Biscuits, Cookies & Crackers - Global Annual Review - 2016
Overview
 
●	The biscuits, cookies and crackers category is experiencing healthy growth in many key markets
●	Indulgence and novelty continue to be the main attractions of the category and iconic brand Oreo continues to lead innovations in this area, keeping its fans loyal
●	The Middle East and Africa have been a target for merger and acquisition activity as companies look to gain a foothold in this fast-growing region

The biscuit, cookies and crackers category is thriving and many developed markets are experiencing modest growth, while developing markets, despite their challenges, hold much potential. The dietary stigmas surrounding carbohydrates and gluten that has negatively impacted other categories of wheat flour-based goods does not appear to have impacted the biscuit, cookies and crackers category to any significant degree. Winners in the category have been predominantly tasty, indulgent, strongly branded varieties that excite consumers with regular flavour, format and packaging innovation. Oreo, the leading brand of market leader Mondelēz has continued to grow in major markets through a constant stream of band investment and innovations designed to keep brand loyalists engaged. 

The sweet biscuit segment offers consumers the winning combination of being affordable, shelf stable, convenient and indulgent, major attractions for the category despite interest in better-for-you formulations. Better-for-you snacking remains a small but growing segment of the biscuit category. The breakfast biscuit segment is notable for the success is has had in providing consumer with what is essentially a healthy snack as a convenient, on-the-go, breakfast solution. It continues to evolve now available in a range of formats including bites, and with a greater variety of nutritional benefits including protein, fruit and vegetables. 

The Middle East and Africa have attracted a great deal of investment over the past couple of years as major players in the category attempt to establish themselves and take advantage of the population and economic growth that is forecast. As a shelf-stable snack with a relatively long life, biscuits are an attractive category in a region with developing infrastructure. Competition is heating up. Not only are major companies moving in, but Brazil, a major biscuit producer and exporter are using their geographical proximity and Portuguese ties to also gain a foothold. 

FIGURE 1: Global market performance 2015, Biscuits, Cookies and Crackers
  
Sources: Economist Intelligence Unit, SSZ, ABIMAPI, The Nielsen Company, Statistics Canada, Information Resources, Inc., Indian Biscuit Manufacturers' Association, Indonesia Association of Bread, Biscuits and Noodles (AROBIM), Ministry of Finance Japan, Food Marketing Research and Information Center, INEGI, Wiadomosci Handlowe, Ipsos SA, Statistic South Africa, Statistics Korea, IRI España, Bureau of Labor Statistics, US Census Bureau / Mintel

FIGURE 2: Top 5 markets, Biscuits, cookies and crackers, volume retail sales, 2015*
  
* forecast

Sources: Economist Intelligence Unit, Indian Biscuit Manufacturers' Association, Bureau of Labor Statistics, US Census Bureau, Information Resources, Inc., ABIMAPI, The Nielsen Company / Mintel

FIGURE 3: Top trending claims, Biscuits, cookies and crackers, % of launches, global, 2012 – 2015
 
	2012 	2013 	2014 	2015 	
	% 	% 	% 	% 	
Claim 					
Vegetarian	13	16	14	14	
No Additives/Preservatives	12	14	14	13	
Ethical - Environmentally Friendly Package	9	12	13	14	
Low/No/Reduced Transfat	11	11	11	9	
Low/No/Reduced Allergen	6	8	10	10	
Wholegrain	7	7	7	8	
Gluten-Free	5	5	7	8	
Organic	5	6	5	6	
Social Media	1	4	8	10	
Low/No/Reduced Sugar	3	4	4	4	

Source: Mintel GNPD

FIGURE 4: Top five flavours in Sweet Biscuits and Cookies, % of launches, by region, 2015
 
Asia Pacific 		Europe 		Latin America 		
Flavour 	% 	Flavour 	% 	Flavour 	% 	
Chocolate - plain and milk	28	Chocolate - plain and milk	32	Chocolate - plain and milk	30	
Unflavoured/Plain	12	Unflavoured/Plain	11	Unflavoured/Plain	11	
Strawberry	6	Cocoa/Cacao	9	Vanilla 	9	
Vanilla 	5	Hazelnut	8	Coconut	5	
Milk (unspecified)	5	Butter	8	Strawberry	5	

North America 		Middle East & Africa 		
Flavour 	% 	Flavour 	% 	
Chocolate - plain and milk	31	Chocolate - plain and milk	35	
Unflavoured/Plain	10	Unflavoured/Plain	11	
Butter	4	Cocoa/Cacao	9	
Chocolate (Dark)	4	Vanilla 	7	
Almond	4	Hazelnut	7	

Source: Mintel GNPD

FIGURE 5: Top five flavours in Savoury biscuits, crackers and crispbread, % of launches, by region, 2015
 
Asia Pacific 		Europe 		Latin America 		
Flavour 	% 	Flavour 	% 	Flavour 	% 	
Plain, salt and sea salt	35	Plain, salt and sea salt	50	Plain, salt and sea salt	66	
Cheese including cheddar	11	Cheese including cheddar	9	Cheese including cheddar	6	
Sesame 	5	Tomato	5	Sesame 	3	
Seaweed	4	Sesame 	4	Butter	2	
Scallion/Spring Onion	4	Rosemary	4	Pizza	2	

North America 		Middle East & Africa 		
Flavour 	% 	Flavour 	% 	
Plain, salt and sea salt	40	Plain, salt and sea salt	53	
Cheese including cheddar	11	Cheese including cheddar	6	
Roasted/Toasted	7	Sesame 	5	
Herbs/Herbal	5	Seed	5	
Garlic	5	Rosemary	3	

Source: Mintel GNPD

* Please note: the market size data referenced in this report is current as of January 31, 2016