"Inflation-driven value growth defined 2025. Functional benefits and novelty will be essential to justify higher prices and drive standout."
Sam Fryers, Research Analyst
World cuisine flavours hold strong untapped potential in snack bars/breakfast biscuits. They appeal to 62% of users, but few brands currently explore these. These flavours’ momentum in other snacks like crisps and chocolate offers a precedent and inspiration.
Price inflation fuelled value sales growth of 4.6% in the UK snack bars and breakfast biscuits market in 2025, while seeing volume fall by 3.3%, as pressures on household finances kept grocery budgets under close scrutiny. Ongoing ingredient cost pressure is expected to be the main driver of 12% value growth over 2025-30.
Faced with rising costs and promotion-led shopping behaviour, breakfast biscuit and snack bar brands are under intense pressure to justify their prices. Health benefits offer a route for doing so, given high interest in more bars offering these. High interest in fibre and users seeking energy boosts from these snacks point to related benefits as key areas to consider.
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