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Biscuits, Cookies and Crackers - UK - April 2015

“After a period of impressive growth since its launch, the breakfast biscuits market lost momentum in 2014. That a quarter of users are interested in breakfast biscuits with a high fruit content, and a similar number are interested in high-protein versions, signals scope for further development.”
– Aimee Townshend., Research Analyst

This report looks at the following areas:

  • Lower-calorie sweet biscuits appeal to users
  • Breakfast biscuits with protein or fruit attract interest from users
  • Savoury biscuits, crackers and crispbread not considered a snack on their own

Sweet biscuits continue to dominate the market, accounting for two thirds of value and three quarters of volume. However, the high media coverage around the contribution of sugar to the UK’s obesity problem in 2014 saw the health credentials of sweet biscuits come under scrutiny.

That four in 10 sweet biscuit eaters limit how often they eat these due to their high sugar content and three in 10 because they are unhealthy demonstrates the impact of health concerns on the market. The interest in reduced calorie versions, however, suggests scope for operators to address such concerns.

With usage standing at just under half of adults, breakfast biscuits have enjoyed several years of impressive growth, however, the segment lost momentum in 2014. Breakfast biscuits with a high fruit content and versions high in protein spark interest, offering an area of further development for manufacturers.

 

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Total UK retail value sales of sweet and savoury biscuits, breakfast biscuits, cereal/snack bars, crackers, crispbread and rice cakes, 2009-19
            • Market factors
              • Companies, brands and innovation
                • Masterbrand strategy helps United Biscuits extend its lead in sweet biscuits
                  • Figure 2: Leading manufacturers in the sweet biscuits, breakfast biscuits and cereal/snack bars market, by value share, 2014/15*
                • Jacob’s masterbrand strategy boosts sales in savoury biscuits
                  • Kellogg’s retains top spot in breakfast biscuits and cereal/snack bars despite falling sales
                    • Free-from launches leap ahead, healthier sweet biscuits remain rare in NPD
                      • The consumer
                        • Nine in 10 adults eat sweet biscuits
                          • Figure 3: Frequency of eating sweet biscuits, breakfast biscuits/cereal bar, savoury biscuits, crackers and rice cakes, December 2014
                        • Snacking remains central to biscuits
                          • Figure 4: Occasions for eating sweet biscuits, savoury biscuits, cereal bars and crackers, December 2014
                        • Health concerns are a barrier to eating sweet biscuits
                          • Figure 5: Barriers to eating sweet biscuits, December 2014
                        • Dryness is biggest barrier to savoury biscuits, crackers and crispbread usage
                          • Figure 6: Barriers to eating crackers, savoury biscuits and crispbread, December 2014
                        • Reduced calorie versions of favourite biscuits interest one in five
                          • Figure 7: Interest in selected sweet biscuits, breakfast biscuits and cereal bars product concepts, December 2014
                        • What we think
                        • Issues and Insights

                            • Lower-calorie sweet biscuits appeal to users
                              • The facts
                                • The implications
                                  • Breakfast biscuits with protein or fruit attract interest from users
                                    • The facts
                                      • The implications
                                        • Savoury biscuits, crackers and crispbread not considered a snack on their own
                                          • The facts
                                            • The implications
                                            • Trend Application

                                                • Trend: Sense of the Intense
                                                  • Trend: Transumers
                                                    • Trend: Life Hacking
                                                    • Market Drivers

                                                      • Key points
                                                        • Consumers find themselves in a better financial situation in 2014
                                                          • Figure 8: Consumers’ financial health index, January 2009-January 2015
                                                        • Sugar attracts negative media in 2014
                                                          • Growth of core sweet biscuits users good news for the market
                                                            • Figure 9: Trends in the age structure of the UK population, 2009-14 and 2014-19
                                                        • Strengths and Weaknesses

                                                          • Strengths
                                                            • Weaknesses
                                                            • Who’s Innovating?

                                                              • Key points
                                                                • Healthy claims remain rare in sweet biscuits
                                                                  • Figure 10: NPD in the UK sweet biscuits market, top 15 claims in 2014, 2010-14
                                                                • Free-from launches leap ahead in 2013
                                                                  • Healthier sweet biscuits remain rare in NPD
                                                                    • ‘No added refined sugar’ biscuits should appeal
                                                                      • On-the-go positioning remains rare
                                                                        • Modest activity in premium segment
                                                                          • Biscuits continue to see category blurring
                                                                            • Chocolate brands continue to explore biscuits
                                                                              • Biscuits look to desserts
                                                                                • Traditional biscuits from other countries enter the UK market
                                                                                  • Low-allergen claims leap ahead in savoury biscuits/crackers
                                                                                    • Figure 11: NPD in the UK savoury biscuits/crackers market, top 15 claims in 2014, 2010-14
                                                                                  • NPD in breakfast biscuits helps to inject interest into the category
                                                                                    • Low-sugar and all-natural claims gain in cereal/snack bars in 2014
                                                                                      • Figure 12: NPD in the UK cereal/snack/energy bar, top 15 claims in 2014, 2010-14
                                                                                    • L/N/R sugar claims remain rare
                                                                                      • Mainstream bars look to protein
                                                                                      • Market Size and Forecast

                                                                                        • Key points
                                                                                          • Market suffers from sugar concerns
                                                                                            • Figure 13: Total UK retail volume and value sales of sweet and savoury biscuits, breakfast biscuits, cereal/snack bars, crackers, crispbread and rice cakes, 2009-19
                                                                                          • Value sales expected to be propped up by inflation and trading up in the biscuits, cookies and crackers market
                                                                                            • Figure 14: Total UK retail value sales of sweet and savoury biscuits, breakfast biscuits, cereal/snack bars, crackers, crispbread and rice cakes, 2009-19
                                                                                            • Figure 15: Total UK retail volume sales of sweet and savoury biscuits, breakfast biscuits, cereal/snack bars, crackers, crispbread and rice cakes, 2009-19
                                                                                          • Methodology
                                                                                          • Segment Performance

                                                                                            • Key points
                                                                                              • Treat biscuits struggle
                                                                                                • Figure 16: Total UK retail volume and value sales of sweet biscuits, 2009-19
                                                                                                • Figure 17: Total UK retail value sales of sweet biscuits, 2009-19
                                                                                                • Figure 18: Total UK retail volume sales of sweet biscuits, 2009-19
                                                                                              • Savoury biscuits leap ahead
                                                                                                • Figure 19: Total UK retail volume and value sales of savoury biscuits, crackers, crispbread and rice cakes, 2009-19
                                                                                                • Figure 20: Total UK retail value sales of savoury biscuits, crackers, crispbread and rice cakes, 2009-19
                                                                                                • Figure 21: Total UK retail volume sales of savoury biscuits, crackers, crispbread and rice cakes, 2009-19
                                                                                              • Cereal/snack bars lose their momentum in 2014
                                                                                                • Figure 22: Total UK retail volume and value sales of breakfast biscuits and cereal/snack bars, 2009-19
                                                                                                • Figure 23: Total UK retail value sales of breakfast biscuits and cereal/snack bars, 2009-19
                                                                                                • Figure 24: Total UK retail volume sales of breakfast biscuits and cereal/snack bars, 2009-19
                                                                                                • Figure 25: UK retail value sales of sweet and savoury biscuits, cereal/snack bars and breakfast biscuits, by segment, 2013 and 2014
                                                                                                • Figure 26: UK retail volume sales of sweet and savoury biscuits, cereal/snack bars and breakfast biscuits, by segment, 2013 and 2014
                                                                                            • Market Share

                                                                                              • Key points
                                                                                                • Sweet biscuits, breakfast biscuits and cereal/snack bars
                                                                                                  • Masterbrand strategy helps United Biscuits extend its lead
                                                                                                    • Fox’s embarks on revamp to re-energise sales
                                                                                                      • Oreo continues strong growth
                                                                                                        • Maryland looks to soft baked cookies for next hit
                                                                                                          • Kellogg’s retains leading position despite falling sales
                                                                                                            • Belvita gains share
                                                                                                              • Figure 27: Leading brands’ sales in the sweet biscuits, breakfast biscuits and cereal/snack bars market, by value and volume, 2013/14 and 2014/15
                                                                                                              • Figure 28: Leading manufacturers’ sales in the sweet biscuits, breakfast biscuits and cereal/snack bars market, by value and volume, 2013/14 and 2014/15
                                                                                                            • Savoury biscuits, crackers and crispbread
                                                                                                              • Jacob’s masterbrand strategy boosts sales
                                                                                                                • Ritz leaps ahead with first TV campaign in decades
                                                                                                                  • New entrants make their mark
                                                                                                                    • Figure 29: Leading brands in the savoury biscuits, crackers, crispbread and rice cakes market, by value and volume, 2012/13 and 2013/14
                                                                                                                    • Figure 30: Leading manufacturers’ sales in the savoury biscuits, crackers, crispbread and rice cakes market, by value and volume, 2012/13 and 2013/14
                                                                                                                • Companies and Products

                                                                                                                  • United Biscuits
                                                                                                                    • Background
                                                                                                                      • Product range
                                                                                                                        • Product innovation
                                                                                                                          • Recent activity and promotion
                                                                                                                            • Burton’s Biscuit Company
                                                                                                                              • Background
                                                                                                                                • Product range
                                                                                                                                  • Product innovation
                                                                                                                                    • Recent activity and promotion
                                                                                                                                      • Associated British Foods
                                                                                                                                        • Background
                                                                                                                                          • Product range and innovation
                                                                                                                                            • Recent activity and promotion
                                                                                                                                              • 2 Sisters Food Group
                                                                                                                                                • Background
                                                                                                                                                  • Product range
                                                                                                                                                    • Product innovation
                                                                                                                                                      • Recent activity and promotion
                                                                                                                                                        • Mondelēz International
                                                                                                                                                          • Background
                                                                                                                                                            • Product range and innovation
                                                                                                                                                              • Recent activity and promotion
                                                                                                                                                                • Eat Natural
                                                                                                                                                                  • Background
                                                                                                                                                                    • Product range and innovation
                                                                                                                                                                      • General Mills
                                                                                                                                                                        • Background
                                                                                                                                                                          • Product range and innovation
                                                                                                                                                                            • Recent activity and promotion
                                                                                                                                                                              • Kellogg’s
                                                                                                                                                                                • Background
                                                                                                                                                                                  • Product range and innovation
                                                                                                                                                                                    • Recent activity and promotion
                                                                                                                                                                                    • Brand Communication and Promotion

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Adspend reaches a four-year high
                                                                                                                                                                                          • Figure 31: Total above-the-line advertising expenditure in the UK sweet and savoury biscuits, crackers and breakfast biscuit/cereal bar market, 2011-14
                                                                                                                                                                                          • Figure 32: Above-the-line advertising expenditure in the UK sweet and savoury biscuits, crackers and breakfast biscuit/cereal bar market, by segment, 2011-14
                                                                                                                                                                                        • UB invests in the three-year ‘Sweeet’ masterbrand campaign
                                                                                                                                                                                          • Mondelēz leads total adspend
                                                                                                                                                                                            • Figure 33: Above-the-line advertising expenditure in the UK sweet and savoury biscuits, crackers and breakfast biscuit/cereal bar market, by top five advertisers’ share, 2011-14
                                                                                                                                                                                            • Figure 34: Above-the-line advertising expenditure in the UK sweet and savoury biscuits, crackers and breakfast biscuits/cereal bars market, by top five advertisers, 2011-14
                                                                                                                                                                                          • Playfulness provides the advertising theme for Oreo
                                                                                                                                                                                            • ABF focuses on the versatility of Ryvita
                                                                                                                                                                                            • Brand Research – Biscuits, Cookies and Crackers

                                                                                                                                                                                              • What you need to know
                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                  • Figure 35: Attitudes towards and usage of selected brands, January 2015
                                                                                                                                                                                                • Key brand metrics
                                                                                                                                                                                                  • Figure 36: Key metrics for selected brands, January 2015
                                                                                                                                                                                                • Brand attitudes: The majority of these brands tend to have images built on perceptions of quality and strong reputations
                                                                                                                                                                                                  • Figure 37: Attitudes, by brand, January 2015
                                                                                                                                                                                                • Brand personality: McVitie’s Jaffa Cakes and Fox’s enjoy the most upbeat brand images
                                                                                                                                                                                                  • Figure 38: Brand personality – macro image, January 2015
                                                                                                                                                                                                • Healthiness is often associated with being bland
                                                                                                                                                                                                  • Figure 39: Brand personality – micro image, January 2015
                                                                                                                                                                                                • Brand analysis
                                                                                                                                                                                                  • McVitie’s Digestives is an accessible and traditional option
                                                                                                                                                                                                    • Figure 40: User profile of McVitie’s Digestives, January 2015
                                                                                                                                                                                                  • McVitie’s Jaffa Cakes benefits from its unique product offering
                                                                                                                                                                                                    • Figure 41: User profile of McVitie’s Jaffa Cakes, January 2015
                                                                                                                                                                                                  • Jacob’s accessibility creates usage despite a basic brand image
                                                                                                                                                                                                    • Figure 42: User profile of Jacob’s, January 2015
                                                                                                                                                                                                  • Fox’s has an upbeat image but lacks the trust enjoyed by the McVitie’s brands
                                                                                                                                                                                                    • Figure 43: User profile of Fox’s, January 2015
                                                                                                                                                                                                  • Nairn’s lacks indulgence but image of healthiness suggests potential for growth
                                                                                                                                                                                                    • Figure 44: User profile of Nairn’s, January 2015
                                                                                                                                                                                                  • Oreo’s specific appeal to younger groups limits overall scores
                                                                                                                                                                                                    • Figure 45: User profile of Oreo, January 2015
                                                                                                                                                                                                  • Ryvita most likely to be thought of as bland, but healthiness gives a specific purpose
                                                                                                                                                                                                    • Figure 46: User profile of Ryvita, January 2015
                                                                                                                                                                                                • The Consumer – Usage of Biscuits, Cookies and Crackers

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Nine in 10 adults eat sweet biscuits
                                                                                                                                                                                                      • Figure 47: Usage of biscuits, cookies and crackers, December 2014
                                                                                                                                                                                                      • Figure 48: Frequency of eating sweet biscuits, breakfast biscuits/cereal bar, savoury biscuits, crackers and rice cakes, December 2014
                                                                                                                                                                                                    • Lighter versions of biscuits eaten by less than half of adults
                                                                                                                                                                                                      • Breakfast biscuits and light/low-fat biscuits attract similar users
                                                                                                                                                                                                        • Women are core users of savoury biscuits, crackers and crispbread
                                                                                                                                                                                                        • The Consumer – Occasions for Eating Biscuits, Cookies and Crackers

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Snacking remains central to biscuits
                                                                                                                                                                                                              • Figure 49: Occasions for eating sweet biscuits, savoury biscuits, cereal bars and crackers, December 2014
                                                                                                                                                                                                            • Biscuits lack treat associations
                                                                                                                                                                                                              • On-the-go usage remains low
                                                                                                                                                                                                                • Savoury biscuits tailored to a cheeseboard
                                                                                                                                                                                                                • The Consumer – Barriers to Eating Biscuits, Cookies and Crackers

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Health concerns are a barrier to eating sweet biscuits
                                                                                                                                                                                                                      • Figure 50: Barriers to eating sweet biscuits, December 2014
                                                                                                                                                                                                                    • Healthier variants have untapped potential
                                                                                                                                                                                                                      • Perceived lack of portion control discourages sweet biscuit usage
                                                                                                                                                                                                                        • Dryness is biggest barrier to savoury biscuits, crackers and crispbread usage
                                                                                                                                                                                                                          • Figure 51: Barriers to eating crackers, savoury biscuits and crispbread, December 2014
                                                                                                                                                                                                                      • The Consumer – Sweet Biscuits and Breakfast Biscuits/Cereal Bar Product Enticements

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Reduced calorie versions of favourite biscuits interest one in five
                                                                                                                                                                                                                            • Figure 52: Interest in selected sweet biscuits, breakfast biscuits and cereal bars product concepts, December 2014
                                                                                                                                                                                                                          • Sugar-free biscuits sweetened with stevia appeal to one in seven
                                                                                                                                                                                                                            • More indulgent biscuits could tap into treat behaviour
                                                                                                                                                                                                                              • Heatable cookies/biscuits blur boundaries with dessert category
                                                                                                                                                                                                                                • Breakfast biscuits with protein or fruit attract interest from users
                                                                                                                                                                                                                                  • A quarter of users are drawn to high-protein breakfast biscuits
                                                                                                                                                                                                                                    • Sweet biscuits tailored to hot drinks appeal to one in five
                                                                                                                                                                                                                                    • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                        • Figure 53: Total UK retail value sales of sweet and savoury biscuits, breakfast biscuits, cereal/snack bars, crackers, crispbread and rice cakes, best- and worst-case forecast, 2014-19
                                                                                                                                                                                                                                        • Figure 54: Total UK retail volume sales of sweet and savoury biscuits, breakfast biscuits, cereal/snack bars, crackers, crispbread and rice cakes, best- and worst-case forecast, 2014-19
                                                                                                                                                                                                                                        • Figure 55: Total UK retail value sales of savoury biscuits, crackers, crispbread and rice cakes, best- and worst-case forecast, 2014-19
                                                                                                                                                                                                                                        • Figure 56: Total UK retail volume sales of savoury biscuits, crackers, crispbread and rice cakes, best- and worst-case forecast, 2014-19
                                                                                                                                                                                                                                        • Figure 57: Total UK retail value sales of sweet biscuits, best- and worst-case forecast, 2014-19
                                                                                                                                                                                                                                        • Figure 58: Total UK retail volume sales of sweet biscuits, best- and worst-case forecast, 2014-19
                                                                                                                                                                                                                                        • Figure 59: Total UK retail value sales of breakfast biscuits and cereal/snack bars, best- and worst-case forecast, 2014-19
                                                                                                                                                                                                                                        • Figure 60: Total UK retail volume sales of breakfast biscuits and cereal/snack bars, best- and worst-case forecast, 2014-19

                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                    • 2 Sisters Food Group
                                                                                                                                                                                                                                    • Advertising Standards Authority
                                                                                                                                                                                                                                    • Apeejay Tea Limited
                                                                                                                                                                                                                                    • British Bakeries Ltd
                                                                                                                                                                                                                                    • Burton's Biscuit Company
                                                                                                                                                                                                                                    • Cadbury Schweppes European Confectionery
                                                                                                                                                                                                                                    • Cadbury Trebor Bassett
                                                                                                                                                                                                                                    • CIBC World Markets Inc.
                                                                                                                                                                                                                                    • Dairy Crest Group plc
                                                                                                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                                                                                                    • Fédération Internationale de Football Association
                                                                                                                                                                                                                                    • Häagen-Dazs
                                                                                                                                                                                                                                    • ITV plc
                                                                                                                                                                                                                                    • Kellogg Company
                                                                                                                                                                                                                                    • Kraft Foods Inc.
                                                                                                                                                                                                                                    • Nature Valley
                                                                                                                                                                                                                                    • PAI Partners
                                                                                                                                                                                                                                    • Ryvita Company Ltd (The)
                                                                                                                                                                                                                                    • The Sun
                                                                                                                                                                                                                                    • Twitter, Inc.
                                                                                                                                                                                                                                    • United Biscuits
                                                                                                                                                                                                                                    • W Jordans (Cereals) Ltd
                                                                                                                                                                                                                                    • YouTube, Inc.

                                                                                                                                                                                                                                    Biscuits, Cookies and Crackers - UK - April 2015

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