Table of Contents
Issues in the Market
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- Key themes in the report
- Definition
- Abbreviations
Insights and Opportunities
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- Topically green
- Confessing guilty pleasures
- Age-related marketing
Fast Forward Trends
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- Trend 1: Short Cuts
- What’s it about?
- What we’ve seen
- Neuromantics ruffle feathers
- What next?
- Trend 2: Holy Alliances
- What’s it about?
- What we’ve seen
- What next?
Market in Brief
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- Some small gains
- Premiumisation drives market
- It’s not what we eat, but how we eat
- New challenges for a mature market
Internal Market Environment
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- Key Points
- Changing the way we eat
- Health ‘conscious’
- The diet debate
- Healthy developments
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- Figure 1: Examples of product reformulations by selected biscuit manufacturers
- Labelling
- Legislation
- Indulgence – a balancing act
Broader Market Environment
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- Key Points
- Rising ABs boost premium sales
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- Figure 2: Changes in socio-economic status, 2002-12
- A new and important custard cream generation
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- Figure 3: Changes in population age, 2002-12
- Environmental Issues
Strengths and Weaknesses
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- Strengths
- Weaknesses
Competitive Context
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- Figure 4: Summary of market strategies in other food markets, 2005-06
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Who’s Innovating?
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- Key Points
- Busy busy busy
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- Figure 5: New product launches in the UK sweet biscuit* and other markets, Jan 2001-06
- ‘Low-in’
- Naturally delicious
- Premium/indulgent
- Organic
- ‘On the move’
- Repackaging to create a new image
Market Value and Forecast
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- Key Points
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- Figure 6: Market size and forecast of sweet biscuits, by value and volume*, 2002-12
- Steady growth maintained
- Health and indulgence drive sales
- Future trends
- Defining healthy in a biscuit context
- Natural growth
- Indulgent occasions
- Out of home market remains a challenge
Segment Performance
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- Key Points
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- Figure 7: UK retail value sales of sweet biscuits, by sector, 2001-06
- Varying fortunes for cookies
- Chocolate biscuit countlines
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- Figure 8: UK retail value sales of chocolate biscuit countlines, at current and constant prices, 2002-06
- Chocolate biscuits in meltdown
- Competing with confectionery
- Healthier biscuits
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- Figure 9: UK retail value sales of healthier biscuits*, at current and constant prices, 2002-06
- What’s in...
- What’s out...
- Healthy gains for ‘free-from’ niche
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- Figure 10: UK retail value sales of free-from biscuits, 2003-06
- Everyday biscuits lose ground
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- Figure 11: UK retail value sales of everyday biscuits, at current and constant prices, 2002-06
- Everyday habits die hard
- Steady treats everyday
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- Figure 12: UK retail value sales of everyday treat biscuits, at current and constant prices, 2002-06
- Children’s biscuits crumble
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- Figure 13: UK retail value sales of children’s biscuits, at current and constant prices, 2002-06
- Special treat biscuits booming
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- Figure 14: UK retail value sales of special treat biscuits, at current and constant prices, 2002-06
- Festive relief for seasonal biscuits
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- Figure 15: UK retail value sales of seasonal biscuits, at current and constant prices, 2002-06
Market Share
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- Key Points
- UB dominates
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- Figure 16: Manufacturers’ shares of the UK retail sweet biscuit market, 2001-06
- Company brand shares remain stable
- Top sellers
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- Figure 17: Estimated brand share of UK retail sales of sweet biscuits, 2005-06
Companies and Brands
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- Bahlsen
- Burton’s Foods
- Masterfoods
- Nestlé
- Northern Foods (Fox’s Biscuits)
- Tunnock’s
- United Biscuits (UBUK)
Brand Communication and Promotion
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- Key Points
- Expenditure stabilises
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- Figure 18: Main monitored media advertising expenditure on sweet biscuits*, 2002-06
- McVitie’s stays on top of adspend
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- Figure 19: Main monitored media spend, by top brands 2004-06
- Burtons hits the big screen
- Fox’s invests in brand name
Brand Elements
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- Figure 20: Sweet biscuits brand map based on attitudes, May 2007
- Jaffa Cakes
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- Figure 21: Words associated with McVitie’s Jaffa Cakes brand, May 2007
- Brand qualities
- Jaffa Cakes gatecrash biscuits party
- Bahlsen
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- Figure 22: Words associated with the Bahlsen brand, May 2007
- Brand qualities
- Classy and deliciously continental display
- McVitie’s Chocolate Digestives
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- Figure 23: Words associated with McVitie’s Chocolate Digestive brand, May 2007
- Brand qualities
- Thank goodness – dunk away!
- Tesco’s Chocolate Biscuits
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- Figure 24: Words associated with Tesco’s Chocolate Biscuits brand, May 2007
- Brand qualities
- Tesco’s needs every little helps it can get
- Jammie Dodgers
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- Figure 25: Words associated with Burton’s Jammie Dodgers brand, May 2007
- Brand qualities
- The Queen turned knave to steal more hearts
- Usage of brands
- KitKat, McVitie’s Digestives and Jaffa Cakes and Cadbury’s Chocolate fingers point the way
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- Figure 26: Consumer usage of various sweet biscuit brands, May 2007
- Attitudes towards brands
- Digestives and KitKat attract greatest confidence, Lyons battling it out with Tesco’s
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- Figure 27: Attitudes towards sweet biscuits brands, May 2007
- Brand satisfaction and performance
- McVitie’s scoops excellence with both Digestives and Jaffas
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- Figure 28: Customer rating of sweet biscuit brands, May 2007
- Brand commitment
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- Figure 29: Degree of customer commitment sweet biscuit brands, May 2007
- Round up
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Channels to Market
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- Key Points
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- Figure 30: UK retail value sales of sweet biscuits, by outlet type, 2005-06
- Multiples take the biscuit
- Still a role for smaller shops
The Consumer
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- Key Points
- Trend to lighter consumption
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- Figure 31: Consumption of sweet biscuits in the last 12 months, 2002-06
- Decline of the daily biscuit
- Snacks for the kids
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- Figure 32: Where selected products are eaten most by those aged 11-16, 2006
- Biscuits stay at home
- Children’s confectionery consumption
- Cereal bars take off
- Adults’ steady snacking
The Consumer – Habits and Occasions
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- Key Points
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- Figure 33: Sweet biscuit consumption, January 2007
- Never ever
- Cutting down
- Personal indulgence is quite low on the list
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- Figure 34: Sweet biscuit consumption, January 2007
- The biscuit barrel rolls over
- ABs keep biscuits for guests
- C2DEs buy for children
The Consumer – Where Does Health Fit In?
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- Key Points
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- Figure 35: Attitudes to sweet biscuits, January 2007
- Healthy eating message getting through
- Defining a healthy biscuit
- The balance sheet
- Consumer target groups
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- Figure 36: Consumer target groups, January 2007
- Biscuits are OK (53% of sample)
- Targeting this group
- Occasional Treaters (32% of sample)
- Targeting this group
- Health Concerned (15% of sample)
- Targeting this group
Appendix
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- Introduction
- Consumer research
- ACORN
- Advertising data
- Internal market environment
- Health and lifestyle
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- Figure 37: Agreement with selected lifestyle statements, 2002-06
- Figure 38: Adults who are trying to slim, 2002-06
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- Figure 39: Adults who are trying to slim, by agreement with selected statements, 2006
- Figure 40: Frequency of dieting, 2004 & 2006
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- Figure 41: Adults who are trying to slim, by demographic sub-group, 2006
- Figure 42: Body mass index segments, by demographic sub-group, 2006
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- Figure 43: Agreement with selected lifestyle statements/adults who are trying to slim, 2002-06
- Attitudes to chocolate
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- Figure 44: Attitudes to eating chocolate, August 2006
- Figure 45: Agreement with selected lifestyle statements, 11-14-year-olds, by demographic sub-group, 2006
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- Figure 46: Agreement with selected lifestyle statements, 11-14-year-olds, by demographic sub-group, 2006
- Adults
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- Figure 47: Agreement with selected lifestyle statements, 2002-06
- Broader market environment
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- Figure 48: Trends in UK population by age, 2002-12
- Figure 49: Trends in PDI and consumer expenditure, 2002-12
- Figure 50: Working women by age of own children, 1998-2006
- Consumer 1 – Detailed demographics
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- Figure 51: Consumption of selected confectionery items, 7-14-year-olds, 2002-06
- Figure 52: Consumption of other confectionery items in the last 12 months, 2002-06
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- Figure 53: Consumption of sweet biscuits in the last 12 months, by demographic sub-group, 2006
- Figure 54: Where selected products are eaten most by those aged 11-16, 2006
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- Figure 55: Consumption of confectionery items, 7-14-year-olds, 2002-06
- Figure 56: Consumption of other confectionery items in the last 12 months, 2002-06
- Consumer 2
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- Figure 57: Nets of sweet biscuits consumption, January 2007
- Figure 58: Sweet biscuit consumption, January 2007
- Cross-tabs
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- Figure 59: Sweet biscuit consumption, January 2007
- Figure 60: Q4 nets by behaviour towards sweet biscuits
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- Figure 61: Q4 nets by attitudes towards sweet biscuits and typologies of attitudes towards sweet biscuits
- Figure 62: Sweet biscuit consumption by attitudes to sweet biscuits, January 2007
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- Figure 63: Attitudes to sweet biscuits by consumption habits, January 2007
- The Consumer 3
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- Figure 64: Attitudes towards eating chocolate, August 2006
- Figure 65: Attitudes to sweet biscuits, January 2007
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- Figure 66: Attitudes to sweet biscuits, January 2007
- Consumer typologies/target groups
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- Figure 67: Q5 Typologies of attitudes towards sweet biscuits by demographics
- Figure 68: Typologies of attitudes towards sweet biscuits by behaviour towards sweet biscuits, January 2007
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- Figure 69: Typologies of attitudes towards sweet biscuits by behaviour towards sweet biscuits, January 2007
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