2023
9
UK Savoury Biscuits Market Report 2023
2023-04-02T04:03:22+01:00
OX1156827
2195
162000
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Report
en_GB
“Savoury biscuit brands must ensure they are seen as relevant for eating with cheese, as the top usage occasion for these snacks. However, to maximise growth potential they also need…

UK Savoury Biscuits Market Report 2023

£ 2,195 (Excl.Tax)

Description

Stay ahead of the curve in the savoury biscuits market and future-proof your business with Mintel’s UK Savoury Biscuits Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviours affecting your industry, alongside data-driven recommendations. Get a 360° view of the savoury biscuits market including savoury biscuits market size, share and forecasted growth to help you align your business strategy with your audiences’ needs. Below, we’ve handpicked key insights from the full report.

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Topics Analysed in this Report

  • Savoury biscuits market performance after COVID-19 restrictions and challenges and opportunities arising from inflation.
  • Consumers’ savoury biscuit purchasing and eating habits and attitudes towards leading brands.
  • Qualities associated with leading brands in the savoury biscuits market.
  • Launch activity, including flavour innovation and product development.
  • Barriers to eating savoury biscuits and brand implications.

Savoury Biscuits Market Outlook

Given the small role of savoury biscuits in grocery budgets and their affordability, the impact of reduced spending power in this category due to the cost of living crisis has proven to be limited. However, volumes in 2022 are down on pre-COVID-19 levels. People reducing out-of-home leisure occasions limits volume sales in the savoury biscuits market and creates opportunities for higher-priced products.

  • Savoury biscuit market size: The volume sales seen in during lockdown have reversed and returned to their pre-2020 levels, now estimated at £522 million in 2022.
  • Savoury biscuits market share: Jacobs accounts for 73% of sales in the UK savoury biscuits market.

Savoury Biscuits Market Trends: What consumers want and why

Cheese pairing plays a key role in cracker sales

Eating savoury biscuits with cheese is by far the most likely way consumers will enjoy savoury biscuits. However, consumption is down against 2020 record levels, which Mintel interprets in the full report as an opportunity for brands in the savoury biscuit market to develop NPD and innovative marketing that re-energises the link with cheese and other dairy products.

  • Savoury biscuit market consumer behaviour: 60% of consumers eat savoury biscuits when paired with cheese.

The rise of snacking

Conversely, Mintel’s analysis reveals that the rising trend for snacking among consumers warrants attention for brands in the savoury biscuits market. Dips have established themselves as a popular part of snacking, and eating with dips, which could aid the category to maximise its potential growth.

  • Savoury biscuits market consumer trends: 69% of those who snack do so at least once a day.
  • Savoury biscuits market opportunity: 26% of savoury biscuit eaters pair them with dips.

To learn how to connect with your audience, purchase our full UK Savoury Biscuits Market Report 2023.  Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Leading Brands in the Savoury Biscuit Market

Jacobs, Ryvita, Ritz, Nairns, Snack A Jack, Carrs, Kallo, Tuc.

Expert Insights from a Food Industry Analyst

This report, written by Richard Caines, a leading senior analyst, delivers in-depth commentary and analysis to highlight current trends in the UK savoury biscuits market and add expert context to the numbers.

Brands in the savoury biscuit market must ensure they are seen as relevant for eating with cheese, as the top usage occasion for these snacks. However, to maximise growth potential they also need to reduce their reliance on this pairing. Dipping stands out as warranting attention. Savoury biscuits also need more shoppers to notice them, with being displayed alongside foods used as toppings or accompaniments appealing widely.”

Richard Caines
Principal Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Products covered in this Report
  2. Executive Summary

    • The five-year outlook for savoury biscuits
      • Figure 1: Outlook for savoury biscuits, 2023-27
    • The market
    • Volumes slip back following COVID boost
    • Inflation will drive growth in value sales
      • Figure 2: Market size and forecast for UK retail value sales of savoury biscuits, 2017-27
    • Savoury biscuits mostly exempt from HFSS restrictions
    • More than two thirds of people snack daily
    • Size of core younger user group projected to be unchanged
    • Higher wheat and energy costs driving inflation
    • Companies and brands
    • Top two brands lose market share
      • Figure 3: Leading brands’ sales in the UK savoury biscuits market, by value, 2019/20-2021/22
    • Highlighting calories on front of packaging featuring in NPD
    • Positive nutrition and vegetables mined to elevate healthiness
    • Sourdough continues to feature in savoury biscuits NPD
    • Little spending on ATL advertising in savoury biscuits
    • The consumer
    • Eight in 10 eat savoury biscuits
      • Figure 4: Frequency of eating different types of savoury biscuits, 2022
    • Cheese pairing plays a key role in cracker sales
      • Figure 5: How savoury biscuits are eaten, 2020 and 2022
    • Crispbread, rice cakes and oatcakes hold stronger health perceptions
      • Figure 6: Qualities associated with different types of savoury biscuits, 2022
    • No single main reason for lack of engagement
      • Figure 7: Reasons for not eating savoury biscuits more often/at all, 2022
    • More choice in different formats warranted
      • Figure 8: Behaviours related to eating and buying savoury biscuits, 2022
  3. Issues and Insights

    • Make the most of cheese and other food pairings
    • Forge links with cheese
    • But reduce reliance on ‘with cheese’ occasion
    • More choice in different formats warranted
    • Helping to bring brands into new locations in store
    • New flavour and healthy ingredient possibilities
    • Snack pots represent an added-value opportunity
    • More visibility for savoury biscuits needed
    • Display alongside toppings and accompaniments
    • Benefits from being outside HFSS restrictions
  4. Market Size and Performance

    • Volumes slip back following COVID boost
      • Figure 9: UK retail value and volume sales of savoury biscuits, 2017-22
    • Crackers drive 2022 decline in volume sales
      • Figure 10: UK retail value and volume sales of savoury biscuits, by segment, 2020-22
  5. Market Forecast

    • The five-year outlook for savoury biscuits
      • Figure 11: Outlook for savoury biscuits, 2023-27
    • Inflation will drive growth in value sales
      • Figure 12: Market size and forecast for UK retail value sales of savoury biscuits, 2017-27
      • Figure 13: Market size and forecast for UK retail volume sales of savoury biscuits, 2017-27
    • Numerous factors influence future sales
    • Inflation will be behind 2023 growth
    • Continuing squeeze on incomes
    • Savoury biscuits not reaping full benefits of snacking culture
    • Size of core younger user group set to be maintained
    • Learnings from the last income squeeze
      • Figure 14: Performance of retail value and volume sales of savoury biscuits, crackers, crispbread and rice cakes, 2010-15
    • Forecast methodology
  6. Market Drivers

    • Government measures on HFSS food and drink slow to roll out
    • HFSS food and drink store location restrictions came into place in October 2022
    • New rules on the advertising of HFSS food and drink delayed
    • Strong consumer interest in healthy eating
    • Snacking forms a big part of people’s eating habits
    • More than two thirds of people snack daily
      • Figure 15: Frequency of snacking, by age, 2022
    • Fortunes of savoury biscuits still linked to those of cheese
    • Savoury biscuits compete with bigger bread market
    • Size of core younger user group projected to be unchanged
      • Figure 16: Trends in the age structure of the UK population, 2016-26
    • Inflation is the key concern for consumers, brands and the economy
    • Consumer Prices Index rises to 10.5%
    • Higher wheat and energy costs driving inflation …
      • Figure 17: Year-on-year consumer price inflation for all food, bread and other bakery products, 2021-22
    • … while despite Government support, energy prices are still a major concern
    • Rising interest rates mean that the pressure will move up to middle- and higher-income households
    • Consumer spending power will be curbed
    • Consumers’ financial wellbeing has fallen from the highs of 2021 …
      • Figure 18: Household financial wellbeing index, 2009-23
    • … and most people are feeling the effects of price rises
  7. Market Share

    • Top two brands lose market share
      • Figure 19: Leading brands’ sales and shares in the UK savoury biscuits market, by value and volume, 2019/20-2021/22
    • Strong performance for Ritz extends beyond COVID-19 boost
  8. Launch Activity and Innovation

    • Limited major new product launch activity
    • Highlighting calories on front of packaging featuring in NPD
      • Figure 20: Launches in savoury biscuits highlighting their limited calories, 2022 and 2023
    • Positive nutrition and vegetables help elevate healthiness
      • Figure 21: Launches in savoury biscuits making positive nutrition claims, 2022 and 2023
      • Figure 22: Further launches in savoury biscuits making positive nutrition claims, 2021 and 2022
    • Sourdough NPD continues in savoury biscuits, as in bread
      • Figure 23: Launches in savoury biscuits highlighting sourdough, 2022
    • Cheese remains popular flavour component in launches, with flavour combinations and varieties called out
      • Figure 24: Launches in savoury biscuits calling out cheese varieties or targeting seasonal occasions, 2022
    • Carr’s range extension boosts sales
      • Figure 25: Expansion of the Carr’s savoury biscuits range, 2021
    • Packaging formats target a variety of occasions
      • Figure 26: Launches in savoury biscuits, 2021-23
  9. Advertising and Marketing Activity

    • Little spending on advertising in savoury biscuits
      • Figure 27: Total above-the line, online display and direct mail advertising expenditure on savoury biscuits, by advertiser, 2019-22
    • Ryvita distances itself from dieting
    • Jacob’s promotes reducing food waste
    • Carr’s promotes versatility in summer 2022
    • Nairn’s runs ‘nything goes’ campaign
    • Snack a Jacks campaign highlights range of flavours
    • Mondelẽz launches new Philadelphia with Ritz tie-up
    • Nielsen Ad Intel coverage
  10. Brand Research

    • Brand map
      • Figure 28: Attitudes towards and usage of selected brands, 2023
    • Key brand metrics
      • Figure 29: Key metrics for selected brands, 2023
    • Brand attitudes: Jacob’s rated best for consistently high quality
      • Figure 30: Attitudes, by brand, 2023
    • Brand personality: Ritz and Snack a Jacks seen as more fun than others
      • Figure 31: Brand personality – Macro image, 2023
    • Ryvita most likely to be seen as healthy
      • Figure 32: Brand personality – Micro image, 2023
  11. Eating of Savoury Biscuits

    • Eight in 10 eat savoury biscuits
      • Figure 33: Frequency of eating different types of savoury biscuits, 2022
    • Eating savoury biscuits at least once a week highest among 16-34s
      • Figure 34: Eating of different types of savoury biscuits at least once a week, by age, 2022
  12. How Savoury Biscuits Are Eaten and Qualities Associated with Different Types

    • Cheese pairing plays a key role in cracker sales
    • Links with cheese hold value for individual brands
      • Figure 35: How savoury biscuits are eaten, 2020 and 2022
    • Market must reduce reliance on eating with cheese
      • Figure 36: Qualities associated with different types of savoury biscuits, 2022
    • Crispbread, rice cakes and oatcakes hold stronger health perceptions
    • Leading brands enjoy a healthier image
    • Healthy ingredients warrant spotlighting
  13. Barriers to Eating Savoury Biscuits

    • No single main reason for lack of engagement
      • Figure 37: Reasons for not eating savoury biscuits more often/at all, 2022
    • Taste experience down to pairings as much as biscuits
    • Savoury biscuits lack strong associations with being tasty
    • Not being as tasty as other snacks is a bigger barrier to younger people
    • Bite-size snack formats one avenue for improving taste perceptions
    • Satiety messaging should help attract younger snack eaters
    • One in four 16-24 infrequent/non-users find savoury biscuits not filling
    • Filling snack or meal in its own right
  14. Behaviours Related to Eating and Buying Savoury Biscuits

    • More choice in different formats warranted
      • Figure 38: Behaviours related to eating and buying savoury biscuits, 2022
    • New flavour and healthy ingredient possibilities
      • Figure 39: Extension of crisp brands into baked snacks, 2022
    • Snack pots represent an added-value opportunity
    • More visibility for savoury biscuits needed
      • Figure 40: Crackers in the cheese aisle in supermarket in Finland, 2022
  15. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  16. Appendix – Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 41: Market forecast and prediction intervals for UK value sales of savoury biscuits, 2022-27
      • Figure 42: Market forecast and prediction intervals for UK volume sales of savoury biscuits, 2022-27
    • Market drivers and assumptions
    • Forecast methodology
  17. Appendix – Market Share

      • Figure 43: Leading manufacturers’ sales and shares in the UK savoury biscuits market, by value and volume, 2019/20-2021/22
  18. Appendix – Launch Activity and Innovation

      • Figure 44: Share of new launches in the savoury biscuits market, by branded/private label, 2018-22
      • Figure 45: Share of new launches in the savoury biscuits market, by claim, 2018-22
      • Figure 46: Share of new launches in the savoury biscuits market, by flavour component, claim, 2018-22
  19. Appendix – Advertising and Marketing Activity

      • Figure 47: Total above-the line, online display and direct mail advertising expenditure on savoury biscuits, by media type, 2019-22

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

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Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

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*databooks not available with UK B2B Industry reports.

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