Sweet Biscuits - UK - October 2005

Table of Contents

• Introduction and Abbreviations
• Definition
• Consumer research
• ACORN
• Abbreviations
• Executive Summary
• Blurred category boundaries
• Strong growth in a mature market
• Demographic consequences
• Government intervention
• Chocolate biscuit countlines suffer
• Everyday sectors stabilised
• A rethink on health
• Premium held back by the category?
• Seasonal needs to move on
• UB takes over Jacobs
• KitKat number one
• Lots of activity in NPD
• Volume-based promotions focus on everyday lines
• Above-the-line fluctuation
• Multiples steal from the impulse channel
• Light usage increases
• Future opportunities
• Market Drivers
• Building weight of purchase, where it counts
  • Figure 1: Indexed trends in household size, 1999-2009
• Adapting to suit an ageing population
  • Figure 2: Changes in UK population, by age group, 2000-09 and 2004-09
• More affluent shoppers
  • Figure 3: Indexed PDI and consumer expenditure, at current and constant prices, 2000-09
• Childrens snacking habits boosted by pocket money increases
  • Figure 4: Average weekly income of children aged 7-14, by gender and age, 2002-04
• Capitalising on home consumption
  • Figure 5: Where selected products are eaten most by those aged 11-16, 2004
• Lunchbox market hangs in the balance
  • Figure 6: Typical content of lunchboxes, by school age, 2004
• Impact of government initiatives
• Government versus the people
• Promoting pragmatism
• Market Size and Trends
• Total biscuit market up by a fifth since 2000
  • Figure 7: UK retail value sales of sweet and non-sweet biscuits, at current prices, 2000-05
• A redefined savoury category grows by a third
• NPD and premium products boost sweet biscuits
• Revival of the fittest
  • Figure 8: UK retail volume and value sales of sweet biscuits, at current and constant prices, 1998-2003
• Healthier biscuits are the leading light
  • Figure 9: UK retail value sales of sweet biscuits, by sector, 2001-05
• Stimulating interest
• Market Segmentation
  • Figure 10: UK retail value sales of sweet biscuits, by sector, 2005 (est)
• Are chocolate countlines being squeezed out?
  • Figure 11: UK retail value sales of chocolate biscuit countlines, at current and constant prices, 2000-05
• A rethink for health
  • Figure 12: UK retail value sales of healthier biscuits*, at current and constant prices, 2000-05
• Free-from opportunities
  • Figure 13: UK retail value sales of free-from biscuits, 2003-05
• Stabilising everyday biscuits
  • Figure 14: UK retail value sales of everyday biscuits, at current and constant prices, 2000-05
• Everyday treat enjoyed branded revival
  • Figure 15: UK retail value sales of everyday treat biscuits, at current and constant prices, 2000-05
• Is character merchandising losing its pester power?
  • Figure 16: UK retail value sales of childrens biscuits, at current and constant prices, 2000-05
• Getting to grips with special treats
  • Figure 17: UK retail value sales of special treat biscuits, at current and constant prices, 2000-05
• Seasonal loses out to confectionery heroes
  • Figure 18: UK retail value sales of seasonal biscuits, at current and constant prices, 2000-05
• The Supply Structure
• Biscuit giants unite
  • Figure 19: Manufacturers branded shares of the UK retail sweet biscuit market, 2001-05
• Top-selling biscuit brands
• Bisc& in trouble
  • Figure 20: Estimated brand share of UK retail sales of sweet biscuits, 2003 and 2005
• Companies and brands
• Bahlsen
• Burtons Foods
• Fruitfield Foods Limited
• Ferrero UK Limited
• Masterfoods (formerly Mars Confectionery & Pedigree Masterfoods)
• Nestle
• Northern Foods (Foxs Biscuits)
• Nutricia Limited
• Nutrition Point Limited
• Streamline Foods Limited
• Tunnocks
• United Biscuits (UB)
• New Product Development
• Positioning claims
  • Figure 21: Number of new products, by positioning claim, July 2003-05
• Flavour trends
  • Figure 22: Number of new products by flavour, July 2004-July 2005
• Limited editions add interest and impact
• Biscuits are fighting back: laterally
• Changing formats
• Childrens products
• Healthy propositions
• Shortbread deluxe
• Advertising and Promotion
• Fluctuating fortunes above the line
  • Figure 23: Main monitored media advertising expenditure on sweet biscuits, 2000-05 Figure 24: Main monitored media advertising expenditure on sweet biscuits, 2000-04
• Moreishly McVities
  • Figure 25: Main monitored media advertising expenditure on sweet biscuits, by brand, 2000-05
• Burtons revival
• Foxs presses on
• Below-the-line promotions
  • Figure 26: Sweet biscuit brand, by number of promotions, Jan-Aug 2005
• Multibuy dominates
  • Figure 27: Type of sweet biscuit promotions, Jan-Aug 2005
• Multibuy drives the main market sector
  • Figure 28: Selected promotions for everyday biscuits, Jan-Aug 2005
• Premium surprises
  • Figure 29: Selected promotions for premium biscuits, Jan-Aug 2005
• Appealing to childrens imagination
  • Figure 30: Selected promotions for childrens biscuits, Jan-Aug 2005
• Price reduction in healthy
  • Figure 31: Selected promotions for healthy biscuits, Jan-Aug 2005
• Distribution
• Main trolley shops
  • Figure 32: UK retail value sales of sweet biscuits, by outlet type, 2001-05
• Specialists also grow
• Category management -- time for a rethink?
• Locating healthy biscuits
• The Consumer
  • Figure 33: Consumption of sweet biscuits, 2002-04
• Less routine snacking habits?
• Light usage increases
  • Figure 34: Consumption of sweet biscuits compared with average response, by age, 2004
• Targeting non-users
  • Figure 35: Non-users of sweet biscuits compared with average response, by Mintels Special Groups and household size, 2002-04
• Popularity of different types of sweet biscuits
  • Figure 36: Sweet biscuits bought in the last three months, 2003 and 2005
• Are we cutting down?
• Children choose chocolate
  • Figure 37: Type of sweet biscuits bought in the last three months, by presence of children, June 2005
• Childrens changing tastes
  • Figure 38: Type of everyday sweet biscuits bought in the last three months, by presence of children, June 2005
• Lifestage influences
  • Figure 39: Above-average penetration of sweet biscuits according to GB region, May 2005
• Positive correlation with supermarkets
  • Figure 40: Correlation of sweet biscuits bought with choice of supermarket, May 2005
• Asda stronghold
• The Consumer -- Detailed Demographics
• TGI data
  • Figure 41: Consumption of sweet biscuits, by gender, age, socio-economic group, lifestage, Mintels Special Groups, region, presence of children, marital status, working status and household size, 2004
  • Figure 42: Types of sweet biscuit bought in the last three months, by gender, age, socio-economic group, Mintels Special Groups, region, marital status, working status, presence of children and household size, June 2005
  • Figure 43: Types of sweet biscuit bought in the last three months, by ACORN categories, media usage, commercial TV viewing, Internet and supermarket usage, June 2005
  • Figure 44: Other types of sweet biscuit bought in the last three months, by gender, age, socio-economic group, Mintels Special Groups, region, marital status, working status, presence of children and household size, June 2005
  • Figure 45: Other types of sweet biscuit bought in the last three months, by ACORN categories, media usage, commercial TV viewing, Internet and supermarket usage, June 2005
• The Future
• Healthy ingredients
• How will free-from fare
• More aggressive positioning
• Seasonal products with year-round potential
• Confectionery brands will continue to encroach
• Forecast
• Encouraging growth for the future
  • Figure 63: Forecast of UK retail value sales of sweet biscuits, 2005-10 Figure 64: Forecast of UK retail volume sales of sweet biscuits, 2005-10
• Healthy eating: implications
• Chocolate value, healthy volume
• Factors incorporated in the forecast