Biscuits - UK - July 2009

Table of Contents

• Issues in the Market
• Key themes
• Definition
• Market in Brief
• Looking for healthier treats
• Greater health orientation has helped
• Crafty Kraft
• Overdependence on grocery multiples
• A large, mature market
• Internal Market Environment
• Key points
• Healthy eating -- Old habits die hard
  • Figure 1: Trends in healthy lifestyles and eating habits, 2004-08*
• Getting slim
  • Figure 2: Trends in adults trying to slim, 2004-08
• A weighty issue
  • Figure 3: Body Mass Index among adults in England, 2001-06
• Concerns about children
  • Figure 4: Overweight and obesity prevalence among children in england, 2001-06
• Taste matters
  • Figure 5: Projections of overweight and obesity prevalence among UK adults, by gender, 2003-50
• Bad saturated fats
• Snacking culture
• Broader Market Environment
• Key points
• Rising raw material prices
• Positive demographic trends
  • Figure 6: Trends in the age structure of the UK population, 2004-14
• Affluent consumers important for savoury biscuits
  • Figure 7: Structure of the UK population, by socio-economic group, 2004-14
• One-person households key to volume sales
  • Figure 8: Structure of the UK population, by household size, 2004-14
• Strengths and Weaknesses in the Market
• Strengths
• Weaknesses
• Competitive Context
• Key points
• Fighting it out with confectionery and healthy-option snacks
  • Figure 9: Products competing with sweet and savoury biscuits, 2004-08
• Does home baking pose a threat?
  • Figure 10: UK retails sales value of competing snacking products, 2003-08
• Market Size and Forecast
• Key points
• Market value still growing
  • Figure 16: UK retail value sales of biscuits, 2004-14
• What the future holds
• Are biscuits recession-proof?
• Taking better advantage of the impulse channel
• Replacing saturated with unsaturated
• The future of the market
• Factors used in the forecast
• Segment Performance
• Key points
• Sweet biscuits
• Keeping it sweet
  • Figure 17: UK retail value sales of sweet biscuits, 2004-14
• Healthy options overtake chocolate favourites
  • Figure 18: UK retail value sales of sweet biscuits, by type, 2006-09
• Non-sweet biscuits
• Sustained value sales growth
  • Figure 19: UK retail value sales of non-sweet biscuits, 2004-14
  • Figure 20: UK retail value sales of non-sweet biscuits, by type, 2006-09
• Market Share
• Key points
• Kraft Foods bites into the market
  • Figure 21: Estimated manufacturer shares in retail value sales of biscuits, 2006-08
• Sweet biscuits
  • Figure 22: Estimated manufacturer shares in retail value sales of sweet biscuits, 2006-08
• Non-sweet biscuits
  • Figure 23: Estimated manufacturer shares in retail value sales of non -sweet biscuits, 2006-08
• Companies and Products
• Manufacturers and brands
  • Figure 24: Leading companies in UK biscuits market and their brands, 2009
• Major players
• United Biscuits
• Burton' s Foods
• Kraft Foods
• Nestlé
• Northern Foods
• Bahlsen
• Ryvita
• Duchy Originals
• Tunnock' s
• Quaker
• Brand Communication and Promotion
• Key points
• Modest advertising-to-sales ratio
  • Figure 25: Main monitored media advertising expenditure on biscuits, 2004-09*
  • Figure 26: Main monitored media advertising expenditure on biscuits, by category, 2006-08
• TV ads dominate
  • Figure 27: Advertising expenditure in UK biscuits market, by media type, 2006-09*
  • Figure 28: Average monthly advertising expenditure in UK biscuits market*
• United Biscuits spends big
  • Figure 29: Advertising expenditure in UK biscuits market, by top 20 companies, 2006-09*
• Channels to Market
• Key points
• Grocery multiples dominate
  • Figure 30: UK retail value sales of biscuits, by outlet type, 2006-08
• Impulse channel offers opportunities
• Online and mail order
• The Consumer -- Usage
• Key points
• Sweet biscuits usage contracts
  • Figure 31: Trends in consumption of sweet biscuits, 2004-08
• Chocolate favourites
  • Figure 32: Types of sweet biscuits consumed, 2008
  • Figure 33: Sweet biscuits eaten in the last 12 months, March 2009
• Stable non-sweet biscuits
  • Figure 34: Trends in consumption of savoury biscuits/crispbread/crackers/rice cakes, 2004-08
• Cracking crackers
  • Figure 35: Types of savoury biscuits/crispbread/crackers/rice cakes consumed, 2008
  • Figure 36: Savoury biscuits/snacks eaten in the last 12 months, March 2009
• Appendix
• Abbreviations
• Appendix -- Internal Market Environment
  • Figure 40: Healthy lifestyles and eating habits, by demographic sub-group, 2008
  • Figure 41: Healthy lifestyles and eating habits, by demographic sub-group, 2008
  • Figure 42: Adults dieting/trying to get slim, by demographic sub-group, 2008
• Appendix -- Competitive Context
  • Figure 43: Consumption of competing products, by demographic sub-group, 2008
  • Figure 44: Consumption of competing products, by demographic sub-group, 2008
  • Figure 45: Consumption of sweet biscuits, by demographic sub-group, 2008
• Appendix -- The Consumer -- Usage
  • Figure 48: Sweet biscuits eaten in the last 12 months, by demographic sub-group, March 2009
  • Figure 49: Sweet biscuits eaten in the last 12 months, by demographic sub-group, March 2009
  • Figure 50: Sweet biscuits eaten in the last 12 months, by demographic sub-group, March 2009