>>chocolate biscuit bars are out of favour
The biscuits market has grown 2.3% in the latest year although this is driven entirely by an increase in the average price paid, reflecting a shift towards more premium sectors.
Most prominent among these is healthier biscuits, which remains the strongest performing sector (up 14.8%) as a result of the continuing growth in cereal bars.
Penetration growth has slowed in this category following more limited innovation but consumers are increasing their spend on the sector as it becomes a more important part of their biscuits repertoire.
This biggest losers in biscuits have been chocolate biscuit bars (down 6.4%), which is highly significant given the sector’s position as the largest in the market. This is largely a result of buyers switching their purchasing to cereal bars as they seek a healthy alternative for snacking and lunchboxes.
Cakes are performing slightly ahead of biscuits (up 5.7%) as the market benefits from buyers purchasing greater volumes along with a slight increase in the average price paid.
In value terms, the most significant growth has come from the two largest sectors, large whole cakes and small cakes. In both cases, this is driven by strong own label performance with the growth of celebration cakes particularly significant in whole cakes.
Smaller sectors that have performed strongly include small tarts, flapjacks and slices which have all attracted new consumers as a result of innovation.
The weakest performer is cake bars, following a similar pattern to chocolate biscuit bars. Declines in penetration and frequency seem to have resulted from reduced promotional activity as well as the trend towards healthier snacking.
The biscuits market has grown 2.3% in the latest year although this is driven entirely by an increase in the average price paid, reflecting a shift towards more premium sectors.
Most prominent among these is healthier biscuits, which remains the strongest performing sector (up 14.8%) as a result of the continuing growth in cereal bars.
Penetration growth has slowed in this category following more limited innovation but consumers are increasing their spend on the sector as it becomes a more important part of their biscuits repertoire.
This biggest losers in biscuits have been chocolate biscuit bars (down 6.4%), which is highly significant given the sector’s position as the largest in the market. This is largely a result of buyers switching their purchasing to cereal bars as they seek a healthy alternative for snacking and lunchboxes.
Cakes are performing slightly ahead of biscuits (up 5.7%) as the market benefits from buyers purchasing greater volumes along with a slight increase in the average price paid.
In value terms, the most significant growth has come from the two largest sectors, large whole cakes and small cakes. In both cases, this is driven by strong own label performance with the growth of celebration cakes particularly significant in whole cakes.
Smaller sectors that have performed strongly include small tarts, flapjacks and slices which have all attracted new consumers as a result of innovation.
The weakest performer is cake bars, following a similar pattern to chocolate biscuit bars. Declines in penetration and frequency seem to have resulted from reduced promotional activity as well as the trend towards healthier snacking.
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