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Biscuits - UK - July 2009

This report assesses the performance of the biscuits market. Faced with the challenge of rising ingredients costs in 2008, sweet and non-sweet biscuits have grown by 11.7% and 16% respectively between 2007 and 2009 to take the overall UK retail market for biscuits to an estimated £2.1 billion.

Manufacturers have looked to reformulate their product ranges by reducing saturated fat levels, and giving their biscuits a healthier positioning. This has supported sales growth, as well as consumers’ search for inexpensive affordable treats at this time of economic hardship.

Key themes
  • How a health positioning sits within the biscuits market.

  • Suppliers’ major challenge, marrying health with a tasty product.

  • The impact of the economic downturn, and whether it has affected the biscuit market.

  • How increased new product development is driving sales in the market.

  • Opportunities for generating further growth.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
        • Future Opportunities

          • Affordable luxury
            • Healthy, but tasty
            • Market in Brief

              • Looking for healthier treats
                • Greater health orientation has helped
                  • Crafty Kraft
                    • Overdependence on grocery multiples
                      • A large, mature market
                      • Internal Market Environment

                        • Key points
                          • Healthy eating – Old habits die hard
                            • Figure 1: Trends in healthy lifestyles and eating habits, 2004-08*
                          • Getting slim
                            • Figure 2: Trends in adults trying to slim, 2004-08
                          • A weighty issue
                            • Figure 3: Body Mass Index among adults in England, 2001-06
                          • Concerns about children
                            • Figure 4: Overweight and obesity prevalence among children in england, 2001-06
                          • Taste matters
                            • Figure 5: Projections of overweight and obesity prevalence among UK adults, by gender, 2003-50
                          • Bad saturated fats
                            • Snacking culture
                            • Broader Market Environment

                              • Key points
                                • Rising raw material prices
                                  • Positive demographic trends
                                    • Figure 6: Trends in the age structure of the UK population, 2004-14
                                  • Affluent consumers important for savoury biscuits
                                    • Figure 7: Structure of the UK population, by socio-economic group, 2004-14
                                  • One-person households key to volume sales
                                    • Figure 8: Structure of the UK population, by household size, 2004-14
                                • Strengths and Weaknesses in the Market

                                  • Strengths
                                    • Weaknesses
                                    • Competitive Context

                                      • Key points
                                        • Fighting it out with confectionery and healthy-option snacks
                                          • Figure 9: Products competing with sweet and savoury biscuits, 2004-08
                                        • Does home baking pose a threat?
                                          • Figure 10: UK retails sales value of competing snacking products, 2003-08
                                      • Who’s Innovating?

                                        • Key points
                                          • Sweet biscuits receive the bulk of new launches
                                            • Figure 11: New product launches in UK biscuits market, by category, 2006-08
                                            • Figure 12: New product launches in UK biscuits market, by launch type, 2006-08
                                          • Tackling trans fats
                                            • Chocolate still number-one flavour
                                              • Active own-label
                                                • Figure 13: NPD in biscuits, % own-label vs branded, 2006-08
                                                • Figure 14: New product launches in UK biscuits market, by top 10 companies, 2006-08
                                              • Packaging – standing out from competitors
                                                • Figure 15: New product launches in UK biscuits market, by packaging type, 2006-08
                                            • Market Size and Forecast

                                              • Key points
                                                • Market value still growing
                                                  • Figure 16: UK retail value sales of biscuits, 2004-14
                                                • What the future holds
                                                  • Are biscuits recession-proof?
                                                    • Taking better advantage of the impulse channel
                                                      • Replacing saturated with unsaturated
                                                        • The future of the market
                                                          • Factors used in the forecast
                                                          • Segment Performance

                                                            • Key points
                                                              • Sweet biscuits
                                                                • Keeping it sweet
                                                                  • Figure 17: UK retail value sales of sweet biscuits, 2004-14
                                                                • Healthy options overtake chocolate favourites
                                                                  • Figure 18: UK retail value sales of sweet biscuits, by type, 2006-09
                                                                • Non-sweet biscuits
                                                                  • Sustained value sales growth
                                                                    • Figure 19: UK retail value sales of non-sweet biscuits, 2004-14
                                                                    • Figure 20: UK retail value sales of non-sweet biscuits, by type, 2006-09
                                                                • Market Share

                                                                  • Key points
                                                                    • Kraft Foods bites into the market
                                                                      • Figure 21: Estimated manufacturer shares in retail value sales of biscuits, 2006-08
                                                                    • Sweet biscuits
                                                                      • Figure 22: Estimated manufacturer shares in retail value sales of sweet biscuits, 2006-08
                                                                    • Non-sweet biscuits
                                                                      • Figure 23: Estimated manufacturer shares in retail value sales of non -sweet biscuits, 2006-08
                                                                  • Companies and Products

                                                                    • Manufacturers and brands
                                                                      • Figure 24: Leading companies in UK biscuits market and their brands, 2009
                                                                    • Major players
                                                                      • United Biscuits
                                                                        • Burton’s Foods
                                                                          • Kraft Foods
                                                                            • Nestlé
                                                                              • Northern Foods
                                                                                • Bahlsen
                                                                                  • Ryvita
                                                                                    • Duchy Originals
                                                                                      • Tunnock’s
                                                                                        • Quaker
                                                                                        • Brand Communication and Promotion

                                                                                          • Key points
                                                                                            • Modest advertising-to-sales ratio
                                                                                              • Figure 25: Main monitored media advertising expenditure on biscuits, 2004-09*
                                                                                              • Figure 26: Main monitored media advertising expenditure on biscuits, by category, 2006-08
                                                                                            • TV ads dominate
                                                                                              • Figure 27: Advertising expenditure in UK biscuits market, by media type, 2006-09*
                                                                                              • Figure 28: Average monthly advertising expenditure in UK biscuits market*
                                                                                            • United Biscuits spends big
                                                                                              • Figure 29: Advertising expenditure in UK biscuits market, by top 20 companies, 2006-09*
                                                                                          • Channels to Market

                                                                                            • Key points
                                                                                              • Grocery multiples dominate
                                                                                                • Figure 30: UK retail value sales of biscuits, by outlet type, 2006-08
                                                                                              • Impulse channel offers opportunities
                                                                                                • Online and mail order
                                                                                                • The Consumer – Usage

                                                                                                  • Key points
                                                                                                    • Sweet biscuits usage contracts
                                                                                                      • Figure 31: Trends in consumption of sweet biscuits, 2004-08
                                                                                                    • Chocolate favourites
                                                                                                      • Figure 32: Types of sweet biscuits consumed, 2008
                                                                                                      • Figure 33: Sweet biscuits eaten in the last 12 months, March 2009
                                                                                                    • Stable non-sweet biscuits
                                                                                                      • Figure 34: Trends in consumption of savoury biscuits/crispbread/crackers/rice cakes, 2004-08
                                                                                                    • Cracking crackers
                                                                                                      • Figure 35: Types of savoury biscuits/crispbread/crackers/rice cakes consumed, 2008
                                                                                                      • Figure 36: Savoury biscuits/snacks eaten in the last 12 months, March 2009
                                                                                                  • The Consumer – Attitudes and Motivations

                                                                                                    • Key points
                                                                                                      • Competition from healthier products
                                                                                                        • Figure 37: Attitudes towards sweet biscuits, March 2009
                                                                                                      • A greater health orientation
                                                                                                        • Price is an issue also in savoury biscuits
                                                                                                          • Figure 38: Most important factors to choose savoury biscuits/snacks, March 2009
                                                                                                        • Prioritising health credentials
                                                                                                        • The Consumer – Further Analysis

                                                                                                          • Key points
                                                                                                              • Figure 39: Consumer typologies for sweet biscuits, May 2009
                                                                                                            • Price-Conscious
                                                                                                              • Health-Aware
                                                                                                                • Biscuit Stockers
                                                                                                                  • Brand-Loyal Indulgers
                                                                                                                  • Appendix

                                                                                                                    • Abbreviations
                                                                                                                    • Appendix – Internal Market Environment

                                                                                                                        • Figure 40: Healthy lifestyles and eating habits, by demographic sub-group, 2008
                                                                                                                        • Figure 41: Healthy lifestyles and eating habits, by demographic sub-group, 2008
                                                                                                                        • Figure 42: Adults dieting/trying to get slim, by demographic sub-group, 2008
                                                                                                                    • Appendix – Competitive Context

                                                                                                                        • Figure 43: Consumption of competing products, by demographic sub-group, 2008
                                                                                                                        • Figure 44: Consumption of competing products, by demographic sub-group, 2008
                                                                                                                        • Figure 45: Consumption of sweet biscuits, by demographic sub-group, 2008
                                                                                                                    • Appendix – Who’s Innovating

                                                                                                                        • Figure 46: New product launches in UK biscuits market, by key claim, 2006-08
                                                                                                                        • Figure 47: New product launches in UK biscuits market, by top 20 flavours, 2006-08
                                                                                                                    • Appendix – The Consumer – Usage

                                                                                                                        • Figure 48: Sweet biscuits eaten in the last 12 months, by demographic sub-group, March 2009
                                                                                                                        • Figure 49: Sweet biscuits eaten in the last 12 months, by demographic sub-group, March 2009
                                                                                                                        • Figure 50: Sweet biscuits eaten in the last 12 months, by demographic sub-group, March 2009
                                                                                                                    • Appendix – The Consumer – Attitudes and Motivations

                                                                                                                        • Figure 51: Attitudes towards sweet biscuits, by demographic sub-group, March 2009
                                                                                                                        • Figure 52: Attitudes towards sweet biscuits, by demographic sub-group, March 2009
                                                                                                                        • Figure 53: Consumption of savoury biscuits/crispbread/crackers/rice cakes, by demographic sub-group, 2008
                                                                                                                        • Figure 54: Savoury biscuits/snacks eaten in the last 12 months, by demographic sub-group, March 2009
                                                                                                                        • Figure 55: Savoury biscuits/snacks eaten in the last 12 months, by demographic sub-group, March 2009
                                                                                                                        • Figure 56: Savoury biscuits/snacks eaten in the last 12 months, by demographic sub-group, March 2009
                                                                                                                        • Figure 57: Most important factors to choose savoury biscuits/snacks, by demographic sub-group, March 2009
                                                                                                                        • Figure 58: Most important factors to choose savoury biscuits/snacks, by demographic sub-group, March 2009
                                                                                                                        • Figure 59: Attitudes towards sweet biscuits, by type of sweet biscuit eaten in the last 12 months, March 2009
                                                                                                                        • Figure 60: Attitudes towards sweet biscuits, by type of sweet biscuit eaten in the last 12 months, March 2009
                                                                                                                        • Figure 61: Attitudes towards sweet biscuits, by type of sweet biscuit eaten in the last 12 months, March 2009
                                                                                                                        • Figure 62: Attitudes towards sweet biscuits, by type of sweet biscuit eaten in the last 12 months, March 2009
                                                                                                                        • Figure 63: Attitudes towards sweet biscuits, by type of sweet biscuit eaten in the last 12 months, March 2009
                                                                                                                    • Appendix – Further Analysis

                                                                                                                        • Figure 64: Consumer typologies for sweet biscuits, May 2009
                                                                                                                        • Figure 65: Target groups, by demographic sub-group, March 2009
                                                                                                                        • Figure 66: Savoury biscuits/snacks eaten in the last 12 months, by target group, March 2009
                                                                                                                        • Figure 67: Sweet biscuits eaten in the last 12 months, by target group, March 2009
                                                                                                                        • Figure 68: Grocery shopping habits, by target group, March 2009
                                                                                                                        • Figure 69: Health and healthy lifestyles, by target group, March 2009
                                                                                                                        • Figure 70: Eating habits, by target group, March 2009
                                                                                                                        • Figure 71: Most important factors to choose savoury biscuits/snacks, by target group, March 2009

                                                                                                                    Companies Covered

                                                                                                                    • Aldi Stores Ltd (UK & Ireland)
                                                                                                                    • Asda Group Ltd
                                                                                                                    • Associated British Foods Plc
                                                                                                                    • Bahlsen Ltd
                                                                                                                    • British Market Research Bureau (BMRB)
                                                                                                                    • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                    • Burton's Biscuit Company
                                                                                                                    • Cadbury Trebor Bassett
                                                                                                                    • Campbell Soup Company
                                                                                                                    • Co-operative Group
                                                                                                                    • Duchy Originals
                                                                                                                    • Duke Street Capital
                                                                                                                    • Food Standards Agency
                                                                                                                    • General Mills Inc
                                                                                                                    • Government Actuary's Department (GAD)
                                                                                                                    • J. Sainsbury
                                                                                                                    • Kellogg Company of GB Limited
                                                                                                                    • Kraft Foods UK
                                                                                                                    • Lidl (UK)
                                                                                                                    • Marks & Spencer
                                                                                                                    • Mars Incorporated
                                                                                                                    • Nestlé UK Ltd
                                                                                                                    • Northern Foods Plc
                                                                                                                    • Northumbrian Fine Foods
                                                                                                                    • Office for National Statistics
                                                                                                                    • Pepsi-Cola UK
                                                                                                                    • Ryvita Company Ltd (The)
                                                                                                                    • Somerfield
                                                                                                                    • Tesco Plc
                                                                                                                    • Thomas Tunnock Limited
                                                                                                                    • Unilever Bestfoods UK Ltd
                                                                                                                    • United Biscuits
                                                                                                                    • Virgin Media Ltd
                                                                                                                    • Waitrose
                                                                                                                    • Weight Watchers Ltd. (UK)
                                                                                                                    • Wm Morrison Supermarkets

                                                                                                                    Biscuits - UK - July 2009

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