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The Future of Biscuits, Cookies and Crackers: 2019

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Key points included

  • Protein power
  • New sensations
  • The war on sugar

What you need to know

The big stories

Portion-controlled packs proliferate and brands launch savoury biscuits in the war against sugar. Brands get playful with texture and temperature to appeal to adventurous consumers. The high-protein trend is growing in most markets, and key players are now investing heavily.

In the next two years

The contentious issue of sustainable palm oil standards will drive palm oil-free innovation across more countries. Bold, fun flavoured crackers will be a focus and more flavour innovation will be seen within limited editions. Vegan claims will become part of a clean label positioning.

In five years and beyond

In the longer term, as biscuits get healthier, traditional markers of health will no longer be as useful for differentiation. Manufacturers will look at broader positive/functional health issues such as digestive or oral health for unique selling points.

Expert analysis from a specialist in the field

Written by Ayisha Koyenikan, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Progress in reducing the amount of sugar in biscuits has been slow despite growing pressure to hit stretching targets. Ayisha Koyenikan
Global Food & Drink Analyst

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What's included

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Table of contents

  1. the big stories

    • The war on sugar
    • [Graph] Global: low/no/reduced sugar biscuit innovation as a percentage of total regional biscuit innovation, by region, Nov 2015-Oct 2018
    • New sensations
    • Protein power
    • [Graph] Global: Sweet/savoury biscuit launches with a protein claim, by region, between Nov 2015 and Oct 2018
  2. in the next two years

    • Concerns over sustainable palm oil will drive palm oil-free innovation globally
    • [Graph] Europe: sweet biscuit/cookie, savoury biscuit and cracker launches where "palm oil-free" or similar and "sustainable palm oil" or similar appears on pack as a percentage of total launches, Sep 2013-Aug 2018
    • Flavour innovation
    • Vegan becomes part of 'clean label' positioning
    • [Graph] Global: launches of vegan biscuits, cookies and crackers, by top claims, Oct 2017-Sep 2018
  3. in five years and beyond

    • [Graph] Global: penetration of digestive health claims in sweet biscuits/cookies, savoury biscuits & crackers, Sep 2015-Aug 2018
  4. key market data

    • [Graph] Biscuits, cookies and crackers: fastest/slowest growing markets (5-year CAGR)