Table of Contents
Executive Summary
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- The market
- Volumes fall for savoury biscuits
- Downwards volume trend will continue
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- Figure 1: Forecast of UK retail value sales of savoury biscuits, 2013-23
- PHE focuses on calories
- Health benefits of fibre capture headlines
- Mounting pressure for improved sustainability of packaging
- Companies and brands
- Own-label wins, leading brands see sales slump
- Gluten-free brands defy category trend
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- Figure 2: Leading brands’ shares of value sales in the UK savoury biscuits market, 2018*
- Protein and pulse trends embraced by savoury biscuits
- Seeds and ancient grains remain NPD trends
- Above-the-line support is cut
- Ryvita teams up with Davina McCall
- Quality, accessibility and trust underpin Jacob’s lead
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- Figure 3: Attitudes towards and usage of selected brands, February 2019
- The consumer
- Affluent consumers are key users
- 25-34 year olds have highest frequencies
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- Figure 4: Frequency of eating types of savoury biscuits, December 2018
- The evening is key eating occasion
- Morning occasions lag behind
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- Figure 5: When savoury biscuits are eaten, December 2018
- Cheese is top pairing
- Category needs to encourage greater topping creativity
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- Figure 6: How savoury biscuits are eaten, December 2018
- Alcohol pairings attract interest
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- Figure 7: Behaviours relating to savoury biscuits, December 2018
- Healthier image of savoury biscuits is well established
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- Figure 8: Attitudes towards savoury biscuits, December 2018
- Savoury biscuit shoppers are price-driven
- Resealability could boost use for snack occasions
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- Figure 9: Important choice factors when buying savoury biscuits, December 2018
- Health-boosting herbs and spices garner interest
- Filled sandwich biscuits can unlock on-the-go consumption
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- Figure 10: Interest in savoury biscuits product concepts, December 2018
- What we think
Issues and Insights
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- Spotlight on fibre is an opportunity the category needs to harness
- The facts
- The implications
- Pushing more variation in toppings is needed to unlock more occasions
- The facts
- The implications
- Convenience warrants attention for category to tap on-the-go consumption
- The facts
- The implications
The Market – What You Need to Know
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- Volumes fall for savoury biscuits
- Downwards volume trend will continue
- PHE focuses on calories
- Health benefits of fibre capture headlines
- Mounting pressure for improved sustainability of packaging
Market Size and Forecast
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- Savoury biscuit volume sales fall
- Competition is fierce for snack occasions
- Efforts to branch out to lunch continue
- Inflation supports values
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- Figure 11: UK retail value and volume sales of savoury biscuits, 2013-23
- The future
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- Figure 12: Forecast of UK retail value sales of savoury biscuits, 2013-23
- Figure 13: Forecast of UK retail volume sales of savoury biscuits, 2013-23
- Forecast methodology
Market Drivers
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- Reducing obesity levels remains high on the agenda
- Sugar remains in the spotlight
- PHE launches calorie advice
- Savoury biscuits challenged to reduce calories by 20%
- Salt reduction target missed by savoury biscuits
- The benefits of fibre hit the headlines
- Focus on gut health should benefit high-fibre foods
- Advertising can boost the appeal of high-fibre savoury biscuits
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- Figure 14: Nairn’s 21 Day Challenge, 2019
- Gluten-free market continues to grow
- Plastic packaging waste is in the spotlight
- Mounting pressure on manufacturers to improve the green credentials of their packaging
- Pladis signs up to UK Plastic Pact
- Brexit uncertainty continues
- A squeeze on incomes could push savoury biscuits out of purchasing repertoires
Companies and Brands – What You Need to Know
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- Own-label wins, leading brands see sales slump
- Gluten-free brands defy category trend
- Protein and pulse trends embraced by savoury biscuits
- Seeds and ancient grains remain NPD trends
- Above-the-line support is cut
- Ryvita teams up with Davina McCall
- Quality, accessibility and trust underpin Jacob’s lead
Market Share
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- Own-label is the big winner
- Jacob’s and Ryvita see sales shrink
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- Figure 15: Leading brands’ sales and shares in the UK savoury biscuits market, by value and volume, 2017 and 2018
- Gluten-free brands buck trend
- Snack a Jacks repack puts emphasis on health credentials
Launch Activity and Innovation
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- Relaunches grow share in 2018
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- Figure 16: Share of new product launches in the UK savoury biscuits market, by launch type, 2014-18
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- Figure 17: Ryvita and Jacob’s packaging relaunches, 2018 and 2019
- Savoury biscuit brands embrace protein trend
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- Figure 18: Ryvita Protein launch, 2018
- Operators spotlight pulses for protein halo
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- Figure 19: Savoury biscuit launches featuring lentils or chickpeas, 2018
- Vegetables get a starring role in savoury biscuits
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- Figure 20: Savoury biscuit launches featuring vegetables, 2017 and 2019
- Seeds remain a popular ingredient
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- Figure 21: Share of new product launches in the UK savoury biscuits market with seeds in the ingredients, 2014-18
- Operators explore alternative grains
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- Figure 22: Savoury biscuit launches featuring ancient grains, 2017-19
- Jacob’s launches sourdough option
- Smaller brands explore sprouting
- Oat and rye feature in new formats
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- Figure 23: Savoury biscuit launches featuring sourdough, sprouted grains or grains used in new formats, 2017 and 2018
- Bites formats blur the line with savoury snacks
- Marmite makes breakfast biscuit debut
- Chilli continues to inspire flavour launches
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- Figure 24: Flavour innovations in savoury biscuits, 2017 and 2018
- Iceland rolls out palm oil-free variants
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- Figure 25: Iceland palm oil-free cracker launch, 2018
Advertising and Marketing Activity
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- Category cuts spend through traditional advertising channels
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- Figure 26: Total above-the-line, online display and direct mail advertising expenditure on crackers, crispbread and breadsticks, 2014-18
- Ryvita is main brand driving category visibility
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- Figure 27: Ryvita’s social media activity with Davina McCall, January and February 2019
- Ryvita teams up with Cancer Research UK
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- Figure 28: Total above-the-line, online display and direct mail advertising expenditure on crackers, crispbread and breadsticks, by top 10 advertisers, 2014-18
- Nairn’s looks to improve the nation’s mood and gut health
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- Figure 29: Nairn’s ‘Good Gut Feeling’ campaign, 2018
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- Figure 30: Nairn’s ‘Good Food Mood’ campaign, 2018
- Kallo encourages swaps to lighter options
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- Figure 31: Kallo’s ‘Snack Swap’ campaign and Get The Gloss sponsored content, 2018
- Peter’s Yard highlights natural and lighter credentials
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 32: Attitudes towards and usage of selected brands, February 2019
- Key brand metrics
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- Figure 33: Key metrics for selected brands, February 2019
- Brand attitudes: Jacob’s enjoys lead in trust, quality and value perceptions
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- Figure 34: Attitudes, by brand, February 2019
- Brand personality: Ritz is seen as fun and accessible
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- Figure 35: Brand personality – macro image, February 2019
- Ryvita enjoys image as healthy and natural
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- Figure 36: Brand personality – micro image, February 2019
- Brand analysis
- Jacob’s lead is cemented in quality, accessibility and trust
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- Figure 37: User profile of Jacob’s, February 2019
- Ritz is seen as fun and indulgent, but struggles on health
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- Figure 38: User profile of Ritz, February 2019
- Nairn’s brand image curtailed by limited experience
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- Figure 39: User profile of Nairn’s, February 2019
- Ryvita stands out as healthy and natural
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- Figure 40: User profile of Ryvita, February 2019
- Snack a Jacks is seen as fun and accessible
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- Figure 41: User profile of Snack a Jacks, February 2019
The Consumer – What You Need to Know
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- Affluent consumers are key users
- 25-34 year olds have highest frequencies
- The evening is key eating occasion
- Morning occasions lag behind
- Cheese is top pairing
- Category needs to encourage greater topping creativity
- Alcohol pairings attract interest
- Healthier image of savoury biscuits is well established
- Savoury biscuit shoppers are price-driven
- Resealability could boost use for snack occasions
- Health-boosting herbs and spices garner interest
- Filled sandwich biscuits can unlock on-the-go consumption
Frequency of Eating Savoury Biscuits
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- Most Brits eat savoury biscuits
- Affluent consumers are key users
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- Figure 42: Repertoire of types of savoury biscuits eaten, December 2018
- Plain crackers are most popular type
- Oatcakes and rice cakes trail behind
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- Figure 43: Frequency of eating types of savoury biscuits, December 2018
- Low frequencies are a challenge to spur growth
- 25-34 year olds have highest frequencies
When Savoury Biscuits are Eaten
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- Usage occasions are limited
- The evening is key eating occasion
- Sweet toppings should increase evening use among the young
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- Figure 44: When savoury biscuits are eaten, December 2018
- Afternoon snacking is key occasion for young women
- Morning occasions lag behind
- Breakfast- and brunch-oriented suggestions for toppings can help boost usage
- More convenience-led NPD is needed
How Savoury Biscuits are Eaten
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- Cheese is top pairing
- Advice for cheese pairings garners interest
- Specific on-pack advice is rare
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- Figure 45: Examples of on-pack cheese pairing advice on UK savoury biscuit launches, 2017 and 2018
- Figure 46: How savoury biscuits are eaten, December 2018
- NPD helps support un-topped snacking
- Pushing more topping creativity is needed to unlock more occasions
- Heated biscuit suggestions have potential
Behaviours Relating to Savoury Biscuits
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- Interest in beans and pulses extends to savoury biscuits
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- Figure 47: Behaviours relating to savoury biscuits, December 2018
- Alcohol pairings attract interest
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- Figure 48: Examples of on-pack drinks pairing advice on UK savoury biscuit launches, 2018 and 2019
Attitudes towards Savoury Biscuits
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- Healthier image of savoury biscuits is well established
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- Figure 49: Attitudes towards savoury biscuits, December 2018
- Seeds spark interest
Purchase Factors for Savoury Biscuits
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- Savoury biscuit shoppers are price-driven
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- Figure 50: Important choice factors when buying savoury biscuits, December 2018
- Taste and excitement also drive purchase intent
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- Figure 51: How branded and own-label savoury biscuits score on the top four attributes correlating to purchase intent in the category, April 2018-February 2019
- Over-45s are most brand-loyal
- Naturalness holds sway
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- Figure 52: Examples of transparent ingredients lists, 2017 and 2018
- Resealability can help drive up use for snacking occasions
Interest in Savoury Biscuit Concepts
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- Health-boosting herbs and spices garner interest
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- Figure 53: Examples of turmeric and ginger flavours in savoury biscuit launches, 2014 and 2017
- Scope to spotlight spices in world cuisine flavours
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- Figure 54: Interest in savoury biscuits product concepts, December 2018
- Filled sandwich biscuits can unlock on-the-go consumption
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- Figure 55: Wasa Sandwich filled crispbreads, 2017 and 2018
- Gut health messages resonate in category
- Scope for retailers to bake savoury biscuits fresh in-store
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Figure 56: Total UK retail value sales of savoury biscuits, best- and worst-case forecast, 2018-23
- Figure 57: Total UK retail volume sales of savoury biscuits, best- and worst-case forecast, 2018-23
- Forecast methodology
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Appendix – Market Share
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- Figure 58: Leading manufacturers’ sales and shares in the UK savoury biscuits market, by value and volume, 2017 and 2018
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Appendix – Launch Activity and Innovation
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- Figure 59: Share of new product launches in the UK savoury biscuits market, by top 10 companies (sorted by 2018), 2014-18
- Figure 60: Share of new product launches in the UK savoury biscuits market, by top 10 claims, 2014-18
- Figure 61: Share of new product launches in the UK savoury biscuits market, by top 15 flavour components, 2014-18
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