Savoury Biscuits - UK - April 2021

OVERVIEW
Key issues covered in this report
COVID-19: Market context
Economic and other assumptions
Products covered in this Report
EXECUTIVE SUMMARY
Savoury biscuit sales boosted by more eating at home
Figure 1: Short-, medium- and long-term impact of COVID-19 on savoury biscuits, 29 April 2021
The market
COVID-19 drives big increase in sales of savoury biscuits
Further lockdowns driving strong sales at the start of 2021
Normal growth patterns resume from 2022
Figure 2: Forecast of UK retail value sales of savoury biscuits, 2015-25
Snacking a well-established part of British eating habits
Spotlight on health increases under COVID-19
Decline projected in number of younger people
Companies and brands
Jacob’s extends its lead in savoury biscuits
Figure 3: Leading brands’ shares in the UK savoury biscuits market, by value, 2020/21*
Familiar flavours dominate launches, Nairn’s brings world cuisine flavours to oatcakes
Increase in premium claims in launches in 2020
More launches making high/added protein claims
Minimal spending on advertising savoury biscuits
The consumer
Vast majority of Brits eat savoury biscuits
Figure 4: Frequency of eating different types of savoury biscuits, December 2020
Evening snacking still the biggest occasion for savoury biscuits
Figure 5: When people eat savoury biscuits, December 2018 and December 2020
More inspiration needed for pairings other than cheese
Figure 6: How savoury biscuits are eaten, December 2020
Brands should reiterate relevance for social gatherings post-lockdown
Flavour innovation a continuing opportunity
Figure 7: Behaviours related to eating savoury biscuits, December 2020
Packaging NPD warrants attention
Opportunity for savoury biscuits to tap into interest in healthy eating
Figure 8: Interest in different product attributes in savoury biscuits, December 2020
Further opportunities for premium products
Figure 9: Attitudes towards savoury biscuits, December 2020
ISSUES AND INSIGHTS
People eating at home more during COVID-19 pandemic
Savoury biscuits benefit from more snacking and lunches at home
Eating of savoury biscuits at social gatherings curtailed
More remote working and eating at home expected long term
Flavour innovation a continuing opportunity
Potential for more indulgent flavours
A quarter interested in world cuisine flavours
A sweet flavour element has strong appeal
Interest in healthy eating holds more potential for savoury biscuits
Pandemic increases focus on health
High/added fibre claims are common, gut health claims are rare
Recent campaigns align with gut health, more scope for immunity claims
More inspiration needed on pairings for savoury biscuits
Savoury biscuits most typically eaten with cheese
Usage of savoury biscuits with dips and savoury spreads holds further potential
THE MARKET – KEY TAKEAWAYS
COVID-19 drives big increase in sales of savoury biscuits
Lockdowns drive strong sales at the start of 2021
Normal growth patterns resume from 2022
Snacking a well-established part of British eating habits
Spotlight on health increases under COVID-19
Fortunes of savoury biscuits strongly linked to cheese
Decline projected in number of younger people
MARKET SIZE AND FORECAST
Savoury biscuit sales boosted by more eating at home
Figure 10: Short-, medium- and long-term impact of COVID-19 on savoury biscuits, 29 April 2021
Big increase in 2020 sales of savoury biscuits
Figure 11: UK retail value and volume sales of savoury biscuits, 2015-25
Another lockdown driving strong sales at the start of 2021
Figure 12: Forecast of UK retail value sales of savoury biscuits, 2015-25
Figure 13: Forecast of UK retail volume sales of savoury biscuits, 2015-25
Market drivers and assumptions
Figure 14: Key drivers affecting Mintel’s market forecast, 2015-2025 (prepared on 15 April 2021)
Learnings from the last recession
Figure 15: UK retail sales of savoury biscuits and crackers, by value and volume, 2007-12
Forecast methodology
MARKET DRIVERS
January 2021 lockdowns will mean more eating at home also in 2021
Snacking a well-established part of British eating habits
68% of people who snack do so at least daily
Majority of people eat a variety of snacks
Figure 16: Repertoire of types of snacks eaten, March 2020
Kids’ snacking also helps to drive sales
Spotlight on health increases under COVID-19
Strong interest in healthy eating among consumers
Government emphasis on health intensifies
Fortunes of savoury biscuits strongly linked to cheese
Savoury biscuits compete with bread as a carrier product
Decline projected in number of younger people
Figure 17: Trends in the age structure of the UK population, 2015-25
Brexit trade deal means minimal impact on savoury biscuits
COMPANIES AND BRANDS – KEY TAKEAWAYS
Jacob’s extends its lead in savoury biscuits
Familiar flavours dominate launches, Nairn’s brings world cuisine flavours to oatcakes
Increase in premium claims in launches in 2020
More launches making high/added protein claims
Minimal spending on advertising savoury biscuits
Jacob’s stands most for high quality and good value
Ryvita has strong associations with health/wellbeing
MARKET SHARE
Jacob’s extends its lead in savoury biscuits
Mixed picture for better-for-you products
Figure 18: Leading brands’ sales and shares in the UK savoury biscuits market, by value and volume, 2020 and 2021
LAUNCH ACTIVITY AND INNOVATION
Nairn’s brings world cuisine flavours to oatcakes
Figure 19: Examples of flavour innovation launches in savoury biscuits/crackers, 2020/21
Figure 20: World cuisines in savoury biscuits, Sanissimo Salmas Mexican Recipe Corn Crackers, 2020
Increase in premium claims in launches in 2020
Figure 21: Proportion of new launches in savoury biscuits/crackers making premium claims, 2016-21
Figure 22: Examples of premium launches in savoury biscuits/crackers, 2020/21
Figure 23: Examples of sourdough launches in savoury biscuits/crackers, 2020/21
More launches making high/added protein claims
Figure 24: Proportion of new launches in savoury biscuits/crackers making high/added fibre and high/added protein claims, 2016-21
Figure 25: Examples of high/added protein claims in savoury biscuits/crackers, 2020
Figure 26: Examples of beans/pulses in savoury biscuits/crackers, 2020
Functional claims rare in savoury biscuits
Figure 27: Sprouted Genius Sprouted Purple Corn Crackers featuring sprouted grains, 2020
Ethical claims mostly about recyclable packaging
ADVERTISING AND MARKETING ACTIVITY
Minimal spending on advertising savoury biscuits
Figure 28: Total above-the line, online display and direct mail advertising expenditure on crackers, crispbread and breadsticks , by media type, 2017-21
Figure 29: Total above-the line, online display and direct mail advertising expenditure on crackers, crispbread and breadsticks , by advertiser, 2017-21
Pladis Christmas marketing helps promote Jacob’s brand
Ryvita launches new FibreFit digital campaign
Nairn’s unveils new branding for its oatcakes
Nielsen Ad Intel coverage
BRAND RESEARCH
Brand map
Figure 30: Attitudes towards and usage of selected brands, March 2021
Key brand metrics
Figure 31: Key metrics for selected brands, March 2021
Brand attitudes: Jacob’s the most trusted brand
Figure 32: Attitudes, by brand, March 2021
Brand personality: Jacob’s seen as the most accessible brand
Figure 33: Brand personality – macro image, March 2021
Ryvita stands out for healthiest image
Figure 34: Brand personality – micro image, March 2021
Brand analysis
Jacob’s stands most for consistently high quality and good value
Figure 35: User profile of Jacob’s, March 2021
Kallo lacks strong connotations
Figure 36: User profile of Kallo, March 2021
Carr’s seen more widely as traditional than most other brands
Figure 37: User profile of Carr’s, March 2021
Nairn’s strongest associations are with being accessible, ethical, healthy and natural
Figure 38: User profile of Nairn’s, March 2021
Ryvita seen as caring about health/wellbeing more than others
Figure 39: User profile of Ryvita, March 2021
Reading word clouds
THE CONSUMER – KEY TAKEAWAYS
Vast majority of Brits eat savoury biscuits
Evening snacking still the biggest occasion for savoury biscuits
More inspiration needed for pairings other than cheese
Brands should reiterate relevance for social gatherings post-lockdown
Flavour innovation a continuing opportunity
Packaging NPD warrants attention
Opportunity for savoury biscuits to tap into interest in healthy eating
Further opportunities for premium products
IMPACT OF COVID-19 ON CONSUMER BEHAVIOUR
People eating at home more during COVID-19 pandemic
Savoury biscuits benefit from more snacking and lunches at home
Eating of savoury biscuits at social gatherings curtailed
More remote working and eating at home expected long term
Pandemic increases focus on health
Figure 40: Changes in eating healthily as a priority since the COVID-19 outbreak, 4-12 February 2021
COVID-19 pandemic expected to heighten focus on sustainability
Figure 41: Changes in the environment as a priority since the COVID-19 outbreak, 4-12 February 2021
EATING OF SAVOURY BISCUITS
Vast majority of Brits eat savoury biscuits
Figure 42: Frequency of eating different types of savoury biscuits, December 2020
25-34 year olds are core users of savoury biscuits
Figure 43: Eating of different types of savoury biscuits at least once a week, by age, December 2020
WHEN SAVOURY BISCUITS ARE EATEN
Evening snacking still the biggest occasion for savoury biscuits
Figure 44: When people eat savoury biscuits, December 2020
Lunch the biggest mealtime for savoury biscuits
HOW SAVOURY BISCUITS ARE EATEN
Savoury biscuits most typically eaten with cheese
Figure 45: How savoury biscuits are eaten, December 2020
Figure 46: Examples of on-pack pairing suggestions for savoury biscuits and cheese, 2020
More inspiration needed for pairings other than cheese
Usage of savoury biscuits with dips and savoury spreads holds further potential
Figure 47: Examples of on-pack pairing suggestions for rice cakes and oatcakes, 2020
Usage with dips and savoury spreads has a younger bias
Figure 48: Examples of pairing suggestions for savoury biscuits, 2020
BEHAVIOURS RELATED TO EATING SAVOURY BISCUITS
Brands should reiterate relevance for social gatherings post-lockdown 
Figure 49: Behaviours related to eating savoury biscuits, December 2020
Flavour innovation a continuing opportunity
More indulgent flavours increase the appeal of savoury biscuits without toppings
A sweet flavour element has strong appeal 
A quarter interested in world cuisine flavours
INTEREST IN PRODUCT ATTRIBUTES
Packaging NPD warrants attention
Keen interest in re-sealability and smaller packs
Figure 50: Interest in different product attributes in savoury biscuits, December 2020
Biscuit tins can tap into demand for keeping biscuits fresh
Figure 51: Examples of tins of savoury biscuits, 2020
Opportunity for savoury biscuits to tap into interest in healthy eating
High/added fibre claims are common, gut health claims are rare
Recent campaigns align with gut health, more scope for immunity claims
Figure 52: Examples of gut-health and immunity messages on-pack, 2020
Biscuits highlighting being palm oil-free stand to benefit
Strong interest in palm oil-free claims
Scope to explore sustainably-sourced ingredients
Figure 53: Examples of on-pack messages highlighting sustainable ingredients, 2020
ATTITUDES TOWARDS SAVOURY BISCUITS
Further opportunities for premium products
More mileage in promoting premium credentials 
Communicating better taste important 
Figure 54: Attitudes towards savoury biscuits, December 2020
Savoury biscuits should position themselves as bread replacement
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
APPENDIX – MARKET SIZE AND FORECAST
Forecast methodology
Figure 55: Total UK retail value sales of savoury biscuits, 2020-25
Figure 56: Total UK retail volume sales of savoury biscuits, 2020-25
Figure 57: UK retail value and volume sales of savoury biscuits, by segment, 2017-20
APPENDIX – MARKET SHARE
Figure 58: Leading manufacturers’ sales and shares in the UK savoury biscuits market, by value and volume, 2020 and 2021
APPENDIX – LAUNCH ACTIVITY AND INNOVATION
Figure 59: Share of product launches in the UK savoury biscuits/crackers market, by company, 2016-20 (sorted by 2020)
Figure 60: Share of product launches in the UK savoury biscuits/crackers market, by flavour components, 2016-20 (sorted by 2020)
Figure 61: New launches in the UK savoury biscuits/crackers market, by claim, 2016-20 (sorted by 2020)