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Biscuits, Cookies and Crackers - UK - March 2014

“The majority of users want to see more on-the-go packs of savoury biscuits and crackers. Offering snack packs containing one or two servings and placing them next to other on-the-go snacks such as cereal or chocolate bars near supermarket tills should forge associations with on-the-go occasions.”

– Heidi Lanschützer, Food & Drink Analyst

Some questions answered in this report include:

  • Where do savoury biscuits and crackers need to focus their attentions?
  • Would treat biscuits benefit from a permissible treat positioning?
  • How can breakfast biscuits increase their appeal among older consumers?

Biscuits enjoy a long-established role as a cupboard staple among Brits. Some 92% eat sweet biscuits, with 45% doing so at least twice a week. Crackers are eaten by 77% of people and savoury biscuits by 73%, however, usage frequency lags considerably behind that of sweet biscuits. Product innovation remains vibrant, making this a dynamic and highly competitive market.

Meanwhile, cereal bars and breakfast biscuits are far less widely used, their penetration standing at 59% and 49%, respectively. They are also consumed far less frequently, these more recent entrants to the market having gained most ground among the under-35s.

Sales of sweet and savoury biscuits and cereal bars/breakfast biscuits achieved growth of less than 3% over 2012-13, while volumes remained almost flat, at 558 million kg in 2013. This reflects the continuous pressure the market is facing from cost inflation, as well as NPD in added-value areas like health, convenience and premium ingredients.

Continuing investment in NPD and ongoing above-the-line advertising support from major players, such as United Biscuits, Mondel?z and Kellogg’s, will play a key role in fighting off the fierce competition from other treats and snacks markets and help keep the category front of mind among consumers.

This report covers sweet and savoury biscuits and crackers as well as cereal, snack and energy bars sold through retail channels.

Sweet biscuits include:

  • Everyday biscuits: sweet and semi-sweet biscuits defined as those which are not individually wrapped, such as digestives, Rich Tea, wafers and cookies.
  • Everyday treats: biscuits with added ingredients such as chocolate coatings, cream or jam fillings. This includes products such as chocolate digestives and Jaffa Cakes.
  • Special biscuit treats: biscuits with added ingredients such as chocolate, cream or jam fillings with an emphasis on indulgence. This includes brands such as Cadbury’s Fingers, McVitie’s Boasters or Fox’s Fabulously Special Selection.
  • Chocolate biscuit countlines (CBCLs): individually wrapped chocolate-covered biscuits and include brands such as Rocky, Penguin, Club, Breakaway, Trio or Classic. The products classified as biscuits of brands like KitKat are included.
  • Children’s biscuits: include brands such as Burton’s Jammie Dodgers, Burton’s Wagon Wheels and Cadbury’s Animals.
  • Healthier biscuits are biscuits with a clear health positioning such as low fat, but also include organic and gluten-free.
  • Seasonal biscuit selections are often but not always tins used as gift packaging but which also provide a seasonal positioning for family-sized packs.

Non-sweet biscuits include:

  • Crackers and crispbreads: include savoury cracker biscuits, crispbreads, toasts, crisp rolls and matzos, eg Cream Crackers and Water Biscuits, as well as snack-style products sold in the savoury biscuit aisle of the supermarket, eg Ryvita Minis.
  • Savoury biscuits: including cheese-flavoured biscuits, thins, oatcakes, flavoured biscuits (not crackers), cheese straws, breadsticks, eg Tuc, Ritz, Cheddars, and Sesame Seed Biscuit.
  • Mini savoury snack biscuits: including mini bite-sized baked snacks, based on existing savoury biscuits, which tend to be merchandised in the savoury biscuit aisle in the multiple grocers, for example, Mini Tuc, Oddities.
  • Rice cakes: including rice cakes and rice crackers. Excludes cereal bar formats such as Kellogg’s Rice Krispies Squares and Natures Path Organic Rice Bites.
    Cereal, snack and energy bars include:
  • Fruit bars: bars containing high levels of fruit (>25%), whether in whole fruit or with a fruit filling and pure fruit bars. Examples include Kellogg’s Nutri-Grain, United Biscuits’ Go ahead! bars and Natural Balance Foods’ Nakd bars.
  • Nut/Seed bars: bars which contain nuts as their main ingredient, for example Eat Natural.
  • Cereal/Granola bars: bars which contain cereal as the main ingredient. Examples range from Kellogg’s Rice Krispies Squares to Nature Valley granola bars.
  • Breakfast Biscuits: sweet biscuits positioned as being especially designed for breakfast. Examples include Kraft’s Belvita Breakfast Biscuits, McVitie’s Breakfast and Kellogg’s Nutri-Grain Breakfast Biscuits.
  • Others: includes energy/exercise products and any other types which do not fit into the three segments above. Examples include Trek Bar and Mule Bar.

Excluded from this report are:

  • Chocolate confectionery countlines not marketed as biscuits (eg Chunky KitKat, Mars bars, Snickers).
  • Savoury snacks, such as Quavers and Doritos, which are fried or extruded, and not baked as biscuits.
  • Savoury biscuits that are sold within the crisps and snacks aisle, despite being oven-baked, for example Pretzels, Party Snacks, Twiglets and Mini Cheddars.
  • Cracker and cheese or meat products that are packaged together, and sold in the chiller cabinet, , for example Kraft Lunchables or Ryvita Lunch Packs.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Total retail value sales of biscuits, by segment, 2011-13
            • The future
              • Figure 2: Total UK retail value sales of sweet and savoury biscuits, cereal bars and breakfast biscuits, 2008-18
            • Market factors
              • Demographic changes represent both opportunities and threats to the biscuits market
                • Pressure from input costs eased in late 2013
                  • Biscuit manufacturers reduce salt and saturated fat contents but not sugar contents
                    • Consumers’ relaxed approach to their diets bodes well for biscuits
                      • Companies, brands and innovation
                        • United Biscuits dominates the market
                          • Sweet biscuits regained share of total new launches in 2013
                            • Advertising spend increases in 2013
                              • The consumer
                                • Sweet biscuits are Brits’ favourites
                                  • Figure 3: Usage of sweet and savoury biscuits/crackers, cereal bars and breakfast biscuits, December 2013
                                • Texture, smaller packs and variety are key themes in sweet biscuits
                                  • Figure 4: Attitudes towards sweet biscuits, cereal bars and breakfast biscuits, December 2013
                                • Health considerations dominate when it comes to savoury biscuits/crackers
                                  • Figure 5: Interest in selected product attributes of savoury biscuits and crackers, December 2013
                                • Snacking occasion still offers untapped opportunities for savoury biscuits/crackers
                                  • Figure 6: Users’ attitudes towards savoury biscuits and crackers, December 2013
                                • What we think
                                • Issues and Insights

                                    • Savoury biscuits and crackers need to focus on on-the-go snacking
                                      • The facts
                                        • The implications
                                          • Treat biscuits would benefit from a permissible treat positioning
                                            • The facts
                                              • The implications
                                                • How can breakfast biscuits increase their appeal among older consumers?
                                                  • The facts
                                                    • The implications
                                                    • Trend Application

                                                        • Trend: Sense of the Intense
                                                          • Trend: Guiding Choice
                                                            • Mintel Future: East Meets West
                                                            • Market Drivers

                                                              • Key points
                                                                • Demographic changes represent both opportunities and threats to the biscuits market
                                                                  • Figure 7: Projected trends in the age structure of the UK population, 2013-18
                                                                • Pressure from input costs eased in late 2013
                                                                  • Figure 8: Average monthly UK prices of wheat, January 2011-January 2014
                                                                • Biscuit manufacturers commit to salt and saturated fat but not to sugar reduction under Responsibility Deal
                                                                  • Consumers’ relaxed approach to their diets bodes well for biscuits
                                                                  • Strengths and Weaknesses

                                                                    • Strengths
                                                                      • Weaknesses
                                                                      • Who’s Innovating?

                                                                        • Key points
                                                                          • Sweet biscuits regained share of total new launches in 2013
                                                                            • Figure 9: New product development in the UK biscuit and cereal bars market, 2009-13
                                                                          • Sweet biscuits and cookies
                                                                            • Brands lose ground to own-label in terms of NPD activity
                                                                              • Figure 10: New product development in the UK sweet biscuits market, brands vs. own-label, 2009-13
                                                                              • Figure 11: New product launches in the UK sweet biscuits and cookies market, by top 10 companies in 2013, 2009-13
                                                                            • Seasonal and free-from claims gain significance in 2013
                                                                              • Figure 12: New product launches in the UK sweet biscuits and cookies market, by top 10 claims in 2013, 2009-13
                                                                            • Desserts and cakes offer inspiration for flavour innovation
                                                                              • Savoury biscuits and crackers
                                                                                • Brands regain share of NPD for the first time in at least five years
                                                                                  • Figure 13: New product development in the UK savoury biscuits and crackers market, brands vs. own-label, 2009-13
                                                                                  • Figure 14: New product launches in the UK savoury biscuits and crackers market, by top 10 companies in 2013, 2009-13
                                                                                • Rising NPD in no additives/preservatives, high fibre and convenient packaging
                                                                                  • Figure 15: New product launches in the UK savoury biscuits and crackers market, by top 10 claims in 2013, 2009-13
                                                                                • Manufacturers move away from unflavoured/plain variants
                                                                                  • Figure 16: New product launches in the UK savoury biscuits and crackers market, by top 10 flavours (incl. blend) in 2013, 2009-13
                                                                                • Cereal bars and breakfast biscuits
                                                                                  • Brands considerably step up their NPD activity in 2013
                                                                                    • Figure 17: New product development in the UK cereal bars and breakfast biscuits market, brands vs. own-label, 2009-13
                                                                                    • Figure 18: New product launches in the UK cereal bars and breakfast biscuits market, by top 10 companies in 2013, 2009-13
                                                                                  • More manufacturers jump on the bandwagon of breakfast biscuits
                                                                                    • Figure 19: New product development in the UK cereal bars and breakfast biscuits market, by type, 2009-13
                                                                                  • Berry and honey flavours on the rise, driven by breakfast biscuits NPD
                                                                                    • Figure 20: New product launches in the UK cereal bars and breakfast biscuits market, by top 10 flavours (incl. blend) in 2013, 2009-13
                                                                                  • Raw snack bars drive strong increase in free-from claims in 2013
                                                                                    • Figure 21: New product launches in the UK cereal bars and breakfast biscuits market, by top 10 claims in 2013, 2009-13
                                                                                  • Cereal bars jump on the protein bandwagon
                                                                                    • International snack bar brands capitalise on popularity of peanut butter
                                                                                    • Market Size and Forecast

                                                                                      • Key points
                                                                                        • Volume decline halts in 2013
                                                                                          • Figure 22: Total UK retail value and volume sales of sweet and savoury biscuits, cereal bars and breakfast biscuits, 2008-18
                                                                                        • The future
                                                                                          • Figure 23: Total UK retail value sales of sweet and savoury biscuits, cereal bars and breakfast biscuits, 2008-18
                                                                                          • Figure 24: Total UK retail volume sales of sweet and savoury biscuits, cereal bars and breakfast biscuits, 2008-18
                                                                                        • Changing demographics represent both opportunities and threats
                                                                                          • Figure 25: Total UK retail value sales of sweet biscuits, 2008-18
                                                                                          • Figure 26: Total UK retail volume sales of sweet biscuits, 2008-18
                                                                                          • Figure 27: Total UK retail value sales of savoury biscuits and crackers, 2008-18
                                                                                          • Figure 28: Total UK retail volume sales of savoury biscuits and crackers, 2008-18
                                                                                          • Figure 29: Total UK retail value sales of cereal bars and breakfast biscuits, 2008-18
                                                                                          • Figure 30: Total UK retail volume sales of cereal bars and breakfast biscuits, 2008-18
                                                                                        • Forecast methodology
                                                                                        • Segment Performance

                                                                                          • Key points
                                                                                            • Sweet biscuits have lost ground to cereal bars and breakfast biscuits
                                                                                              • Figure 31: Total retail value sales of biscuits, by segment, 2011-13
                                                                                            • Everyday biscuits are the driving force in sweet biscuits
                                                                                              • Children’s biscuits manage to rebound in 2013
                                                                                                • Seasonal and healthier biscuits struggle
                                                                                                  • Savoury biscuits and crackers maintain their share of 17% in 2013
                                                                                                    • Savoury biscuits grow by a strong 6% in 2013
                                                                                                      • Figure 32: UK retail value sales of biscuits, by segment and type, 2011-13
                                                                                                      • Figure 33: UK retail volume sales of biscuits, by segment and type, 2011-13
                                                                                                  • Market Share

                                                                                                    • Key points
                                                                                                      • Sweet biscuits
                                                                                                        • UB dominates sweet biscuits with a 28% value share in 2013
                                                                                                          • Figure 34: Leading manufacturers’ shares in the UK sweet biscuits market, by value, 2012 and 2013
                                                                                                        • Maryland is the driver behind Burton’s Biscuits’ strong performance
                                                                                                          • Fox’s and Nestlé suffer from lack of advertising and NPD support
                                                                                                            • Own-label loses ground to brands in 2013
                                                                                                              • Figure 35: Leading brands in the sweet biscuits market, by value and volume, 2012 and 2013
                                                                                                            • Cereal bars and breakfast biscuits
                                                                                                              • Kellogg’s maintains clear lead, however, loses ground in 2013
                                                                                                                • Figure 36: Leading manufacturers’ shares in the UK cereal bars and breakfast biscuits market, by value, 2012 and 2013
                                                                                                              • Mondelēz among the strongest performers in 2013
                                                                                                                • Own-label continues to play insignificant role
                                                                                                                  • Figure 37: Leading brands in the cereal bars and breakfast biscuits market, by value and volume, 2012 and 2013
                                                                                                                • Savoury biscuits and crackers
                                                                                                                  • UB leads with a 32% value share in 2013
                                                                                                                    • Figure 38: Leading manufacturers’ shares in the UK savoury biscuits and crackers market, by value, 2012 and 2013
                                                                                                                  • Jordans & Ryvita Company among strongest performers in 2013
                                                                                                                    • Own-label maintains value share but loses ground in volume terms
                                                                                                                      • Figure 39: Leading brands in the savoury biscuits and crackers market, by value and volume, 2012 and 201
                                                                                                                  • 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 (formerly Kraft)
                                                                                                                                                            • 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
                                                                                                                                                                                      • Brand Advertising, Perceptions and Social Media

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Advertising spend increases in 2013
                                                                                                                                                                                            • Figure 40: Total above-the-line advertising expenditure in the UK sweet and savoury biscuits and cereal bars/breakfast biscuits market, 2009-13
                                                                                                                                                                                            • Figure 41: Share of total above-the-line advertising expenditure in the UK sweet and savoury biscuits and cereal bars/breakfast biscuits market, by segment, 2009-13
                                                                                                                                                                                          • Mondelēz was the top spender in 2013
                                                                                                                                                                                            • Figure 42: Total above-the-line advertising expenditure in the UK sweet and savoury biscuits and cereal bars/breakfast biscuits market, by top 5 advertisers, 2009-13
                                                                                                                                                                                          • United Biscuits looks to drive emotional engagement with McVitie’s brand through new master brand campaign
                                                                                                                                                                                            • Fox’s looks beyond the traditional tea break with its Caffè range
                                                                                                                                                                                              • Brand Perceptions
                                                                                                                                                                                                • Key brand metrics
                                                                                                                                                                                                  • Figure 43: Key brand metrics of selected biscuits, cookies and crackers, November 2013
                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                    • Figure 44: Attitudes towards and usage of brands in the biscuits, cookies and crackers sector, November 2013
                                                                                                                                                                                                  • Correspondence analysis
                                                                                                                                                                                                    • Brand attitudes
                                                                                                                                                                                                      • Figure 45: Attitudes, by biscuits, cookies and crackers brand, November 2013
                                                                                                                                                                                                    • Brand personality
                                                                                                                                                                                                      • Figure 46: Biscuits, cookies and crackers brand personality – Macro image, November 2013
                                                                                                                                                                                                      • Figure 47: Biscuits, cookies and crackers brand personality – Micro image, November 2013
                                                                                                                                                                                                    • Brand usage
                                                                                                                                                                                                      • Figure 48: Biscuits, cookies and crackers brand usage, November 2013
                                                                                                                                                                                                    • Brand experience
                                                                                                                                                                                                      • Figure 49: Satisfaction with various biscuits, cookies and crackers brands, November 2013
                                                                                                                                                                                                    • Social media and online buzz
                                                                                                                                                                                                      • Social media metrics
                                                                                                                                                                                                        • Figure 50: Social media metrics for selected biscuits, cookies and crackers brands, November 2013
                                                                                                                                                                                                      • Online conversation
                                                                                                                                                                                                        • Figure 51: Online mentions of Oreo, January-November 2013
                                                                                                                                                                                                        • Figure 52: Tweet by Louis Tomlinson of One Direction, 13th November 2013
                                                                                                                                                                                                        • Figure 53: Share of voice of selected brands, excluding Oreo, January-November 2013
                                                                                                                                                                                                        • Figure 54: Online mentions of selected biscuits, cookies and crackers brands, January-November 2013
                                                                                                                                                                                                      • Topics of conversation
                                                                                                                                                                                                        • Figure 55: Topics of conversation around Oreo, January-November 2013
                                                                                                                                                                                                        • Figure 56: Topics of discussion around Oreo over time, January-November 2013
                                                                                                                                                                                                        • Figure 57: Oreo advertising spend, by week, January-November 2013
                                                                                                                                                                                                        • Figure 58: Topics of conversation around other selected biscuits, cookies and crackers brands, January-November 2013
                                                                                                                                                                                                        • Figure 59: Brand share of voice within the time of consumption topic of discussion, January-November 2013
                                                                                                                                                                                                        • Figure 60: Mentions of Ryvita around different meal times, January-November 2013
                                                                                                                                                                                                        • Figure 61: Brand share of voice around accompanying drinks topic of discussion, January-November 2013
                                                                                                                                                                                                      • Analysis by brand
                                                                                                                                                                                                        • Oreo
                                                                                                                                                                                                          • Figure 62: Topic cloud around mentions of Oreo, January-November 2013
                                                                                                                                                                                                        • Ryvita
                                                                                                                                                                                                          • Figure 63: Topic cloud around mentions of Ryvita, January-November 2013
                                                                                                                                                                                                        • Maryland
                                                                                                                                                                                                          • Figure 64: Maryland Gooeys
                                                                                                                                                                                                          • Figure 65: Comparison of advertising spend and online mentions of Maryland Gooeys, January-November 2013
                                                                                                                                                                                                          • Figure 66: Media through which Maryland Gooeys was discussed, January-November 2013
                                                                                                                                                                                                        • Fox’s
                                                                                                                                                                                                          • Jacob’s
                                                                                                                                                                                                            • McVitie’s Digestives
                                                                                                                                                                                                              • Figure 67: Topic cloud around mentions of generic digestive biscuits, January-November 2013
                                                                                                                                                                                                            • Mikado
                                                                                                                                                                                                            • The Consumer – Usage of Biscuits, Cookies and Crackers

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Sweet biscuits are Brits’ favourites
                                                                                                                                                                                                                    • Figure 68: Usage of sweet and savoury biscuits/crackers, cereal bars and breakfast biscuits, December 2013
                                                                                                                                                                                                                  • Cereal bars and breakfast biscuits appeal to young professionals and parents
                                                                                                                                                                                                                    • Figure 69: Usage of cereal bars and breakfast biscuits, by age, December 2013
                                                                                                                                                                                                                  • Crispbread usage has a strong female bias
                                                                                                                                                                                                                  • The Consumer – Attitudes Towards Sweet Biscuits, Breakfast Biscuits and Cereal Bars

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Texture of sweet biscuits is of importance to 38% of consumers
                                                                                                                                                                                                                          • Figure 70: Attitudes towards sweet biscuits, cereal bars and breakfast biscuits, December 2013
                                                                                                                                                                                                                        • Energy-boosting cereal bars spark interest among one in four adults
                                                                                                                                                                                                                          • Packaging NPD offers a way for brands to address concerns about overindulgence and freshness
                                                                                                                                                                                                                            • Variety is particularly important to younger consumers
                                                                                                                                                                                                                            • The Consumer – Interest in Selected Product Attributes of Savoury Biscuits and Crackers

                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                • Health considerations dominate when it comes to savoury biscuits/crackers
                                                                                                                                                                                                                                    • Figure 71: Interest in selected product attributes of savoury biscuits and crackers, December 2013
                                                                                                                                                                                                                                  • There is scope for more snacking formats of savoury biscuits/crackers
                                                                                                                                                                                                                                    • British origin of interest to a quarter of people
                                                                                                                                                                                                                                      • Added health benefits of particular interest to women and 25-34s
                                                                                                                                                                                                                                      • The Consumer – Attitudes Towards Savoury Biscuits and Crackers

                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                          • Taste is the main barrier for not eating savour biscuits/crackers
                                                                                                                                                                                                                                              • Figure 72: Barriers to eating savoury biscuits and crackers, December 2013
                                                                                                                                                                                                                                            • Snacking occasion still offers untapped opportunities for savoury biscuits/crackers
                                                                                                                                                                                                                                                • Figure 73: Users’ attitudes towards savoury biscuits and crackers, December 2013
                                                                                                                                                                                                                                              • Savoury biscuits/crackers should benefit from tapping into a satiety positioning
                                                                                                                                                                                                                                                • Widespread interest in savoury biscuits with fillings
                                                                                                                                                                                                                                                  • Bite-sized formats and on-the-go packs spark interest among large groups of users
                                                                                                                                                                                                                                                    • Further packaging NPD needed to address concerns about freshness
                                                                                                                                                                                                                                                      • Cross-promotions and tie-ups with soup and cheese brands could help boost usage of crackers/crispbread
                                                                                                                                                                                                                                                      • Appendix – Who’s Innovating?

                                                                                                                                                                                                                                                          • Figure 74: New product launches in the UK sweet biscuits market, by top 10 brands in 2013, 2009-13
                                                                                                                                                                                                                                                          • Figure 75: New product launches in the UK sweet biscuits and cookies market, by top 10 flavours (incl. blend) in 2013, 2009-13
                                                                                                                                                                                                                                                          • Figure 76: New product launches in the UK savoury biscuits and crackers market, by top 10 brands in 2013, 2009-13
                                                                                                                                                                                                                                                          • Figure 77: New product launches in the UK cereal bars and breakfast biscuits market, by top 10 brands in 2013, 2009-13
                                                                                                                                                                                                                                                      • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                                          • Figure 78: Total UK retail value and volume sales of sweet biscuits, 2008-18
                                                                                                                                                                                                                                                          • Figure 79: Total UK retail value and volume sales of savoury biscuits and crackers, 2008-18
                                                                                                                                                                                                                                                          • Figure 80: Total UK retail value and volume sales of cereal bars and breakfast biscuits, 2008-18
                                                                                                                                                                                                                                                          • Figure 81: Best- and worst-case forecasts for the UK sweet and savoury biscuits, cereal bars and breakfast biscuits market, by value, 2013-18
                                                                                                                                                                                                                                                          • Figure 82: Best- and worst-case forecasts for the UK sweet and savoury biscuits, cereal bars and breakfast biscuits market, by volume, 2013-18
                                                                                                                                                                                                                                                          • Figure 83: Best- and worst-case forecasts for the UK sweet biscuits market, by value, 2013-18
                                                                                                                                                                                                                                                          • Figure 84: Best- and worst-case forecasts for the UK sweet biscuits market, by volume, 2013-18
                                                                                                                                                                                                                                                          • Figure 85: Best- and worst-case forecasts for the UK savoury biscuits market, by value, 2013-18
                                                                                                                                                                                                                                                          • Figure 86: Best- and worst-case forecasts for the UK savoury biscuits market, by volume, 2013-18
                                                                                                                                                                                                                                                          • Figure 87: Best- and worst-case forecasts for the UK cereal bars and breakfast biscuits market, by value, 2013-18
                                                                                                                                                                                                                                                          • Figure 88: Best- and worst-case forecasts for the UK cereal bars and breakfast biscuits market, by volume, 2013-18
                                                                                                                                                                                                                                                      • Appendix – Market Share

                                                                                                                                                                                                                                                          • Figure 89: Leading manufacturers’ shares in the sweet biscuits market, by value and volume, 2012 and 2013
                                                                                                                                                                                                                                                          • Figure 90: Leading manufacturers’ shares in the cereal bars and breakfast biscuits market, by value and volume, 2012 and 2013
                                                                                                                                                                                                                                                          • Figure 91: Leading manufacturers’ shares in the savoury biscuits and crackers market, by value and volume, 2012 and 2013
                                                                                                                                                                                                                                                      • Appendix – Brand Advertising, Perceptions and Social Media

                                                                                                                                                                                                                                                          • Figure 92: Total above-the-line advertising expenditure in the UK sweet and savoury biscuits and cereal bars/breakfast biscuits market, by top spending advertisers, 2009-13
                                                                                                                                                                                                                                                          • Figure 93: Total above-the-line advertising expenditure in the UK sweet and savoury biscuits and cereal bars/breakfast biscuits market, by top spending brands, 2009-13
                                                                                                                                                                                                                                                          • Figure 94: Total above-the-line advertising expenditure in the UK sweet and savoury biscuits and cereal bars/breakfast biscuits market, by media type, 2009-13
                                                                                                                                                                                                                                                        • Brand research
                                                                                                                                                                                                                                                          • Figure 95: Brand usage, November 2013
                                                                                                                                                                                                                                                          • Figure 96: Brand commitment, November 2013
                                                                                                                                                                                                                                                          • Figure 97: Brand diversity, November 2013
                                                                                                                                                                                                                                                          • Figure 98: Brand satisfaction, November 2013
                                                                                                                                                                                                                                                          • Figure 99: Brand recommendation, November 2013
                                                                                                                                                                                                                                                          • Figure 100: Brand attitudes, November 2013
                                                                                                                                                                                                                                                          • Figure 101: Brand image – Macro image, November 2013
                                                                                                                                                                                                                                                          • Figure 102: Brand image – Micro image, November 2013
                                                                                                                                                                                                                                                          • Figure 103: Online mentions of selected biscuit, cookie and cracker brands, by month, January-November 2013
                                                                                                                                                                                                                                                          • Figure 104: Online mentions in relation to topics of discussion around Oreo, January-November 2013
                                                                                                                                                                                                                                                          • Figure 105: Online mentions in relation to topics of discussion around selected other brands, January-November 2013
                                                                                                                                                                                                                                                      • Appendix – The Consumer – Usage of Biscuits, Cookies and Crackers

                                                                                                                                                                                                                                                          • Figure 106: Usage of biscuits, cookies and crackers, December 2013
                                                                                                                                                                                                                                                          • Figure 107: Usage of sweet biscuits, by demographics, December 2013
                                                                                                                                                                                                                                                          • Figure 108: Usage of crackers, by demographics, December 2013
                                                                                                                                                                                                                                                          • Figure 109: Usage savoury biscuits, by demographics, December 2013
                                                                                                                                                                                                                                                          • Figure 110: Usage of cereal bars, by demographics, December 2013
                                                                                                                                                                                                                                                          • Figure 111: Usage of crispbread, by demographics, December 2013
                                                                                                                                                                                                                                                          • Figure 112: Usage of breakfast biscuits, by demographics, December 2013
                                                                                                                                                                                                                                                          • Figure 113: Usage of rice cakes, by demographics, December 2013
                                                                                                                                                                                                                                                      • Appendix – The Consumer – Attitudes Towards Sweet Biscuits, Breakfast Biscuits and Cereal Bars

                                                                                                                                                                                                                                                          • Figure 114: Attitudes towards sweet biscuits, breakfast biscuits and cereal bars, December 2013
                                                                                                                                                                                                                                                          • Figure 115: Most popular attitudes towards sweet biscuits, breakfast biscuits and cereal bars, by demographics, December 2013
                                                                                                                                                                                                                                                          • Figure 116: Next most popular attitudes towards sweet biscuits, breakfast biscuits and cereal bars, by demographics, December 2013
                                                                                                                                                                                                                                                          • Figure 117: Other attitudes towards sweet biscuits, breakfast biscuits and cereal bars, by demographics, December 2013
                                                                                                                                                                                                                                                      • Appendix – The Consumer – Interest in Selected Product Attributes of Savoury Biscuits and Crackers

                                                                                                                                                                                                                                                          • Figure 118: Interest in selected product attributes of savoury biscuits and crackers, December 2013
                                                                                                                                                                                                                                                          • Figure 119: Most popular product attributes of savoury biscuits and crackers, by demographics, December 2013
                                                                                                                                                                                                                                                          • Figure 120: Next most popular product attributes of savoury biscuits and crackers, by demographics, December 2013
                                                                                                                                                                                                                                                          • Figure 121: Other product attributes of savoury biscuits and crackers, by demographics, December 2013
                                                                                                                                                                                                                                                      • Appendix – The Consumer – Attitudes Towards Savoury Biscuits and Crackers

                                                                                                                                                                                                                                                          • Figure 122: Users’ attitudes towards savoury biscuits and crackers, December 2013
                                                                                                                                                                                                                                                          • Figure 123: Agreement with the statement ‘Savoury biscuits/crackers make for a filling snack’, by demographics, December 2013
                                                                                                                                                                                                                                                          • Figure 124: Agreement with the statement ‘Savoury biscuits/crackers are great for eating with dips’, by demographics, December 2013
                                                                                                                                                                                                                                                          • Figure 125: Agreement with the statement ‘Savoury biscuits/crackers are a healthy alternative to eating crisps’, by demographics, December 2013
                                                                                                                                                                                                                                                          • Figure 126: Agreement with the statement ‘I eat savoury biscuits/crackers with different toppings’, by demographics, December 2013
                                                                                                                                                                                                                                                          • Figure 127: Agreement with the statement ‘There should be more savoury biscuits/crackers available in on-the-go packs’, by demographics, December 2013
                                                                                                                                                                                                                                                          • Figure 128: Agreement with the statement ‘There should be more savoury biscuits/crackers that come in bite-sized formats’, by demographics, December 2013
                                                                                                                                                                                                                                                          • Figure 129: Agreement with the statement ‘Eating crispbread rather than bread can help to reduce one’s calorie intake’, by demographics, December 2013
                                                                                                                                                                                                                                                          • Figure 130: Agreement with the statement ‘Savoury biscuits/crackers that contain specific types of cheese are appealing’, by demographics, December 2013
                                                                                                                                                                                                                                                          • Figure 131: Agreement with the statement ‘Other savoury snacks are more convenient to offer to guests compared to savoury biscuits/crackers’, by demographics, December 2013
                                                                                                                                                                                                                                                          • Figure 132: Agreement with the statement ‘Savoury biscuits/crackers go stale too quickly once the packet is opened’, by demographics, December 2013
                                                                                                                                                                                                                                                          • Figure 133: Agreement with the statement ‘Crackers/crispbread are a good accompaniment for soup’, by demographics, December 2013
                                                                                                                                                                                                                                                          • Figure 134: Agreement with the statement ‘It’s hard to know which flavoured savoury biscuits go well with different types of cheese’, by demographics, December 2013
                                                                                                                                                                                                                                                      • Appendix – The Consumer – Reasons for not Eating Savoury Biscuits and Crackers

                                                                                                                                                                                                                                                          • Figure 135: Reasons for not eating savoury biscuits/crackers, December 2013

                                                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                                                      To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                                                                                      Biscuits, Cookies and Crackers - UK - March 2014

                                                                                                                                                                                                                                                      £1,995.00 (Excl.Tax)