Table of Contents
Issues in the Market
-
- Main report themes
- Definition
Insights and Opportunities
-
- Impulse opportunities
- Higher in-store profile
- Environmental impact
- A more complete snack
- Kids’ packed lunches
Market in Brief
-
- A savoury flavour to growth
- Snacking and health are driving demand
- Prices up, salt content down?
- Top three manufacturers hold centre stage
- Snacking, lunches and packed lunches are key eating occasions
- The future
Fast Forward Trends
-
- Trend 1: “X for eXtreme”
- What is it?
- Market touchpoints/implications
- Trend 2: Bling and Buy
- What is it?
- Market touchpoint/implications
Internal Market Environment
-
- Key points
- Cheese remains a popular accompaniment
- Dips attract younger consumers…
- …and are ideal when entertaining
-
- Figure 1: Agreement with selected lifestyle statements, 2002-06
- Dieting
-
- Figure 2: Adults who are trying to slim, 2003-07
- Health concerns
-
- Figure 3: Agreement with selected lifestyle statements, 2003-07
- Intolerance and allergies – opportunity rather than threat
- Superfood status adds cachet
- Snacking/on-the-go consumption
-
- Figure 4: Where products are eaten most, 11-16-year-olds, 2006
- Ethnic trends turn towards the US
-
- Figure 5: Agreement with selected lifestyle statements, 2002-06
Broader Market Environment
-
- Key points
- Wheat prices rise
- Too much salt
- Rising ABC1s favours premiumisation
-
- Figure 6: Forecast adult population trends, by socio-economic group, 2002-12
- Ageing population help growth
-
- Figure 7: Structure of the UK population, by age, 2002-12
- Household size
-
- Figure 8: UK household size, 2002-12
- UK work culture promotes snacking
-
- Figure 9: Working population by gender, 2001-11
Competitive Context
-
- Key points
- Competition is keen
-
- Figure 10: UK retail sales of products which compete with non-sweet biscuits, 2002-06
- Bread consumption under the spotlight
-
- Figure 11: Consumption of bread in the last 12 months, 2003-07
- The rise of the snack pack
-
- Figure 12: UK retail sales of combined dips and snack products, 2004-07*
- A transatlantic perspective
Strengths and Weaknesses in the Market
-
- Strengths
- Weaknesses
Who’s Innovating?
-
- Key points
- NPD activity has slowed
- Flavours add interest and value
- Other ingredients boost health credentials
- Majority of new products have premium positioning
- Extending eating occasions
- Ethnic influences
- Future trends
Market Value and Forecast
-
- Key points
- All biscuits continue to grow…
-
- Figure 13: UK retail value sales of sweet and non-sweet biscuits, 2002-07
- …but non-sweet biscuits grow slightly faster
-
- Figure 14: UK retail sales of non-sweet biscuits, 2002-07
- The future
- Forecast
- All biscuits
-
- Figure 15: Market size and forecast of sweet and non-sweet biscuits, at current and 2007 prices, 2002-12
- Non-sweet biscuits
-
- Figure 16: Market size and forecast of non-sweet biscuits, at current and 2007 prices, 2002-12
- Factors incorporated in the forecast
Segment Performance
-
- Key points
- Savoury biscuits increase their share
-
- Figure 17: UK retail sales of non-sweet biscuits, by sector, 2007
- Savoury biscuits are “less guilty”
-
- Figure 18: UK retail sales of savoury biscuits, 2002-07
- Crackers and crispbreads struggle to find growth
-
- Figure 19: UK retail sales of crackers and crispbread, 2002-07
- Rice cakes in decline
-
- Figure 20: UK retail sales of rice cakes, 2002-07
- Free-from meets growing need
-
- Figure 21: UK retail sales of non-sweet free from, 2003-07
Market Share
-
- Key points
- United Biscuits’ leading share…
-
- Figure 22: Manufacturers' estimated branded shares of UK retail value sales of non-sweet biscuits, 2006
- …but Quaker owns leading brand
-
- Figure 23: Estimated leading brand shares in the UK retail non-sweet biscuits market, by value, 2006
- Room for any more?
Companies and Products
-
- Key points
- Leading manufacturers
- United Biscuits
- Quaker
- Ryvita
- Kallo
- Simmers of Edinburgh
- Other manufacturers
- Dorset Village Bakery
- Duchy Originals
- La Fornaia
- Northern Foods
- Nutrition Point
- Paterson Arran
- Rakusen’s
- Walkers Shortbread
- Own label
Brand Elements
-
- Brand map
-
- Figure 24: Attitudes and usage of non-sweet biscuit brands, October 2007
- Jacob’s
- Brand background
- Brand performance
-
- Figure 25: Attitudes towards the Jacob’s brand, October 2007
- Kallo
- Brand background
- Brand performance
-
- Figure 26: Attitudes towards the Kallo brand, October 2007
- Ritz
- Brand background
- Brand performance
-
- Figure 27: Attitudes towards the Ritz brand, October 2007
- Carr’s
- Brand background
- Brand performance
-
- Figure 28: Attitudes towards the Carr’s brand, October 2007
- Ryvita
- Brand background
- Brand performance
-
- Figure 29: Attitudes towards the Ryvita brand, October 2007
- Fudges
- Brand background
- Brand performance
-
- Figure 30: Attitudes towards the Fudges brand, October 2007
- TUC
- Brand background
- Brand performance
-
- Figure 31: Attitudes towards the TUC brand, October 2007
- Hovis
- Brand background
- Brand performance
-
- Figure 32: Attitudes towards the Hovis brand, October 2007
- Snack A Jack
- Brand background
-
- Figure 33: Attitudes towards Snack A Jacks, October 2007
- Nairn’s
- Brand background
- Brand performance
-
- Figure 34: Attitudes towards the Nairn’s brand, September 2007
- Brand qualities of non-sweet biscuit brands
- Ryvita is healthiest, followed by Nairn’s
-
- Figure 35: Consumer usage of non-sweet biscuit brands, October 2007
- Experience of non-sweet biscuit brands
- Jacob’s takes the biscuit for popularity
-
- Figure 36: Consumer usage of various non-sweet biscuit brands, October 2007
- Brand consideration for non-sweet biscuit brands
- Kallo and Fudges raise curiosity
-
- Figure 37: Consideration of various non-sweet biscuit brands, October 2007
- Brand satisfaction for non-sweet biscuit brands
- Nairn’s shows excellence by a whisker over Carr’s
-
- Figure 38: Satisfaction of various non-sweet biscuit brands, October 2007
- Brand commitment to non-sweet biscuit brands
- Jacob’s has highest recommendation
-
- Figure 39: Commitment to various non-sweet biscuit brands, October 2007
- Round up
Brand Communication and Promotion
-
- Key points
- Adspend has declined
-
- Figure 40: Main monitored media advertising expenditure on crackers and crispbreads, 2003-07*
- Lower spend is spread further
-
- Figure 41: Main monitored advertising expenditure on crackers and crispbreads, by media type, 2002-06
- Ryvita rules the airwaves…
-
- Figure 42: Main monitored media advertising spend on crackers and crispbreads, by advertiser, 2003-06
- …and gives consistent brand support
-
- Figure 43: Main monitored media advertising spend on crackers and crispbreads, by leading brand, 2002-06
- Below-the-line activity
-
- Figure 44: Examples of below the line support, September 2007
Channels to Market
-
- Key points
- Multiple grocers dominate sales
-
- Figure 45: UK retail sales of non-sweet, by type of outlet, 2003-07
- Specialists are more in touch
The Consumer – Consumption
-
- Key points
- Consumption – who and how often?
-
- Figure 46: Consumption of savoury biscuits in the last 12 months, 2003-07
- Over-65s are heaviest users
- Medium usage favoured by ABC1s…
- …while light usage has family focus
- Who has yet to be brought on-board?
The Consumer – Type Bought
-
- Key points
- Who’s eating what?
-
- Figure 47: Type of non-sweet biscuit bought in the last six months, July 2007
- Women are key purchasers…
- … and so are 35-54s
- Children boost participation
- Healthy options set to become more popular?
- Wheat-free in demand
- Home entertaining provides opportunities for growth
- Targeting the least frequent purchasers
- Repertoire of types bought
-
- Figure 48: Repertoire of varieties of NSBs bought in the last six months, July 2007
- Cream and rye crackers remain the favourites
The Consumer – Eating Habits
-
- Key points
- Snack and pack
-
- Figure 49: Eating behaviour of non-sweet biscuits in the last six months, July 2007
- Non-sweet biscuit buyers like to snack
- Good to have at home
- Broadening horizons
- Encouragement to experiment
- A popular lunchtime choice…
- …but underappreciated at work
- Packed lunch potential
- Entertaining
The Consumer – Attitudes and Habits
-
- Key points
- Correlation of eating habits by attitudes
-
- Figure 50: Correlation of eating habits by attitudes, July 2007
- Correlation of non-sweet biscuits eaten by behaviour and attitudes
-
- Figure 51: Correlation of NSB eaten by behaviour and attitudes, July 2007
- Cracker habits
-
- Figure 52: Consumer attitudes towards non-sweet biscuits, July 2007
- Resistant to change
- High-fibre popular with older consumers
- Seeds add value
- Biscuits could benefit from a more competitive edge
- Looking out for new biscuits
Appendix
-
- Advertising data
- Abbreviations
- Internal market environment
-
- Figure 53: Consumption of cheese in the last 12 months, 2003-07
- Consumption – Detailed consumer demographics
-
- Figure 54: Consumption of savoury biscuits in the last 12 months, by demographic sub-group, 2007
- Type bought – Detailed consumer demographics
-
- Figure 55: Type of non-sweet bought in the last six months, by gender, age, socio-economic group, marital status, lifestage, age of children, Mintel’s Special Groups, working status, region, ACORN category, media usage, commercial TV viewing, supermarket used, household size and car ownership, July 2007
- Figure 56: Type of non-sweet biscuit bought in the last six months, by gender, age, socio-economic group, marital status, lifestage, age of children, Mintel’s Special Groups, working status, region, ACORN category, media usage, commercial TV viewing, supermarket used, household size and car ownership, July 2007
-
- Figure 57: Type of non-sweet biscuit bought in the last six months, by gender, age, socio-economic group, marital status, lifestage, age of children, Mintel’s Special Groups, working status, region, ACORN category, media usage, commercial TV viewing, supermarket used, household size and car ownership, July 2007
- Figure 58: Number of types of non-sweet biscuits bought, by type bought, July 2007
- Eating habits – Detailed consumer demographics
-
- Figure 59: Eating habits, by gender, age, socio-economic group, marital status, lifestage, age of children, Mintel’s Special Groups, working status, region, ACORN category, media usage, commercial TV viewing, supermarket used, household size and car ownership, July 2007
- Figure 60: Eating habits, by gender, age, socio-economic group, marital status, lifestage, age of children, Mintel’s Special Groups, working status, region, ACORN category, media usage, commercial TV viewing, supermarket used, household size and car ownership, July 2007
- Attitudes – Detailed consumer demographics
-
- Figure 61: Attitudes and habits, by gender, age, socio-economic group, marital status, lifestage, age of children, Mintel’s Special Groups, working status, region, ACORN category, media usage, commercial TV viewing, supermarket used, household size and car ownership, July 2007
- Figure 62: Attitudes and habits, by gender, age, socio-economic group, marital status, lifestage, age of children, Mintel’s Special Groups, working status, region, ACORN category, media usage, commercial TV viewing, supermarket used, household size and car ownership, July 2007
-
- Figure 63: Type of non-sweet biscuit bought in the last six months, by eating habit, July 2007
- Figure 64: Type of non-sweet biscuit bought in the last six months, by eating habit, July 2007
Back to top