英国における無糖ビスケットの市場

Abstract

The non-sweet biscuit market is worth £304 million, a 25% increase since 2002. Performance however is patchy, with traditional plain products such as crackers, crispbreads and oatcakes stagnating, while growth is concentrated in savoury, mini, snacking and ' healthy' segments.

Manufacturers face the challenge of responding to consumption patterns which are shifting in favour of snacking, dipping and lunch boxes. With more than seven out of ten adults already eating at least one type of non-sweet biscuit, extending the range of eating occasions and types consumed will be essential if current rates of growth are to be sustained.

For the purposes of this report, Mintel' s definition of the UK retail non-sweet biscuits market includes:

• Crackers and crispbreads: includes savoury cracker biscuits, crispbreads, toasts, crisp rolls, rice cakes, matzos, eg Cream Crackers, Water Biscuits, Jacob' s Olive Oil & Oregano Crackers, as well as snack-style products sold in the savoury biscuit aisle of the supermarket eg Snack A Jacks, Ryvita Minis.
• Savoury biscuits: including cheese-flavoured biscuits, thins, oatcakes, flavoured biscuits (not crackers), cheese straws, breadsticks, eg TUC, Ritz, Cheddars, Sesame Seed Biscuits.
• Mini savoury snack biscuits: including mini bite-sized baked snacks, based on existing savoury biscuits, which tend to b e merchandised in the savoury biscuit aisle in the multiple grocers, for example, Mini TUC.

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