Non-sweet Biscuits - UK - October 2007

Table of Contents

• Issues in the Market
• Main report themes
• Definition
• Market in Brief
• A savoury flavour to growth
• Snacking and health are driving demand
• Prices up, salt content down?
• Top three manufacturers hold centre stage
• Snacking, lunches and packed lunches are key eating occasions
• The future
• Internal Market Environment
• Key points
• Cheese remains a popular accompaniment
• Dips attract younger consumers...
• ...and are ideal when entertaining
  • Figure 1: Agreement with selected lifestyle statements, 2002-06
• Dieting
  • Figure 2: Adults who are trying to slim, 2003-07
• Health concerns
  • Figure 3: Agreement with selected lifestyle statements, 2003-07
• Intolerance and allergies -- opportunity rather than threat
• Superfood status adds cachet
• Snacking/on-the-go consumption
  • Figure 4: Where products are eaten most, 11-16-year-olds, 2006
• Ethnic trends turn towards the US
  • Figure 5: Agreement with selected lifestyle statements, 2002-06
• Broader Market Environment
• Key points
• Wheat prices rise
• Too much salt
• Rising ABC1s favours premiumisation
  • Figure 6: Forecast adult population trends, by socio-economic group, 2002-12
• Ageing population help growth
  • Figure 7: Structure of the UK population, by age, 2002-12
• Household size
  • Figure 8: UK household size, 2002-12
• UK work culture promotes snacking
  • Figure 9: Working population by gender, 2001-11
• Competitive Context
• Key points
• Competition is keen
  • Figure 10: UK retail sales of products which compete with non-sweet biscuits, 2002-06
• Bread consumption under the spotlight
  • Figure 11: Consumption of bread in the last 12 months, 2003-07
• The rise of the snack pack
  • Figure 12: UK retail sales of combined dips and snack products, 2004-07*
• A transatlantic perspective
• Strengths and Weaknesses in the Market
• Strengths
• Weaknesses
• Market Value and Forecast
• Key points
• All biscuits continue to grow...
  • Figure 13: UK retail value sales of sweet and non-sweet biscuits, 2002-07
• ...but non-sweet biscuits grow slightly faster
  • Figure 14: UK retail sales of non-sweet biscuits, 2002-07
• The future
• Forecast
• All biscuits
  • Figure 15: Market size and forecast of sweet and non-sweet biscuits, at current and 2007 prices, 2002-12
• Non-sweet biscuits
  • Figure 16: Market size and forecast of non-sweet biscuits, at current and 2007 prices, 2002-12
• Factors incorporated in the forecast
• Segment Performance
• Key points
• Savoury biscuits increase their share
  • Figure 17: UK retail sales of non-sweet biscuits, by sector, 2007
• Savoury biscuits are "less guilty"
  • Figure 18: UK retail sales of savoury biscuits, 2002-07
• Crackers and crispbreads struggle to find growth
  • Figure 19: UK retail sales of crackers and crispbread, 2002-07
• Rice cakes in decline
  • Figure 20: UK retail sales of rice cakes, 2002-07
• Free-from meets growing need
  • Figure 21: UK retail sales of non-sweet free from, 2003-07
• Market Share
• Key points
• United Biscuits' leading share...
  • Figure 22: Manufacturers' estimated branded shares of UK retail value sales of non-sweet biscuits, 2006
• ...but Quaker owns leading brand
• Figure 23: Estimated leading brand shares in the UK retail non-sweet biscuits market, by value, 2006
• Room for any more?
• Companies and Products
• Key points
• Leading manufacturers
• United Biscuits
• Quaker
• Ryvita
• Kallo
• Simmers of Edinburgh
• Other manufacturers
• Dorset Village Bakery
• Duchy Originals
• La Fornaia
• Northern Foods
• Nutrition Point
• Paterson Arran
• Rakusen' s
• Walkers Shortbread
• Own label
• Brand Communication and Promotion
• Key points
• Adspend has declined
  • Figure 40: Main monitored media advertising expenditure on crackers and crispbreads, 2003-07*
• Lower spend is spread further
  • Figure 41: Main monitored advertising expenditure on crackers and crispbreads, by media type, 2002-06
• Ryvita rules the airwaves...
  • Figure 42: Main monitored media advertising spend on crackers and crispbreads, by advertiser, 2003-06
• ...and gives consistent brand support
  • Figure 43: Main monitored media advertising spend on crackers and crispbreads, by leading brand, 2002-06
• Below-the-line activity
  • Figure 44: Examples of below the line support, September 2007
• Channels to Market
• Key points
• Multiple grocers dominate sales
  • Figure 45: UK retail sales of non-sweet, by type of outlet, 2003-07
• Specialists are more in touch
• The Consumer -- Consumption
• Key points
• Consumption -- who and how often?
  • Figure 46: Consumption of savoury biscuits in the last 12 months, 2003-07
• Over-65s are heaviest users
• Medium usage favoured by ABC1s...
• ...while light usage has family focus
• Who has yet to be brought on-board?
• The Consumer -- Type Bought
• Key points
• Who' s eating what?
  • Figure 47: Type of non-sweet biscuit bought in the last six months, July 2007
• Women are key purchasers...
• ... and so are 35-54s
• Children boost participation
• Healthy options set to become more popular?
• Wheat-free in demand
• Home entertaining provides opportunities for growth
• Targeting the least frequent purchasers
• Repertoire of types bought
  • Figure 48: Repertoire of varieties of NSBs bought in the last six months, July 2007
• Cream and rye crackers remain the favourites
• Appendix
• Advertising data
• Abbreviations
• Internal market environment
  • Figure 53: Consumption of cheese in the last 12 months, 2003-07
• Consumption -- Detailed consumer demographics
  • Figure 54: Consumption of savoury biscuits in the last 12 months, by demographic sub-group, 2007
• Type bought -- Detailed consumer demographics
  • Figure 55: Type of non-sweet bought in the last six months, by gender, age, socio-economic group, marital status, lifestage, age of children, Mintel' s Special Groups, working status, region, ACORN category, media usage, commercial TV viewing, supermarket used, household size and car ownership, July 2007
  • Figure 56: Type of non-sweet biscuit bought in the last six months, by gender, age, socio-economic group, marital status, lifestage, age of children, Mintel' s Special Groups, working status, region, ACORN category, media usage, commercial TV viewing, supermarket used, household size and car ownership, July 2007
  • Figure 57: Type of non-sweet biscuit bought in the last six months, by gender, age, socio-economic group, marital status, lifestage, age of children, Mintel' s Special Groups, working status, region, ACORN category, media usage, commercial TV viewing, supermarket used, household size and car ownership, July 2007
  • Figure 58: Number of types of non-sweet biscuits bought, by type bought, July 2007
• Eating habits -- Detailed consumer demographics
  • Figure 59: Eating habits, by gender, age, socio-economic group, marital status, lifestage, age of children, Mintel' s Special Groups, working status, region, ACORN category, media usage, commercial TV viewing, supermarket used, household size and car ownership, July 2007
  • Figure 60: Eating habits, by gender, age, socio-economic group, marital status, lifestage, age of children, Mintel' s Special Groups, working status, region, ACORN category, media usage, commercial TV viewing, supermarket used, household size and car ownership, July 2007
• Attitudes -- Detailed consumer demographics
  • Figure 61: Attitudes and habits, by gender, age, socio-economic group, marital status, lifestage, age of children, Mintel' s Special Groups, working status, region, ACORN category, media usage, commercial TV viewing, supermarket used, household size and car ownership, July 2007
  • Figure 62: Attitudes and habits, by gender, age, socio-economic group, marital status, lifestage, age of children, Mintel' s Special Groups, working status, region, ACORN category, media usage, commercial TV viewing, supermarket used, household size and car ownership, July 2007
  • Figure 63: Type of non-sweet biscuit bought in the last six months, by eating habit, July 2007
  • Figure 64: Type of non-sweet biscuit bought in the last six months, by eating habit, July 2007