United Biscuits publishes Category Vision

5 Apr 2016

United Biscuits (UB) has launched its Category Vision for 2016 and its first annual Biscuits Review. Together, the company says they demonstrate the strength, the depth and the potential for the £2.5 billion biscuits category to double its value and presence.

United Biscuits publishes Category Vision

United Biscuits (UB) has launched its Category Vision for 2016 and its first annual Biscuits Review. Together, the company says they demonstrate the strength, the depth and the potential for the £2.5 billion biscuits category to double its value and presence within the snacking market by 2020.

The UB 2016 Category Vision identifies seven key drivers of consumption and purchase that can collectively steer the sustainable growth of the biscuit market. From capitalising on the social trends for sharing and eating on-the-go to unlocking new eating occasions and gifting potential, UB has used what it says are its extensive knowledge and experience as the category leader to pinpoint areas for development.

The Category Vision also specifies the need for stores to reconsider their in-shop displays to make the shopping experience easier and more engaging and to increase the 30 seconds that the average shopper spends in the biscuit aisle. UB says it has identified that retailers need to re-connect with the shopper by offering contemporary and inspirational fixtures which encourage shoppers to browse for longer resulting in higher basket conversion.

“We have a clear ambition in United Biscuits to be the leading authority on category and shopper insight in the UK,” said Sarah Lonorgan, Director of Customer Marketing, United Biscuits. “Success will depend on the way we anticipate and understand the future consumer, shopper and retail landscape and how we respond. Our Biscuits Review and Category Vision are both milestones in our commitment to delivering world class plans, products and services that inspire our customers and provide sustainable long term growth.”

“When we compare the UK biscuit landscape to the other impulse categories, we can see there is so much more that we can do to grow its presence. We’ve got to bring fun, energy and inspiration to the point of purchase and create a more enjoyable shopping experience.”.

The 2015 Biscuits Review, said to be the first of its kind by a major biscuit retailer, uses industry intelligence and research to uncover the current condition of the biscuit sector and its position within the snacking category. It also examines the social trends affecting how and when we consume biscuits in the UK. Key findings from the report include:

+ The £2.5 billion Biscuits category accounts for more than a quarter of the snacking market, with double the value growth of Confectionery

+ Biscuits enjoyed 99% penetration, with each household buying an average of 94 packets of biscuits per year, spending £94.25 each

+ Biscuits were eaten on 6 billion separate occasions throughout the year

+ Sweet Biscuits account for 80% of the biscuit category with savoury at 20%, although overall the savoury category performed better, growing by 5%

+ United Biscuits lead the market, holding nearly a quarter of the biscuit sector with a value of £580m, double the value of its biggest competitor. Private Label products account for almost 28% of biscuit sales, up 3% last year

+ Chocolate Biscuit Bars are the nation’s favourite biscuits with McVitie’s the leading brand

+ Within Sweet Biscuits, the top performing sector was Special Treats, up 3% last year

+ Everyday Biscuits saw a drop in sales as consumers chose quality over value

+ Children’s Biscuits were down 5%, reflecting healthier choices made by parents

+ United Biscuits was the leading manufacturer of Savoury Biscuits, increasing its sales by 6%. Jacob’s was the leading brand in this category, holding almost a 20% share of the Savoury category

+ Key trends which dictated consumer choice in 2015 included health consciousness, a priority for quality over value and a commitment to biscuits in a diverse snacking market

“With snacking habits forecast to grow as consumers shift to more frequent, smaller meals and on-the-go eating, biscuits are well placed to continue their steady value growth evident over the past five years,” said Mark Winter, Sales Director UK & ROI, United Biscuits. “If retailers can take advantage of the opportunities highlighted in the United Biscuits Category Vision, they will be able to maximise the huge prospects presented by the category to their significant benefit. We are delighted that feedback from our customers and retailers on the Category Vision has been extremely encouraging.”

A copy of the report is available from United Biscuits.

Related tags

Sustainability

Related news

Chickpea revolution? Companies looking to innovate could face higher prices as global shortage hits

Chickpea revolution? Companies looking to innovate could face higher prices as global shortage hits

5 Aug 2022

From coffee to ice cream, recent product launches demonstrate how companies are betting on chickpea in the plant-based revolution… but could a global shortage scupper innovation?

Read more 
European soft drinks industry celebrates sugar reduction milestones as the ‘war on sugar’ continues

European soft drinks industry celebrates sugar reduction milestones as the ‘war on sugar’ continues

3 Aug 2022

The European soft drinks sector has achieved a 17.7% reduction in average added sugars since 2015, says its industry association, UNESDA. However, experts warn that the “war on sugar” will intensify from both consumers and governments in the next few y...

Read more 
Diageo unveils plans for €200 million carbon-neutral brewery in Ireland

Diageo unveils plans for €200 million carbon-neutral brewery in Ireland

1 Aug 2022

Diageo has unveiled plans for a €200 million carbon-neutral lager and ales brewery in Ireland – the country’s first.

Read more 
How (and why) should food brands leverage social media?

How (and why) should food brands leverage social media?

27 Jul 2022

Social media is a powerful and far-reaching tool which allows brands to get closer than ever before to their consumers. To reap its value, brands should closely monitor consumer attitudes on social media and proactively engage with them.

Read more 
Shifting trends: Analysing the impact of high inflation in India

Shifting trends: Analysing the impact of high inflation in India

25 Jul 2022

Despite food and beverage categories in India feeling the pinch of increasing inflation, the overall outlook remains upbeat as governmental support steps in and evolving consumer purchasing patterns shape the sector.

Read more 
A switch to alternative proteins could be cheapest and highest impact solution to climate crisis – report

A switch to alternative proteins could be cheapest and highest impact solution to climate crisis – report

22 Jul 2022

Shifting to alternative proteins could be the “most capital-efficient and high-impact” solution to today’s climate crisis, according to a new report from Boston Consulting Group (BCG), which suggests more than 30% of consumers are willing to fully swap...

Read more 
Oman authorities put food security and sustainability centre stage with ‘transformative’ investments

Oman authorities put food security and sustainability centre stage with ‘transformative’ investments

21 Jul 2022

New technologies and initiatives to promote sustainable food systems, healthy diets and improved food and nutrition security have attracted the backing of authorities in the Gulf country Oman.

Read more 
National dietary recommendations must be revised to account for sustainability, warns study

National dietary recommendations must be revised to account for sustainability, warns study

19 Jul 2022

The composition and quantity of animal product recommendations in national dietary guidelines should be revised in line with circular food system principles, new research suggests.

Read more 
Infant formula shortage in the US: How to prevent a future crisis

Infant formula shortage in the US: How to prevent a future crisis

15 Jul 2022

Following a series of events which led to the US being unable to meet its needs for infant formula, action is needed to prevent future shortages, says the non-profit Center for Science in the Public Interest.

Read more 
Value with values: Sustainable products must be affordable for Latin Americans

Value with values: Sustainable products must be affordable for Latin Americans

8 Jul 2022

As inflation begins to bite, budget-conscious consumers in Latin America are looking for food and drink products that offer value for money – but sustainability concerns are still there so brands need to show how good-for-the-planet and budget ca...

Read more