2022
9
UK Sweet Biscuits Market Report 2022
2022-12-23T03:06:24+00:00
OX1103441
2195
158951
[{"name":"Biscuits, Cookies and Crackers","url":"https:\/\/store.mintel.com\/industries\/food\/biscuits-cookies-crackers"}]
Report
en_GB
“The cost of living crisis is already leading people to cut back on sweet biscuits, but given that 75% of people think that sweet biscuits are an affordable treat they…

UK Sweet Biscuits Market Report 2022

£ 2,195 (Excl.Tax)

Description

“The cost of living crisis is already leading people to cut back on sweet biscuits, but given that 75% of people think that sweet biscuits are an affordable treat they are in a better position than many other discretionary items. In-store visibility for sweet biscuits is being hampered by HFSS product location restrictions, making it even more important for products to stand out in the biscuits aisle.”
– Richard Caines, Senior Food & Drink Analyst

Key issues covered in this Report

  • Performance of the market following the easing of COVID-19 restrictions, and challenges and opportunities arising from the rising cost of living/inflation.
  • Eating habits for sweet biscuits, including types eaten, frequency, and where, when and how these were eaten in the 3 months to October 2022.
  • Factors prompting the choice of one newly-launched sweet biscuit product over another, including the importance of flavours and combining textures, and healthier product attributes.
  • New launch activity in sweet biscuits, including flavour innovation, healthier biscuits and premium launches.
  • Usage of selected brands and attitudes towards them.
  • Behaviours and attitudes related to sweet biscuits, including linked to the cost of living crisis and the introduction of HFSS product location restrictions, and their likely impact on the market.

Table of Contents

  1. Overview

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

    • The five-year outlook for sweet biscuits
      • Figure 1: Outlook for sweet biscuits, 2022-27
    • The market
    • 2022 decline in volume sales of sweet biscuits
    • Value growth being driven by high inflation in 2022
    • Higher prices forecast to drive value growth but volume sales to stagnate
      • Figure 2: Market size and forecast for UK retail value sales of sweet biscuits, 2017-27
    • HFSS food and drink store location restrictions introduced
    • Sweet biscuits benefit from universal appeal across all ages
    • Higher ingredient and energy costs drive inflation in biscuits
    • Companies and brands
    • McVitie’s sales slip back in 2021/22
      • Figure 3: Leading brands’ sales in the sweet biscuits market, by value, 2020/21 and 2021/22
    • Mixed fortunes for brands in chocolate biscuit bars
    • New flavours continue to be a big theme in NPD
    • Healthier product launches rare in sweet biscuits
    • Premium launch activity a continuing theme in sweet biscuits
    • Main media advertising spending maintained through pandemic
    • Most trusted brands are Cadbury Biscuits and McVitie’s
    • The consumer
    • Vast majority eat sweet biscuits
      • Figure 4: Types of sweet biscuits eaten in the last 3 months, 2022
    • Sweet biscuits a daily treat for 16% of users
      • Figure 5: Frequency of eating sweet biscuits, 2022
    • Sweet biscuits mostly eaten at home
    • Afternoon most popular time for biscuits
    • Eating sweet biscuits with a hot drink increases by age
    • Taste experience central to NPD in sweet biscuits
      • Figure 6: Attributes of newly launched product most likely to prompt purchase, 2022
    • Cost of living crisis already hitting sweet biscuits
      • Figure 7: Behaviours related to eating and buying sweet biscuits, 2022
    • Room for sweet biscuits as a treat even when times are tough
      • Figure 8: Attitudes towards sweet biscuits, 2022
  3. Issues and Insights

    • Value and premium opportunities during the cost of living crisis
    • Cost of living crisis already hitting sweet biscuits
    • Risk of trading down to cheaper biscuits
    • Opportunities from focusing on value
    • Still room for premium sweet biscuits to do well
    • Need to increase visibility of sweet biscuits following HFSS restrictions
    • Three quarters planning biscuit buying good news
    • Most who plan purchasing also buy on impulse
    • New flavours continue to be warranted to prompt purchasing
    • A third prompted to try a new launch by a new flavour
    • Strong interest in limited edition flavours
    • Continue to take lessons from chocolate confectionery
    • Focus marketing messages on eating biscuits with hot drinks and on their own
    • Eating sweet biscuits with a hot drink increases by age
    • Differences only partly reflect hot drink habits
    • Younger people more likely to snack on biscuits without a drink
    • Sharing sweet biscuits an affordable way to bring people together
  4. Market Size and Performance

    • Decline in volume sales of sweet biscuits
    • Value growth being driven by high inflation in 2022
      • Figure 9: Retail market size for sweet biscuits, 2017-22
  5. Market Forecast

    • The five-year outlook for sweet biscuits
      • Figure 10: Outlook for sweet biscuits, 2022-27
    • Higher prices to drive value growth but volume sales to stagnate
      • Figure 11: Market size and forecast for UK retail value sales of sweet biscuits, 2017-27
      • Figure 12: Market size and forecast for UK retail volume sales of sweet biscuits, 2017-27
    • Affordable treating will support sales
    • Inflation will be the main driver of growth
    • HFSS restrictions to hold back volume growth
    • Learnings from the last income squeeze
      • Figure 13: Total UK retail volume and value sales of sweet biscuits, 2010-15
    • Forecast methodology
  6. Market Segmentation

    • Two years of volume declines for both segments
    • Value sales of regular sweet biscuits boosted by higher prices
      • Figure 14: UK retail value sales of sweet biscuits, by segment, 2019-22
  7. Market Drivers

    • Government emphasis on health intensifies
    • HFSS food and drink store location restrictions came into place in October 2022
    • Sweet biscuits fall within the scope of regulations
    • New rules on the advertising of HFSS food and drink delayed
    • Strong consumer interest in healthy eating
    • COVID-19 increases spotlight on health
    • Sweet biscuits benefit from universal appeal across all ages
      • Figure 15: Trends in the age structure of the UK population, 2016-26
    • Inflation is the key concern for consumers, brands and the economy
    • Consumer Prices Index rises to 11%
    • Higher ingredient and energy costs driving inflation in biscuits
      • Figure 16: Consumer price inflation for all food and retail price index for biscuits and cakes, 2021-22
    • …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
    • Consumer spending power will be curbed
    • Consumers’ financial wellbeing has fallen from the highs of 2021…
      • Figure 17: Household financial wellbeing index, 2009-22
    • …and most people are feeling the effects of price rises
  8. Market Share

    • McVitie’s sales slip back further in 2021/22
    • Fox’s and Maryland see strong sales growth
    • Own-label boosted by shopping at grocery discounters
      • Figure 18: Leading brands’ sales in the sweet biscuits market, by value and volume, 2020/21 and 2021/22
    • Mixed fortunes for brands in chocolate biscuit bars
      • Figure 19: Leading brands’ sales in the chocolate biscuit bars market, by value and volume, 2020/21 and 2021/22
  9. Launch Activity and Innovation

    • New flavours continue to be a big theme in NPD
      • Figure 20: New launches in sweet biscuits/cookies, by launch type, 2017-22
    • Chocolate by far the biggest flavour focus
      • Figure 21: New launches in sweet biscuits/cookies, by flavour component (top 25), 2017-22
    • Chocolate orange trend continues into 2022
      • Figure 22: Examples of chocolate orange flavour launches in sweet biscuits/cookies, 2022
    • Caramel also popular for range extensions
      • Figure 23: Examples of caramel range extensions in sweet biscuits/cookies, 2022
      • Figure 24: Launch of Oreo Twists, 2022
    • Limited edition launches tap interest in new flavours
      • Figure 25: Seasonal and Limited edition launches from Fox’s in sweet biscuits/cookies, 2021/22
    • Christmas twists being given to biscuits
      • Figure 26: Examples of launches in sweet biscuits/cookies with a Christmas flavour twist, 2022
    • Healthier product launches rare in sweet biscuits
      • Figure 27: Proportion of new launches in sweet biscuits/cookies making low/reduced or sugar free claims, 2017-22
    • Pladis launches non-HFSS McVitie’s Digestives and Rich Tea
      • Figure 28: Launches in sweet biscuits/cooking making reduced sugar claims, 2022
    • Nairn’s keeps up healthier focus with more launches
      • Figure 29: Examples of launches in sweet biscuits/cookies carrying positive health claims, 2022
    • Premium launch activity a continuing theme in sweet biscuits
      • Figure 30: Proportion of new launches in sweet biscuits/cookies that are positioned as premium, 2017-22
      • Figure 31: Premium own-label launches in sweet biscuits/cookies, 2022
      • Figure 32: Premium own-label launches in sweet biscuits/cookies, 2022
    • Retailers’ plant-based ranges featuring sweet biscuits
      • Figure 33: Proportion of new launches in sweet biscuits/cookies making vegan/no animal ingredients and plant based claims, 2017-22
      • Figure 34: Examples of vegan launches under retailers’ plant-based ranges, 2022
    • Brand extensions bring more competition
      • Figure 35: Brand extensions in sweet biscuits/cookies: Mr Kipling and Nutella, 2022
  10. Advertising and Marketing Activity

    • Main media advertising spending maintained through pandemic
      • Figure 36: Total above-the line, online display and direct mail advertising expenditure on sweet biscuits/cookies, by media type, 2018-22
    • Shift in biggest biscuit advertisers in 2022
      • Figure 37: Total above-the line, online display and direct mail advertising expenditure on sweet biscuits/cookies, by advertiser, 2019-22
    • TV debut for LU with ‘Taste of Love’ campaign
    • Cadbury Fingers campaign in support of deaf people
    • Bahlsen advert highlights multisensory experience
    • Pladis runs ‘making of’ advert for McVitie’s Blissfuls
    • McVitie’s lead sponsor of Britain’s Got Talent
    • Oreo partners with Batman movie
    • Nielsen Ad Intel coverage
  11. Brand Research

    • Brand map
      • Figure 38: Attitudes towards and usage of selected brands, 2022
    • Key brand metrics
      • Figure 39: Key metrics for selected brands, 2022
    • Brand attitudes: Cadbury Biscuits stands out on image of consistently high quality
      • Figure 40: Attitudes, by brand, 2022
    • Brand personality: Cadbury Biscuits the most fun brand
      • Figure 41: Brand personality – Macro image, 2022
    • McVitie’s the most traditional and family brand
      • Figure 42: Brand personality – Micro image, 2022
  12. Types of Sweet Biscuits Eaten

    • Vast majority eat sweet biscuits and most of them at least weekly
      • Figure 43: Types of sweet biscuits eaten in the last 3 months, 2022
  13. Frequency of Eating Sweet Biscuits

    • Sweet biscuits a daily treat for 16% of users
      • Figure 44: Frequency of eating sweet biscuits, 2022
    • Older biscuit eaters more likely to make them a daily treat
      • Figure 45: Frequency of eating sweet biscuits, 2022
    • Little impact on frequency of eating from financial woes
  14. Where Sweet Biscuits Are Eaten

    • Sweet biscuits mostly eaten at home
      • Figure 46: Where sweet biscuits are eaten, 2022
      • Figure 47: Where sweet biscuits are eaten, by age, 2022
  15. When Sweet Biscuits Are Eaten

    • Afternoon most popular time for biscuits
      • Figure 48: When sweet biscuits are eaten, by age, 2022
  16. How Sweet Biscuits Are Eaten

    • Eating sweet biscuits with a hot drink increases by age
      • Figure 49: How sweet biscuits are eaten, by age, 2022
    • Younger people more likely to snack on biscuits without a drink
  17. Attributes Most Likely to Prompt Purchase of New Product

    • Taste experience central to NPD in sweet biscuits
    • New flavours trigger over a third to try a new launch
      • Figure 50: Attributes of newly launched product most likely to prompt purchase, 2022
    • Strong interest in limited edition flavours
    • Combine new flavours with lots of chocolate and different textures
      • Figure 51: Examples of new sweet biscuit launches combining chocolate and different textures, 2022
    • Continue to take lessons from chocolate confectionery
    • Strong interest in healthier sweet biscuits
    • Reduced sugar and healthy ingredients each prompt one in three
    • Brand extension an alternative to range extension
    • Sweet biscuits face similar challenge to chocolate
      • Figure 52: Examples of non-HFSS launches from Mars, 2022
  18. Behaviours related to Eating and Buying Sweet Biscuits

    • Cost of living crisis already hitting sweet biscuits
    • Consumers buying fewer biscuits
      • Figure 53: Behaviours related to eating and buying sweet biscuits, 2022
    • Risk of trading down to cheaper biscuits
    • Opportunities from focusing on value
      • Figure 54: Launches in sweet biscuits/cookies emphasising value, 2022
    • Sweet biscuit buying has planned and impulse elements
    • Three quarters planning biscuit buying good news
    • Most who plan purchasing also buy on impulse
  19. Attitudes towards Sweet Biscuits

    • Room for sweet biscuits as a treat even when times are tough
    • Sweet biscuits available to suit most pockets
      • Figure 55: Attitudes towards sweet biscuits, 2022
    • Still room for premium sweet biscuits to do well
    • Sharing sweet biscuits an affordable way to bring people together
  20. Appendix – Data Sources, Abbreviations and Supporting Information

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

    • Market forecast and prediction intervals
      • Figure 56: Market forecast and prediction intervals for UK value sales of sweet biscuits, 2022-27
      • Figure 57: Market forecast and prediction intervals for UK volume sales of sweet biscuits, 2022-27
    • Market drivers and assumptions
    • Forecast methodology
  22. Appendix – Market Share

      • Figure 58: Leading manufacturers’ sales in the sweet biscuits market, by value and volume, 2020/21 and 2021/22
      • Figure 59: Leading manufacturers’ sales in the chocolate biscuit bars market, by value and volume, 2017/18 and 2018/19
  23. Appendix – Launch Activity and Innovation

      • Figure 60: New launches in sweet biscuits/cookies, by branded vs. private label, 2017-22
      • Figure 61: New launches in sweet biscuits/cookies, by company, 2017-22
      • Figure 62: New launches in sweet biscuits/cookies, by claim, 2017-22
      • Figure 63: New launches in sweet biscuits/cookies, by textures (top 10), 2017-22

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