2022
9
UK Snack Bars and Breakfast Biscuits Market Report 2022
2022-04-07T10:57:41+01:00
OX1100787
2195
150370
[{"name":"Breakfast Foods","url":"https:\/\/store.mintel.com\/industries\/food\/breakfast-foods"}]
Report
en_GB
“Snack bars and breakfast biscuits will continue to benefit from demand for both in-home and out-of-home snacks as consumers return to workplaces/places of study, the on-the-go element of the category…

UK Snack Bars and Breakfast Biscuits Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Snack Bars and Breakfast Biscuits report identifies consumer attitudes towards new launch activity and advertising spend, and product concept of interest in the UK. This market report covers the market size, market forecast, market segmentation and industry trends for the Snack Bars and Breakfast Biscuits market in the UK.

Current Market Landscape

Demonstrating how sustainability represents sizeable commercial opportunities, 59% of eaters/buyers say they would pay more for cereal/snack bars and breakfast biscuits in environmentally-friendly packaging. This rises among the most frequent users, implying that heavy users are more concerned about the packaging waste they are creating, putting pressure on brands to up their game.

  • 59% of eaters/buyers say they would pay more for cereal/snack bars and breakfast biscuits in environmentally-friendly packaging.
  • Some 59% of eaters agree snack bars and breakfast biscuits are most suited to eating out of home, owing to the traditional positioning of these products as being centred around portability.

Value and volume sales grew in 2021 as the market recovered from a drop in sales owing to the lockdowns and restrictions in 2020. Future growth in value sales will be largely driven by food price inflation. The market will see continued volume growth, propelled by the predicted lasting healthy eating efforts, with these products seen widely to be a better-for-you snack.

Future Market Trends in Snack Bars and Breakfast Biscuits 

The introduction of restrictions on store locations of and volume promotions for high in fat, sugar or salt (HFSS) food and drink in October 2022 will somewhat dampen sales of snack bars and breakfast biscuits. The main impact will come from store location restrictions reducing opportunities for impulse sales. Restrictions on advertising will also negatively affect visibility of HFSS products when they come into force at the end of 2022.

The ongoing return to workplaces/places of study in 2022, as consumers embrace the next normal, will provide a boost to the market. The enduring shift to more hybrid working, however, underlines the need for brands to also support front of mind awareness for snacking at home, such as through leveraging their better-for-you image.

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

Quickly understand

  • Frequency and location of eating snack bars and breakfast biscuits.
  • New launch activity and advertising spend.
  • Product concepts of interest.
  • Behaviours related to eating and buying of snack bars and breakfast biscuits.

Covered in this report

Brands: Lotus (Nakd), Pladis (Go Ahead), Kellogg’s (Rice Krispies, Krave, Special K), Mondelēz (Cadbury, Belvita, Bournville), General Mills (Fibre One, Nature Valley), Ferrero (Eat Natural), Mars (Kind), JS Health (Nourish Bars), Alpen Bars, Proper, JC’s, Tribe, Perkier, Skinny Dream, Nairn’s, Graze, Pulsin, The Foodie Market, Yes!, Ryvita, McVitie’s.

Expert analysis from a specialist in the field

This report, written by Amy Price, a leading analyst in the Food and Drink sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Snack bars and breakfast biscuits will continue to benefit from demand for both in-home and out-of-home snacks as consumers return to workplaces/places of study, the on-the-go element of the category still having enduring appeal. The healthier proposition of the market in comparison to many other snacks will help to drive sales, particularly if brands continue to invest in healthier variants to be HFSS compliant.

Amy Price
Senior Food and Drink Analyst

Table of Contents

  1. Overview

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

    • The five-year outlook for snack bars and breakfast biscuits
      • Figure 1: Category outlook, 2022-27
    • The market
    • Market size and forecast
      • Figure 2: Forecast of UK retail value sales of snack bars and breakfast biscuits, 2016-26
    • Strong consumer interest in healthy eating
    • HFSS restrictions to be introduced in late 2022
    • Companies and brands
    • Belvita still leads but struggles to grow sales
      • Figure 3: Leading brands’ sales in the breakfast biscuits and cereal/snack bars market, by value, 2018/19 to 2020/21
    • Brands extend into new areas through NPD
    • Advertisers continue to cut spend; Mondelēz leading spend
    • The consumer
    • 64% eat snack bars or breakfast biscuits; a third doing so weekly
      • Figure 4: Frequency of eating cereal/snack bars and breakfast biscuits, 2021
    • Home is the most popular location for eating snack bars/breakfast biscuits
      • Figure 5: Where snack bars and breakfast biscuits are eaten, 2021
    • High-fibre variants appeal to nearly half
      • Figure 6: Interest in snack bars and breakfast biscuits product concepts, 2021
    • Openness for snack brands to extend into the market
      • Figure 7: Behaviours related to snack bars and breakfast biscuits, 2021
    • Healthiness remains a selling point
      • Figure 8: Attitudes towards snack bars and breakfast biscuits, 2021
  3. Issues and Insights

    • On-the-go element still influences category image
    • Healthiness of snack bars and breakfast biscuits remains a selling point
    • Brands should push their environmental credentials
    • Openness for snack brands to extend into the market
  4. Market Size and Performance

    • Value and volume sales hit by COVID-19 with slight recovery in 2021
      • Figure 9: UK retail value and volume sales of snack bars and breakfast biscuits, 2016-21
  5. Market Forecast

    • The five-year outlook for snack bars and breakfast biscuits
      • Figure 10: Category outlook, 2022-27
    • 2022 sales will continue upwards
      • Figure 11: Forecast of UK retail value sales of snack bars and breakfast biscuits, 2016-26
      • Figure 12: Forecast of UK retail volume sales of snack bars and breakfast biscuits, 2016-26
    • Market drivers and assumptions
    • Forecast methodology
  6. Market Drivers

    • Government emphasis on health intensifies under COVID-19
    • HFSS food promotion and store location restrictions to come into place in 2022
    • Advertising for HFSS food and drink to face new rules from end of 2022
    • Sugar reduction report delayed
    • Marketing campaigns promote weight loss and healthy swaps
    • Calls for people to boost their fibre intake
    • Strong interest in healthy eating
    • Snacking is an ingrained part of British eating habits
    • Most people snack daily
    • Home becomes even more important for snacking
    • Shift back to workplaces fuels impulse sales
    • Intense competition for snacking occasions
    • Inflationary pressures are mounting
    • Various factors are driving up inflation in 2022
    • Small share in grocery spend should insulate snack bars and breakfast biscuits
      • Figure 13: Consumer concerns about household finances, 2021-22
    • The drop in under-35s poses headwinds for the market over 2021-26
      • Figure 14: Trends in UK population, by age group, 2016-21 and 2016-26
  7. Market Share

    • Belvita still leads but struggles to grow sales
    • Kind sees fastest growth, from a small base
    • Own-label sees growth
      • Figure 15: Leading brands’ sales in the breakfast biscuits and cereal/snack bars market, by value and volume, 2018/19 to 2020/21
  8. Launch Activity and Innovation

    • Brands extend into new areas
    • Cadbury targets health-conscious shoppers with Nuttier
    • Proper launches into snack bars
      • Figure 16: Cadbury launches Nuttier range and Proper moves into popcorn bars, 2021
    • Soft-baked attracts more high-profile launches
      • Figure 17: Brands move into soft-bake bars, 2021
    • Brands explore different textures
      • Figure 18: Brands explore new textures, 2021
    • Krave and Cadbury look to indulgent flavours
      • Figure 19: Kellogg’s Krave and Cadbury’s Bournville brands move into snack/cereal bars, 2021
    • More brands look to harness interest in protein
      • Figure 20: Trek and Fibre One launch protein bars, 2021
    • Health remains a focus of NPD
    • Sugar is still under the spotlight
      • Figure 21: Reduced or less sugar launches, 2020-22
    • Adhering to HFSS restrictions
      • Figure 22: Kind aims to be non-HFSS with Almond Butter Bar launch, 2021
    • Promoting immune support
      • Figure 23: Special K unveils new recipe and new packaging, 2020 and 2022
    • Skinny brand pushes indulgence
      • Figure 24: Skinny snack bars aim to offer healthy indulgence, 2021
    • Nakd Lunchies targets kids with mini formats
      • Figure 25: Nakd targets kids with Lunchies, 2021
    • Multipacks aim to appeal to home snackers
      • Figure 26: Belvita relaunches 12-portion multipacks, 2020
  9. Advertising and Marketing Activity

    • Advertisers continue to cut spend
      • Figure 27: Total above-the line, online display and direct mail advertising expenditure on snack bars and breakfast biscuits, 2019-21
    • Mondelēz leads advertiser spend
    • Belvita focuses on positive energy
      • Figure 28: Above-the line, online display and direct mail advertising expenditure on snack bars and breakfast biscuits, by advertiser, 2019-21
    • Nature Valley calls on people to Get Out More and experience life outdoors
      • Figure 29: Above-the line, online display and direct mail advertising expenditure on snack bars and breakfast biscuits, by brand, 2019-21
    • Kind makes TV debut; calling on people to make kinder choices
    • Nielsen Ad Intel coverage
  10. Frequency of Eating Cereal/Snack Bars and Breakfast Biscuits

    • 64% eat snack bars or breakfast biscuits; a third doing so weekly
      • Figure 30: Frequency of eating cereal/snack bars and breakfast biscuits, 2021
    • Hybrid workers are more likely to eat cereal/snack bars or breakfast biscuits
    • Majority eat both snack bars and breakfast biscuits
      • Figure 31: Crossover in usage of cereal/snack bars and breakfast biscuits, 2021
  11. Where Snack Bars and Breakfast Biscuits Are Eaten

    • Home is the most popular location
      • Figure 32: Where snack bars and breakfast biscuits are eaten, 2021
  12. Interest in Product Concepts

    • High-fibre variants appeal to nearly half
    • Fibre lacks standout
      • Figure 33: Interest in snack bars and breakfast biscuits product concepts, 2021
    • Linking with gut health
    • Strong interest in reduced sugar content
      • Figure 34: NPD carrying a less sugar claim, 2019-22
    • Plant-derived sweeteners or savoury flavours should be explored
      • Figure 35: NPD featuring root fibre or xylitol, 2020-21
    • Snack/mini versions could help to expand usage into grazing occasions
      • Figure 36: Global NPD by Belvita looks to smaller formats such as bites and minis, 2020 and 2021
      • Figure 37: NPD in snack bars looks to bite formats, 2021 and 2019
  13. Behaviours Related to Snack Bars and Breakfast Biscuits

    • Openness for snack brands to extend into the market
      • Figure 38: Behaviours related to snack bars and breakfast biscuits, 2021
    • Aiding permissibility
    • Healthier versions offer a way to expand into children’s bars
    • Brands should push their environmental credentials
    • Three in five would pay more for sustainable packaging
    • Looking beyond packaging
    • Moving beyond plastic
      • Figure 39: Yes! bars in paper packaging, 2021
    • Scope to step up green credentials of paper and cardboard
  14. Attitudes towards Snack Bars and Breakfast Biscuits

    • Healthiness remains a selling point
    • Better-for-you image will shield category amid heightened health focus
    • Category’s permissible connotations offer a strong selling point for brands to mine
      • Figure 40: Attitudes towards snack bars and breakfast biscuits, 2021
    • But there are opportunities for indulgent versions
    • On-the-go element still influences category image
    • Appealing to workers in a variety of settings
      • Figure 41: Brands pushing grab and go messaging, 2022
  15. Appendix – Data Sources, Abbreviations and Supporting Information

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

      • Figure 42: Market forecast and prediction intervals for UK value sales of snack bars and breakfast biscuits, 2021-26
      • Figure 43: Market forecast and prediction intervals for UK volume sales of snack bars and breakfast biscuits, 2021-26
    • Market drivers and assumptions
    • Forecast methodology
  17. Appendix – Market Share

      • Figure 44: Leading manufacturers’ sales in the breakfast biscuits and cereal/snack bars market, by value and volume, 2018/19 – 2020/21
  18. Appendix – Launch Activity and Innovation

    • Methodology
      • Figure 45: New product launches in snack bars (including protein and sports nutrition bars), by ethical claims, 2017-21
      • Figure 46: New product launches in snack bars (including protein and sports nutrition bars), by top 10 claims, 2017-21
      • Figure 47: New product launches in snack bars (including protein and sports nutrition bars), by selected health claims, 2017-21
      • Figure 48: New product launches in snack bars (including protein and sports nutrition bars), by launch type, 2017-21
  19. Appendix – Advertising and Marketing Activity

      • Figure 49: Total above-the line, online display and direct mail advertising expenditure on snack bars and breakfast biscuits, by media type, 2019-21
      • Figure 50: Total above-the line, online display and direct mail advertising expenditure on snack bars and breakfast biscuits, by month, 2019-21

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

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

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

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

Below is a sample report, understand what you are buying.

Click to show report
2024 Sample Consumer Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

Trusted by companies. Big and small.

Want to speak to us directly?

Contact us with your enquiry and our expert global team can help.

Get in touch