Winning with biscuits - Annual Biscuit Review 2019 - Pladis
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Winning with biscuits Annual Biscuit Review 2019
Contents The purpose of this review Foreword
This review has been produced by pladis from Now worth £2.7bn, biscuits boomed in 2019 and The findings of the latest review
independently generated data and as far as possible, the category grew by +2.5%, adding an impressive will, as ever, be an invaluable
2 The importance is a true and impartial view of the segments, £66 million to total value sales. resource enabling us to work
of biscuits in the manufacturers, brands and trends shaping the together to unlock the huge
snacking category biscuits category in the year ending December 2019. In our Annual Biscuit Review 2018 we shared £264 million opportunity that
research into snacking habits which revealed four remains to be seized over the
new drivers of snack consumption for British
3 Role of biscuits in Britain Executive summary shoppers (you can find out more about these
next couple of years.
4 Macro influences on the category • Biscuit sales in the UK touched £2.7bn drivers on page 8 and 9 of this review). It is likely that the impact of
(£2,696m) in retail during 2019, bought COVID-19 will become apparent
7 2019 biscuits Last year’s striking growth tells us that retailers, both in changes to the way we shop
by 99% of all households. wholesalers and foodservice operators have used
performance headlines and, in the products and formats we favour,
• Total growth of +2.5%, or £66 million in value sales, this knowledge to successfully tap into shoppers’ for the foreseeable future. We hope this year’s
8 Snacking growth drivers was driven by both Sweet and Savoury Biscuits, evolving eating patterns. And, in the process, Review will help to guide retailers large and
+2% and +4.8% respectively. they’re beginning to unlock the vast £330 million small through some of the challenges to come.
10 Opportunities for sales opportunity for biscuits.
2020 and beyond • Core products like McVitie’s Jaffa Cakes and
It’s true that there are uncertain times ahead,
McVitie’s Chocolate Digestives delivered more than But, there’s much more for retailers to take a but as the number one biscuit supplier in the
12 How to win with biscuits two-thirds of category growth in 2019. bite out of over the next two to three years. UK, where £1 in every £5 spent on biscuits is on
• Merchandising • Sweet Biscuits remained the largest part of the So, what next? a product within our range, we feel optimistic
• Promotions category with sales of almost £2.2bn: In this year’s review, you’ll see that core biscuits about the continued growth of this vast and
• Core range • Classic Biscuit sectors like Everyday Treats, mean business. In fact, core products such as important category.
Chocolate Biscuit Bars and Everyday Biscuits McVitie’s Jaffa Cakes and McVitie’s Chocolate Scott Snell
18 Total biscuits spend all returned to growth, following a more Digestives were responsible for delivering more Vice President of Customer
typical British summer and a volatile political than two-thirds of category growth in 2019.
20 Retail – biscuit performance pladis UK & Ireland
climate. It’s at these times of uncertainty The importance of core products to the biscuit
22 Sweet Biscuits that we see shoppers reaching for small, category should never be underestimated and
permissible treats. focusing on the core fixture by optimising the
24 Savoury Biscuits
• Chocolate Biscuit Bars and Everyday Biscuits product range and following our ‘Better Biscuits’
26 Sweet – Everyday Biscuits were the fastest growing sectors, driven by merchandising principles, should be a top priority
KitKat and McVitie’s Digestives. for retailers. This is now more important than
28 Sweet – Everyday Treats ever, as shopper behaviour evolves due to the
• pladis led in Sweet Biscuits with a growing
coronavirus pandemic.
30 Sweet – Special Treats market share of 19.7%, while McVitie’s was the
biggest brand with an almost 13% share and Looking forward, there are also clear opportunities
32 Sweet – Novelty Treats strong growth of +3.7%. for retailers to drive further growth:
34 Chocolate Biscuit Bars • Healthier Biscuits remained the largest sector 1. Be on hand wherever shoppers are
at £569 million, but growth has slowed from
36 Sweet – Christmas Biscuits +4.5% in 2018 to +1.3% in 2019. 2. Make it easy to shop
• Savoury Biscuits were worth £501m and growth 3. Drive new occasions and rituals
38 Sweet – Healthier Biscuits
more than doubled from +2% in 2018 to +4.8% 4. Attract younger shoppers
40 Sources in 2019:
5. Sustainability
41 pladis contacts • This growth was driven by Ricecakes +10%,
which are often seen as a healthier option, 6. Health
and Crackers. 7. Indulgence
• pladis led Savoury Biscuits with a 22.4% 8. Trade up
share, while Jacob’s was the top brand.
9. Smarter promotions
Annual Biscuit Review 2019 1
Found in nearly every UK
household with 99.5%
The importance of biscuits Role of of households purchasing
47 times a year
in the snacking category biscuits In times of
uncertainty and
Everyone
eats
in Britain
confidence Us biscuits
e
bl at a ge
rda tre by
65% of fo ay Humble and
biscuits are Af ryd age
Biscuits significantly e utterly trivial,
Snacking is worth contribute to the overall consumed ev yet immensely
£11.9bn in the UK, with with a powerful,
success of snacking category hot drink bringing
£500 spent on snack
foods every second Second largest snacking people
category at 23% value share together
ptio f
n
o
con quency
Sca
The biscuits category Britain is a nation
sum
of biscuit lovers
le
Retail sales value Snacking Categories growth is a sales booster for
retailers Sales and
Fre
Biscuits is a spend consumption Part of
Chocolate Confectionery £3.1bn 5.2 Chocolate Confectionery driving category; vs British
shoppers are likely other snack daily lives
to be influenced by foods
Heritage
promotions, innovation
4.8 Savoury Biscuits and impulse
Biscuits £2.7bn
2.0 Sweet Biscuits
Traces its roots all the way back to 7th
century- biscuits are baked into our DNA
Crisps and Snacks £2.3bn 4.0 Crisps and Snacks
Cakes and Pastries £2.1bn 3.5 Cakes and Pastries Biscuits offer an
affordable treat
Relatively recession
proof in uncertain
Biscuits worth £2.7bn
Sugar Confectionery £954m 1.4 Sugar Confectionery economic times
in 2019 and growing +2.5%
Nuts £558m 4.8 Nuts
Popcorn £101m -1.2 Popcorn
Britain is the second largest Biscuits meet all They’re Biscuits are consumed
consumer of Sweet Biscuits snacking needs, consumed by throughout the day,
in the world, with biscuits from reward all the people of all ages across all consumption
3.7 Core Snacking eaten 3.2 x a week way through to sustain moments
2 Annual Biscuit Review 2019 3
Macro influences on the category
Adapting to
a changing
environment
Shopper Shoppers are Health habits Environmental
uncertainty means less loyal across are changing and awareness means
they are less channels influencing choice shoppers are
willing to spend looking for green
83% of shoppers 13% of people
credentials
33% of shoppers use more than identify as vegan or
are expecting to be four channels vegetarian and 21% 88% who saw
worse off in 2020 each month flexitarian Blue Planet II
about plastic have
changed their
behaviour
Shoppers are Private label and Inflationary Retailer focus on
focussed on added value services pressures and range efficiency
price, looking for are being used as rising costs across
Number of
discounted offers a differentiator the industry
Sweet Biscuit
62% of Total grocery Inflation is SKUs in store has
shoppers use branded sales expected to drive declined by
food discounters declined by -1.3% at 80% of the grocery -3.9% vs two
each month the end of 2019 market growth years ago
4 Annual Biscuit Review 2019 5
2019 biscuits
performance headlines
Biscuits category growth is accelerating Range efficiency is slowly improving
(+2.5% in 2019 vs +1.2% in 2018) but there is still a large tail
• Leading brands performed well - • Range efficiency remains important for
McVitie’s Jaffa Cakes +18%, McVitie’s all retailers in order to control costs in
Digestives +7%, KitKat +6%. the supply chain, simplify the shopping
experience and give true innovation more
• Private label growth remained strong
visibility at the fixture.
but slowed slightly to +4.1%.
• Analysis on the biscuits category showed
• Growth was dampened by a difficult
the top 12% of products delivered 80%
Christmas performance. Seasonal Biscuits
of sales.
sales were -4.8%, £11m less than in 2018.
• Sweet and Savoury Biscuits both saw
growth in 2019 with Savoury growth +4.8% Healthier growth is slowing
more than double that of Sweet +2%. • Healthier Biscuits has seen growth slowing
significantly in 2019 at +1.3% as consumers
opted for more ‘treaty’ products.
The channel mix continues to evolve
• Chocolate Biscuit Bars +£24m and
• Grocery multiples saw sales fall back
Crackers and Crispbreads +£16.3m
slightly at -0.8% in 2019.
drove the category forwards.
• Discounters remained the key growth area
with Aldi/Lidl +16% and bargain stores
+5.2%. Penetration growth was the major
driver of this with the channel adding 308
stores throughout 2019.
• Online +6.3% was in strong growth
with Ocado the shining light at +27%.
6 Annual Biscuit Review 2019 7
Snacking growth drivers Convenient snacks are
gaining relevance to fuel
Snacking occasions are the
perfect opportunity to connect
with family and friends on a
our changing lifestyles.
more emotional level.
The snacking category continues to evolve at pace and boundaries between sub categories
are blurring. Innovation increasingly serves a need state rather than being defined by product • 37% of consumers will snack instead • ‘Connect’ is the key need for 24% of
format. A clear snacking category is needed to future proof and drive category growth in of having a proper meal at least once snacking occasions in the UK.
this rapidly changing world. We need to ensure we meet both the needs of consumers and a week.
shoppers and flex the retail environment accordingly to attract and encourage more shoppers • In home growth is driven by emotionally
to buy more frequently. • 64% of snackers feel snacks are important motivated occasions of ‘Together Time’
to help keep their energy up throughout which command a premium spend per
the day. person +29% vs an average occasion.
There are four key snacking category growth drivers:
• 44% of adults see snacking as a good way • 54% of Novelty Biscuits are eaten when
to boost their nutritional intake. three or more people are present creating
1. Sustain great sharing moments.
Snacks are an essential
fuel to get us through
the day 3. Togetherness Snackers continue to seek Snacking to fulfil the desire to
We cherish the moments healthier options as part treat and reward is still highly
we get together with of a balanced diet. relevant and a snacking heartland.
family and friends
2. Balance
• 39% of snackers look for healthy • 66% of UK consumers think unhealthy
Health is about looking products all or most of the time when snacks are fine as part of a balanced diet.
and feeling good and 4. Indulgence choosing a snack.
snacks can help us • 52% of snackers think that taste is more
achieve that balance We all deserve to reward • 32% of snackers actively avoid buying important than healthiness.
ourselves with a special treat processed snacks.
• 51% of adults think that healthier
• 47% of mothers feel their family has too characteristics make indulgent snacks
much sugar in their diets. more appealing.
‘Discovery’ is an enabler to drive
1% Popcorn
4% S
growth within the four key areas avou
5%
ry B
er te
Discovery
on la
y
Nu
Co 7%
ti o
iscu
ec oc
ts
nf Su
nf Ch
ec g
Discovery details tio ar
its
Co 7%
ne 2
how to win with NPD ry
through snacks that give
everyday little lifts to all Snacks are a way of appealing to those looking for new and adventurous culinary experiences.
kes
our senses 18% Ca es
ri
& Past 58% of shoppers like to 30% of Sweet Biscuits 53% of savoury snackers
19
%
Bi Sw eat new things and 37% buyers are interested in say: “I am prompted to
Snack Spend sc e
ui et like looking for new snacks new flavours. buy when I see new
ts
& Sn risps
2/3 of snacking when in stores. flavours in stores”.
acks
C
spend comes from
19%
the three largest
8 categories Annual Biscuit Review 2019 9
Opportunities for 2020 and beyond
1. Be on hand wherever 2. Make it easy to shop 6. Health 7. Indulgence
shoppers are Optimise ranges and drive Shoppers are looking for healthier Snacking to fulfil the desire
Make sure biscuits are everywhere, availability on core lines. and more natural products. to treat and reward is still
in and out of the home. highly relevant.
• Shoppers make an average of 24 • Sweet Biscuits shoppers are especially • Convenient snacks are gaining relevance to • 20% of snack buyers eat snacks to cheer
shopping trips a month across multiple focussed on range and enjoyment of the fuel our changing lifestyles. themselves up and 19% eat snacks to
stores and channels. shopping experience. relax/de-stress.
• 39% of snack buyers look for healthy
• Opportunity to make the Sweet Biscuits products all or most of the time when
category a more enjoyable experience. choosing a snack.
3. Drive new occasions and rituals 4. Attract younger shoppers 8. Trade up
9. Smarter promotions
Capitalise on evolving snacking Future proof the category and Focus on added value innovation
Make limited promotional space
habits replacing traditional appeal to the younger generations. and premiumisation, innovate
work harder and smarter to drive
mealtimes. with true added benefits to
more incremental sales.
• 65% of biscuits are consumed with a • Younger shoppers looking for tempt shoppers to trade up.
• Optimise discount levels, focus on the
hot drink. new products and product twists • There is above average engagement
brands that drive the most incremental sales
are a key future growth driver. at the biscuits fixture, with browsers
• Develop new biscuit rituals and synergies and minimise cross category cannibalisation
particularly interested in new products.
beyond the traditional pairing of tea and to drive growth.
biscuits.
• Feature and display is really important to
attract unplanned shoppers.
5. Sustainability
Environmental awareness
means many shoppers are
looking for green credentials.
• 88% who saw Blue Planet II about
Biscuits are
plastic have changed their behaviour.
big but can
get bigger!
10 Annual Biscuit Review 2019 11
How to win with biscuits Brand tiers Key learnings from store trials
Merchandising
Average spend per
Merchandising principles customer went up -
‘Premium’ private where data was available
A clearly laid out fixture can increase sales by helping shoppers find the category and then the label products we saw +5% growth
product they want more easily. Remember, shoppers use the big brands to navigate in-store. should be on
As the most well known brand in the category, McVitie’s should be used as the beacon brand the top shelves.
for biscuits.
Visual merchandising is a key driver of sales and arranging products into clear blocks is the
best way to boost sales. Putting the same brands and product types together helps shoppers
navigate the aisle and draws attention to the product’s features and benefits.
Store sales increased on
Convenience store example average by +28%
Well known brands +28%
that help shoppers
Special Everyday Treats
Treats (pouch)
find the fixture and
tempt them to buy,
“You see should be on the
Everyday Treats
the red packs middle shelves.
and know
you are in the
Impulse shoppers were
main biscuit
Everyday being tempted by higher
section”
Everyday Treats Biscuits value branded lines
Everyday Biscuits
‘Entry level’
private label
Chocolate Biscuit Bars products These merchandising
should be on the
bottom shelves.
principles have been
Crackers
Novelty Healthier & Crisp- Savoury
tested in a number of
breads
Convenience store
trials in 2019
Focus on biscuits that sell well in Convenience: McVitie’s is the beacon brand
Everyday Treats, Chocolate Biscuit Bars for the category - specifically
and Everyday Biscuits Original Digestives
12 Annual Biscuit Review 2019 13
How to win with biscuits
Promotions Promotions
The Convenience Sweet Biscuits shopper has
an ‘explore’ mindset, but also buys into brand
with feature and display playing a key role.
1. Allocation of feature
Backing the biggest and most
promotionally receptive brands 78% of respondents agreed
Allocation of feature that they always look for end
on the highest quality feature
of aisle promotions
To optimise promotional
effectiveness, we
have identified three
fundamental pillars of 71% 23%
promotional growth.
Convenience Sweet In an
2. Optimising discount levels Biscuit shoppers ‘exploration’
Ensuring the right mechanics are on a top-up mindset
and discount levels are mission 1 in 3 shoppers say that
implemented to increase they are more likely to buy a
promotional uplifts and product when on promotion
effectiveness
54% 28%
Given the openness
Open to brand Purchase biscuits of these shoppers, it’s
3. Minimising interactions choice in-store from special important to ensure
displays they have impactful
Minimising product and cross
shopper activations
category cannibalisation in
in store to excite and
order to increase promotional
engage them.
‘incrementality’
14 Annual Biscuit Review 2019 15
How to win Focus
on the big
with biscuits sellers
Core range
In Convenience,
pladis core range in Convenience:
80% of biscuit
sales come
1
McVitie’s
Milk Chocolate Digestives
11
McVitie’s
Penguin Milk Chocolate
from only 8%
of products.
McVitie’s McVitie’s
2 12
Milk Chocolate Hobnobs Digestives Caramels
McVitie’s McVitie’s
3 13
Plain Digestives Ginger Nuts
McVitie’s McVitie’s
4 14
Jaffa Cakes Cookie
McVitie’s Jacob’s Convenience best sellers:
5 15
Rich Tea Tuc Sandwich Original
McVitie’s McVitie’s
1 6
McVitie’s Jacob’s Milk Chocolate Digestives Dark Chocolate Digestives
6 16
Dark Chocolate Digestives Cheddars
McVitie’s KitKat
2 7
McVitie’s McVitie’s Milk Chocolate Hobnobs 2 Finger 5 Pack
7 17
Hobnobs Plain Fruit Shortcake
McVitie’s Private label
McVitie’s 3 8
Jacob’s Plain Digestives Jaffa Cakes
8 Club Milk 18
Cream Crackers Plain
Chocolate/Orange
McVitie’s Tunnock’s
4 9
McVitie’s McVitie’s Jaffa Cakes Milk Chocolate Teacakes
9 19
Gold Bars Jaffa Cakes Nibbles
McVitie’s Tunnock’s
5 10
Flipz McVitie’s Rich Tea Caramel Wafers
10 20
Milk Chocolate All Butter Shortbread
16 Annual Biscuit Review 2019 17Total Total Biscuits Biscuit household penetration % Biscuit frequency of purchase
Biscuits £2.7bn +2.5%
All Biscuits 99 All Biscuits 47
Sweet 99 Sweet 40
Sweet £2.2bn +2.0%
Key facts
(+1.0% in 2018) Savoury 90 Savoury 13
Biscuits grew +2.5% last year driven
by both Sweet and Savoury. Savoury £501m +4.8% Everyday Treats 89 Everyday Treats 14
This was driven mainly by McVitie’s
(+2.0% in 2018)
Everyday Biscuits 85 Everyday Biscuits 14
+3.7% thanks to growth in their core
brands such as Chocolate Digestives Top Biscuits Healthier Biscuits 76 Healthier Biscuits 13
and Jaffa Cakes. manufacturers £m
%
Change
%
Share
For private label biscuits, it was once Chocolate Biscuit Bars 73 Chocolate Biscuit Bars 12
Total market 2,696 2.5 -
again the Euro Discounters driving
pladis 532 0.9 19.7 Special Treats 68 Special Treats 6
the market, as well as a good
performance from Tesco, whilst M&S Mondelēz 258 1.8 9.6
struggled to match 2018 sales. Nestlé 122 1.6 4.5 Christmas 58 Christmas 3
pladis had a strong year, almost Burton’s 116 0.6 4.3 52 7
Novelty Biscuits Novelty Biscuits
+1% on 2018. £1 in every £5 spent Fox’s 98 -0.8 3.6
on biscuits in the UK comes Kellogg’s 64 -7.8 2.4
through pladis.
General Mills 63 1.7 2.3
The Jordans & Ryvita Co 59 -7.3 2.2
Top biscuits brands £m
%
Change
%
Share Top biscuits products £m
%
Change
%
Share
Private label biscuits % %
manufacturers £m Change Share
McVitie’s 343 3.7 12.7 KitKat 88 5.7 3.3
Tesco 173 2.9 6.4
Fox’s 94 -0.3 3.5 McVitie’s Chocolate Digestive 64 5.1 2.4
Aldi 171 10.2 6.3
KitKat 88 5.7 3.3 McVitie’s Jaffa Cakes 49 11.9 1.8
Lidl 118 8.4 4.4
Belvita 83 -0.3 3.1 Belvita Breakfast Biscuits 41 -10.3 1.5
M&S 108 -6.8 4.0
Jacob’s 72 -3.9 2.7 Cadbury Brunch Bars 37 12.3 1.4
Sainsbury’s 82 -2.8 3.0
Kellogg’s 62 -10.0 2.3 McVitie’s Digestives 31 0.9 1.2
Asda 77 1.8 2.9
Nature Valley 53 -9.6 1.9 Tunnock’s Caramel Wafer 30 4.9 1.1
Total private label 856 4.1 31.8
Ryvita 50 -3.4 1.8 Alpen Light Cereal Bars 27 -9.4 1.0
Tunnock’s 49 4.2 1.8 McVitie’s Club 27 4.8 1.0
Burton’s 48 3.7 1.8 Belvita Breakfast Soft Baked 27 5.2 1.0
Ryvita Crispbread 27 -7.0 1.0
Nature Valley Crunchy 26 0.5 1.0
18 Annual Biscuit Review 2019 19Retail Top biscuits retailers £m
%
Change
%
Share Biscuits channels value £m
%
Change
%
Share Biscuits channels volume Kgm
%
Change
%
Share
Biscuit
Tesco 613 1.7 22.7 Multiples 1464 -0.8 54.3 Multiples 311 -0.7 50.6
Sainsbury’s 342 1.7 12.7 Euro Discounters 351 16.0 13.0 Euro Discounters 111 10.9 18.0
Performance ASDA
Morrisons
313
232
-2.5
-3.9
11.6
8.6
Grocery Convenience
UK Discounters
231
337
6.9
3.2
8.6
12.5
Grocery Convenience
UK Discounters
49
78
7.9
0.8
8.0
12.6
Aldi 200 16.7 7.4 Online 200 6.0 7.4 Online 43 6.5 7.0
Key facts Lidl 151 14.9 5.6
The Euro Discounters (Aldi and Lidl) Co-op 139 11.3 5.2
and Co-op saw the fastest growth Waitrose 113 2.5 4.2
in biscuits over the course of 2019. M&S 109 -6.4 4.1
The Grocery Multiples again Iceland 60 -5.5 2.2
saw decline, driven by Asda
and Morrisons, whilst Grocery
Convenience saw +7% growth
driven largely by Co-op.
M&S had a difficult year, as
they struggled to reach 2018
sales levels, especially during
the Christmas period.
20 Annual Biscuit Review 2019 21Sweet Sector Top Sweet Biscuits
manufacturers £m
%
Change
%
Share
Private label Sweet
Biscuits manufacturers £m
%
Change
%
Share
Biscuits performance pladis
Mondelēz
532
258
0.9
1.8
19.7
9.6
Tesco
Aldi
173
171
2.9
10.2
6.4
6.3
£2.2bn
Nestlé 122 1.6 4.5 Lidl 118 8.4 4.4
Key facts Burton’s 116 0.6 4.3 M&S 108 -6.8 4.0
+2.0% (+1.0% in 2018)
Healthier Biscuits remained the Fox’s 98 -0.8 3.6 Sainsbury’s 82 -2.8 3.0
largest sector within Sweet Biscuits,
but growth slowed from +4.5% last Kellogg’s 64 -7.8 2.4 Asda 77 1.8 2.9
year to +1.3% this year. General Mills 63 1.7 2.3 Morrisons 55 3.8 2.0
Shoppers have switched to more The Jordans & Ryvita Co 59 -7.3 2.2 Co-op 33 24.0 1.2
‘indulgent’’ type products in 2019. Tunnock’s 49 4.2 1.8 Waitrose 30 13.1 1.1
2019 saw the classic biscuit sectors Nairn’s 36 10.0 1.3
of Everyday Treats, Chocolate Biscuit
Bars and Everyday Biscuits return to
growth after seeing declines in 2018.
Chocolate Biscuit Bars and Everyday
Top Sweet % %
Top Sweet % %
Top Sweet % %
Biscuits were the fastest growing Biscuits sectors £m Change Share Biscuits brands £m Change Share Biscuits products £m Change Share
sectors in 2019, driven by KitKat Total market 2,194 2.0 - McVitie’s 343 3.7 12.7 KitKat 88 5.7 3.3
and McVitie’s Digestives.
Healthier Biscuits 569 1.3 21.1 Fox’s 94 -0.3 3.5 McVitie’s Chocolate Digestive 64 5.1 2.4
The McVitie’s brand led the market, Everyday Treats 425 0.6 15.8 KitKat 88 5.7 3.3 McVitie’s Jaffa Cakes 49 11.9 1.8
with almost 13% share, whilst also
seeing very strong growth at +3.7%, Chocolate Biscuit Bars 390 6.6 14.5 Belvita 83 -0.3 3.1 Belvita Breakfast 41 -10.3 1.5
driven by core brands such as Everyday Biscuits 328 3.7 12.2 Kellogg’s 62 -10.0 2.3 Cadbury Brunch Bars 37 12.3 1.4
Chocolate Digestives
and Jaffa Cakes. Special Treats 199 1.7 7.4 Nature Valley 53 -9.6 1.9 McVitie’s Digestives 31 0.9 1.2
Christmas 161 -5.5 6.0 Tunnock’s 49 4.2 1.8 Tunnock’s Caramel Wafer 30 4.9 1.1
Novelty 122 4.0 4.5 Burton’s 48 3.7 1.8 Alpen Light Cereal Bars 27 -9.4 1.0
McVitie’s Club 27 4.8 1.0
Belvita Breakfast Soft Baked 27 5.2 1.0
It’s not all just snacking: 38% of the time consumers
half of all core snack foods fancy something to eat in
are eaten as part of a meal front of the TV, they go for
and this is growing. a core snack food product.
22 Annual Biscuit Review 2019 23Savoury Sector Top Savoury Biscuits
manufacturers £m
%
Change
%
Share
Private label Savoury
Biscuits manufacturers £m
%
Change
%
Share
Biscuits performance pladis
The Jordans & Ryvita Co
112
50
-4.8
-3.4
22.4
9.9
Tesco
Aldi
44
34
9.7
10.5
8.7
6.9
£501m
Nairn’s 20 2.6 4.0 Sainsbury’s 25 -4.7 5.0
Key facts Kallo 18 11.3 3.7 Lidl 23 6.0 4.5
Savoury Biscuits saw growth
more than double, from +2%
last year to +4.8% in 2019.
+4.8% (+2.0% in 2018) Mondelēz
Quaker Oats
18
16
23.7
11.3
3.6
3.2
Asda
M&S
19
17
3.3
15.5
3.9
3.3
Other Manufacturers 14 8.6 2.7 Morrisons 16 8.7 3.2
Ricecakes moved to be the largest
Burton’s 7 55.8 1.3 Waitrose 10 34.5 2.0
sector in the category due to growth
of almost +10%, whilst Crispbreads Dr Schär 4 2.2 0.8
had a tough year. Rakusen’s 3 -7.3 0.6
Ricecakes growth was driven by brands
such as Kallo and Snack-a-Jacks.
Top Savoury Top Savoury Top Savoury
It is also worth noting the strong % % % % % %
performance from Ritz Crackers Biscuits sectors £m Change Share Biscuits brands £m Change Share Biscuits products £m Change Share
+17.7% in 2019, as they bounced Total market 501 4.8 - Jacob’s 72 -3.9 14.3 Ryvita Crispbread 27 -7.0 5.3
back from a poor 2018. Ricecakes 94 9.5 18.7 Ryvita 50 -3.4 9.9 Jacob’s Cream Crackers 21 4.7 4.2
Crispbreads 91 -2.6 18.1 Nairn’s 20 2.6 4.0 Quaker Snack a Jacks Jumbo 16 11.9 3.1
Savoury Snacks 65 4.2 12.9 Tuc 19 -7.0 3.7 Ritz Cracker Biscuits 13 29.7 2.7
Other Crackers 41 14.4 8.3 Ritz 17 17.7 3.4 Jacob’s Cheddars 11 -7.6 2.2
Cream Crackers 41 6.4 8.1 Quaker 16 11.3 3.2 Jacob’s Selection 10 -12.9 2.0
Cracker Assortment 35 -1.3 7.0 Kallo 12 10.5 2.5 Ryvita Thins 9 19.8 1.9
Pastries, Twists and Bites 34 4.1 6.8 Jacob’s Cheddars 11 -7.6 2.2 Jacob’s Tuc Biscuits 9 -8.8 1.8
Oatcakes 26 3.2 5.2 Carr’s 10 -5.5 1.9 Ryvita Crackerbread 9 -3.0 1.8
Breadsticks 25 11.9 4.9 Kallo Organic 6 17.4 1.2 Nairn’s Oatcakes 9 2.3 1.8
Brown Crackers 17 10.6 3.4
Savoury Biscuits are Just under a third of Crackers and Crispbreads
most likely to be chosen Savoury Biscuits are account for over half
for ‘fancied a change’, 30% eaten at the weekend. (51.4%) of all biscuits eaten
accounting for 14% of alongside alcohol!
convenient servings.
24 Annual Biscuit Review 2019 25Sweet Sector Top Everyday
Biscuits brands £m
%
Change
%
Share
Private label Everyday
Biscuits manufacturers £m
%
Change
%
Share
Everyday performance McVitie’s 85 7.7 26.0 Tesco 42 7.2 12.7
Biscuits
Lotus 22 24.0 6.8 Aldi 28 4.4 8.7
Asda 23 4.8 6.9
£328m
Maryland 15 -13.5 4.7
Hill 7 -15.4 2.3 Sainsbury’s 23 3.0 6.9
Key facts +3.7% (-1.2% in 2018) Crawford’s
Hovis
5
3
-1.4
8.5
1.5
1.0
Lidl
Morrisons
19
18
3.9
3.8
6.0
5.6
Everyday Biscuits saw strong
growth in 2019 of +3.7%. 12.2% share Jutrzenka
Simmers
2
2
33.8
-3.7
0.5
0.5
Co-op
Waitrose
7
4
22.9
-7.9
2.2
1.3
pladis played a huge role in
Lyons 2 -45.7 0.5 M&S 4 24.9 1.3
this performance, with a 29% market
share, and delivered growth of +7.1%. Merba 1 -0.2 0.4
This was driven by a combination
of growth from core brands like
Digestives and Hobnobs, as well as Top Everyday Biscuits Top Everyday Private label Everyday
NPD, with the new Digestive Twists % % % % % %
manufacturers £m Change Share Biscuits products £m Change Share Biscuits products £m Change Share
launching in 2019.
Total market 328 3.7 12.2 McVitie’s Digestives 31 0.9 9.5 Tesco Jam/Cream Biscuits 13 19.5 4.0
This sector also saw positive
pladis 94 7.1 28.8 Lotus Caramelised Biscuits 22 24.0 6.8 Asda Jam/Cream Biscuits 7 129.3 2.0
sales growth from almost
all private label ranges. Lotus 22 24.0 6.8 McVitie’s Rich Tea 22 -0.1 6.8 Aldi Sweet Biscuits 6 33.0 1.9
Burton’s 18 -18.0 5.4 Maryland Cookies 14 2.3 4.4 Aldi Jam/Cream Biscuits 6 2.4 1.7
Hill 7 -15.4 2.3 McVitie’s Ginger Nuts 7 -10.0 2.1 Morrisons Jam/Cream Biscuits 6 10.1 1.7
McVitie’s Hobnobs 7 10.0 2.0 Tesco Sweet Biscuits 5 63.9 1.5
Hovis Digestives 3 8.5 1.0 Tesco Shortcake Biscuits 5 -2.7 1.4
McVitie’s Digestives Twists 3 ++ 0.9 Lidl Sweet Biscuits 5 14.5 1.4
Hill Jam/Cream Biscuits 3 -21.4 0.9 Sainsbury’s Jam/Cream Biscuits 4 20.0 1.2
McVitie’s Family Circle 3 195.5 0.8 Tesco Rich Tea 4 10.3 1.1
Everyday Biscuits are most McVitie’s Digestives is the
likely to be eaten as a snack biggest biscuit brand for
between meals, accounting snacking, present on 3.6%
for 67% of occasions. of all biscuit occasions.
26 Annual Biscuit Review 2019 27Sweet Sector Top Everyday
Treats brands £m
%
Change
%
Share
Private label Everyday
Treats manufacturers £m
%
Change
%
Share
Everyday performance McVitie’s 151 2.5 35.5 Lidl 26 5.2 6.0
Treats
Fox’s 22 13.0 5.2 Aldi 25 7.1 5.9
£426m
Oreo 22 -19.3 5.1 Tesco 25 -5.4 5.9
Tunnock’s 18 0.8 4.3 M&S 17 -9.3 4.1
Key facts +0.6% (-2.1% in 2018) Other Brands
Paterson’s
10
9
27.5
7.3
2.3
2.2
Asda
Sainsbury’s
14
13
7.0
-1.3
3.3
3.0
Everyday Treats moved from -2.1%
in 2018 to positive growth of +0.6%
in 2019.
15.8% share Nature Valley
Cadbury
7
6
10.0
-32.7
1.7
1.4
Morrisons
Waitrose
7
6
2.3
1.4
1.5
1.4
Maryland 6 -11.1 1.3 Co-op 3 -8.9 0.7
McVitie’s +2.8%, drove this growth
with sales of over £150m. McVitie’s Kraft 5 1.3 1.1
core brands of Chocolate Digestives,
Jaffa Cakes and Chocolate Hobnobs
were the driver of this return to Top Everyday Treats Top Everyday Private label Everyday
growth for both them % % % % % %
manufacturers £m Change Share Treats products £m Change Share Treats products £m Change Share
and the sector.
Total market 426 0.6 15.8 McVitie’s Chocolate Digestives 63 4.2 14.8 Aldi Chocolate Digestives 8 -2.3 1.9
Oreo’s struggles continued, down
pladis 151 2.8 35.6 McVitie’s Jaffa Cakes 47 11.3 11.0 Lidl Cookies 5 10.1 1.2
almost -20% in 2019 after -25%
in 2018. Mondelēz 33 -18.1 7.8 Tunnock’s Teacakes 16 1.8 3.9 Lidl Chocolate Digestives 5 11.8 1.1
Burton’s 26 2.4 6.1 McVitie’s Chocolate Hobnobs 16 18.6 3.9 Tesco Cookies 5 -22.6 1.1
Fox’s 22 13.0 5.2 Oreo Cookie Cream 12 -18.4 2.7 Aldi Chocolate Biscuits 5 39.2 1.1
Tunnock’s 18 0.8 4.3 Fox’s Crunch Creams 11 4.0 2.5 M&S Teacakes 4 -15.3 1.0
Other Manufacturers 10 27.4 2.3 Paterson’s Shortbread 9 7.3 2.2 M&S Jaffa Cakes 4 -28.6 0.8
General Mills 7 10.0 1.7 Fox’s Jam/Cream Biscuits 6 1.4 1.4 Ms Molly’s Chocolate Digestives 3 37.9 0.8
Lees 5 -0.5 1.3 McVitie’s Caramels 5 -27.3 1.3 Lidl Jam/Cream Biscuits 3 -1.9 0.8
Hellema 2 -13.8 0.4 Nature Valley Asda Chocolate Digestives 3 12.4 0.8
Nut Butter sandwich 5 -17.7 1.2
Jacob’s Fruitfield 1 -20.0 0.3
Just under a third McVitie’s Chocolate Everyday Treats are most
of Everyday Treats Digestives are most likely to likely to be eaten in front
31% occasions are eaten be ‘asked for by partner or of the TV, accounting for
as an evening snack. kids’ as an afternoon snack. 17% of occasions.
28 Annual Biscuit Review 2019 29Sweet Sector Top Special
Treats brands £m
%
Change
%
Share
Private label Special
Treats manufacturers £m
%
Change
%
Share
Special performance Fox’s 39 -5.9 19.3 M&S 19 0.4 9.7
Treats
Cadbury 25 -5.8 12.3 Aldi 11 -12.2 5.5
£199m
Bahlsen 20 -2.7 10.2 Tesco 9 -1.9 4.6
Border 16 9.7 7.9 Lidl 9 24.3 4.3
Key facts +1.7% (+1.6% in 2018) Nabisco
McVitie’s
5
3
97.5
28.2
2.5
1.5
Co-op
Sainsbury’s
8
5
42.9
18.4
4.1
2.7
Special Treats continued to grow
year on year, +1.7% compared
to +1.6% in 2018.
7.4% share Thorntons
Galaxy
3
2
-14.4
41.2
1.4
1.0
Morrisons
Waitrose
5
3
9.0
-4.1
2.5
1.4
Elizabeth Shaw 1 36.3 0.7 Asda 3 -13.9 1.3
Fox’s continued to lead the market
in terms of size, however performance Regal 1 20.0 0.7
dropped off, with the brand seeing
-6% decline after a strong 2018.
Border biscuits was one of the few Top Special Treats % %
Top Special % %
Private label Special % %
brands to do well in this sector, manufacturers £m Change Share Treats products £m Change Share Treats products £m Change Share
with growth of +9.7%. Total market 199 1.7 7.4 Cadbury Fingers 18 -2.7 9.2 M&S Cookies 11 -9.5 5.3
In terms of private label, the Fox’s Biscuits Ltd 39 -5.9 19.3 Bahlsen Chocolate Leibniz 16 -0.1 8.2 Aldi Cookies 4 -21.7 2.2
standout performance had Mondelēz 30 2.5 14.9 Fox’s Fabulously Selection 14 -16.3 6.9 Co-op TI Cookies 4 32.3 1.9
to be from the Co-op with
Bahlsen 20 -2.7 10.2 Fox’s Chunkie Cookies 9 6.8 4.7 Co-op IR Cookies 4 57.7 1.8
their Irresistible range
helping them to Border 16 9.7 7.9 Fox’s Viennese Sandwich 6 -7.4 3.2 M&S Extremely Biscuit 3 18.6 1.5
deliver +40% sales Burton’s 4 2.2 1.9 Border Chocolate Ginger 6 23.4 3.1 Morrisons TB Cookies 3 -3.4 1.3
growth in 2019.
pladis 4 48.9 1.8 Fox’s Chocolate Biscuits 5 -18.4 2.6 Aldi SS Cookies 3 -4.2 1.3
Thorntons 3 -14.4 1.4 Oreo Cookie Cream 5 97.5 2.5 Tesco Assorted Biscuits 2 -32.8 1.2
Other Manufacturers 3 7.6 1.4 Cadbury Roundie Wafer 5 -18.7 2.5 Sainsbury’s TTD Cookies 2 17.6 1.2
Elizabeth Shaw 1 36.3 0.7 Border Assorted Biscuits 3 18.3 1.6 M&S Shortcake H/Ctd 2 19.8 1.1
Regal 1 20.0 0.7
People are most likely Special Treats are most
to eat Special Treats as a likely to be eaten alongside a
‘treat’, accounting for 5% premium coffee, making up
of all biscuits occasions. 6% of all biscuits occasions.
30 Annual Biscuit Review 2019 31Sweet Sector Top Novelty
Biscuit brands £m
%
Change
%
Share
Private label Novelty
Biscuit manufacturers £m
%
Change
%
Share
Novelty performance Burton’s 21 7.3 17.7 Lidl 4 -0.6 3.6
Treats
McVitie’s 14 8.0 11.5 Aldi 4 25.3 3.5
£122m
Barny 13 7.2 10.4 Tesco 2 54.4 1.9
Fox’s 13 5.1 10.4
Key facts +4.0% (+1.8% in 2018) Maryland
Cadbury Children
9
7
-7.1
11.6
7.3
5.9
Novelty Biscuits were +4% on 2018,
driven mainly by Fox’s and Mondelēz. 4.5% share Cadbury
Caxton
6
5
-1.0
26.8
4.8
4.3
Although small, private label saw
Kinder 3 1.5 2.8
good growth in the sector, especially
Aldi and Tesco. Rivington 3 14.8 2.7
Burton’s was the leading brand in
the market, and saw +7.3% growth,
while McVitie’s in second place saw Top Novelty Biscuit % %
Top Novelty % %
Private label Novelty % %
+8% growth. manufacturers £m Change Share Biscuit products £m Change Share Biscuit products £m Change Share
Market total 122 4.0 4.5 Mondelēz Barny 13 7.2 10.4 Aldi Chocolate Animals 3 4.6 2.3
Burton’s 32 0.2 26.2 Burton’s Jammie Dodgers 12 14.3 10.1 Tesco Jam/Cream Biscuits 2 38.6 1.6
Mondelēz 31 7.1 25.9 Maryland Mini Cookies 9 -7.1 7.3 Lidl Shortcake 1 13.7 0.9
pladis 14 -4.5 11.9 Cadbury Mini Animals 6 14.6 5.0 Lidl Mini Sweet Biscuits 1 -19.6 0.8
Fox’s 13 5.1 10.4 Cadbury Finger Mini Pks 6 4.7 4.8 Lidl Chocolate Animals 1 -17.2 0.7
Ferrero 5 -6.5 4.4 Fox’s Mini Party Rings 5 1.8 4.5
OP Chocolate 5 26.8 4.3 Burton’s Jammie Ddgrs Mini 5 12.4 4.3
Northumbrian Fine Foods 3 14.8 2.7 Fox’s Party Rings 5 -11.5 4.2
KP Snacks 2 -5.3 1.5 McVitie’s Iced Gems 5 6.0 4.0
D2 International 1 67.0 0.5 Kinder Happy Hippo 3 1.5 2.8
Hill 0 6.8 0.4
49% of Novelty Biscuits are 56% of Novelty
eaten when three or more Biscuits are cheekily
people are present, creating 56% munched by adults!
great sharing moments.
32 Annual Biscuit Review 2019 33Chocolate Sector Top Chocolate Biscuit
Bars brands £m
%
Change
%
Share
Private label Chocolate
Biscuit Bars manufacturers £m
%
Change
%
Share
Biscuit Bars performance KitKat
McVitie’s
88
45
5.7
3.3
22.6
11.5
Aldi
Lidl
30
14
19.8
3.9
7.7
3.6
Tunnock’s 31 6.3 8.0 Tesco 7 -31.4 1.9
Key facts £390m Twix 29 30.3 7.5 Sainsbury’s 6 -6.6 1.4
Chocolate Biscuit Bars returned to
growth after a flat performance in
2018, mainly driven by Mars, pladis
+6.6% (-0.3% in 2018) Burton’s
Penguin
24
22
5.0
12.7
6.2
5.8
Asda
Morrisons
4
3
22.0
7.2
1.0
0.8
and private label. 14.5% share Blue Riband
Fox’s
18
16
0.1
12.5
4.7
4.2
The brand leader, KitKat, had a very
strong 2019 with growth of +5.7%, Nestlé Rowntree 8 11.1 2.0
taking its market share to over 22%.
Also, Aldi private label ranges did
well, delivering almost 20% growth
on 2018. Top Chocolate Biscuit Top Chocolate Biscuit Private label Chocolate
% % % % % %
However, the standout performance Bars manufacturers £m Change Share Bars products £m Change Share Biscuit Bars products £m Change Share
was from Mars’ Twix brand with Total market 390 6.6 14.5 KitKat 88 5.7 22.6 Lidl Wafers 9 6.7 2.2
+30.3% growth. Nestlé 122 1.6 31.2 Tunnock’s Caramel Wafer 30 4.9 7.7 Aldi Chocolate Wafers 8 ++ 1.9
pladis 67 6.3 17.2 McVitie’s Club 27 4.8 7.0 Aldi Wacko Tuck Crunch Bar 6 18.2 1.5
Tunnock’s 31 6.3 8.0 Twix 26 15.6 6.6 Aldi Uncoated Countlines 6 8.5 1.4
Mars 29 30.5 7.5 McVitie’s Penguin 21 5.9 5.4 Lidl Biscuits Bars 5 -0.4 1.4
Burton’s 25 9.3 6.4 Blue Riband 18 0.1 4.7 Aldi Chocolate Wafer 5 14.1 1.2
Fox’s 20 7.0 5.1 Burton’s Wagon Wheels 18 5.4 4.7
Mondelēz 15 12.3 3.8 McVitie’s Gold Bar 16 4.2 4.2
Bahlsen 8 5.9 2.0 Fox’s Rocky 14 13.5 3.5
Storck 2 -11.1 0.5 Breakaway 8 0.9 1.9
Chocolate Biscuit Bars are Chocolate Biscuit Bars are
most likely to be packed as most likely to be eaten
part of a lunchbox, making alongside a sandwich, making
15% of occasions. 21% of occasions.
34 Annual Biscuit Review 2019 35Sweet Sector Top Christmas
Biscuits brands £m
%
Change
%
Share
Private label Christmas
Biscuits manufacturers £m
%
Change
%
Share
Christmas performance McVitie’s 34 1.0 21.4 M&S 45 -19.5 28.1
Biscuits
Cadbury 7 -12.0 4.6 Tesco 12 -3.5 7.7
Aldi 7 8.1 4.5
£161m
Fox’s 4 -3.3 2.3
Other Brands 3 -4.2 2.0 Lidl 7 22.7 4.1
Key facts -5.5% (+1.3% in 2018) Paterson’s
Highland
3
3
-22.2
68.2
1.9
1.7
Sainsbury’s
Waitrose
6
6
-13.1
31.7
3.9
3.7
It was a tough year for Christmas
Biscuits, -5.5% mainly driven by poor
retailer private label performance.
6.0% share Asda
Co-op
4
4
-18.1
25.7
2.7
2.6
Morrisons 2 -7.1 1.5
M&S was the largest retailer in this
sector, and saw a -20% decline on
last year.
From a branded point of view,
McVitie’s led the category, Top Christmas Biscuits % %
Top Christmas % %
Private label Christmas % %
posting growth of +0.5% thanks manufacturers £m Change Share Biscuits products £m Change Share Biscuits products £m Change Share
to Victoria’s strong performance. Total market 161 -5.5 6.0 McVitie’s Victoria Assortment 15 3.7 9.2 M&S Extremely Biscuit 18 10.8 11.0
pladis 34 0.5 21.4 McVitie’s Family Circle 13 -5.0 8.2 M&S Shortbread 12 -15.0 7.7
Mondelēz 10 -0.8 6.3 Other Brands 3 -3.3 1.9 M&S Assorted Biscuits 9 -50.9 5.8
Burton’s 5 -24.1 2.9 Paterson’s Shortbread 3 -22.6 1.8 Tesco Shortbread Biscuits 4 -12.5 2.4
Fox’s 4 -3.3 2.3 Cadbury Fingers 3 -0.8 1.7 Co-op LBU Shortbread 3 12.6 2.0
Highland 3 68.2 1.7 McVitie’s Jaffa Cakes 3 24.3 1.7 Tesco Assorted Biscuits 3 5.9 1.8
Walkers Shortbread 1 -17.6 0.8 Highland Shortbread 3 68.2 1.7 Aldi Shortbread 2 39.5 1.5
Thorntons 1 8.5 0.6 Oreo Cookie Cream 2 44.4 1.5 Waitrose Shortbread 2 40.2 1.5
Henry Lambertz 1 45.1 0.5 Sainsbury’s Shortbread 2 18.9 1.3
H&W Dean 1 -17.4 0.4 Lidl Assorted Biscuits 2 33.9 1.3
Border 1 -27.8 0.4
Christmas Biscuits are Christmas Biscuits are most
the most likely category likely to be chosen as a treat,
to be eaten when guests 50% with 50% of servings offering
are present, making up a a little bit of indulgence.
generous 4.7% of occasions.
36 Annual Biscuit Review 2019 37Sweet Sector Top Healthier
Biscuits brands £m
%
Change
%
Share
Private label Healthier
Biscuits manufacturers £m
%
Change
%
Share
Healthier performance Belvita 83 -0.3 14.5 Tesco 31 9.9 5.5
Biscuits
Kellogg’s 62 -10.0 10.9 Aldi 30 19.2 5.3
£569m
Nature Valley 45 -12.1 7.9 Lidl 17 17.7 2.9
go ahead! 44 -7.4 7.7 Asda 10 -6.1 1.7
Key facts +1.3% (+4.5% in 2018) Cadbury Brunch
Alpen
37
33
12.9
-11.3
6.6
5.8
Sainsbury’s
M&S
5
4
-19.8
41.1
0.8
0.7
Healthier Biscuits saw growth slow
to just +1.3% in 2019, as a result of the
larger brands seeing performance stall.
21.1% share Nakd
Eat Natural
24
16
5.6
6.3
4.2
2.9
Morrisons
Co-op
3
2
-15.3
50.5
0.5
0.3
Nairn’s 15 21.5 2.7 Waitrose 1 -7.8 0.1
The top four brands all saw sales
decline, with Kellogg’s and Nature McVitie’s 10 -8.5 1.8
Valley both struggling.
Cadbury Brunch Bar and Nakd Bars
were the only major brands to do well. Top Healthier Biscuits % %
Top Healthier % %
Private label Healthier % %
manufacturers £m Change Share Biscuits products £m Change Share Biscuits products £m Change Share
Private label had another strong year,
with both Aldi and Tesco ranges Total market 569 1.3 21.1 Belvita Breakfast Biscuits 41 -10.3 7.2 Tesco Cereal Bar 15 66.9 2.6
seeing double digit growth. Mondelēz 120 3.5 21.1 Cadbury Brunch Bars 37 12.3 6.5 Aldi Chewy Cereal Bar 13 30.8 2.3
Kellogg’s 64 -7.8 11.2 Alpen Light Cereal Bars 27 -9.4 4.8 Aldi Light Benefit Cereal Bars 7 28.5 1.3
General Mills 55 0.7 9.7 Belvita Soft Baked Breakfast 27 5.2 4.7 Deluxe Chewy Cereal Bars 4 101.0 0.7
pladis 54 -7.6 9.5 Nature Valley Asda Chewy Cereal Bar 4 50.0 0.6
Weetabix 33 -11.3 5.8 Crunchy Granola Bar 26 0.5 4.6 Aldi Yoghurt Fruit Selection 3 31.5 0.6
Natural Balance 24 5.6 4.2 go ahead! Crispy Slices 19 -6.3 3.3 Lidl Cereal Bar 3 -16.0 0.6
Eat Natural 16 6.3 2.9 Nakd Cereal Bar 19 12.9 3.3 Lidl Breakfast Biscuits 3 -3.5 0.5
Nairn’s 15 21.5 2.7 Kellogg’s Rice Krispies Squares 18 2.6 3.2 Ms Molly’s Cereal Bars 3 494.2 0.5
Ferrero 10 -14.1 1.7 go ahead! Yogurt Breaks 13 -9.1 2.3 Tesco Fruit Bakes 3 13.8 0.5
The Jordans & Ryvita Co 9 -23.9 1.6 Nature Valley Protein Chewy Bars 11 -16.7 2.0
Healthier Biscuits are the most 63% of Healthier Biscuits are Sweet Healthier Biscuits
likely to be eaten ‘on the move’, nibbled before lunch, with are most likely to be chosen
with 19% of servings being 63% people more likely to eat for health, accounting for
munched out and about. healthily alongside herbal tea. 25% of occasions.
38 Annual Biscuit Review 2019 39Sources: For all category
enquiries please
contact:
P1 Kantar Worldpanel - 52 we 29th Dec 2019
P2 Kantar Worldpanel 2019
David Costello
P3 Kantar Added Value Research - pladis 6Ws 2016 Head of Category & Shopper Insights
Shopper Intelligence Sweet Biscuits 2019 pladis UK & Ireland
Nielsen Euromonitor 2008-2009 david.costello@pladisglobal.com
GlobalData Per Capita Consumption 2019
Kantar Usage Panel - 52 we 8th Oct 18
P4 Kantar Worldpanel & Usage panel 2019 For all media
AC Nielsen 2019
IGD Retail Analysis 2019 enquiries please
P7 IGD Retail Analysis 2019
Kantar Worldpanel - 52 we 29th Dec 2019
contact:
Charlotte Cosgrove
P8 Kantar Worldpanel - 52 we 29th Dec 2019 Global Communications Manager
charlotte.cosgrove@pladisglobal.com
P9 KWP link study - Oct 2017
Mintel Report CSS&N UK - Jan 2018
Mintel Report Consumer Snacking UK - May 2019
Mintel Report Consumer Snacking UK - May 2018
SCB Report pladis Future of Retail 2017
Kantar Added Value pladis - 6Ws study 2016
Kantar Worldpanel Total Grocery - 52 we 30th Dec 2018
KWP Usage - we 30 Dec 2018
Lightspeed Mintel 2019
P14-15 Kantar Worldpanel Promotion Study 2018
Him CTP 2019
P17 IRI Info Scan - 52 we November 2019
P18-39 Kantar Worldpanel - 52 we 29th Dec 2019
KWP Usage panel - 52 we 29th Dec 2019
40@pladis_Global
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