Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Biscuits, Cookies and Crackers - UK - April 2011

Sweet biscuits include:

  • Sweet and semi-sweet biscuits defined as those which are not individually wrapped, such as shortbread, digestives, Rich Tea, wafers and cookies.
  • Biscuits with added ingredients such as chocolate, cream or jam fillings. Half-coated chocolate biscuits and cookies are also included eg Chocolate Digestive and Jaffa Cakes.
  • Chocolate biscuit countlines (CBCLs): individually wrapped chocolate-covered biscuits, such as Penguin, Club, Breakaway, Trio and Classic. Also included within the scope of this report are chocolate confectionery countlines, such as two-finger KitKats which are marketed and packaged both as confectionery and biscuits.
  • Children’s biscuits eg Jammie Dodgers.
  • Seasonal biscuit selections.

Non-sweet biscuits include:

  • Crackers and crispbreads: includes savoury cracker biscuits, crispbreads, toasts, crisp rolls, rice cakes, matzos, eg Cream Crackers, Water Biscuits, Jacob’s Olive Oil & Oregano Crackers, as well as snack-style products sold in the savoury biscuit aisle of the supermarket eg Snack a Jacks, Ryvita Minis.
  • Savoury biscuits: including cheese-flavoured biscuits, thins, oatcakes, flavoured biscuits (not crackers), cheese straws, breadsticks, eg TUC, Ritz, Cheddars, Sesame Seed Biscuits.
  • Mini savoury snack biscuits: including mini bite-sized baked snacks, based on existing savoury biscuits, which tend to be merchandised in the savoury biscuit aisle in the multiple grocers, for example, Mini TUC.

Excluded from this report are:

  • Countlines not marketed as biscuits are excluded from this report (eg Mars Bars, Snickers).
  • Cereal bars, rice cakes and breakfast snack bars are excluded, however, cereal bars which are positioned in the biscuit fixture as opposed to breakfast bars are referred to wherever relevant as some biscuit manufacturers consider them to be part of the market.
  • Savoury snacks, such as Quavers and Doritos, which are fried or extruded, and not baked as biscuits.
  • Savoury biscuits that are sold within the crisps and snacks aisle, despite being oven-baked, are also excluded, for example Pretzels, Party Snacks, Twiglets and Mini Cheddars.

Cracker and cheese or meat products that are packaged together, and sold in the chiller cabinet, are also excluded, for example Kraft Lunchables.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Issues in the Market

            • Which categories are driving growth in the biscuits, cookies and crackers market?
              • How can format innovation broaden the consumer base?
                • Who buys biscuits, cookies and crackers?
                  • What purchasing factors are the most important for the category?
                    • What do consumers look for in biscuits, cookies and crackers?
                    • Future Opportunities

                        • Premiumization & Indulgence
                          • Men Shopping Badly
                          • Executive Summary

                              • The market
                                • Figure 1: Biscuits, cookies and crackers market size and forecast, 2005-15
                              • 2010 sees growth slow
                                • The future
                                  • Market factors
                                    • Moderate consumption
                                      • Ageing population
                                        • Balancing health and indulgence
                                          • Companies, brands and innovation
                                            • Figure 2: Market share, biscuits, cookies and crackers, 2010
                                          • United Biscuits chases own-label
                                            • Brands dominate NPD
                                              • Kraft Foods looks to TV
                                                • The consumer
                                                  • Figure 3: Usage of biscuits, cookies and crackers, February 2011
                                                • Penetration remains high
                                                  • Sweet users rate indulgence, savoury larger packs
                                                    • Figure 4: Index of factors to be considered when choosing snacks, sweet biscuits and savoury (non-sweet) biscuits (Any other snacks = 100), February 2011
                                                  • Brands engage consumers
                                                    • What we think
                                                    • Internal Market Environment

                                                      • Key points
                                                        • Balancing health with indulgence
                                                          • Figure 5: Frequency and usage of sweet and savoury biscuits (including crackers, crispbreads and rice cakes), 2010
                                                        • Labelling aims to help the consumer
                                                          • Figure 6: Change in agreement with selected lifestyle statements, 2006-10
                                                        • Improving the industry’s image through legislation
                                                          • Price rises hit consumers
                                                            • Figure 7: RPI detailed indices, biscuits and cakes, January 2010-January 2011
                                                          • Increasing commodity costs hit suppliers
                                                            • Balancing packaging innovation with ethical concerns
                                                              • Snacking provides opportunities for biscuits
                                                                • Figure 8: Trends in agreement with the statement ‘I often eat between meals, I keep eating snacks’, 2006-10
                                                            • Broader Market Environment

                                                              • Key points
                                                                • Consumers under pressure from economic uncertainty
                                                                  • Figure 9: RPI and average weekly earnings, 2005-10
                                                                • Demographic changes
                                                                  • Rising number of over-55s aids growth
                                                                    • Figure 10: Trends in the age structure of the UK population, 2005-10 and 2010-15
                                                                  • Growth in non-users proves challenging to the category
                                                                  • Competitive Context

                                                                    • Key points
                                                                      • Snacking competition across a range of markets
                                                                        • Figure 11: UK retail sales value of selected snack categories, by value, 2010
                                                                        • Figure 12: UK retail sales value of selected snack categories, percentage change in value, 2005-10
                                                                      • Sweet treats prove popular in times of recession
                                                                        • Healthier treats see growth in the market
                                                                          • Home baking proves popular
                                                                            • Figure 13: UK retail sales value of home baking products, 2005-10
                                                                        • Strengths and Weaknesses

                                                                          • Strengths
                                                                            • Weaknesses
                                                                            • Who’s Innovating?

                                                                              • Key points
                                                                                • Brands continue to dominate NPD launches
                                                                                  • Figure 14: New product launches in the UK biscuits market – brand vs own-label, 2008-10
                                                                                • Own-label targets premium market
                                                                                  • Sweet biscuits dominate NPD
                                                                                    • Figure 15: New product launches in the UK biscuits market, by sub-category, 2008-10
                                                                                  • Offering everyday indulgence
                                                                                    • Smaller formats target on the go consumers
                                                                                      • Healthier options emphasise quality
                                                                                      • Market Size and Forecast

                                                                                        • Key points
                                                                                          • The market sees stable growth
                                                                                            • Figure 16: UK retail sales of biscuits, cookies and crackers, by value, 2005-15
                                                                                          • Future growth in the market
                                                                                            • Figure 17: Biscuits, cookies and crackers market size and forecast, 2005-15
                                                                                          • Segmentation
                                                                                            • Figure 18: Sweet biscuits market size and forecast, 2005-15
                                                                                            • Figure 19: Savoury biscuits market size and forecast, 2005-15
                                                                                          • Methodology
                                                                                          • Segment Performance

                                                                                            • Key points
                                                                                              • Sweet biscuits
                                                                                                • Figure 20: UK retail value sales and forecast of sweet biscuits, 2005-15
                                                                                                • Figure 21: UK retail value sales of sweet biscuits, by type, 2008-10
                                                                                              • Non-sweet biscuits
                                                                                                • Figure 22: UK retail value sales and forecast of savoury (non-sweet) biscuits, 2005-15
                                                                                                • Figure 23: UK retail value sales of non-sweet biscuits, by type, 2008-10
                                                                                            • Market Share

                                                                                              • Key points
                                                                                                • Market share remains stagnant
                                                                                                  • Figure 24: Estimated manufacturer shares in retail value sales of biscuits, cookies and crackers, 2009 and 2010
                                                                                                • United Biscuits dominates sweet biscuits
                                                                                                  • Figure 25: Estimated manufacturer shares in retail value sales of sweet biscuits, 2009 and 2010
                                                                                                • Own-label dominates non-sweet biscuits
                                                                                                  • Figure 26: Estimated manufacturer shares in retail value sales of non-sweet biscuits, 2009 and 2010
                                                                                              • Companies and Products

                                                                                                  • Major players
                                                                                                    • Burton’s Foods
                                                                                                      • Kraft Foods
                                                                                                        • Nestlé
                                                                                                          • Northern Foods
                                                                                                            • Quaker
                                                                                                              • Ryvita
                                                                                                                • Tunnock’s
                                                                                                                  • United Biscuits
                                                                                                                  • Brand Research

                                                                                                                    • Brand map
                                                                                                                        • Figure 27: Attitudes towards and usage of biscuit, cookie and cracker brands, January 2011
                                                                                                                      • Brand attitudes
                                                                                                                        • Figure 28: Attitudes by biscuit, cookie and cracker brand, January 2011
                                                                                                                      • Brand personality
                                                                                                                        • Figure 29: Biscuit, cookie and cracker brand personality – macro image, January 2011
                                                                                                                        • Figure 30: Biscuit, cookie and cracker brand personality – micro image, January 2011
                                                                                                                      • Correspondence analysis
                                                                                                                        • Brand experience
                                                                                                                          • Figure 31: Biscuit, cookie and cracker brand usage, January 2011
                                                                                                                          • Figure 32: Satisfaction with various biscuit, cookie and cracker brands, January 2011
                                                                                                                          • Figure 33: Consideration of biscuit, cookie and cracker brands, January 2011
                                                                                                                          • Figure 34: Consumer perceptions of current biscuit, cookie and cracker brand performance, January 2011
                                                                                                                          • Figure 35: Biscuit, cookie and cracker brand recommendation – Net Promoter Score, January 2011
                                                                                                                        • Brand index
                                                                                                                          • Figure 36: Biscuit, cookie and cracker brand index, January 2011
                                                                                                                          • Figure 37: Biscuit, cookie and cracker brand index vs. recommendation, January 2011
                                                                                                                        • Target group analysis
                                                                                                                          • Figure 38: Target groups, January 2011
                                                                                                                          • Figure 39: Biscuit, cookie and cracker brand usage, by target groups, January 2011
                                                                                                                        • Group One – The Conformists
                                                                                                                          • Group Two – Simply the Best
                                                                                                                            • Group Three – Shelf Stalkers
                                                                                                                              • Group Four – Habitual Shoppers
                                                                                                                                • Group Five – The Individualists
                                                                                                                                • Brand Communication and Promotion

                                                                                                                                  • Key points
                                                                                                                                    • Spend holding steady
                                                                                                                                      • Figure 40: Main monitored advertising expenditure on sweet and savoury biscuits, 2006-10
                                                                                                                                    • United Biscuits dominates expenditure
                                                                                                                                      • Figure 41: Main monitored media advertising expenditure on sweet and savoury biscuits, by company, 2006-10
                                                                                                                                      • Figure 42: Proportion of highest-spending brands on sweet and savoury biscuits, 2006-10
                                                                                                                                  • Channels to Market

                                                                                                                                    • Key points
                                                                                                                                      • Figure 43: Food and drink – estimated channels of distribution, 2009
                                                                                                                                    • Supermarkets dominate the retail market
                                                                                                                                      • Figure 44: Index of supermarkets used by sweet and savoury biscuit users (Average = 100), February 2011
                                                                                                                                  • The Consumer – Usage

                                                                                                                                    • Key points
                                                                                                                                      • Penetration at over two thirds
                                                                                                                                        • Figure 45: Biscuits, cookies and crackers used in the last 12 months, February 2011
                                                                                                                                      • Traditional biscuits reliant on the older consumer
                                                                                                                                          • Figure 46: Biscuits, cookies and crackers used in the last 12 months – sweet biscuits, by age, February 2011
                                                                                                                                          • Figure 47: Biscuits, cookies and crackers used in the last 12 months – savoury biscuits, by age, February 2011
                                                                                                                                        • The 25-34s are unconvinced by the sector
                                                                                                                                          • Figure 48: Biscuits, cookies and crackers used in the last 12 months, by age, February 2011
                                                                                                                                        • Health drives appeal to women
                                                                                                                                          • Figure 49: Biscuits, cookies and crackers used in the last 12 months, by gender, February 2011
                                                                                                                                          • Figure 50: Index of usage of biscuits, cookies and crackers used in the last 12 months, by gender (Average = 100), February 2011
                                                                                                                                        • Extensive crossover between users
                                                                                                                                          • Figure 51: Crossover in usage of biscuits, cookies and crackers, February 2011
                                                                                                                                      • Factors Influencing Snacking Habits

                                                                                                                                        • Key points
                                                                                                                                          • Taste is paramount when choosing snacks
                                                                                                                                            • Figure 52: Factors to be considered when choosing snacks, sweet biscuits and savoury (non-sweet) biscuits, February 2011
                                                                                                                                          • Sweet biscuit users rate indulgence, savoury users larger pack sizes
                                                                                                                                            • Figure 53: Index of factors to be considered when choosing snacks, sweet biscuits and savoury (non-sweet) biscuits (any other snacks = 100), February 2011
                                                                                                                                        • The Consumer – Attitudes towards Sweet Biscuits

                                                                                                                                          • Key points
                                                                                                                                              • Figure 54: Attitudes towards sweet biscuits, February 2011
                                                                                                                                            • Moving occasions beyond teatime
                                                                                                                                              • Brand loyalty under pressure from own-label
                                                                                                                                                • Figure 55: Index of agreement with statements on sweet biscuits, by gender, age, socio -economic group and annual household income (Average = 100), February 2011
                                                                                                                                              • A third are adventurous on flavour
                                                                                                                                                  • Figure 56: Agreement with statements on sweet biscuits, by gender, February 2011
                                                                                                                                                • Health is a concern for over a third of consumers
                                                                                                                                                  • Figure 57: Statements on sweet biscuits, February 2011
                                                                                                                                                • Snack packs help dieters
                                                                                                                                                • The Consumer – Attitudes towards Savoury Biscuits

                                                                                                                                                  • Key points
                                                                                                                                                    • Women are more engaged with the category
                                                                                                                                                      • Figure 58: Index of agreement with statements on savoury biscuits, by gender (Average = 100), February 2011
                                                                                                                                                    • Savoury biscuit users are brand-loyal
                                                                                                                                                      • Figure 59: Statements on savoury biscuits, February 2011
                                                                                                                                                    • Cost could be prohibitive to increasing usage
                                                                                                                                                      • Figure 60: Statements on savoury biscuits, February 2011
                                                                                                                                                    • Snack packs would attract 25-34s and rye crackers users
                                                                                                                                                      • Figure 61: Statements on savoury biscuits, by types used in the last 12 months, February 2011
                                                                                                                                                    • Healthier ingredients appeal to elusive ABs
                                                                                                                                                      • Figure 62: Index of agreement with statements on savoury biscuits, by gender, age, socio-economic group and household income (average = 100), February 2011
                                                                                                                                                    • Need to increase consumption occasions
                                                                                                                                                        • Figure 63: Statements on savoury biscuits, by age, February 2011
                                                                                                                                                    • Appendix – Internal Market Environment

                                                                                                                                                        • Figure 64: Trends in frequency of eating sweet biscuits, 2009 and 2010
                                                                                                                                                        • Figure 65: Trends in frequency of use of savoury biscuits, crispbread, crackers and rice cakes, 2009 and 2010
                                                                                                                                                    • Appendix – Broader Market Environment

                                                                                                                                                        • Figure 66: Trends in the age structure of the UK population, 2005-15
                                                                                                                                                        • Figure 67: Forecast adult population trends, by socio-economic group, 2005-15
                                                                                                                                                        • Figure 68: UK households, by size, 2005-15
                                                                                                                                                    • Appendix – Market Size and Forecast

                                                                                                                                                        • Figure 69: Best- and worst-case forecasts for sweet and savoury biscuits, 2010-15
                                                                                                                                                    • Appendix – The Consumer – Usage

                                                                                                                                                        • Figure 70: Most popular biscuits, cookies and crackers used in the last 12 months, by demographics, February 2011
                                                                                                                                                        • Figure 71: Next most popular biscuits, cookies and crackers used in the last 12 months, by demographics, February 2011
                                                                                                                                                        • Figure 72: Other biscuits, cookies and crackers used in the last 12 months, by demographics, February 2011
                                                                                                                                                        • Figure 73: Least popular biscuits, cookies and crackers used in the last 12 months, by demographics, February 2011
                                                                                                                                                        • Figure 74: Biscuits, cookies and crackers used in the last 12 months, by demographics, February 2011
                                                                                                                                                    • Appendix – Factors Influencing Snacking Habits

                                                                                                                                                        • Figure 75: Most popular factors to be considered when choosing sweet biscuits, by demographics, February 2011
                                                                                                                                                        • Figure 76: Next most popular factors to be considered when choosing sweet biscuits, by demographics, February 2011
                                                                                                                                                        • Figure 77: Other factors to be considered when choosing sweet biscuits, by demographics, February 2011
                                                                                                                                                        • Figure 78: Most popular factors to be considered when choosing savoury biscuits, by demographics, February 2011
                                                                                                                                                        • Figure 79: Next most popular factors to be considered when choosing savoury biscuits, by demographics, February 2011
                                                                                                                                                        • Figure 80: Other factors to be considered when choosing savoury biscuits, by demographics, February 2011
                                                                                                                                                    • Appendix – Attitudes towards Sweet Biscuits

                                                                                                                                                        • Figure 81: Agreement with the statement ‘I tend to buy the same brand of sweet biscuits’, by demographics, February 2011
                                                                                                                                                        • Figure 82: Agreement with the statement ‘I have switched to own-label sweet biscuits to save money’, by demographics, February 2011
                                                                                                                                                        • Figure 83: Agreement with the statement ‘I think branded sweet biscuits taste better than own-label’, by demographics, February 2011
                                                                                                                                                        • Figure 84: Agreement with the statement ‘I often try new flavours and varieties of sweet biscuits’, by demographics, February 2011
                                                                                                                                                        • Figure 85: Agreement with the statement ‘I always buy the same flavour of sweet biscuits’, by demographics, February 2011
                                                                                                                                                        • Figure 86: Agreement with the statement ‘I like to eat sweet biscuits with a hot drink’, by demographics, February 2011
                                                                                                                                                        • Figure 87: Agreement with the statement ‘I prefer to eat other treats rather than sweet biscuits’, by demographics, February 2011
                                                                                                                                                        • Figure 88: Agreement with the statement ‘I would like to see more individual/snack packs of sweet biscuits available’, by demographics, February 2011
                                                                                                                                                        • Figure 89: Agreement with the statement ‘I try to eat healthier snacks instead of sweet biscuits whenever possible’, by demographics, February 2011
                                                                                                                                                        • Figure 90: Agreement with the statement ‘I have cut down on the number of sweet biscuits I eat for health reasons’, by demographics, February 2011
                                                                                                                                                        • Figure 91: Agreement with the statement ‘I buy low-sugar/fat varieties whenever possible’, by demographics, February 2011
                                                                                                                                                    • Appendix – Attitudes towards Savoury Biscuits

                                                                                                                                                        • Figure 92: Agreement with the statement ‘I tend to buy the same brand of savoury biscuits’, by demographics, February 2011
                                                                                                                                                        • Figure 93: Agreement with the statement ‘I have switched to own-label savoury biscuits to save money’, by demographics, February 2011
                                                                                                                                                        • Figure 94: Agreement with the statement ‘I think branded savoury biscuits taste better than own-label’, by demographics, February 2011
                                                                                                                                                        • Figure 95: Agreement with the statement ‘I have noticed a rise in prices over the last 12 months’, by demographics, February 2011
                                                                                                                                                        • Figure 96: Agreement with the statement ‘I often try new flavours and varieties of savoury biscuits’, by demographics, February 2011
                                                                                                                                                        • Figure 97: Agreement with the statement ‘I always buy the same flavour of savoury biscuits’, by demographics, February 2011
                                                                                                                                                        • Figure 98: Agreement with the statement ‘I eat savoury biscuits as an alternative to other foods’, by demographics, February 2011
                                                                                                                                                        • Figure 99: Agreement with the statement ‘I tend to eat savoury biscuits at Christmas’, by demographics, February 2011
                                                                                                                                                        • Figure 100: Agreement with the statement ‘I would like to see more individual/snack packs of savoury biscuits available’, by demographics, February 2011
                                                                                                                                                        • Figure 101: Agreement with the statement ‘I buy low-salt/wholemeal/high-fibre varieties whenever possible’, by demographics, February 2011

                                                                                                                                                    Companies Covered

                                                                                                                                                    • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                    • Asda Group Ltd
                                                                                                                                                    • Associated British Foods Plc
                                                                                                                                                    • Bahlsen Ltd
                                                                                                                                                    • Bank of England
                                                                                                                                                    • Blackstone Group (The)
                                                                                                                                                    • British Retail Consortium
                                                                                                                                                    • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                    • Burton's Biscuit Company
                                                                                                                                                    • Cadbury Trebor Bassett
                                                                                                                                                    • Canadian Imperial Bank of Commerce
                                                                                                                                                    • Cancer Research UK
                                                                                                                                                    • Co-operative Group
                                                                                                                                                    • Costa
                                                                                                                                                    • Council of Mortgage Lenders
                                                                                                                                                    • Department of Trade and Industry
                                                                                                                                                    • Duke Street Capital
                                                                                                                                                    • Fairtrade Foundation (The)
                                                                                                                                                    • Ferrero UK Limited
                                                                                                                                                    • Food Standards Agency
                                                                                                                                                    • Freeview
                                                                                                                                                    • Government Actuary's Department (GAD)
                                                                                                                                                    • Green & Black's Ltd
                                                                                                                                                    • Greencore Group plc
                                                                                                                                                    • J. Sainsbury
                                                                                                                                                    • Jamie Oliver
                                                                                                                                                    • Kantar Media
                                                                                                                                                    • Kellogg Company of GB Limited
                                                                                                                                                    • Kraft Foods UK
                                                                                                                                                    • Lidl (UK)
                                                                                                                                                    • Marks & Spencer
                                                                                                                                                    • mmO2 plc
                                                                                                                                                    • Nairn's
                                                                                                                                                    • Nestle Rowntree
                                                                                                                                                    • Nestlé S.A.
                                                                                                                                                    • Nestlé UK Ltd
                                                                                                                                                    • Netto Foodstores Ltd
                                                                                                                                                    • Nintendo Co Ltd
                                                                                                                                                    • Northern Foods Plc
                                                                                                                                                    • Pepsi-Cola UK
                                                                                                                                                    • Quaker
                                                                                                                                                    • Ryvita Company Ltd (The)
                                                                                                                                                    • Somerfield
                                                                                                                                                    • T-Mobile (UK) Ltd
                                                                                                                                                    • Tesco Plc
                                                                                                                                                    • Thomas Tunnock Limited
                                                                                                                                                    • United Biscuits
                                                                                                                                                    • Virgin Media Ltd
                                                                                                                                                    • Virgin Mobile
                                                                                                                                                    • Vodafone Group Plc (UK)
                                                                                                                                                    • W Jordans (Cereals) Ltd
                                                                                                                                                    • Waitrose Ltd
                                                                                                                                                    • Walkers Shortbread Ltd
                                                                                                                                                    • Weight Watchers Ltd. (UK)
                                                                                                                                                    • Wm Morrison Supermarkets
                                                                                                                                                    • World Wildlife Fund

                                                                                                                                                    Biscuits, Cookies and Crackers - UK - April 2011

                                                                                                                                                    £1,750.00 (Excl.Tax)