●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 | ||
£m | y-o-y% | kg(m) | y-o-y% | |
Everyday Treats | 391.0 | 1.2 | 115.9 | -0.8 |
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 |
Everyday Biscuits | 297.8 | -0.8 | 157.2 | 0.7 |
Healthier Biscuits | 208.5 | -0.8 | 39.4 | 2.6 |
Special Treats | 179.2 | 1.5 | 25.3 | 3 |
Confect. & Other Exclusions | 169.8 | -2.6 | 31.2 | 0 |
Seasonal Biscuits | 157.6 | 9 | 26.5 | 6.6 |
Savoury Biscuits | 153.8 | -7.3 | 23.8 | -1.8 |
Children's Biscuits | 106.1 | -4.3 | 18.4 | -5.1 |
Total Biscuits | 2655.9 | -1.4 | 610.4 | -0.2 |
CAKES TAKE HOME SALES | ||||
52 w/e 18 June 2017 | VALUE | VOLUME | ||
£m | y-o-y% | kg(m) | y-o-y% | |
Small Cakes | 514.1 | 5.9 | 593.9 | 18.8 |
Whole Cake | 339.6 | -3.8 | 167.6 | -14.8 |
Slices | 101.6 | -10.1 | 93.3 | -13.4 |
Small Tarts | 94.0 | 10.5 | 93.0 | 7.9 |
Mince Pies | 89.8 | 1.4 | 82.6 | -0.5 |
Small Swiss Roll | 66.5 | 4.2 | 52.2 | 0.7 |
Muffins | 57.2 | -2.6 | 50.8 | -3.0 |
Cake Bars | 45.6 | 24 | 43.5 | 5.6 |
Large Swiss Roll | 44.0 | 2.9 | 34.7 | -1.4 |
Malt Loaf | 42.7 | 6 | 49.4 | 3.0 |
Fruit Pies | 36.6 | 5.5 | 38.0 | 1.9 |
Fruit Loaf | 32.8 | 2.3 | 30.9 | 1.3 |
Flapjack | 32.7 | 9 | 34.3 | 3.1 |
Large Tart/Pies | 26.2 | -5 | 24.9 | -1.6 |
Total Cakes | 1554.3 | 2.0 | 1415.0 | 6.6 |
● 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”.