Savoury Biscuits - UK - March 2019

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
Volumes fall for savoury biscuits
Downwards volume trend will continue
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
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
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
Figure 4: Frequency of eating types of savoury biscuits, December 2018
The evening is key eating occasion
Morning occasions lag behind
Figure 5: When savoury biscuits are eaten, December 2018
Cheese is top pairing
Category needs to encourage greater topping creativity
Figure 6: How savoury biscuits are eaten, December 2018
Alcohol pairings attract interest
Figure 7: Behaviours relating to savoury biscuits, December 2018
Healthier image of savoury biscuits is well established
Figure 8: Attitudes towards savoury biscuits, December 2018
Savoury biscuit shoppers are price-driven
Resealability could boost use for snack occasions
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
Figure 10: Interest in savoury biscuits product concepts, December 2018
What we think
ISSUES AND INSIGHTS
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
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
Savoury biscuit volume sales fall
Competition is fierce for snack occasions
Efforts to branch out to lunch continue
Inflation supports values
Figure 11: UK retail value and volume sales of savoury biscuits, 2013-23
The future
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
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
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
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
Own-label is the big winner
Jacob’s and Ryvita see sales shrink
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
Relaunches grow share in 2018
Figure 16: Share of new product launches in the UK savoury biscuits market, by launch type, 2014-18
Figure 17: Ryvita and Jacob’s packaging relaunches, 2018 and 2019
Savoury biscuit brands embrace protein trend
Figure 18: Ryvita Protein launch, 2018
Operators spotlight pulses for protein halo
Figure 19: Savoury biscuit launches featuring lentils or chickpeas, 2018
Vegetables get a starring role in savoury biscuits
Figure 20: Savoury biscuit launches featuring vegetables, 2017 and 2019
Seeds remain a popular ingredient
Figure 21: Share of new product launches in the UK savoury biscuits market with seeds in the ingredients, 2014-18
Operators explore alternative grains
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
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
Figure 24: Flavour innovations in savoury biscuits, 2017 and 2018
Iceland rolls out palm oil-free variants
Figure 25: Iceland palm oil-free cracker launch, 2018
ADVERTISING AND MARKETING ACTIVITY
Category cuts spend through traditional advertising channels
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
Figure 27: Ryvita’s social media activity with Davina McCall, January and February 2019
Ryvita teams up with Cancer Research UK
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
Figure 29: Nairn’s ‘Good Gut Feeling’ campaign, 2018
Figure 30: Nairn’s ‘Good Food Mood’ campaign, 2018
Kallo encourages swaps to lighter options
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
Brand map
Figure 32: Attitudes towards and usage of selected brands, February 2019
Key brand metrics
Figure 33: Key metrics for selected brands, February 2019
Brand attitudes: Jacob’s enjoys lead in trust, quality and value perceptions
Figure 34: Attitudes, by brand, February 2019
Brand personality: Ritz is seen as fun and accessible
Figure 35: Brand personality – macro image, February 2019
Ryvita enjoys image as healthy and natural
Figure 36: Brand personality – micro image, February 2019
Brand analysis
Jacob’s lead is cemented in quality, accessibility and trust
Figure 37: User profile of Jacob’s, February 2019
Ritz is seen as fun and indulgent, but struggles on health
Figure 38: User profile of Ritz, February 2019
Nairn’s brand image curtailed by limited experience
Figure 39: User profile of Nairn’s, February 2019
Ryvita stands out as healthy and natural
Figure 40: User profile of Ryvita, February 2019
Snack a Jacks is seen as fun and accessible
Figure 41: User profile of Snack a Jacks, February 2019
THE CONSUMER – WHAT YOU NEED TO KNOW
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
Most Brits eat savoury biscuits
Affluent consumers are key users
Figure 42: Repertoire of types of savoury biscuits eaten, December 2018
Plain crackers are most popular type
Oatcakes and rice cakes trail behind
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
Usage occasions are limited
The evening is key eating occasion
Sweet toppings should increase evening use among the young
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
Cheese is top pairing
Advice for cheese pairings garners interest
Specific on-pack advice is rare
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
Interest in beans and pulses extends to savoury biscuits
Figure 47: Behaviours relating to savoury biscuits, December 2018
Alcohol pairings attract interest
Figure 48: Examples of on-pack drinks pairing advice on UK savoury biscuit launches, 2018 and 2019
ATTITUDES TOWARDS SAVOURY BISCUITS
Healthier image of savoury biscuits is well established
Figure 49: Attitudes towards savoury biscuits, December 2018
Seeds spark interest
PURCHASE FACTORS FOR SAVOURY BISCUITS
Savoury biscuit shoppers are price-driven
Figure 50: Important choice factors when buying savoury biscuits, December 2018
Taste and excitement also drive purchase intent
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
Figure 52: Examples of transparent ingredients lists, 2017 and 2018
Resealability can help drive up use for snacking occasions
INTEREST IN SAVOURY BISCUIT CONCEPTS
Health-boosting herbs and spices garner interest
Figure 53: Examples of turmeric and ginger flavours in savoury biscuit launches, 2014 and 2017
Scope to spotlight spices in world cuisine flavours
Figure 54: Interest in savoury biscuits product concepts, December 2018
Filled sandwich biscuits can unlock on-the-go consumption
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
Abbreviations
Consumer research methodology
APPENDIX – MARKET SIZE AND FORECAST
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
APPENDIX – MARKET SHARE
Figure 58: Leading manufacturers’ sales and shares in the UK savoury biscuits market, by value and volume, 2017 and 2018
APPENDIX – LAUNCH ACTIVITY AND INNOVATION
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