●Biscuits have lost £4.7m (–1.4%), despite a strong performance from sweet, treat-based sectors. Decline has been driven by shoppers buying less per trip, despite an increase in trip frequency.
● There has been a category-wide move away from volume promotions in favour of temporary price cuts, and an extra £53m in full-price sales.
● Premiumisation has been a factor, as illustrated by the growth of more premium brands such as Fudge’s and Bahlsen, along with the rise of the sharing pouch, ‘more permissible’ thins and healthier lines.
● Own-label biscuits continue to grow (+5%) whereas branded are in decline (–3.7%) due to inflationary pressures.
●Cakes is in 2% growth, driven by increased prices. Small cakes are up 5.9%, with NPD focusing on bitesize tubs. As with biscuits, most sectors are moving to full-price sales.
● Branded cakes are in slight decline (–0.9%), while own label is driving category growth (+2.4%), with in-store bakery a major contributor.
Tesni Jones / Kantar Worldpanel
|BISCUITS TAKE HOME SALES|
|52 w/e 18 June 2017||VALUE||VOLUME|
|Crackers & Crispbreads||344.4||-2.4||66.2||-1.7|
|Chocolate Biscuit Bars||344.1||-3.3||68.0||-0.8|
|Cereal + Fruit Bars||303.1||-3.7||37.8||-4.6|
|Confect. & Other Exclusions||169.8||-2.6||31.2||0|
|CAKES TAKE HOME SALES|
|52 w/e 18 June 2017||VALUE||VOLUME|
|Small Swiss Roll||66.5||4.2||52.2||0.7|
|Large Swiss Roll||44.0||2.9||34.7||-1.4|
● Biscuits might be down overall, according to IRI, but Oreo is still rolling ahead. With a growth rate of 20% year on year since its introduction to the UK market in 2008, according to its maker Mondelez, ‘milk’s favourite cookie’ is now worth £51m.
● Belvita’s jump in value and volume sales will come as no surprise to many, as consumers increasingly reach for on-the-go snacks and healthier treats. Mondelez’s continued expansion of the range with Soft Bakes to tap the demand for ‘soft’ breakfast items two years ago has added £20m of sales to the brand.
● Increased competition in the savoury biscuit market has resulted in Ryvita suffering the biggest loss in value sales among the top-10 biscuits. A new multimillion pound marketing campaign and new product development “in the pipeline” is hoped to “re-engage consumers” as the self-proclaimed “leading healthy biscuit brand” looks to a return to growth.
● The ongoing move away from everyday biscuits to more indulgent offerings is Pladis’ explanation for a near 4% drop in value sales of its McVitie’s Digestives. A change in retailer promotional strategies from multibuys to price cuts and a cutback on off-shelf features is also taking its toll on sales of Britain’s biggest biscuit brand.
● Just three of the top 10 cake brands saw value sales fall in the last year, with Kingsmill suffering the most with over £8m wiped off. Improvements to its crumpets range in February by producer Allied Bakeries have improved sales since, though – doubling its market share between February and July, according to the brand. A new refresh of its packaging is also planned for next year.
● For all of Kingsmill’s struggles, Soreen continues to go from strength to strength as it “focuses on building a loyal brand following”. The British baker’s expansion of its on-the-go range and a 27% increase in like-for-like sales of its lunchbox loaves have also helped increase volume sales by a whopping 24%.
● Cadbury cakes’ momentum has continued under its licence with Premier Foods with an uplift in promotional activity for its mini rolls and improved recipe and design of its cake bars. A “clear and focused strategy” through a raft of NPD has “stretched the brand” into new territories.
● Despite still being the nation’s favourite cake brand, Mr Kipling has seen a slump in value sales. Producer Premier Foods claims its summer campaign has made a “big difference” to numbers and it is “now seeing green shoots”.