Abstract
About this report
This report assesses the performance of the biscuits market. Faced with the challenge of rising ingredients costs in 2008, sweet and non-sweet biscuits have grown by 11.7% and 16% respectively between 2007 and 2009 to take the overall UK retail market for biscuits to an estimated £2.1 billion.
Manufacturers have looked to reformulate their product ranges by reducing saturated fat levels, and giving their biscuits a healthier positioning. This has supported sales growth, as well as consumers’ search for inexpensive affordable treats at this time of economic hardship.
Key themes
- How a health positioning sits within the biscuits market.
- Suppliers’ major challenge, marrying health with a tasty product.
- The impact of the economic downturn, and whether it has affected the biscuit market.
- How increased new product development is driving sales in the market.
- Opportunities for generating further growth.
Table of Contents
- Issues in the Market
- Key themes
- Definition
- Market in Brief
- Looking for healthier treats
- Greater health orientation has helped
- Crafty Kraft
- Overdependence on grocery multiples
- A large, mature market
- Internal Market Environment
- Key points
- Healthy eating -- Old habits die hard
- Figure 1: Trends in healthy lifestyles and eating habits, 2004-08*
- Getting slim
- Figure 2: Trends in adults trying to slim, 2004-08
- A weighty issue
- Figure 3: Body Mass Index among adults in England, 2001-06
- Concerns about children
- Figure 4: Overweight and obesity prevalence among children in england,
2001-06
- Taste matters
- Figure 5: Projections of overweight and obesity prevalence among UK
adults, by gender, 2003-50
- Bad saturated fats
- Snacking culture
- Broader Market Environment
- Key points
- Rising raw material prices
- Positive demographic trends
- Figure 6: Trends in the age structure of the UK population, 2004-14
- Affluent consumers important for savoury biscuits
- Figure 7: Structure of the UK population, by socio-economic group,
2004-14
- One-person households key to volume sales
- Figure 8: Structure of the UK population, by household size, 2004-14
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Competitive Context
- Key points
- Fighting it out with confectionery and healthy-option snacks
- Figure 9: Products competing with sweet and savoury biscuits, 2004-08
- Does home baking pose a threat?
- Figure 10: UK retails sales value of competing snacking products, 2003-08
- Market Size and Forecast
- Key points
- Market value still growing
- Figure 16: UK retail value sales of biscuits, 2004-14
- What the future holds
- Are biscuits recession-proof?
- Taking better advantage of the impulse channel
- Replacing saturated with unsaturated
- The future of the market
- Factors used in the forecast
- Segment Performance
- Key points
- Sweet biscuits
- Keeping it sweet
- Figure 17: UK retail value sales of sweet biscuits, 2004-14
- Healthy options overtake chocolate favourites
- Figure 18: UK retail value sales of sweet biscuits, by type, 2006-09
- Non-sweet biscuits
- Sustained value sales growth
- Figure 19: UK retail value sales of non-sweet biscuits, 2004-14
- Figure 20: UK retail value sales of non-sweet biscuits, by type, 2006-09
- Market Share
- Key points
- Kraft Foods bites into the market
- Figure 21: Estimated manufacturer shares in retail value sales of
biscuits, 2006-08
- Sweet biscuits
- Figure 22: Estimated manufacturer shares in retail value sales of sweet
biscuits, 2006-08
- Non-sweet biscuits
- Figure 23: Estimated manufacturer shares in retail value sales of non
-sweet biscuits, 2006-08
- Companies and Products
- Manufacturers and brands
- Figure 24: Leading companies in UK biscuits market and their brands, 2009
- Major players
- United Biscuits
- Burton' s Foods
- Kraft Foods
- Nestlé
- Northern Foods
- Bahlsen
- Ryvita
- Duchy Originals
- Tunnock' s
- Quaker
- Brand Communication and Promotion
- Key points
- Modest advertising-to-sales ratio
- Figure 25: Main monitored media advertising expenditure on biscuits,
2004-09*
- Figure 26: Main monitored media advertising expenditure on biscuits, by
category, 2006-08
- TV ads dominate
- Figure 27: Advertising expenditure in UK biscuits market, by media type,
2006-09*
- Figure 28: Average monthly advertising expenditure in UK biscuits market*
- United Biscuits spends big
- Figure 29: Advertising expenditure in UK biscuits market, by top 20
companies, 2006-09*
- Channels to Market
- Key points
- Grocery multiples dominate
- Figure 30: UK retail value sales of biscuits, by outlet type, 2006-08
- Impulse channel offers opportunities
- Online and mail order
- The Consumer -- Usage
- Key points
- Sweet biscuits usage contracts
- Figure 31: Trends in consumption of sweet biscuits, 2004-08
- Chocolate favourites
- Figure 32: Types of sweet biscuits consumed, 2008
- Figure 33: Sweet biscuits eaten in the last 12 months, March 2009
- Stable non-sweet biscuits
- Figure 34: Trends in consumption of savoury
biscuits/crispbread/crackers/rice cakes, 2004-08
- Cracking crackers
- Figure 35: Types of savoury biscuits/crispbread/crackers/rice cakes
consumed, 2008
- Figure 36: Savoury biscuits/snacks eaten in the last 12 months, March
2009
- Appendix
- Abbreviations
- Appendix -- Internal Market Environment
- Figure 40: Healthy lifestyles and eating habits, by demographic
sub-group, 2008
- Figure 41: Healthy lifestyles and eating habits, by demographic
sub-group, 2008
- Figure 42: Adults dieting/trying to get slim, by demographic sub-group,
2008
- Appendix -- Competitive Context
- Figure 43: Consumption of competing products, by demographic sub-group,
2008
- Figure 44: Consumption of competing products, by demographic sub-group,
2008
- Figure 45: Consumption of sweet biscuits, by demographic sub-group, 2008
- Appendix -- The Consumer -- Usage
- Figure 48: Sweet biscuits eaten in the last 12 months, by demographic
sub-group, March 2009
- Figure 49: Sweet biscuits eaten in the last 12 months, by demographic
sub-group, March 2009
- Figure 50: Sweet biscuits eaten in the last 12 months, by demographic
sub-group, March 2009
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