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Biscuits, Cookies and Crackers - UK - March 2013

“While users tend to turn to biscuits when they feel like a treat, half say it’s important to pay attention to the calorie content of biscuits while half would like to see more biscuits with added health benefits.”

– Kiti Soininen, Head of UK Food, Drink & Foodservice Research

Some questions answered in this report include:

  • How can manufacturers polish the value positioning of chocolate biscuit bars to revive growth in the sector?
  • What NPD areas offer potential in healthy biscuits?
  • How can packaging add value in this price-sensitive market?
  • Is there scope for flavour innovation to drive interest in savoury biscuits?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Total UK retail sales and forecast of sweet and savoury biscuits and crackers, by value, 2007-17
            • Segment performance
              • Sweet biscuits
                • Savoury biscuits and crackers
                  • Market factors
                    • Ageing population to benefit biscuits
                      • Savvy shoppers on the hunt for special offers
                        • Healthy appetite for diet/light foods
                          • Companies, brands and innovation
                            • Market share – sweet biscuits
                              • Figure 2: UK retail sales of sweet biscuit brands, by value share, 2012*
                            • Market share – savoury biscuits and crackers
                              • Figure 3: UK retail sales of savoury biscuits and crackers brands, by value and volume share, 2012*
                            • NPD activity reaches a five-year high in 2012
                              • Adspend rises by 6% in 2012
                                • The consumer
                                  • Types of sweet and savoury biscuits and crackers eaten
                                    • Figure 4: Types of biscuits eaten, December 2012
                                  • Occasions for eating sweet biscuits
                                    • Figure 5: Usage occasions for eating sweet biscuits, December 2012
                                  • Factors influencing purchase of sweet biscuits
                                    • Figure 6: Important factors when choosing sweet biscuits, December 2012
                                  • Attitudes towards sweet biscuits
                                    • Figure 7: Attitudes towards sweet biscuits, December 2012
                                  • Attitudes towards sweet and savoury biscuits and crackers
                                    • Figure 8: Attitudes towards sweet and savoury biscuits, December 2012
                                  • What we think
                                  • Issues in the Market

                                      • How can manufacturers polish the value positioning of chocolate biscuit bars to revive growth in the sector?
                                        • What NPD areas offer potential in healthy biscuits?
                                          • How can packaging add value in this price-sensitive market?
                                            • Is there scope for flavour innovation to drive interest in savoury biscuits?
                                            • Trend Application

                                                • Trend: Simple Balance for Health
                                                  • Trend: Transumers
                                                    • Mintel Futures: Old Gold
                                                    • Strengths and Weaknesses

                                                      • Strengths
                                                        • Weaknesses
                                                        • Market Drivers

                                                          • Key points
                                                            • Biscuits’ strength (and weakness) is its retired user base
                                                              • Figure 9: Usage of sweet biscuits, by selected lifestage, 2012
                                                            • Ageing population bodes well for biscuits
                                                              • Figure 10: Projected trends in population growth, by age, 2012-17
                                                            • Frugal spending habits continue to take their toll on biscuits
                                                              • Figure 11: Monthly consumer confidence index, January 2008-December 2012
                                                              • Figure 12: Agreement with selected lifestyle statements, 2007-12
                                                            • Raw material costs under pressure
                                                              • Figure 13: Average monthly UK prices of wheat, January 2008-November 2012
                                                            • Healthy biscuit sector remains niche…despite encouraging growth in 2012
                                                              • Health vs indulgence
                                                                • Figure 14: Agreement with selected lifestyle statements, 2007-12
                                                              • Obesity crisis continues
                                                                • Figure 15: Trends in Body Mass Index segments, % point change, 2007-12 and 2011-12
                                                              • Salt reduction targets stalled
                                                              • Who’s Innovating?

                                                                • Key points
                                                                  • New product launch activity reaches a five-year high
                                                                    • Figure 16: Share of new launches in sweet and savoury biscuits/crackers of the total launches in UK food market, 2009-12
                                                                  • Sweet biscuits dominate new product launch activity
                                                                    • Figure 17: Share of sweet and savoury biscuits/crackers NPD, by sector, 2009-12
                                                                    • Figure 18: Share of biscuits, cookies and crackers NPD, by own-label and brand, 2008-12
                                                                    • Figure 19: Share of product launches within the UK biscuits, cookies and crackers market, by ultimate company, 2009-12
                                                                  • NPD in children’s sweet biscuit sector heats up in 2013
                                                                    • Seasonal events provide inspiration for brands
                                                                      • Christmas stocking fillers and beyond
                                                                        • Seasonal and economy claims grow in sweet biscuits
                                                                          • Figure 20: Top ten claims among new launches in the UK sweet biscuit market, 2011 and 2012
                                                                        • Quantifying calorie content helps consumers with portion control
                                                                          • Savoury biscuits seek to capitalise on health attributes
                                                                            • Figure 21: Top ten claims among new launches in the UK savoury biscuit and crackers market, 2011 and 2012
                                                                          • Packaging claims
                                                                              • Figure 22: Resealable launches as % of sweet biscuits NPD, UK, 2008-12
                                                                            • New trends in global innovation
                                                                            • Market Size and Forecast

                                                                              • Key points
                                                                                • Value growth reduced as biscuit/cracker volumes see further decline in 2012
                                                                                  • Figure 23: UK retail sales and forecast of sweet and savoury biscuits and crackers, by value and volume, 2007-17
                                                                                • Lack of demand for premium and indulgent treats impacts on sweet biscuit performance
                                                                                  • Figure 24: UK retail sales and forecast of sweet biscuits, by value and volume, 2007-17
                                                                                • Savoury sector bears the brunt of price inflation
                                                                                  • Figure 25: UK retail sales and forecast of savoury biscuits and crackers, by value and volume, 2007-17
                                                                                • Market outlook
                                                                                  • Market forecasts
                                                                                    • Sweet biscuits
                                                                                      • Figure 26: UK retail sales and forecast of sweet biscuits, by volume, 2007-17
                                                                                      • Figure 27: UK retail sales and forecast of sweet biscuits, by value, 2007-17
                                                                                    • Savoury biscuits and crackers
                                                                                      • Figure 28: UK retail sales and forecast of savoury biscuits and crackers, by volume, 2007-17
                                                                                      • Figure 29: UK retail sales and forecast of savoury biscuits and crackers, by value, 2007-17
                                                                                    • Market total
                                                                                      • Figure 30: Total UK retail sales and forecast of sweet and savoury biscuits and crackers, by volume, 2007-17
                                                                                      • Figure 31: Total UK retail sales and forecast of sweet and savoury biscuits and crackers, by value, 2007-17
                                                                                    • Forecast methodology
                                                                                    • Segment Performance

                                                                                      • Key points
                                                                                        • Little evidence of volume growth
                                                                                          • Figure 32: UK retail value and volume sales of sweet and savoury biscuits/crackers, by sector, % change 2011-12
                                                                                        • Sweet biscuits by sector
                                                                                          • Figure 33: UK retail value sales of sweet biscuits, by sector, 2010-12
                                                                                          • Figure 34: UK retail volume sales of sweet biscuits, by sector, 2010-12
                                                                                        • Everyday sector overtakes chocolate biscuit bars as consumers cut back
                                                                                          • Children’s and seasonal sales struggle to resonate
                                                                                            • Healthier biscuits show progress in 2012
                                                                                              • Savoury biscuits/crackers by sector
                                                                                                • Figure 35: UK retail value and volume sales of savoury biscuits and crackers, by sector, 2010-12
                                                                                              • Savoury biscuits reinvigorated by new brand activity
                                                                                              • Market Share

                                                                                                • Key points
                                                                                                  • Brand shares remain steady in sweet biscuits despite some standout performances
                                                                                                    • Own-label picks up pace in 2012 in a fragmented sector
                                                                                                      • Figure 36: UK retail sales of sweet biscuit brands, by value and volume share, 2012*
                                                                                                      • Figure 37: UK retail sales of leading brands in sweet biscuits, by value and volume share, 2011 and 2012
                                                                                                    • Brand extensions and seasonal NPD at Burton’s
                                                                                                      • Mixed performances from United Biscuits portfolio
                                                                                                        • Fair trade KitKat loses out to competitors
                                                                                                          • Fast-growing Oreo recruits new users across category
                                                                                                            • Savoury biscuits and crackers
                                                                                                              • Figure 38: UK retail sales of savoury biscuits and crackers brands, by value and volume share, 2012*
                                                                                                              • Figure 39: UK retail sales of leading brands in savoury biscuits and crackers, by value and volume share, 2011 and 2012
                                                                                                            • New venture brand from Tesco
                                                                                                            • Companies and Products

                                                                                                                • Figure 40: Leading brands in the sweet and savoury biscuits and crackers market, 2012
                                                                                                              • Associated British Foods
                                                                                                                • Background
                                                                                                                  • Product range and innovation
                                                                                                                    • Recent activity and promotion
                                                                                                                      • Burton’s Biscuit Company
                                                                                                                        • Background
                                                                                                                          • Product range
                                                                                                                            • Product innovation
                                                                                                                              • Recent activity and promotion
                                                                                                                                • Kallo Foods
                                                                                                                                  • Company background
                                                                                                                                    • Product range
                                                                                                                                      • Recent activity and promotion
                                                                                                                                        • Mondelēz International (formerly Kraft)
                                                                                                                                          • Background
                                                                                                                                            • Product range and innovation
                                                                                                                                              • Recent activity and promotion
                                                                                                                                                • Nestlé
                                                                                                                                                  • Company background
                                                                                                                                                    • Product range
                                                                                                                                                      • Recent activity and promotion
                                                                                                                                                        • United Biscuits (UBUK)
                                                                                                                                                          • Background
                                                                                                                                                            • Product range and innovation
                                                                                                                                                              • Recent activity and promotion
                                                                                                                                                                • 2 Sisters Food Group
                                                                                                                                                                  • Background
                                                                                                                                                                    • Product range and innovation
                                                                                                                                                                      • Product innovation
                                                                                                                                                                        • Recent activity and promotion
                                                                                                                                                                        • Brand Communication and Promotion

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Brands invest more heavily in marketing spend
                                                                                                                                                                              • Figure 41: Main monitored media advertising expenditure in the sweet and savoury biscuits and crackers market, 2009-12
                                                                                                                                                                              • Figure 42: Main monitored media advertising expenditure in the sweet and savoury biscuits and crackers market, 2009-12
                                                                                                                                                                            • UBUK usurps Burton’s as the second-highest spender, while Kraft continues to dominate
                                                                                                                                                                              • Figure 43: Advertising expenditure in the biscuit, cookies and crackers market, by highest-spending brands, 2009-12
                                                                                                                                                                            • Quirks and Oddities target young people with online and cinema activity
                                                                                                                                                                              • Burton’s Wagon Wheels relaunched
                                                                                                                                                                                • Ryvita teams up with Weight Watchers in 2012
                                                                                                                                                                                  • Fox’s goes pink for charity
                                                                                                                                                                                    • Mobile gains interest
                                                                                                                                                                                    • Channels to Market

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Major multiples maintain their market dominance
                                                                                                                                                                                          • Figure 44: Estimated retail distribution of sweet and savoury biscuits and crackers, 2010-12
                                                                                                                                                                                        • Independents suffer while discounters benefit from competitive prices
                                                                                                                                                                                        • Consumer – Trends in Usage

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Sweet biscuit usage displays encouraging recovery trends
                                                                                                                                                                                              • Figure 45: Usage of sweet biscuits, 2007-12
                                                                                                                                                                                              • Figure 46: Trends in frequency of using sweet biscuits, 2007-12 and 2011-12
                                                                                                                                                                                            • Exploring new occasions brings growth opportunities
                                                                                                                                                                                                • Figure 47: Times of snacking, by selected types of snacks eaten, 2012
                                                                                                                                                                                              • Usage peaks among those likely to be spending more time at home
                                                                                                                                                                                                • Figure 48: Usage of sweet biscuits, by selected demographics showing high VII, 2012
                                                                                                                                                                                              • Climbing savoury biscuit usage stalls in 2012
                                                                                                                                                                                                • Figure 49: Usage of savoury biscuits, crispbread, crackers and rice cakes, 2007-12
                                                                                                                                                                                              • Weekly usage higher than sweet, but declines evident in 2012
                                                                                                                                                                                                • Figure 50: Trends in frequency of using savoury biscuits, crispbread, crackers and rice cakes, 2007-12 and 2011-12
                                                                                                                                                                                                • Figure 51: Usage of savoury biscuits, crispbread, crackers and rice cakes, by selected demographics, by VII, 2012
                                                                                                                                                                                            • Consumer – Types of Biscuits and Crackers Eaten

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Everyday and chocolate biscuits prove most popular
                                                                                                                                                                                                    • Figure 52: Types of biscuits eaten, December 2012
                                                                                                                                                                                                  • Men veer away from crackers, crispbreads and healthy biscuit options
                                                                                                                                                                                                    • Engaging younger adults presents a challenge to savoury biscuit brands
                                                                                                                                                                                                      • Figure 53: Types of biscuits eaten, by age, December 2012
                                                                                                                                                                                                    • Impact of children in household on type of biscuits eaten
                                                                                                                                                                                                        • Figure 54: Types of biscuits eaten – oatcakes, by age, December 2012
                                                                                                                                                                                                      • Enthusiasm for eating different types of biscuits and crackers
                                                                                                                                                                                                        • Figure 55: Repertoire of types of biscuits eaten, December 2012
                                                                                                                                                                                                    • Consumer – Occasions for Eating Sweet Biscuits

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Biscuit occasions
                                                                                                                                                                                                            • Figure 56: Usage occasions for eating sweet biscuits, December 2012
                                                                                                                                                                                                          • Sweet biscuits strike an emotional chord
                                                                                                                                                                                                            • Under-35s more likely to recognise the versatility of biscuits as a snack
                                                                                                                                                                                                              • Figure 57: Usage occasions for eating sweet biscuits, by 16-24 and 25-34 age groups, December 2012
                                                                                                                                                                                                            • Women look to biscuits for a treat and to keep them going throughout the day
                                                                                                                                                                                                              • Figure 58: Usage occasions for eating sweet biscuits, by gender, December 2012
                                                                                                                                                                                                              • Figure 59: Usage occasions for eating sweet biscuits, according to above-average response by demographics and by type of biscuit eaten, December 2012
                                                                                                                                                                                                          • Consumer – Factors Influencing Purchase of Sweet Biscuits

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Appetite for promotions outweighs flavour and brand preference
                                                                                                                                                                                                                  • Figure 60: Important factors when choosing sweet biscuits, December 2012
                                                                                                                                                                                                                  • Figure 61: Important factors when choosing sweet biscuits, by presence of children or teenagers in the household, December 2012
                                                                                                                                                                                                                • Women guided by healthy options
                                                                                                                                                                                                                  • Health credentials struggle to resonate with biscuit shoppers
                                                                                                                                                                                                                    • Figure 62: Important health-related factors when choosing sweet biscuits, by gender and age, December 2012
                                                                                                                                                                                                                  • Biscuit brand loyalty increases with age
                                                                                                                                                                                                                    • Animal welfare and provenance matter slightly more to savoury biscuit users
                                                                                                                                                                                                                      • Figure 63: Important factors when buying food and non-alcoholic drink, by type of biscuits eaten, December 2012
                                                                                                                                                                                                                  • Consumer – Attitudes Towards Sweet Biscuits

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Value and variety are key strengths of the sweet biscuit category
                                                                                                                                                                                                                          • Figure 64: Attitudes towards eating sweet biscuits, December 2012
                                                                                                                                                                                                                        • Enthusiasm for new varieties/concepts/flavours
                                                                                                                                                                                                                          • Over-65s prove loyal but challenging
                                                                                                                                                                                                                            • Figure 65: Attitudes towards eating sweet biscuits, by over-65s age group, % point difference to average, December 2012
                                                                                                                                                                                                                          • Biscuits are viewed as an affordable treat
                                                                                                                                                                                                                            • High level of acceptance of own-label biscuits
                                                                                                                                                                                                                              • High level of interest in healthier biscuits
                                                                                                                                                                                                                                • Scope for biscuits as a more substantial snack
                                                                                                                                                                                                                                  • Figure 66: Agreement with the statement ‘I’d like to see more biscuits with energy-giving ingredients (eg glucose)’, by age, December 2012
                                                                                                                                                                                                                                • Enthusiasm for home baking
                                                                                                                                                                                                                                • Consumer – Perceptions of Sweet Biscuit Types

                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                    • Word associations with sweet biscuits
                                                                                                                                                                                                                                        • Figure 67: Correspondence analysis relating to sweet biscuits, December 2012
                                                                                                                                                                                                                                        • Figure 68: Qualities associated with sweet biscuits, December 2012
                                                                                                                                                                                                                                      • Digestives
                                                                                                                                                                                                                                        • Shortbread
                                                                                                                                                                                                                                          • Chocolate chip cookies
                                                                                                                                                                                                                                            • Sandwich-type biscuits
                                                                                                                                                                                                                                            • Consumer – Attitudes Towards Sweet and Savoury Biscuits and Crackers

                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                • Resealability is in demand
                                                                                                                                                                                                                                                    • Figure 69: Attitudes towards sweet and savoury biscuits, December 2012
                                                                                                                                                                                                                                                  • Crackers as a healthy alternative to bread or crisps
                                                                                                                                                                                                                                                    • Figure 70: Selected attitudes towards sweet and savoury biscuits, by age, December 2012
                                                                                                                                                                                                                                                  • Parents of toddlers want more suitable biscuit options
                                                                                                                                                                                                                                                    • Figure 71: Agreement with the statements ‘I’d like to see more healthy sweet biscuits for children’ and ‘I’d like to see more savoury biscuits for children’, by presence of children, December 2012
                                                                                                                                                                                                                                                  • Demand for more ‘filling’ NPD in savoury biscuits
                                                                                                                                                                                                                                                    • One in five look for the ‘dunk factor’
                                                                                                                                                                                                                                                    • Consumer – Target Groups

                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                        • Four target groups
                                                                                                                                                                                                                                                          • Figure 72: Target groups, December 2012
                                                                                                                                                                                                                                                        • Laid-Back Snackers (21%)
                                                                                                                                                                                                                                                          • Occasional Treaters (26%)
                                                                                                                                                                                                                                                            • New Product Enthusiasts (32%)
                                                                                                                                                                                                                                                              • Waist-Watchers (21%)
                                                                                                                                                                                                                                                              • Appendix – Market Drivers

                                                                                                                                                                                                                                                                  • Figure 73: Trends and projections in the UK population (‘000s), by age group, 2007-17
                                                                                                                                                                                                                                                                  • Figure 74: Forecast adult population trends, by socio-economic group, 2007-17
                                                                                                                                                                                                                                                                  • Figure 75: Agreement with selected lifestyle statements, 2007-12
                                                                                                                                                                                                                                                                  • Figure 76: Agreement with selected lifestyle statements, by demographics, 2012
                                                                                                                                                                                                                                                                  • Figure 77: Agreement with selected lifestyle statements, by demographics, 2012
                                                                                                                                                                                                                                                                  • Figure 78: Trends in Body Mass Index segments, 2007-12
                                                                                                                                                                                                                                                                  • Figure 79: Trends in Body Mass Index segments, by demographics, 2012
                                                                                                                                                                                                                                                                  • Figure 80: GDP, PDI, consumer expenditure and savings, at constant 2007 prices, 2007-17
                                                                                                                                                                                                                                                              • Appendix – Market Forecast

                                                                                                                                                                                                                                                                • Sweet and savoury biscuits/crackers
                                                                                                                                                                                                                                                                  • Figure 81: Forecast of UK retail sales of sweet and savoury biscuits/crackers, best- and worst-case forecast, by value, 2012-17
                                                                                                                                                                                                                                                                  • Figure 82: Forecast of UK retail sales of sweet and savoury biscuits/crackers, best- and worst-case forecast, by volume, 2012-17
                                                                                                                                                                                                                                                                • Sweet biscuits
                                                                                                                                                                                                                                                                  • Figure 83: Forecast of UK retail sales of sweet biscuits, best- and worst-case forecast, by value, 2012-17
                                                                                                                                                                                                                                                                  • Figure 84: Forecast of UK retail sales of sweet biscuits, best- and worst-case forecast, by volume, 2012-17
                                                                                                                                                                                                                                                                • Savoury biscuits and crackers
                                                                                                                                                                                                                                                                  • Figure 85: Forecast of UK retail sales of savoury biscuits/crackers, best- and worst-case forecast, by value, 2012-17
                                                                                                                                                                                                                                                                  • Figure 86: Forecast of UK retail sales of savoury biscuits/crackers, best- and worst-case forecast, by volume, 2012-17
                                                                                                                                                                                                                                                              • Appendix – Consumer – Trends in Usage

                                                                                                                                                                                                                                                                  • Figure 87: Frequency of using sweet biscuits, by demographics, 2012
                                                                                                                                                                                                                                                                  • Figure 88: Frequency of using savoury biscuits, crispbread, crackers and rice cakes, by demographics, 2012
                                                                                                                                                                                                                                                              • Appendix – Consumer – Types of Biscuits and Crackers Eaten

                                                                                                                                                                                                                                                                  • Figure 89: Types of biscuits eaten, December 2012
                                                                                                                                                                                                                                                                  • Figure 90: Most popular types of biscuits eaten, by demographics, December 2012
                                                                                                                                                                                                                                                                  • Figure 91: Next most popular types of biscuits eaten, by demographics, December 2012
                                                                                                                                                                                                                                                                • Repertoire analysis
                                                                                                                                                                                                                                                                  • Figure 92: Repertoire of types of sweet biscuits eaten, December 2012
                                                                                                                                                                                                                                                                  • Figure 93: Repertoire of types of sweet biscuits eaten, by demographics, December 2012
                                                                                                                                                                                                                                                                  • Figure 94: Types of biscuits eaten, by repertoire of types sweet biscuits eaten, December 2012
                                                                                                                                                                                                                                                                  • Figure 95: Repertoire of types of savoury biscuits and crackers eaten, December 2012
                                                                                                                                                                                                                                                                  • Figure 96: Repertoire of types of savoury biscuits and crackers eaten, by demographics, December 2012
                                                                                                                                                                                                                                                                  • Figure 97: Types of biscuits eaten, by repertoire of types savoury biscuits and crackers eaten, December 2012
                                                                                                                                                                                                                                                                  • Figure 98: Important factors when buying food and non-alcoholic drink, by most popular types of biscuits eaten, December 2012
                                                                                                                                                                                                                                                                  • Figure 99: Important factors when buying food and non-alcoholic drink, by next most popular types of biscuits eaten, December 2012
                                                                                                                                                                                                                                                              • Appendix – Consumer – Occasions for Eating Sweet Biscuits

                                                                                                                                                                                                                                                                  • Figure 100: Most popular usage occasions for eating sweet biscuits, by demographics, December 2012
                                                                                                                                                                                                                                                                  • Figure 101: Next most popular usage occasions for eating sweet biscuits, by demographics, December 2012
                                                                                                                                                                                                                                                                  • Figure 102: Usage occasions for eating sweet biscuits, by most popular types of biscuits eaten, December 2012
                                                                                                                                                                                                                                                                  • Figure 103: Usage occasions for eating sweet biscuits, by next most popular types of biscuits eaten, December 2012
                                                                                                                                                                                                                                                                  • Figure 104: Usage occasions for eating sweet biscuits, by important factors when choosing sweet biscuits, December 2012
                                                                                                                                                                                                                                                                  • Figure 105: Types of biscuits eaten, by most popular usage occasions for eating sweet biscuits, December 2012
                                                                                                                                                                                                                                                                  • Figure 106: Types of biscuits eaten, by next most popular usage occasions for eating sweet biscuits, December 2012
                                                                                                                                                                                                                                                              • Appendix – Consumer – Factors Influencing Purchase of Sweet Biscuits

                                                                                                                                                                                                                                                                  • Figure 107: Important factors when choosing sweet biscuits, by demographics, December 2012
                                                                                                                                                                                                                                                                  • Figure 108: Types of biscuits eaten, by important factors when choosing sweet biscuits, December 2012
                                                                                                                                                                                                                                                                  • Figure 109: Important factors when choosing sweet biscuits, by most popular types of biscuits eaten, December 2012
                                                                                                                                                                                                                                                                  • Figure 110: Important factors when choosing sweet biscuits, by next most popular types of biscuits eaten, December 2012
                                                                                                                                                                                                                                                                  • Figure 111: Sweets biscuits purchasing, December 2012
                                                                                                                                                                                                                                                                  • Figure 112: Sweets biscuits purchasing, by demographics, December 2012
                                                                                                                                                                                                                                                              • Appendix – Consumer – Attitudes Towards Sweet Biscuits

                                                                                                                                                                                                                                                                  • Figure 113: Attitudes towards eating sweet biscuits, December 2012
                                                                                                                                                                                                                                                                  • Figure 114: Agreement with the statements ‘Biscuits are a good value snack’ and ‘I enjoy trying new types of biscuits’, by demographics, December 2012
                                                                                                                                                                                                                                                                  • Figure 115: Agreement with the statements ‘It’s important to pay attention to the calorie content of biscuits’ and ‘I’d like to see more biscuits with different flavoured fillings’, by demographics, December 2012
                                                                                                                                                                                                                                                                  • Figure 116: Agreement with the statements ‘Own-label biscuits are just as good as branded varieties’ and ‘I would eat biscuits more often if I was sure they weren’t bad for me’, by demographics, December 2012
                                                                                                                                                                                                                                                                  • Figure 117: Agreement with the statements ‘Biscuits are a less filling snack than chocolate/cereal bars’ and ‘I’d like to see more biscuits with added health benefits (eg omega 3, high fibre)’, by demographics, December 2012
                                                                                                                                                                                                                                                                  • Figure 118: Agreement with the statements ‘I’d like to see more biscuits with energy-giving ingredients’ and ‘I’d be keen to bake my own biscuits from a pre-mix recipe’, by demographics, December 2012
                                                                                                                                                                                                                                                                  • Figure 119: Attitudes towards eating sweet biscuits, by most popular types of biscuits eaten, December 2012
                                                                                                                                                                                                                                                                  • Figure 120: Attitudes towards eating sweet biscuits, by next most popular types of biscuits eaten, December 2012
                                                                                                                                                                                                                                                              • Appendix – Consumer – Perceptions of Sweet Biscuit Types

                                                                                                                                                                                                                                                                  • Figure 121: Perceptions of sweet biscuit types, December 2012
                                                                                                                                                                                                                                                                  • Figure 122: Most popular perceptions of digestives, by demographics, December 2012
                                                                                                                                                                                                                                                                  • Figure 123: Next most popular perceptions of digestives, by demographics, December 2012
                                                                                                                                                                                                                                                                  • Figure 124: Most popular perceptions of shortbread, by demographics, December 2012
                                                                                                                                                                                                                                                                  • Figure 125: Next most popular perceptions of shortbread, by demographics, December 2012
                                                                                                                                                                                                                                                                  • Figure 126: Most popular perceptions of chocolate chip cookies, by demographics, December 2012
                                                                                                                                                                                                                                                                  • Figure 127: Next most popular perceptions of chocolate chip cookies, by demographics, December 2012
                                                                                                                                                                                                                                                                  • Figure 128: Most popular perceptions of sandwich-type biscuits, by demographics, December 2012
                                                                                                                                                                                                                                                                  • Figure 129: Next most popular perceptions of sandwich-type biscuits, by demographics, December 2012
                                                                                                                                                                                                                                                              • Appendix – Consumer – Attitudes Towards Sweet and Savoury Biscuits and Crackers

                                                                                                                                                                                                                                                                  • Figure 130: Attitudes towards sweet and savoury biscuits, December 2012
                                                                                                                                                                                                                                                                  • Figure 131: Most popular attitudes towards sweet and savoury biscuits, by demographics, December 2012
                                                                                                                                                                                                                                                                  • Figure 132: Next most popular attitudes towards sweet and savoury biscuits, by demographics, December 2012
                                                                                                                                                                                                                                                                  • Figure 133: Attitudes towards sweet and savoury biscuits, by most popular types of biscuits eaten, December 2012
                                                                                                                                                                                                                                                                  • Figure 134: Attitudes towards sweet and savoury biscuits, by next most popular types of biscuits eaten, December 2012
                                                                                                                                                                                                                                                              • Appendix – Target Groups

                                                                                                                                                                                                                                                                  • Figure 135: Target groups, by demographics, December 2012
                                                                                                                                                                                                                                                                  • Figure 136: Types of biscuits eaten, by target groups, December 2012
                                                                                                                                                                                                                                                                  • Figure 137: Important factors when choosing sweet biscuits, by target groups, December 2012
                                                                                                                                                                                                                                                                  • Figure 138: Usage occasions for eating sweet biscuits, by target groups, December 2012
                                                                                                                                                                                                                                                                  • Figure 139: Attitudes towards eating sweet biscuits, by target groups, December 2012
                                                                                                                                                                                                                                                                  • Figure 140: Perceptions of sweet biscuit types, by target groups, December 2012
                                                                                                                                                                                                                                                                  • Figure 141: Attitudes towards sweet and savoury biscuits, by target groups, December 2012
                                                                                                                                                                                                                                                                  • Figure 142: Attitudes towards health and healthy lifestyle statements, by target groups, December 2012

                                                                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                                                                              • 2 Sisters Food Group
                                                                                                                                                                                                                                                              • Associated British Foods Plc
                                                                                                                                                                                                                                                              • Buckingham Foods Ltd
                                                                                                                                                                                                                                                              • Burton's Biscuit Company
                                                                                                                                                                                                                                                              • Cadbury Trebor Bassett
                                                                                                                                                                                                                                                              • Intersnack UK
                                                                                                                                                                                                                                                              • Itsu
                                                                                                                                                                                                                                                              • Kallo Foods Ltd
                                                                                                                                                                                                                                                              • Kraft Foods UK
                                                                                                                                                                                                                                                              • Nestlé UK Ltd
                                                                                                                                                                                                                                                              • Northern Foods Plc
                                                                                                                                                                                                                                                              • Quaker
                                                                                                                                                                                                                                                              • Ryvita Company Ltd (The)
                                                                                                                                                                                                                                                              • United Biscuits
                                                                                                                                                                                                                                                              • W Jordans (Cereals) Ltd
                                                                                                                                                                                                                                                              • Whole Earth Foods

                                                                                                                                                                                                                                                              Biscuits, Cookies and Crackers - UK - March 2013

                                                                                                                                                                                                                                                              £1,995.00 (Excl.Tax)