Everything you need to make the right decisions
Providing the most comprehensive and up-to-date information and analysis of the Biscuits, Cookies and Crackers market, its consumers and the major players who make up that market.
Point of sale market data
In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on
How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios
What are the different segments within the market and how are those individual segments performing?
What are consumers looking for, what drives their buying habits and what are their main purchase influencers?
From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?
We gather our data from real-world consumers, selected to accurately reflect precise global demographics
What are the key players doing, what has been successful for them and what was their marketing spend?
Using data from our Global New Product Database, what products were launched and how well were they perceived?
What happens next, which areas are likely to experience growth and what opportunities exist within the market?
Expert analysis from a specialist in the field
Written by Richard Caines, a leading analyst in the Food & Drink sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Sweet biscuits have so far been insulated from concerns over sugar, with consumers continuing to treat themselves but looking for quality and more indulgent biscuits over quantity. Value sales are being helped by strong innovation and marketing support by leading brands, including the launch of new products that offer an element of portion control, such as ‘thins’, bitesize biscuits, and mini packs that are also more convenient to eat on the go.
Senior Food & Drink Analyst
Mintel has the answers you’re looking for
What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
This report discusses the following key topics:
Products covered in this Report
This report covers sweet and savoury biscuits and crackers,
including breakfast biscuits, as well as cereal, snack and energy
bars sold through retail channels.
Sweet biscuits include:
- Everyday biscuits: sweet and semi-sweet biscuits defined as
those which are not individually wrapped, such as digestives,
Rich Tea and wafers.
- Everyday treats: biscuits with added ingredients such as
chocolate coatings, cream or jam fillings. This includes
products such as chocolate digestives and Jaffa Cakes.
- Special treat biscuits: biscuits with added ingredients such
as chocolate, cream or jam fillings with an emphasis on
indulgence. This includes brands such as Cadbury’s Fingers
and Fox’s Chocolatey.
- Chocolate biscuit bars: individually wrapped chocolate-covered
biscuits. This includes brands such as Rocky, Penguin, Club
and Breakaway. Products classified as biscuits from brands
like KitKat are also included.
- Children’s biscuits: includes brands such as Burton’s Jammie
Dodgers, Barny and Cadbury’s Mini Animals.
- Healthier biscuits are biscuits with a clear health positioning,
such as low fat, but also include organic and gluten-free.
- Seasonal biscuits.
Non-sweet biscuits include:
- Crackers and crispbreads: includes savoury cracker biscuits,
crispbreads, toasts, crisp rolls and matzos (eg Cream Crackers
and Water Biscuits).
- Savoury biscuits: including cheese-flavoured biscuits, thins,
oatcakes, flavoured biscuits (not crackers), cheese straws,
breadsticks and sesame seed biscuits.
- Rice cakes: including rice cakes and rice crackers
Cereal and snack bars include fruit-based, nut-/seed-based,
cereal-/granola-based bars, energy/exercise bars (eg Trek Bar),
but excludes sports nutrition bars (eg MaxiNutrition) and meal
replacement bars targeted for dieting.
The market definition differs from that used by Mintel Market
Sizes (MMS) as chocolate biscuit bars are included in this report.