The cost of living crisis has put pressure on the UK snack bar market. Price rises in the category and the role of these snacks as discretionary will have made them likely candidates for cutbacks amid the income squeeze. The limited scope for trading down given the sparse own-brand offering has added to this.
Competition from other snacking categories has put pressure on the cereal/snack and breakfast biscuit market and will continue to do so. For example, the strong growth of the protein bar market shows little sign of easing. Further HFSS restrictions loom and stand to have mixed effects on the market. While they will lend an edge to compliant products, they will also fuel ongoing NPD in the wider BFY snack space, adding to the competitive pressures.
Disrupting the shopper journey is crucial for cereal/snack bar and breakfast biscuit brands. While most users and buyers usually visit the cereal/snack bar and breakfast biscuit aisle when doing their main grocery shop, over half pay little attention to the rest of the products on the shelf when buying their favourite brand. This points to the need for brands to ensure they stand out in the aisle, to make the most of the passing traffic.
Purchase Mintel’s full report for a complete analysis of the UK snack bar market, including consumer insights and innovation and marketing activity. Readers of this report may also be interested in The Future of Snack Bars.
This report is written by Claire Finnegan, a Food & Drink Analyst at Mintel. Claire joined Mintel in 2022, writing and producing reports covering a variety of topics in the food and drinks market. Prior to joining Mintel, Claire obtained a BSc in Nutrition, Food and Business Management from the University of Galway. Alongside her studies, she also gained food industry experience while working for a food producer in Ireland.
High inflation has fuelled value growth in the market, amid falling volumes. Interest in freshness and variety multipacks point to opportunities for NPD.
Claire Finnegan
Food & Drink Analyst
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