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Biscuits, Cookies And Crackers - UK - March 2014

Biscuits, Cookies And Crackers - UK - March 2014

The majority of users want to see more on-the-go packs of savoury biscuits and crackers. Offering snack packs containing one or two servings and placing them next to other on-the-go snacks such as cereal or chocolate bars near supermarket tills should forge associations with on-the-go occasions.

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Table of Content

Introduction

Definition

Abbreviations

Executive Summary

The market

Figure 1: Total retail value sales of biscuits, by segment, 2011-13

The future

Figure 2: Total UK retail value sales of sweet and savoury biscuits, cereal bars and breakfast biscuits, 2008-18

Market factors

Demographic changes represent both opportunities and threats to the biscuits market

Pressure from input costs eased in late 2013

Biscuit manufacturers reduce salt and saturated fat contents but not sugar contents

Consumers’ relaxed approach to their diets bodes well for biscuits

Companies, brands and innovation

United Biscuits dominates the market

Sweet biscuits regained share of total new launches in 2013

Advertising spend increases in 2013

The consumer

Sweet biscuits are Brits’ favourites

Figure 3: Usage of sweet and savoury biscuits/crackers, cereal bars and breakfast biscuits, December 2013

Texture, smaller packs and variety are key themes in sweet biscuits

Figure 4: Attitudes towards sweet biscuits, cereal bars and breakfast biscuits, December 2013

Health considerations dominate when it comes to savoury biscuits/crackers

Figure 5: Interest in selected product attributes of savoury biscuits and crackers, December 2013

Snacking occasion still offers untapped opportunities for savoury biscuits/crackers

Figure 6: Users’ attitudes towards savoury biscuits and crackers, December 2013

What we think

Issues and Insights

Savoury biscuits and crackers need to focus on on-the-go snacking

The facts

The implications

Treat biscuits would benefit from a permissible treat positioning

The facts

The implications

How can breakfast biscuits increase their appeal among older consumers?

The facts

The implications

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Trend Application

Trend: Sense of the Intense

Trend: Guiding Choice

Mintel Future: East Meets West

Market Drivers

Key points

Demographic changes represent both opportunities and threats to the biscuits market

Figure 7: Projected trends in the age structure of the UK population, 2013-18

Pressure from input costs eased in late 2013

Figure 8: Average monthly UK prices of wheat, January 2011-January 2014

Biscuit manufacturers commit to salt and saturated fat but not to sugar reduction under Responsibility Deal

Consumers’ relaxed approach to their diets bodes well for biscuits

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