Table of Contents
Executive Summary
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- The market
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- Figure 1: Total retail value sales of biscuits, by segment, 2011-13
- The future
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- Figure 2: Total UK retail value sales of sweet and savoury biscuits, cereal bars and breakfast biscuits, 2008-18
- Market factors
- Demographic changes represent both opportunities and threats to the biscuits market
- Pressure from input costs eased in late 2013
- Biscuit manufacturers reduce salt and saturated fat contents but not sugar contents
- Consumers’ relaxed approach to their diets bodes well for biscuits
- Companies, brands and innovation
- United Biscuits dominates the market
- Sweet biscuits regained share of total new launches in 2013
- Advertising spend increases in 2013
- The consumer
- Sweet biscuits are Brits’ favourites
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- Figure 3: Usage of sweet and savoury biscuits/crackers, cereal bars and breakfast biscuits, December 2013
- Texture, smaller packs and variety are key themes in sweet biscuits
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- Figure 4: Attitudes towards sweet biscuits, cereal bars and breakfast biscuits, December 2013
- Health considerations dominate when it comes to savoury biscuits/crackers
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- Figure 5: Interest in selected product attributes of savoury biscuits and crackers, December 2013
- Snacking occasion still offers untapped opportunities for savoury biscuits/crackers
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- Figure 6: Users’ attitudes towards savoury biscuits and crackers, December 2013
- What we think
Issues and Insights
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- Savoury biscuits and crackers need to focus on on-the-go snacking
- The facts
- The implications
- Treat biscuits would benefit from a permissible treat positioning
- The facts
- The implications
- How can breakfast biscuits increase their appeal among older consumers?
- The facts
- The implications
Trend Application
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- Trend: Sense of the Intense
- Trend: Guiding Choice
- Mintel Future: East Meets West
Market Drivers
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- Key points
- Demographic changes represent both opportunities and threats to the biscuits market
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- Figure 7: Projected trends in the age structure of the UK population, 2013-18
- Pressure from input costs eased in late 2013
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- Figure 8: Average monthly UK prices of wheat, January 2011-January 2014
- Biscuit manufacturers commit to salt and saturated fat but not to sugar reduction under Responsibility Deal
- Consumers’ relaxed approach to their diets bodes well for biscuits
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Sweet biscuits regained share of total new launches in 2013
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- Figure 9: New product development in the UK biscuit and cereal bars market, 2009-13
- Sweet biscuits and cookies
- Brands lose ground to own-label in terms of NPD activity
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- Figure 10: New product development in the UK sweet biscuits market, brands vs. own-label, 2009-13
- Figure 11: New product launches in the UK sweet biscuits and cookies market, by top 10 companies in 2013, 2009-13
- Seasonal and free-from claims gain significance in 2013
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- Figure 12: New product launches in the UK sweet biscuits and cookies market, by top 10 claims in 2013, 2009-13
- Desserts and cakes offer inspiration for flavour innovation
- Savoury biscuits and crackers
- Brands regain share of NPD for the first time in at least five years
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- Figure 13: New product development in the UK savoury biscuits and crackers market, brands vs. own-label, 2009-13
- Figure 14: New product launches in the UK savoury biscuits and crackers market, by top 10 companies in 2013, 2009-13
- Rising NPD in no additives/preservatives, high fibre and convenient packaging
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- Figure 15: New product launches in the UK savoury biscuits and crackers market, by top 10 claims in 2013, 2009-13
- Manufacturers move away from unflavoured/plain variants
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- Figure 16: New product launches in the UK savoury biscuits and crackers market, by top 10 flavours (incl. blend) in 2013, 2009-13
- Cereal bars and breakfast biscuits
- Brands considerably step up their NPD activity in 2013
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- Figure 17: New product development in the UK cereal bars and breakfast biscuits market, brands vs. own-label, 2009-13
- Figure 18: New product launches in the UK cereal bars and breakfast biscuits market, by top 10 companies in 2013, 2009-13
- More manufacturers jump on the bandwagon of breakfast biscuits
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- Figure 19: New product development in the UK cereal bars and breakfast biscuits market, by type, 2009-13
- Berry and honey flavours on the rise, driven by breakfast biscuits NPD
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- Figure 20: New product launches in the UK cereal bars and breakfast biscuits market, by top 10 flavours (incl. blend) in 2013, 2009-13
- Raw snack bars drive strong increase in free-from claims in 2013
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- Figure 21: New product launches in the UK cereal bars and breakfast biscuits market, by top 10 claims in 2013, 2009-13
- Cereal bars jump on the protein bandwagon
- International snack bar brands capitalise on popularity of peanut butter
Market Size and Forecast
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- Key points
- Volume decline halts in 2013
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- Figure 22: Total UK retail value and volume sales of sweet and savoury biscuits, cereal bars and breakfast biscuits, 2008-18
- The future
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- Figure 23: Total UK retail value sales of sweet and savoury biscuits, cereal bars and breakfast biscuits, 2008-18
- Figure 24: Total UK retail volume sales of sweet and savoury biscuits, cereal bars and breakfast biscuits, 2008-18
- Changing demographics represent both opportunities and threats
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- Figure 25: Total UK retail value sales of sweet biscuits, 2008-18
- Figure 26: Total UK retail volume sales of sweet biscuits, 2008-18
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- Figure 27: Total UK retail value sales of savoury biscuits and crackers, 2008-18
- Figure 28: Total UK retail volume sales of savoury biscuits and crackers, 2008-18
- Figure 29: Total UK retail value sales of cereal bars and breakfast biscuits, 2008-18
- Figure 30: Total UK retail volume sales of cereal bars and breakfast biscuits, 2008-18
- Forecast methodology
Segment Performance
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- Key points
- Sweet biscuits have lost ground to cereal bars and breakfast biscuits
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- Figure 31: Total retail value sales of biscuits, by segment, 2011-13
- Everyday biscuits are the driving force in sweet biscuits
- Children’s biscuits manage to rebound in 2013
- Seasonal and healthier biscuits struggle
- Savoury biscuits and crackers maintain their share of 17% in 2013
- Savoury biscuits grow by a strong 6% in 2013
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- Figure 32: UK retail value sales of biscuits, by segment and type, 2011-13
- Figure 33: UK retail volume sales of biscuits, by segment and type, 2011-13
Market Share
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- Key points
- Sweet biscuits
- UB dominates sweet biscuits with a 28% value share in 2013
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- Figure 34: Leading manufacturers’ shares in the UK sweet biscuits market, by value, 2012 and 2013
- Maryland is the driver behind Burton’s Biscuits’ strong performance
- Fox’s and Nestlé suffer from lack of advertising and NPD support
- Own-label loses ground to brands in 2013
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- Figure 35: Leading brands in the sweet biscuits market, by value and volume, 2012 and 2013
- Cereal bars and breakfast biscuits
- Kellogg’s maintains clear lead, however, loses ground in 2013
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- Figure 36: Leading manufacturers’ shares in the UK cereal bars and breakfast biscuits market, by value, 2012 and 2013
- Mondelēz among the strongest performers in 2013
- Own-label continues to play insignificant role
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- Figure 37: Leading brands in the cereal bars and breakfast biscuits market, by value and volume, 2012 and 2013
- Savoury biscuits and crackers
- UB leads with a 32% value share in 2013
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- Figure 38: Leading manufacturers’ shares in the UK savoury biscuits and crackers market, by value, 2012 and 2013
- Jordans & Ryvita Company among strongest performers in 2013
- Own-label maintains value share but loses ground in volume terms
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- Figure 39: Leading brands in the savoury biscuits and crackers market, by value and volume, 2012 and 201
Companies and Products
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- United Biscuits
- Background
- Product range
- Product innovation
- Recent activity and promotion
- Burton’s Biscuit Company
- Background
- Product range
- Product innovation
- Recent activity and promotion
- Associated British Foods
- Background
- Product range and innovation
- Recent activity and promotion
- 2 Sisters Food Group
- Background
- Product range
- Product innovation
- Recent activity and promotion
- Mondelēz International (formerly Kraft)
- Background
- Product range and innovation
- Recent activity and promotion
- Eat Natural
- Background
- Product range and innovation
- General Mills
- Background
- Product range and innovation
- Recent activity and promotion
- Kellogg’s
- Background
- Product range and innovation
- Recent activity
Brand Advertising, Perceptions and Social Media
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- Key points
- Advertising spend increases in 2013
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- Figure 40: Total above-the-line advertising expenditure in the UK sweet and savoury biscuits and cereal bars/breakfast biscuits market, 2009-13
- Figure 41: Share of total above-the-line advertising expenditure in the UK sweet and savoury biscuits and cereal bars/breakfast biscuits market, by segment, 2009-13
- Mondelēz was the top spender in 2013
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- Figure 42: Total above-the-line advertising expenditure in the UK sweet and savoury biscuits and cereal bars/breakfast biscuits market, by top 5 advertisers, 2009-13
- United Biscuits looks to drive emotional engagement with McVitie’s brand through new master brand campaign
- Fox’s looks beyond the traditional tea break with its Caffè range
- Brand Perceptions
- Key brand metrics
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- Figure 43: Key brand metrics of selected biscuits, cookies and crackers, November 2013
- Brand map
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- Figure 44: Attitudes towards and usage of brands in the biscuits, cookies and crackers sector, November 2013
- Correspondence analysis
- Brand attitudes
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- Figure 45: Attitudes, by biscuits, cookies and crackers brand, November 2013
- Brand personality
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- Figure 46: Biscuits, cookies and crackers brand personality – Macro image, November 2013
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- Figure 47: Biscuits, cookies and crackers brand personality – Micro image, November 2013
- Brand usage
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- Figure 48: Biscuits, cookies and crackers brand usage, November 2013
- Brand experience
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- Figure 49: Satisfaction with various biscuits, cookies and crackers brands, November 2013
- Social media and online buzz
- Social media metrics
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- Figure 50: Social media metrics for selected biscuits, cookies and crackers brands, November 2013
- Online conversation
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- Figure 51: Online mentions of Oreo, January-November 2013
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- Figure 52: Tweet by Louis Tomlinson of One Direction, 13th November 2013
- Figure 53: Share of voice of selected brands, excluding Oreo, January-November 2013
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- Figure 54: Online mentions of selected biscuits, cookies and crackers brands, January-November 2013
- Topics of conversation
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- Figure 55: Topics of conversation around Oreo, January-November 2013
- Figure 56: Topics of discussion around Oreo over time, January-November 2013
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- Figure 57: Oreo advertising spend, by week, January-November 2013
- Figure 58: Topics of conversation around other selected biscuits, cookies and crackers brands, January-November 2013
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- Figure 59: Brand share of voice within the time of consumption topic of discussion, January-November 2013
- Figure 60: Mentions of Ryvita around different meal times, January-November 2013
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- Figure 61: Brand share of voice around accompanying drinks topic of discussion, January-November 2013
- Analysis by brand
- Oreo
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- Figure 62: Topic cloud around mentions of Oreo, January-November 2013
- Ryvita
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- Figure 63: Topic cloud around mentions of Ryvita, January-November 2013
- Maryland
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- Figure 64: Maryland Gooeys
- Figure 65: Comparison of advertising spend and online mentions of Maryland Gooeys, January-November 2013
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- Figure 66: Media through which Maryland Gooeys was discussed, January-November 2013
- Fox’s
- Jacob’s
- McVitie’s Digestives
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- Figure 67: Topic cloud around mentions of generic digestive biscuits, January-November 2013
- Mikado
The Consumer – Usage of Biscuits, Cookies and Crackers
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- Key points
- Sweet biscuits are Brits’ favourites
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- Figure 68: Usage of sweet and savoury biscuits/crackers, cereal bars and breakfast biscuits, December 2013
- Cereal bars and breakfast biscuits appeal to young professionals and parents
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- Figure 69: Usage of cereal bars and breakfast biscuits, by age, December 2013
- Crispbread usage has a strong female bias
The Consumer – Attitudes Towards Sweet Biscuits, Breakfast Biscuits and Cereal Bars
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- Key points
- Texture of sweet biscuits is of importance to 38% of consumers
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- Figure 70: Attitudes towards sweet biscuits, cereal bars and breakfast biscuits, December 2013
- Energy-boosting cereal bars spark interest among one in four adults
- Packaging NPD offers a way for brands to address concerns about overindulgence and freshness
- Variety is particularly important to younger consumers
The Consumer – Interest in Selected Product Attributes of Savoury Biscuits and Crackers
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- Key points
- Health considerations dominate when it comes to savoury biscuits/crackers
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- Figure 71: Interest in selected product attributes of savoury biscuits and crackers, December 2013
- There is scope for more snacking formats of savoury biscuits/crackers
- British origin of interest to a quarter of people
- Added health benefits of particular interest to women and 25-34s
The Consumer – Attitudes Towards Savoury Biscuits and Crackers
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- Key points
- Taste is the main barrier for not eating savour biscuits/crackers
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- Figure 72: Barriers to eating savoury biscuits and crackers, December 2013
- Snacking occasion still offers untapped opportunities for savoury biscuits/crackers
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- Figure 73: Users’ attitudes towards savoury biscuits and crackers, December 2013
- Savoury biscuits/crackers should benefit from tapping into a satiety positioning
- Widespread interest in savoury biscuits with fillings
- Bite-sized formats and on-the-go packs spark interest among large groups of users
- Further packaging NPD needed to address concerns about freshness
- Cross-promotions and tie-ups with soup and cheese brands could help boost usage of crackers/crispbread
Appendix – Who’s Innovating?
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- Figure 74: New product launches in the UK sweet biscuits market, by top 10 brands in 2013, 2009-13
- Figure 75: New product launches in the UK sweet biscuits and cookies market, by top 10 flavours (incl. blend) in 2013, 2009-13
- Figure 76: New product launches in the UK savoury biscuits and crackers market, by top 10 brands in 2013, 2009-13
- Figure 77: New product launches in the UK cereal bars and breakfast biscuits market, by top 10 brands in 2013, 2009-13
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Appendix – Market Size and Forecast
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- Figure 78: Total UK retail value and volume sales of sweet biscuits, 2008-18
- Figure 79: Total UK retail value and volume sales of savoury biscuits and crackers, 2008-18
- Figure 80: Total UK retail value and volume sales of cereal bars and breakfast biscuits, 2008-18
- Figure 81: Best- and worst-case forecasts for the UK sweet and savoury biscuits, cereal bars and breakfast biscuits market, by value, 2013-18
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- Figure 82: Best- and worst-case forecasts for the UK sweet and savoury biscuits, cereal bars and breakfast biscuits market, by volume, 2013-18
- Figure 83: Best- and worst-case forecasts for the UK sweet biscuits market, by value, 2013-18
- Figure 84: Best- and worst-case forecasts for the UK sweet biscuits market, by volume, 2013-18
- Figure 85: Best- and worst-case forecasts for the UK savoury biscuits market, by value, 2013-18
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- Figure 86: Best- and worst-case forecasts for the UK savoury biscuits market, by volume, 2013-18
- Figure 87: Best- and worst-case forecasts for the UK cereal bars and breakfast biscuits market, by value, 2013-18
- Figure 88: Best- and worst-case forecasts for the UK cereal bars and breakfast biscuits market, by volume, 2013-18
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Appendix – Market Share
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- Figure 89: Leading manufacturers’ shares in the sweet biscuits market, by value and volume, 2012 and 2013
- Figure 90: Leading manufacturers’ shares in the cereal bars and breakfast biscuits market, by value and volume, 2012 and 2013
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- Figure 91: Leading manufacturers’ shares in the savoury biscuits and crackers market, by value and volume, 2012 and 2013
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Appendix – Brand Advertising, Perceptions and Social Media
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- Figure 92: Total above-the-line advertising expenditure in the UK sweet and savoury biscuits and cereal bars/breakfast biscuits market, by top spending advertisers, 2009-13
- Figure 93: Total above-the-line advertising expenditure in the UK sweet and savoury biscuits and cereal bars/breakfast biscuits market, by top spending brands, 2009-13
- Figure 94: Total above-the-line advertising expenditure in the UK sweet and savoury biscuits and cereal bars/breakfast biscuits market, by media type, 2009-13
- Brand research
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- Figure 95: Brand usage, November 2013
- Figure 96: Brand commitment, November 2013
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- Figure 97: Brand diversity, November 2013
- Figure 98: Brand satisfaction, November 2013
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- Figure 99: Brand recommendation, November 2013
- Figure 100: Brand attitudes, November 2013
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- Figure 101: Brand image – Macro image, November 2013
- Figure 102: Brand image – Micro image, November 2013
- Figure 103: Online mentions of selected biscuit, cookie and cracker brands, by month, January-November 2013
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- Figure 104: Online mentions in relation to topics of discussion around Oreo, January-November 2013
- Figure 105: Online mentions in relation to topics of discussion around selected other brands, January-November 2013
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Appendix – The Consumer – Usage of Biscuits, Cookies and Crackers
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- Figure 106: Usage of biscuits, cookies and crackers, December 2013
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- Figure 107: Usage of sweet biscuits, by demographics, December 2013
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- Figure 108: Usage of crackers, by demographics, December 2013
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- Figure 109: Usage savoury biscuits, by demographics, December 2013
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- Figure 110: Usage of cereal bars, by demographics, December 2013
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- Figure 111: Usage of crispbread, by demographics, December 2013
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- Figure 112: Usage of breakfast biscuits, by demographics, December 2013
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- Figure 113: Usage of rice cakes, by demographics, December 2013
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Appendix – The Consumer – Attitudes Towards Sweet Biscuits, Breakfast Biscuits and Cereal Bars
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- Figure 114: Attitudes towards sweet biscuits, breakfast biscuits and cereal bars, December 2013
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- Figure 115: Most popular attitudes towards sweet biscuits, breakfast biscuits and cereal bars, by demographics, December 2013
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- Figure 116: Next most popular attitudes towards sweet biscuits, breakfast biscuits and cereal bars, by demographics, December 2013
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- Figure 117: Other attitudes towards sweet biscuits, breakfast biscuits and cereal bars, by demographics, December 2013
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Appendix – The Consumer – Interest in Selected Product Attributes of Savoury Biscuits and Crackers
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- Figure 118: Interest in selected product attributes of savoury biscuits and crackers, December 2013
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- Figure 119: Most popular product attributes of savoury biscuits and crackers, by demographics, December 2013
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- Figure 120: Next most popular product attributes of savoury biscuits and crackers, by demographics, December 2013
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- Figure 121: Other product attributes of savoury biscuits and crackers, by demographics, December 2013
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Appendix – The Consumer – Attitudes Towards Savoury Biscuits and Crackers
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- Figure 122: Users’ attitudes towards savoury biscuits and crackers, December 2013
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- Figure 123: Agreement with the statement ‘Savoury biscuits/crackers make for a filling snack’, by demographics, December 2013
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- Figure 124: Agreement with the statement ‘Savoury biscuits/crackers are great for eating with dips’, by demographics, December 2013
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- Figure 125: Agreement with the statement ‘Savoury biscuits/crackers are a healthy alternative to eating crisps’, by demographics, December 2013
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- Figure 126: Agreement with the statement ‘I eat savoury biscuits/crackers with different toppings’, by demographics, December 2013
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- Figure 127: Agreement with the statement ‘There should be more savoury biscuits/crackers available in on-the-go packs’, by demographics, December 2013
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- Figure 128: Agreement with the statement ‘There should be more savoury biscuits/crackers that come in bite-sized formats’, by demographics, December 2013
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- Figure 129: Agreement with the statement ‘Eating crispbread rather than bread can help to reduce one’s calorie intake’, by demographics, December 2013
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- Figure 130: Agreement with the statement ‘Savoury biscuits/crackers that contain specific types of cheese are appealing’, by demographics, December 2013
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- Figure 131: Agreement with the statement ‘Other savoury snacks are more convenient to offer to guests compared to savoury biscuits/crackers’, by demographics, December 2013
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- Figure 132: Agreement with the statement ‘Savoury biscuits/crackers go stale too quickly once the packet is opened’, by demographics, December 2013
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- Figure 133: Agreement with the statement ‘Crackers/crispbread are a good accompaniment for soup’, by demographics, December 2013
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- Figure 134: Agreement with the statement ‘It’s hard to know which flavoured savoury biscuits go well with different types of cheese’, by demographics, December 2013
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Appendix – The Consumer – Reasons for not Eating Savoury Biscuits and Crackers
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- Figure 135: Reasons for not eating savoury biscuits/crackers, December 2013
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