2021
9
UK Savoury Biscuits Market Report 2021
2021-05-07T04:19:08+01:00
OX1045417
2195
137770
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Report
en_GB
“Savoury biscuits have benefited from people eating them more at home during COVID-19, but face a challenge to keep users eating them beyond the pandemic. The biggest opportunities for brands…

UK Savoury Biscuits Market Report 2021

£ 2,195 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the UK Savoury Biscuits market, including the behaviours, preferences and habits of the consumer.

The UK savoury biscuit market has seen major gains during the pandemic, with stay-at-home orders and a shift towards home working increasing snacking opportunities. 37% of consumers who eat savoury biscuits report eating more than before the pandemic started, fuelling the £36 billion boost in sales.

Exploration of flavours offers potential opportunities to boost the market even more. 64% of savoury biscuit eaters currently say cheese is the best pairing for savoury biscuits, while 43% lack inspiration of what to pair with them. While companies will want to highlight how well they pair with cheese, more pairing ideas could increase usage frequency. Adding to this, 62% of buyers would be encouraged to eat biscuits without toppings if they came in more indulgent flavours.

The pandemic has increased consumer awareness of health and wellbeing, with savoury biscuit eaters being more open to health claims and more positive nutritional roles. 29% would be interested in products supporting gut health, while 28% would be interested in immune health support. The bread category could offer lessons in exploration of health claims to appeal to consumers.

Read on to discover more details or take a look at all of our UK Food and Foodservice market research.

Quickly understand

  • The impact of COVID-19 on sales of savoury biscuits and consumer behaviours.
  • Frequency of eating savoury biscuits, and types eaten.
  • Different occasions for eating savoury biscuits, and what they are paired with.
  • New launch activity in savoury biscuits, and perceptions and usage of brands in the category.
  • Behaviours related to eating savoury biscuits, and attitudes towards them.

Covered in this report

Brands: Jacob’s, Ryvita, Nairn’s, Ritz, Snack a Jacks, TUC, Kallo, Carr’s, Rude Health, Sanissimo, Specially Selected, Co-op, Deluxe, Waitrose & Partners, Sainsbury’s, M&S, WW (Weight Watchers), Dr. Karg, Genius, Morrisons, Kallo, Sprouted Genius, Grupo Bimbo, Peter’s Yard, Crosta & Mollica, Signature Flatbreads, Jordans & Ryvita Co, Mondelez, Lantmannen Unibake, own-label.

Expert analysis from a specialist in the field

Written by Richard Caines, a leading analyst in the Food & Drink sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Savoury biscuits have benefited from people eating them more at home during COVID-19, but face a challenge to keep users eating them beyond the pandemic. The biggest opportunities for brands lie in flavour innovation, more inspiring pairings and premium products, while tapping into interest in healthy eating and sustainably sourced ingredients will also be important in driving future sales growth.

Richard Caines
Senior Food & Drink Analyst

Table of Contents

  1. Overview

    • Key issues covered in this report
    • COVID-19: Market context
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • Savoury biscuit sales boosted by more eating at home
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on savoury biscuits, 29 April 2021
    • The market
    • COVID-19 drives big increase in sales of savoury biscuits
    • Further lockdowns driving strong sales at the start of 2021
    • Normal growth patterns resume from 2022
      • Figure 2: Forecast of UK retail value sales of savoury biscuits, 2015-25
    • Snacking a well-established part of British eating habits
    • Spotlight on health increases under COVID-19
    • Decline projected in number of younger people
    • Companies and brands
    • Jacob’s extends its lead in savoury biscuits
      • Figure 3: Leading brands’ shares in the UK savoury biscuits market, by value, 2020/21*
    • Familiar flavours dominate launches, Nairn’s brings world cuisine flavours to oatcakes
    • Increase in premium claims in launches in 2020
    • More launches making high/added protein claims
    • Minimal spending on advertising savoury biscuits
    • The consumer
    • Vast majority of Brits eat savoury biscuits
      • Figure 4: Frequency of eating different types of savoury biscuits, December 2020
    • Evening snacking still the biggest occasion for savoury biscuits
      • Figure 5: When people eat savoury biscuits, December 2018 and December 2020
    • More inspiration needed for pairings other than cheese
      • Figure 6: How savoury biscuits are eaten, December 2020
    • Brands should reiterate relevance for social gatherings post-lockdown
    • Flavour innovation a continuing opportunity
      • Figure 7: Behaviours related to eating savoury biscuits, December 2020
    • Packaging NPD warrants attention
    • Opportunity for savoury biscuits to tap into interest in healthy eating
      • Figure 8: Interest in different product attributes in savoury biscuits, December 2020
    • Further opportunities for premium products
      • Figure 9: Attitudes towards savoury biscuits, December 2020
  3. Issues and Insights

    • People eating at home more during COVID-19 pandemic
    • Savoury biscuits benefit from more snacking and lunches at home
    • Eating of savoury biscuits at social gatherings curtailed
    • More remote working and eating at home expected long term
    • Flavour innovation a continuing opportunity
    • Potential for more indulgent flavours
    • A quarter interested in world cuisine flavours
    • A sweet flavour element has strong appeal
    • Interest in healthy eating holds more potential for savoury biscuits
    • Pandemic increases focus on health
    • High/added fibre claims are common, gut health claims are rare
    • Recent campaigns align with gut health, more scope for immunity claims
    • More inspiration needed on pairings for savoury biscuits
    • Savoury biscuits most typically eaten with cheese
    • Usage of savoury biscuits with dips and savoury spreads holds further potential
  4. The Market – Key Takeaways

    • COVID-19 drives big increase in sales of savoury biscuits
    • Lockdowns drive strong sales at the start of 2021
    • Normal growth patterns resume from 2022
    • Snacking a well-established part of British eating habits
    • Spotlight on health increases under COVID-19
    • Fortunes of savoury biscuits strongly linked to cheese
    • Decline projected in number of younger people
  5. Market Size and Forecast

    • Savoury biscuit sales boosted by more eating at home
      • Figure 10: Short-, medium- and long-term impact of COVID-19 on savoury biscuits, 29 April 2021
    • Big increase in 2020 sales of savoury biscuits
      • Figure 11: UK retail value and volume sales of savoury biscuits, 2015-25
    • Another lockdown driving strong sales at the start of 2021
      • Figure 12: Forecast of UK retail value sales of savoury biscuits, 2015-25
      • Figure 13: Forecast of UK retail volume sales of savoury biscuits, 2015-25
    • Market drivers and assumptions
      • Figure 14: Key drivers affecting Mintel’s market forecast, 2015-2025 (prepared on 15 April 2021)
    • Learnings from the last recession
      • Figure 15: UK retail sales of savoury biscuits and crackers, by value and volume, 2007-12
    • Forecast methodology
  6. Market Drivers

    • January 2021 lockdowns will mean more eating at home also in 2021
    • Snacking a well-established part of British eating habits
    • 68% of people who snack do so at least daily
    • Majority of people eat a variety of snacks
      • Figure 16: Repertoire of types of snacks eaten, March 2020
    • Kids’ snacking also helps to drive sales
    • Spotlight on health increases under COVID-19
    • Strong interest in healthy eating among consumers
    • Government emphasis on health intensifies
    • Fortunes of savoury biscuits strongly linked to cheese
    • Savoury biscuits compete with bread as a carrier product
    • Decline projected in number of younger people
      • Figure 17: Trends in the age structure of the UK population, 2015-25
    • Brexit trade deal means minimal impact on savoury biscuits
  7. Companies and Brands – Key Takeaways

    • Jacob’s extends its lead in savoury biscuits
    • Familiar flavours dominate launches, Nairn’s brings world cuisine flavours to oatcakes
    • Increase in premium claims in launches in 2020
    • More launches making high/added protein claims
    • Minimal spending on advertising savoury biscuits
    • Jacob’s stands most for high quality and good value
    • Ryvita has strong associations with health/wellbeing
  8. Market Share

    • Jacob’s extends its lead in savoury biscuits
    • Mixed picture for better-for-you products
      • Figure 18: Leading brands’ sales and shares in the UK savoury biscuits market, by value and volume, 2020 and 2021
  9. Launch Activity and Innovation

    • Nairn’s brings world cuisine flavours to oatcakes
      • Figure 19: Examples of flavour innovation launches in savoury biscuits/crackers, 2020/21
      • Figure 20: World cuisines in savoury biscuits, Sanissimo Salmas Mexican Recipe Corn Crackers, 2020
    • Increase in premium claims in launches in 2020
      • Figure 21: Proportion of new launches in savoury biscuits/crackers making premium claims, 2016-21
      • Figure 22: Examples of premium launches in savoury biscuits/crackers, 2020/21
      • Figure 23: Examples of sourdough launches in savoury biscuits/crackers, 2020/21
    • More launches making high/added protein claims
      • Figure 24: Proportion of new launches in savoury biscuits/crackers making high/added fibre and high/added protein claims, 2016-21
      • Figure 25: Examples of high/added protein claims in savoury biscuits/crackers, 2020
      • Figure 26: Examples of beans/pulses in savoury biscuits/crackers, 2020
    • Functional claims rare in savoury biscuits
      • Figure 27: Sprouted Genius Sprouted Purple Corn Crackers featuring sprouted grains, 2020
    • Ethical claims mostly about recyclable packaging
  10. Advertising and Marketing Activity

    • Minimal spending on advertising savoury biscuits
      • Figure 28: Total above-the line, online display and direct mail advertising expenditure on crackers, crispbread and breadsticks , by media type, 2017-21
      • Figure 29: Total above-the line, online display and direct mail advertising expenditure on crackers, crispbread and breadsticks , by advertiser, 2017-21
    • Pladis Christmas marketing helps promote Jacob’s brand
    • Ryvita launches new FibreFit digital campaign
    • Nairn’s unveils new branding for its oatcakes
    • Nielsen Ad Intel coverage
  11. Brand Research

    • Brand map
      • Figure 30: Attitudes towards and usage of selected brands, March 2021
    • Key brand metrics
      • Figure 31: Key metrics for selected brands, March 2021
    • Brand attitudes: Jacob’s the most trusted brand
      • Figure 32: Attitudes, by brand, March 2021
    • Brand personality: Jacob’s seen as the most accessible brand
      • Figure 33: Brand personality – macro image, March 2021
    • Ryvita stands out for healthiest image
      • Figure 34: Brand personality – micro image, March 2021
    • Brand analysis
    • Jacob’s stands most for consistently high quality and good value
      • Figure 35: User profile of Jacob’s, March 2021
    • Kallo lacks strong connotations
      • Figure 36: User profile of Kallo, March 2021
    • Carr’s seen more widely as traditional than most other brands
      • Figure 37: User profile of Carr’s, March 2021
    • Nairn’s strongest associations are with being accessible, ethical, healthy and natural
      • Figure 38: User profile of Nairn’s, March 2021
    • Ryvita seen as caring about health/wellbeing more than others
      • Figure 39: User profile of Ryvita, March 2021
    • Reading word clouds
  12. The Consumer – Key Takeaways

    • Vast majority of Brits eat savoury biscuits
    • Evening snacking still the biggest occasion for savoury biscuits
    • More inspiration needed for pairings other than cheese
    • Brands should reiterate relevance for social gatherings post-lockdown
    • Flavour innovation a continuing opportunity
    • Packaging NPD warrants attention
    • Opportunity for savoury biscuits to tap into interest in healthy eating
    • Further opportunities for premium products
  13. Impact of COVID-19 on Consumer Behaviour

    • People eating at home more during COVID-19 pandemic
    • Savoury biscuits benefit from more snacking and lunches at home
    • Eating of savoury biscuits at social gatherings curtailed
    • More remote working and eating at home expected long term
    • Pandemic increases focus on health
      • Figure 40: Changes in eating healthily as a priority since the COVID-19 outbreak, 4-12 February 2021
    • COVID-19 pandemic expected to heighten focus on sustainability
      • Figure 41: Changes in the environment as a priority since the COVID-19 outbreak, 4-12 February 2021
  14. Eating of Savoury Biscuits

    • Vast majority of Brits eat savoury biscuits
      • Figure 42: Frequency of eating different types of savoury biscuits, December 2020
    • 25-34 year olds are core users of savoury biscuits
      • Figure 43: Eating of different types of savoury biscuits at least once a week, by age, December 2020
  15. When Savoury Biscuits Are Eaten

    • Evening snacking still the biggest occasion for savoury biscuits
      • Figure 44: When people eat savoury biscuits, December 2020
    • Lunch the biggest mealtime for savoury biscuits
  16. How Savoury Biscuits Are Eaten

    • Savoury biscuits most typically eaten with cheese
      • Figure 45: How savoury biscuits are eaten, December 2020
      • Figure 46: Examples of on-pack pairing suggestions for savoury biscuits and cheese, 2020
    • More inspiration needed for pairings other than cheese
    • Usage of savoury biscuits with dips and savoury spreads holds further potential
      • Figure 47: Examples of on-pack pairing suggestions for rice cakes and oatcakes, 2020
    • Usage with dips and savoury spreads has a younger bias
      • Figure 48: Examples of pairing suggestions for savoury biscuits, 2020
  17. Behaviours Related to Eating Savoury Biscuits

    • Brands should reiterate relevance for social gatherings post-lockdown
      • Figure 49: Behaviours related to eating savoury biscuits, December 2020
    • Flavour innovation a continuing opportunity
    • More indulgent flavours increase the appeal of savoury biscuits without toppings
    • A sweet flavour element has strong appeal
    • A quarter interested in world cuisine flavours
  18. Interest in Product Attributes

    • Packaging NPD warrants attention
    • Keen interest in re-sealability and smaller packs
      • Figure 50: Interest in different product attributes in savoury biscuits, December 2020
    • Biscuit tins can tap into demand for keeping biscuits fresh
      • Figure 51: Examples of tins of savoury biscuits, 2020
    • Opportunity for savoury biscuits to tap into interest in healthy eating
    • High/added fibre claims are common, gut health claims are rare
    • Recent campaigns align with gut health, more scope for immunity claims
      • Figure 52: Examples of gut-health and immunity messages on-pack, 2020
    • Biscuits highlighting being palm oil-free stand to benefit
    • Strong interest in palm oil-free claims
    • Scope to explore sustainably-sourced ingredients
      • Figure 53: Examples of on-pack messages highlighting sustainable ingredients, 2020
  19. Attitudes towards Savoury Biscuits

    • Further opportunities for premium products
    • More mileage in promoting premium credentials
    • Communicating better taste important
      • Figure 54: Attitudes towards savoury biscuits, December 2020
    • Savoury biscuits should position themselves as bread replacement
  20. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  21. Appendix – Market Size and Forecast

    • Forecast methodology
      • Figure 55: Total UK retail value sales of savoury biscuits, 2020-25
      • Figure 56: Total UK retail volume sales of savoury biscuits, 2020-25
      • Figure 57: UK retail value and volume sales of savoury biscuits, by segment, 2017-20
  22. Appendix – Market Share

      • Figure 58: Leading manufacturers’ sales and shares in the UK savoury biscuits market, by value and volume, 2020 and 2021
  23. Appendix – Launch Activity and Innovation

      • Figure 59: Share of product launches in the UK savoury biscuits/crackers market, by company, 2016-20 (sorted by 2020)
      • Figure 60: Share of product launches in the UK savoury biscuits/crackers market, by flavour components, 2016-20 (sorted by 2020)
      • Figure 61: New launches in the UK savoury biscuits/crackers market, by claim, 2016-20 (sorted by 2020)

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