer research
- ACORN
- Abbreviations
Premier Insight
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- Converting non-users
- Lunchbox losers
- Type and format win over health criteria
- Premium needs a rethink
Executive Summary
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- A matter of definition
- Brands drive footfall
- A rethink in savoury biscuits
- Giants come together
- Quaker number two
- Ryvita revived
- Cheese and health
- Multibuy again and again
- Consumer trends
- Categories blur
Market Drivers
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- Older adults drive volume
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- Figure 1: Changes in UK population, by age group, 2000-09 and 2004-09
- Living alone
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- Figure 2: Indexed trends in household size, 1999-2009
- More affluent shoppers
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- Figure 3: Indexed trends in PDI and consumer expenditure, 2000-09
- Associated products
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- Figure 4: Ways of eating or serving cheese, April 2005
- The school influence
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- Figure 5: Items packed by mothers in children's packed lunches, September 2004
- Snacking habits
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- Figure 6: Where selected products are eaten most by those aged 11-16, 2004
- Health perceptions
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- Figure 7: Adults who are trying to slim, by gender, 1998-2004
Market Size and Trends
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- Strong growth across both biscuit sectors
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- Figure 8: UK retail value sales of sweet and non-sweet biscuits, 2000-05
- Sweet versus savoury
- Savoury redefined
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- Figure 9: UK retail sales of non-sweet biscuits, 2000-05
- Crackers and crispbreads dominate
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- Figure 10: UK retail sales of non-sweet biscuits, by sector, 2005
Market Segmentation
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- High-profile brands in the crackers and crispbread sector
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- Figure 11: UK retail sales of crackers and crispbread, 2000-05
- Health a key driver
- Rice crackers’ dynamic growth levels off
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- Figure 12: UK retail sales of rice crackers, 2000-05
- Savoury biscuits give a steady performance
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- Figure 13: UK retail sales of savoury biscuits, 2000-05
- A look at free-from
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- Figure 14: UK retail value sales of non-sweet free-from biscuits, 2003-05
The Supply Structure
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- Figure 15: Manufacturers' estimated branded shares of UK retail value sales of non-sweet biscuits, 2005
- Giants come together
- Quaker gains
- Ryvita goes from strength to strength
- Brand shares
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- Figure 16: Estimated leading brand shares in the UK retail non-sweet biscuits market, by value, 2005
- Snack-a-Jacks lead
- Ryvita blossoms
- Jacob’s performs well under UB
- More heavyweight competition looming
- Companies and brands
- Northern Foods (Fox’s Biscuits)
- Quaker
- The Ryvita Company Limited
- United Biscuits
- Other examples
- Dorset Village Bakery Limited
- Duchy Originals
- G Costa & Company
- Kallo Foods
- Nutricia Limited
- Nutrition Point Limited
- Paterson Arran Limited
- Rakusen’s Limited
- Simmers of Edinburgh Ltd
- Vaasen and Vaasen
- Walkers Shortbread
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New Product Development
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- NPD activity from niche brands
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- Figure 17: New product launches, by brand, January-July 2005
- Cheese leads the flavours
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- Figure 18: New product launches in the last six months, by primary flavour, January-July 2005
- Health and specialist dietary needs drive NPD
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- Figure 19: New product launches in the last six months, by food claim, January-July 2005
- New Product Briefs
Advertising and Promotion
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- Above-the-line expenditure gathering strength in 2005
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- Figure 20: Main monitored media advertising expenditure on non-sweet biscuits, 2000-05
- Very Ryvitable
- Jacob’s shifts focus
- Quaker builds up healthy snacking
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- Figure 21: Main monitored advertising expenditure on non-sweet biscuits, by top-spending brands, 2000-05
- Below-the-line promotions
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- Figure 22: Savoury biscuit brand, by number of promotions, January-August 2005
- Multibuy across the category
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- Figure 23: Type of savoury biscuit promotions, January-August 2005
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- Figure 24: Selected promotions for savoury crackers and crispbreads, January-August 2005
- Rice cakes are active
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- Figure 25: Selected promotions for rice cakes, January-August 2005
Distribution
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- Main trolley shops
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- Figure 26: UK retail value sales of savoury biscuits, by outlet type, 2003 and 2005
- Specialists also grow
- Several categories collide
The Consumer
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- A matter of definition
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- Figure 27: Consumption of savoury biscuits, 2002-04
- Heavy usage attracts a more mature consumer
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- Figure 28: Consumption of savoury biscuits compared with average response, by age group, 2004
- Focusing on light users
- Targeting non-users
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- Figure 29: Non-users of savoury biscuits compared with average response, by gender, age, socio-economic group and lifestage, 2004
- Savoury biscuit priorities
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- Figure 30: Priorities when choosing savoury biscuits, June 2005
- Cream cracker introduction to the category
- ABs show a preference for water biscuits
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- Figure 31: Choice of savoury biscuits compared with average response, by socio-economic group, June 2005
- Crispbreads come second
- Flavour resonance
- Healthy option or general wellbeing?
- Mini-snacks and rice cakes double up
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- Figure 32: Consumers who choose mini-snack biscuits and rice cakes compared with average response, by age, June 2005
- Cross-analysis
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- Figure 33: Cross-analysis of product types, by product properties, June 2005
Detailed Demographics
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- TGI data
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- Figure 34: Consumption of savoury biscuits, by gender, age, socio-economic group, lifestage, Mintel's Special Groups, region, presence of children, working status and household size, 2004
- Priorities when choosing savoury biscuits
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- Figure 35: Priorities when choosing savoury biscuits, by gender, age, socio-economic group, Mintel's Special Groups, region, marital status, working status, presence of children and household size, June 2005
- Figure 36: Priorities when choosing savoury biscuits, by ACORN categories, media usage, commercial TV viewing, Internet and supermarket usage, June 2005
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- Figure 37: Priorities when choosing savoury biscuits, by gender, age, socio-economic group, Mintel's Special Groups, region, marital status, working status, presence of children and household size, June 2005
- Figure 38: Priorities when choosing savoury biscuits, by ACORN categories, media usage, commercial TV viewing, Internet and supermarket usage, June 2005
The Consumer – Attitudes and Motivations
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- Attitudes point towards a storecupboard standby
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- Figure 39: Attitudes towards biscuits, according to those who have eaten sweet or savoury biscuits, June 2005
- Clear preferences exist
- Links with cheese are vital
- The role of brands
- Treating spans a number of occasions
- Healthier for me, and my kids
- Lifestage influences attitudes
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- Figure 40: Attitudes towards biscuits, by Mintel’s Special Groups, June 2005
- Attitude by product type
- Assessing consumer target groups
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- Figure 41: Consumer typologies with regard to sweet and savoury biscuits, June 2005
- Slightly Savoury (44% of sample)
- Slightly Savoury: significant but uninspired
- Sweet Tooth (38% of sample)
- Sweet Tooth seeks sweet treat for long and happy life
- Biscuit Enthusiasts (18% of sample)
- An appetite for savoury biscuits
- Assessing levels of enthusiasm
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- Figure 42: Number of types of savoury biscuits purchased in the last three months, by product type, June 2005
- Summarising opportunities
Attitudes and Motivations – Detailed Demographics
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- Figure 43: Attitudes towards savoury biscuits, by gender, age, socio-economic group, Mintel's Special Groups, region, marital status, working status, presence of children and household size, June 2005
- Figure 44: Attitudes towards savoury biscuits, by ACORN categories, media usage, commercial TV viewing, Internet and supermarket usage, June 2005
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- Figure 45: Attitudes towards savoury biscuits, by gender, age, socio-economic group, Mintel's Special Groups, region, marital status, working status, presence of children and household size, June 2005
- Figure 46: Attitudes towards savoury biscuits, by ACORN categories, media usage, commercial TV viewing, Internet and supermarket usage, June 2005
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- Figure 47: Consumer typologies, by gender, age, socio-economic group, Mintel's Special Groups, marital status, working status, region and household size, June 2005
- Figure 48: Consumer typologies, by ACORN categories, commercial TV viewing, media and supermarket usage, June 2005
- Attitudes by preferred product types
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- Figure 49: Attitudes towards biscuits, by type of biscuit, June 2005
- Figure 50: Attitudes towards biscuits, by type of biscuit, June 2005
- Figure 51: Consumer typologies, by priority when choosing savoury biscuits, June 2005
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- Figure 52: Number of types of savoury biscuits purchased in the last three months, by product type, June 2005
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The Future
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- US trends will infiltrate
- GI impacts
- Emerging children’s brands
- Category management issues loom
Forecast
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- Figure 53: Forecast of the non-sweet biscuits market, 2005-10
- Crackers and crispbread to dictate market development
- Factors incorporated in the forecast
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