Table of Contents
Introduction
-
- Definition
- Abbreviations
Issues in the Market
-
- Which categories are driving growth in the biscuits, cookies and crackers market?
- How can format innovation broaden the consumer base?
- Who buys biscuits, cookies and crackers?
- What purchasing factors are the most important for the category?
- What do consumers look for in biscuits, cookies and crackers?
Future Opportunities
-
- Premiumization & Indulgence
- Men Shopping Badly
Executive Summary
-
- The market
-
- Figure 1: Biscuits, cookies and crackers market size and forecast, 2005-15
- 2010 sees growth slow
- The future
- Market factors
- Moderate consumption
- Ageing population
- Balancing health and indulgence
- Companies, brands and innovation
-
- Figure 2: Market share, biscuits, cookies and crackers, 2010
- United Biscuits chases own-label
- Brands dominate NPD
- Kraft Foods looks to TV
- The consumer
-
- Figure 3: Usage of biscuits, cookies and crackers, February 2011
- Penetration remains high
- Sweet users rate indulgence, savoury larger packs
-
- Figure 4: Index of factors to be considered when choosing snacks, sweet biscuits and savoury (non-sweet) biscuits (Any other snacks = 100), February 2011
- Brands engage consumers
- What we think
Internal Market Environment
-
- Key points
- Balancing health with indulgence
-
- Figure 5: Frequency and usage of sweet and savoury biscuits (including crackers, crispbreads and rice cakes), 2010
- Labelling aims to help the consumer
-
- Figure 6: Change in agreement with selected lifestyle statements, 2006-10
- Improving the industry’s image through legislation
- Price rises hit consumers
-
- Figure 7: RPI detailed indices, biscuits and cakes, January 2010-January 2011
- Increasing commodity costs hit suppliers
- Balancing packaging innovation with ethical concerns
- Snacking provides opportunities for biscuits
-
- Figure 8: Trends in agreement with the statement ‘I often eat between meals, I keep eating snacks’, 2006-10
Broader Market Environment
-
- Key points
- Consumers under pressure from economic uncertainty
-
- Figure 9: RPI and average weekly earnings, 2005-10
- Demographic changes
- Rising number of over-55s aids growth
-
- Figure 10: Trends in the age structure of the UK population, 2005-10 and 2010-15
- Growth in non-users proves challenging to the category
Competitive Context
-
- Key points
- Snacking competition across a range of markets
-
- Figure 11: UK retail sales value of selected snack categories, by value, 2010
- Figure 12: UK retail sales value of selected snack categories, percentage change in value, 2005-10
- Sweet treats prove popular in times of recession
- Healthier treats see growth in the market
- Home baking proves popular
-
- Figure 13: UK retail sales value of home baking products, 2005-10
Strengths and Weaknesses
-
- Strengths
- Weaknesses
Who’s Innovating?
-
- Key points
- Brands continue to dominate NPD launches
-
- Figure 14: New product launches in the UK biscuits market – brand vs own-label, 2008-10
- Own-label targets premium market
- Sweet biscuits dominate NPD
-
- Figure 15: New product launches in the UK biscuits market, by sub-category, 2008-10
- Offering everyday indulgence
- Smaller formats target on the go consumers
- Healthier options emphasise quality
Market Size and Forecast
-
- Key points
- The market sees stable growth
-
- Figure 16: UK retail sales of biscuits, cookies and crackers, by value, 2005-15
- Future growth in the market
-
- Figure 17: Biscuits, cookies and crackers market size and forecast, 2005-15
- Segmentation
-
- Figure 18: Sweet biscuits market size and forecast, 2005-15
- Figure 19: Savoury biscuits market size and forecast, 2005-15
- Methodology
Segment Performance
-
- Key points
- Sweet biscuits
-
- Figure 20: UK retail value sales and forecast of sweet biscuits, 2005-15
-
- Figure 21: UK retail value sales of sweet biscuits, by type, 2008-10
- Non-sweet biscuits
-
- Figure 22: UK retail value sales and forecast of savoury (non-sweet) biscuits, 2005-15
- Figure 23: UK retail value sales of non-sweet biscuits, by type, 2008-10
Market Share
-
- Key points
- Market share remains stagnant
-
- Figure 24: Estimated manufacturer shares in retail value sales of biscuits, cookies and crackers, 2009 and 2010
- United Biscuits dominates sweet biscuits
-
- Figure 25: Estimated manufacturer shares in retail value sales of sweet biscuits, 2009 and 2010
- Own-label dominates non-sweet biscuits
-
- Figure 26: Estimated manufacturer shares in retail value sales of non-sweet biscuits, 2009 and 2010
Companies and Products
-
- Major players
- Burton’s Foods
- Kraft Foods
- Nestlé
- Northern Foods
- Quaker
- Ryvita
- Tunnock’s
- United Biscuits
Brand Research
-
- Brand map
-
- Figure 27: Attitudes towards and usage of biscuit, cookie and cracker brands, January 2011
- Brand attitudes
-
- Figure 28: Attitudes by biscuit, cookie and cracker brand, January 2011
- Brand personality
-
- Figure 29: Biscuit, cookie and cracker brand personality – macro image, January 2011
-
- Figure 30: Biscuit, cookie and cracker brand personality – micro image, January 2011
- Correspondence analysis
- Brand experience
-
- Figure 31: Biscuit, cookie and cracker brand usage, January 2011
-
- Figure 32: Satisfaction with various biscuit, cookie and cracker brands, January 2011
-
- Figure 33: Consideration of biscuit, cookie and cracker brands, January 2011
-
- Figure 34: Consumer perceptions of current biscuit, cookie and cracker brand performance, January 2011
-
- Figure 35: Biscuit, cookie and cracker brand recommendation – Net Promoter Score, January 2011
- Brand index
-
- Figure 36: Biscuit, cookie and cracker brand index, January 2011
- Figure 37: Biscuit, cookie and cracker brand index vs. recommendation, January 2011
- Target group analysis
-
- Figure 38: Target groups, January 2011
-
- Figure 39: Biscuit, cookie and cracker brand usage, by target groups, January 2011
- Group One – The Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – The Individualists
Brand Communication and Promotion
-
- Key points
- Spend holding steady
-
- Figure 40: Main monitored advertising expenditure on sweet and savoury biscuits, 2006-10
- United Biscuits dominates expenditure
-
- Figure 41: Main monitored media advertising expenditure on sweet and savoury biscuits, by company, 2006-10
-
- Figure 42: Proportion of highest-spending brands on sweet and savoury biscuits, 2006-10
Channels to Market
-
- Key points
-
- Figure 43: Food and drink – estimated channels of distribution, 2009
- Supermarkets dominate the retail market
-
- Figure 44: Index of supermarkets used by sweet and savoury biscuit users (Average = 100), February 2011
The Consumer – Usage
-
- Key points
- Penetration at over two thirds
-
- Figure 45: Biscuits, cookies and crackers used in the last 12 months, February 2011
- Traditional biscuits reliant on the older consumer
-
- Figure 46: Biscuits, cookies and crackers used in the last 12 months – sweet biscuits, by age, February 2011
-
- Figure 47: Biscuits, cookies and crackers used in the last 12 months – savoury biscuits, by age, February 2011
- The 25-34s are unconvinced by the sector
-
- Figure 48: Biscuits, cookies and crackers used in the last 12 months, by age, February 2011
- Health drives appeal to women
-
- Figure 49: Biscuits, cookies and crackers used in the last 12 months, by gender, February 2011
-
- Figure 50: Index of usage of biscuits, cookies and crackers used in the last 12 months, by gender (Average = 100), February 2011
- Extensive crossover between users
-
- Figure 51: Crossover in usage of biscuits, cookies and crackers, February 2011
Factors Influencing Snacking Habits
-
- Key points
- Taste is paramount when choosing snacks
-
- Figure 52: Factors to be considered when choosing snacks, sweet biscuits and savoury (non-sweet) biscuits, February 2011
- Sweet biscuit users rate indulgence, savoury users larger pack sizes
-
- Figure 53: Index of factors to be considered when choosing snacks, sweet biscuits and savoury (non-sweet) biscuits (any other snacks = 100), February 2011
The Consumer – Attitudes towards Sweet Biscuits
-
- Key points
-
- Figure 54: Attitudes towards sweet biscuits, February 2011
- Moving occasions beyond teatime
- Brand loyalty under pressure from own-label
-
- Figure 55: Index of agreement with statements on sweet biscuits, by gender, age, socio -economic group and annual household income (Average = 100), February 2011
- A third are adventurous on flavour
-
- Figure 56: Agreement with statements on sweet biscuits, by gender, February 2011
- Health is a concern for over a third of consumers
-
- Figure 57: Statements on sweet biscuits, February 2011
- Snack packs help dieters
The Consumer – Attitudes towards Savoury Biscuits
-
- Key points
- Women are more engaged with the category
-
- Figure 58: Index of agreement with statements on savoury biscuits, by gender (Average = 100), February 2011
- Savoury biscuit users are brand-loyal
-
- Figure 59: Statements on savoury biscuits, February 2011
- Cost could be prohibitive to increasing usage
-
- Figure 60: Statements on savoury biscuits, February 2011
- Snack packs would attract 25-34s and rye crackers users
-
- Figure 61: Statements on savoury biscuits, by types used in the last 12 months, February 2011
- Healthier ingredients appeal to elusive ABs
-
- Figure 62: Index of agreement with statements on savoury biscuits, by gender, age, socio-economic group and household income (average = 100), February 2011
- Need to increase consumption occasions
-
- Figure 63: Statements on savoury biscuits, by age, February 2011
Appendix – Internal Market Environment
-
-
- Figure 64: Trends in frequency of eating sweet biscuits, 2009 and 2010
- Figure 65: Trends in frequency of use of savoury biscuits, crispbread, crackers and rice cakes, 2009 and 2010
-
Appendix – Broader Market Environment
-
-
- Figure 66: Trends in the age structure of the UK population, 2005-15
- Figure 67: Forecast adult population trends, by socio-economic group, 2005-15
- Figure 68: UK households, by size, 2005-15
-
Appendix – Market Size and Forecast
-
-
- Figure 69: Best- and worst-case forecasts for sweet and savoury biscuits, 2010-15
-
Appendix – The Consumer – Usage
-
-
- Figure 70: Most popular biscuits, cookies and crackers used in the last 12 months, by demographics, February 2011
-
- Figure 71: Next most popular biscuits, cookies and crackers used in the last 12 months, by demographics, February 2011
-
- Figure 72: Other biscuits, cookies and crackers used in the last 12 months, by demographics, February 2011
-
- Figure 73: Least popular biscuits, cookies and crackers used in the last 12 months, by demographics, February 2011
-
- Figure 74: Biscuits, cookies and crackers used in the last 12 months, by demographics, February 2011
-
Appendix – Factors Influencing Snacking Habits
-
-
- Figure 75: Most popular factors to be considered when choosing sweet biscuits, by demographics, February 2011
- Figure 76: Next most popular factors to be considered when choosing sweet biscuits, by demographics, February 2011
-
- Figure 77: Other factors to be considered when choosing sweet biscuits, by demographics, February 2011
- Figure 78: Most popular factors to be considered when choosing savoury biscuits, by demographics, February 2011
-
- Figure 79: Next most popular factors to be considered when choosing savoury biscuits, by demographics, February 2011
- Figure 80: Other factors to be considered when choosing savoury biscuits, by demographics, February 2011
-
Appendix – Attitudes towards Sweet Biscuits
-
-
- Figure 81: Agreement with the statement ‘I tend to buy the same brand of sweet biscuits’, by demographics, February 2011
- Figure 82: Agreement with the statement ‘I have switched to own-label sweet biscuits to save money’, by demographics, February 2011
-
- Figure 83: Agreement with the statement ‘I think branded sweet biscuits taste better than own-label’, by demographics, February 2011
- Figure 84: Agreement with the statement ‘I often try new flavours and varieties of sweet biscuits’, by demographics, February 2011
-
- Figure 85: Agreement with the statement ‘I always buy the same flavour of sweet biscuits’, by demographics, February 2011
- Figure 86: Agreement with the statement ‘I like to eat sweet biscuits with a hot drink’, by demographics, February 2011
-
- Figure 87: Agreement with the statement ‘I prefer to eat other treats rather than sweet biscuits’, by demographics, February 2011
- Figure 88: Agreement with the statement ‘I would like to see more individual/snack packs of sweet biscuits available’, by demographics, February 2011
-
- Figure 89: Agreement with the statement ‘I try to eat healthier snacks instead of sweet biscuits whenever possible’, by demographics, February 2011
- Figure 90: Agreement with the statement ‘I have cut down on the number of sweet biscuits I eat for health reasons’, by demographics, February 2011
-
- Figure 91: Agreement with the statement ‘I buy low-sugar/fat varieties whenever possible’, by demographics, February 2011
-
Appendix – Attitudes towards Savoury Biscuits
-
-
- Figure 92: Agreement with the statement ‘I tend to buy the same brand of savoury biscuits’, by demographics, February 2011
- Figure 93: Agreement with the statement ‘I have switched to own-label savoury biscuits to save money’, by demographics, February 2011
-
- Figure 94: Agreement with the statement ‘I think branded savoury biscuits taste better than own-label’, by demographics, February 2011
- Figure 95: Agreement with the statement ‘I have noticed a rise in prices over the last 12 months’, by demographics, February 2011
-
- Figure 96: Agreement with the statement ‘I often try new flavours and varieties of savoury biscuits’, by demographics, February 2011
- Figure 97: Agreement with the statement ‘I always buy the same flavour of savoury biscuits’, by demographics, February 2011
-
- Figure 98: Agreement with the statement ‘I eat savoury biscuits as an alternative to other foods’, by demographics, February 2011
- Figure 99: Agreement with the statement ‘I tend to eat savoury biscuits at Christmas’, by demographics, February 2011
-
- Figure 100: Agreement with the statement ‘I would like to see more individual/snack packs of savoury biscuits available’, by demographics, February 2011
- Figure 101: Agreement with the statement ‘I buy low-salt/wholemeal/high-fibre varieties whenever possible’, by demographics, February 2011
-
Back to top