2023
9
UK Snack Bars and Breakfast Biscuits Market Report 2023
2023-04-01T04:05:51+01:00
OX1155349
2195
161979
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Report
en_GB
"The cost of living crisis and HFSS restrictions will continue to challenge the snack bars and breakfast biscuits. Cautious spending behaviour exhibited by consumers is putting the category in the…

UK Snack Bars and Breakfast Biscuits Market Report 2023

£ 2,195 (Excl.Tax)

Description

Understand the current trends and opportunities in the UK snack bars and breakfast biscuits market. Use Mintel’s market research to become more informed and tackle challenges in your industry. Our snack bars and breakfast biscuit market report examines consumer attitudes towards eating snack bars and breakfast biscuits, snack bar market share and segmentation, and the impact of the cost-of-living crisis on the industry. Read on to discover our insights.

Snack Bars and Breakfast Biscuits Market – Current Landscape

Overall usage of snack bars and breakfast biscuits fell from 64% in 2021 to 59% in 2022. The cost-of-living crisis and reduced product visibility as a result of recently imposed HFSS restrictions both played a part in hampering breakfast biscuit and snack bar market size.

Snack Bar Consumer Trends

Household finances have been increasingly stretched, causing many consumers to reevaluate spending and leaving snack bars and breakfast biscuits in the line of fire. 

Sugar is a particularly contentious issue among consumers, with over half of adults stating that they are actively taking steps to limit/reduce sugar in their diet and snack bar and breakfast biscuit consumers are no exception.

  • Snack bars and breakfast biscuits market challenge: 61% of users agree that own-label breakfast biscuits and snack bars are just as appealing as branded products.
  • Snack bar consumer behaviour: Over half (57%) of snack bar consumers indicated that they only buy them on promotion. Highlighting the fact that promotions are key to engaging consumers when finances are stretched.
  • Snack bar and breakfast biscuits consumer attitudes: 64% of consumers view snack bars with a high vitamin and mineral content as an appealing way to boost daily health.

Snack Bars and Breakfast Biscuits – Market Opportunities

As a result of the income squeeze, consumers are looking to make their money go further. Brands need to demonstrate added value. For many consumers, a food and drink that has health benefits is seen as good value for money. Added nutrition should continue to be explored in the snack bar and breakfast biscuit category.

Read on to discover more about our Snack Bars and Breakfast Biscuits Market Report, read our Breakfast Cereals Market Report, or take a look at our extensive food market research.

Quickly Understand

  • The impact of the cost of living crisis on the snack bars and breakfast biscuits category.
  • Attributes looked for in snack bars and breakfast biscuits.
  • Key trends in new launch activity in snack bars and breakfast biscuits
  • Behaviours related to eating and buying of snack bars and breakfast biscuits, including the potential to engage users with subscription services.
  • Attitudes towards eating snack bars and breakfast biscuits, including added nutrition.

Products and Brands Covered in this Report

Products: Breakfast biscuits, Cereal and snack bars (fruit-based, nut-/seed-based, cereal-/granola-based bars, energy/exercise bars).

Brands: BelVita, Nature Valley, Rice Krispies, Cadbury, Eat Natural, Fibre One, Go Ahead, Nakd, Trek, Kind.

Expert Analysis from a Specialist in the Food Sector

This report, written by Claire Finnegan, a leading analyst in the food sector, delivers in-depth commentary and analysis to highlight current trends in the UK snack bars and breakfast biscuits market and add expert context to the numbers.

The cost of living crisis and HFSS restrictions will continue to challenge the snack bars and breakfast biscuits. Cautious spending behaviour exhibited by consumers is putting the category in the line of fire. It is important for brands to demonstrate good value for money and added nutritional benefits while finances are stretched.

 

Claire Finnegan
Research 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 snack bars and breakfast biscuits
      • Figure 1: Category outlook, 2023-27
    • The market
    • Market size and forecast
      • Figure 2: Market size and forecast for UK retail value sales of snack bars and breakfast biscuits, 2017-27
    • Health efforts challenged during cost-of-living crisis
    • Companies and brands
    • belVita continues to lead the market despite stagnant sales
      • Figure 3: Leading brands’ sales in the breakfast biscuits and cereal/snack bars market, by value, 2019/20-2021/22
    • HFSS restrictions sparks launch activity across the category
    • Overall category spend on ATL advertising increases
    • The consumer
    • Overall usage of snack bars and breakfast biscuits falls
      • Figure 4: Frequency of eating cereal/snack bars and breakfast biscuits, 2021 and 2022
    • Usage at home drops as consumers return to pre-pandemic lifestyles
      • Figure 5: Where cereal/snack bars and breakfast biscuits are eaten, 2021 and 2022
    • Sugar content is a key issue for snack bars and breakfast biscuit brands to address
      • Figure 6: Attributes looked for when picking breakfast biscuits or cereal/snack bars, 2022
    • Promotions are key to engaging consumers when finances are stretched
      • Figure 7: Behaviours related to eating and buying cereal/snack bars and breakfast biscuits, 2022
    • The cost of snack bars and breakfast biscuits is the biggest barrier to eating
      • Figure 8: Barriers to eating cereal/snack bars and breakfast biscuits, 2022
    • High-protein snack bars can compete with sports nutrition products
      • Figure 9: Attitudes towards cereal/snack bars and breakfast biscuits, 2022
  3. Issues and Insights

    • Income squeeze presents challenges for the category
    • Demonstrating added value to consumers is key when finances are stretched
    • Users have high expectations of the taste of better-for-you options
  4. Market Size and Performance

    • High inflation drives growth in snack bars and breakfast biscuits
      • Figure 10: UK retail value and volume sales of snack bars and breakfast biscuits, 2017-22
  5. Market Forecast

    • The five-year outlook for snack bars and breakfast biscuits
      • Figure 11: Category outlook, 2023-27
    • Soaring food inflation will drive category growth in 2023
      • Figure 12: Market size and forecast for UK retail value sales of snack bars and breakfast biscuits, 2017-27
      • Figure 13: Market size and forecast for UK retail volume sales of snack bars and breakfast biscuits, 2017-27
    • Learnings from the last income squeeze
      • Figure 14: Total UK retail volume and value sales of breakfast biscuits and cereal/snack bars, 2010-15
    • Forecast methodology
  6. Market Drivers

    • Health efforts challenged during cost-of-living crisis
    • HFSS regulations come into force
    • Delayed sugar reduction report details minimal improvement in the state of play
    • Health consciousness is slipping as household finances are stretched
    • Post-pandemic lifestyles have impacted breakfast and snacking occasions
    • Inflation is the key concern for consumers and brands…
    • …and 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
    • High inflation and rising interest rates will compound the impact of the slowing recovery
    • Consumer spending power will be curbed
    • Consumers’ financial wellbeing has fallen from the highs of 2021…
      • Figure 15: Household financial wellbeing index, 2009-22
    • …and most people are feeling the effects of price rises
    • Modest growth of under-35 populations will continue to support the snack bars and breakfast biscuits category
      • Figure 16: Trends in the age structure of the UK population, 2016-26
  7. Market Share

    • BelVita continues to lead the market despite stagnant sales
      • Figure 17: Leading brands’ sales in the cereal/snack bars and breakfast biscuits market, by value and volume, 2019/20-2021/22
    • Growth of own-label continues amid cost of living crisis
    • Kellogg’s sees boost in market share
  8. Launch Activity and Innovation

    • HFSS restrictions spark launch activity across the category
      • Figure 18: Share of new launches in snack/cereal/energy bars (including protein and sports nutrition bars), by selected health claims, 2018-22
      • Figure 19: HFSS-compliant launches in the snack bars and breakfast biscuits category, 2022
    • Fruit-based snack bars gain sizeable attention from brands and own-label
      • Figure 20: Launches of fruit-based snack bars, 2023
    • Brands use smaller formats to attract the health-conscious consumer
      • Figure 21: Slim format snack bar launches, 2022-23
    • Environmentally friendly packaging claims growing in snack bar and launch activity
      • Figure 22: New product launches in snack/cereal/energy bars (including protein and sports nutrition bars), by environmentally friendly packaging and recycling claims, 2018-22
      • Figure 23: New packaging for KIND snack bars, 2023
    • Brand NPD continues to explore new flavours
      • Figure 24: New product launches in snack/cereal/energy bars (including protein and sports nutrition bars), by flavour component (top 10), 2018-22
    • Chocolate flavours lead the way
    • Caramel flavours also explored in brand launch activity
  9. Advertising and Marketing Activity

    • Overall category spend on ATL advertising increases
      • Figure 25: Total above-the-line, online display and direct mail advertising expenditure on cereal/snack bars and breakfast biscuits, by media type, 2019-22
    • Mondelēz continues to lead spend on advertising
    • BelVita builds on “Share the Positive Energy” campaign
      • Figure 26: Above-the line, online display and direct mail advertising expenditure on snack bars and breakfast biscuits, by advertiser, 2019-22
    • Eat Natural benefits from advertising investment following Ferrero acquisition
    • Nature Valley continues to push its #GetOutMore philosophy
    • KIND partners with refugee charity Choose Love
    • Perkier adopts no-nonsense approach in its latest advertising campaign
    • Brands provide opportunities for consumers to publicly engage with the category
      • Figure 27: Fibre one on-pack promotion, 2023
    • Nielsen Ad Intel coverage
  10. Frequency of Eating Cereal/Snack Bars and Breakfast Biscuits

    • Overall usage of snack bars and breakfast biscuits falls
      • Figure 28: Frequency of eating cereal/snack bars and breakfast biscuits, 2021-22
  11. Where Snack Bars and Breakfast Biscuits are Eaten

    • Usage at home drops as consumers return to pre-pandemic lifestyles
      • Figure 29: Where cereal/snack bars and breakfast biscuits are eaten, 2021-22
  12. Attributes Looked For in Snack Bars and Breakfast Biscuits

    • Sugar content is a key issue for snack bars and breakfast biscuit brands to address…
      • Figure 30: Attributes looked for when picking breakfast biscuits or cereal/snack bars, 2022
      • Figure 31: Breakfast biscuit brand using sweeteners, 2022
    • …and concerns about the sugar content of children’s snack bars and breakfast biscuits will continue to challenge brands
  13. Behaviours Relating to Eating and Buying Snack Bars and Breakfast Biscuits

    • Income squeeze presents challenges for the category
    • Consumers buying fewer snack bars and breakfast biscuits
      • Figure 32: Behaviours related to eating and buying cereal/snack bars and breakfast biscuits, 2022
      • Figure 33: Fibre One 90 Calorie bar, 2022
    • Own-label will compete with brands as more consumers shop at discounters
    • Promotions are key to engaging consumers when finances are stretched…
    • …but further HFSS hurdles loom
    • Users have high expectations of the taste of better-for-you options
      • Figure 34: Mars Triple Treat launches in cereal/snack bars and breakfast biscuits, 2022
    • Subscription services appeal to users working from home
  14. Barriers to Eating Snack Bars and Breakfast Biscuits

    • The cost of snack bars and breakfast biscuits is the biggest barrier to eating
      • Figure 35: Barriers to eating cereal/snack bars and breakfast biscuits, 2022
      • Figure 36: Launches in cereal/snack bars and sweet biscuits/cookies emphasising value, 2022-23
    • Satiety messaging should chime when finances are stretched
      • Figure 37: belVita breakfast biscuits calling out slow-release carbohydrates, 2023
  15. Attitudes towards Snack Bars and Breakfast Biscuits

    • Provide value to users through added nutrition during a cost of living crisis
      • Figure 38: Attitudes towards cereal/snack bars and breakfast biscuits, 2022
      • Figure 39: Cereal/snack bars with added vitamins and minerals, 2021 and 2022
    • High-protein snack bars can compete with sports nutrition products
  16. Appendix – Data Sources, Abbreviations and Supporting Information

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

    • Market forecast and prediction intervals
      • Figure 40: Market forecast and prediction intervals for UK value sales of snack bars and breakfast biscuits, 2022-27
      • Figure 41: Market forecast and prediction intervals for UK volume sales of snack bars and breakfast biscuits, 2022-27
    • Market drivers and assumptions
    • Forecast methodology
  18. Appendix – Market Share

      • Figure 42: Leading manufacturers’ sales in the breakfast biscuits and cereal/snack bars market, by value and volume, 2019/20-2021/22
  19. Appendix – Launch Activity and Innovation

      • Figure 43: New product launches in snack/cereal/energy bars (including protein and sports nutrition bars), by launch type, 2018-22
      • Figure 44: New product launches in snack/cereal/energy bars (including protein and sports nutrition bars), by private label and brands, 2018-22
      • Figure 45: New product launches in snack/cereal/energy bars (including protein and sports nutrition bars), by top 10 claims, 2018-22
      • Figure 46: New product launches in snack/cereal/energy bars (including protein and sports nutrition bars), by selected health claims, 2018-22
      • Figure 47: New product launches in snack/cereal/energy bars (including protein and sports nutrition bars), by ethical claims, 2018-22

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.

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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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