With snackers opting for less guilt-inducing, savoury alternatives, manufacturers are concentrating on a more exciting and varied range
Savoury biscuits might once have been the preserve of posher types who nibbled them at dinner parties, but that’s changing as manufacturers start to push products as healthy snacks.
According to research group BMRB TGI, heavy consumers of savoury biscuits (who eat them more than once a day) are 28% more likely to be in the top AB social grades than the average adult, and 71% are likely to be aged 65 or over.
Although pensioners might be their biggest fans, recent NPD such as Jacob’s Mini TUCs, which this month launched a barbecue variant - has brought younger consumers to the fixture, who perceive the new products to be ‘less guilty’ savoury snacking alternatives to crisps.
Savoury is one of the fastest growing sectors in biscuits - although from a relatively small base; crackers and crispbreads are worth £230m [TNS 52 w/e
September 11, 2005], with year-on-year growth of 11.1%.
Mark Sugden, head of customer marketing at United Biscuits, says it sees
a big consumption peak at lunchtime and late in the evening. “We’ve tried to encourage more people to eat crackers as an alternative to bread and brands such as Essentials are performing particularly well. However, there’s still an opportunity to provide more variety such as biscuits with different textures.”
It’s something Fox’s Biscuits is keen to exploit. The company has made its first move into savoury products with Fox’s Wholemeal Crackers, available in five flavours, that it says will make the category more exciting and taste orientated.
The crackers are designed as an alternative to sandwiches and breakfast snacks, says Fox’s Biscuits.
About time, says Mike Driver, marketing and research and development director at Northern Foods, who believes savoury biscuits have been a bit bland and neglected of late. “There’s been innovation in healthy savoury biscuits, but not as much in the indulgent sector. We think there’s an opportunity to give people products that taste a bit better.”
Manufacturers such as Ryvita are particularly keen to evolve the sector by putting emphasis on snacking. Says marketing director Rob Murray: “Our aim is to continue to develop and grow our product portfolio to provide a tasty, healthier solution for any snacking occasion.”
This year it has introduced wholeseed-topped crispbreads and extensions to its Rice and Corn Cake range with different variants and formats to bring new users into the category.
The year-old Minis brand has certainly helped change perceptions already, generating £9m and attracting a wider audience than the traditional (and often dieting) loyal Ryvita fans.
Savoury biscuits might once have been the preserve of posher types who nibbled them at dinner parties, but that’s changing as manufacturers start to push products as healthy snacks.
According to research group BMRB TGI, heavy consumers of savoury biscuits (who eat them more than once a day) are 28% more likely to be in the top AB social grades than the average adult, and 71% are likely to be aged 65 or over.
Although pensioners might be their biggest fans, recent NPD such as Jacob’s Mini TUCs, which this month launched a barbecue variant - has brought younger consumers to the fixture, who perceive the new products to be ‘less guilty’ savoury snacking alternatives to crisps.
Savoury is one of the fastest growing sectors in biscuits - although from a relatively small base; crackers and crispbreads are worth £230m [TNS 52 w/e
September 11, 2005], with year-on-year growth of 11.1%.
Mark Sugden, head of customer marketing at United Biscuits, says it sees
a big consumption peak at lunchtime and late in the evening. “We’ve tried to encourage more people to eat crackers as an alternative to bread and brands such as Essentials are performing particularly well. However, there’s still an opportunity to provide more variety such as biscuits with different textures.”
It’s something Fox’s Biscuits is keen to exploit. The company has made its first move into savoury products with Fox’s Wholemeal Crackers, available in five flavours, that it says will make the category more exciting and taste orientated.
The crackers are designed as an alternative to sandwiches and breakfast snacks, says Fox’s Biscuits.
About time, says Mike Driver, marketing and research and development director at Northern Foods, who believes savoury biscuits have been a bit bland and neglected of late. “There’s been innovation in healthy savoury biscuits, but not as much in the indulgent sector. We think there’s an opportunity to give people products that taste a bit better.”
Manufacturers such as Ryvita are particularly keen to evolve the sector by putting emphasis on snacking. Says marketing director Rob Murray: “Our aim is to continue to develop and grow our product portfolio to provide a tasty, healthier solution for any snacking occasion.”
This year it has introduced wholeseed-topped crispbreads and extensions to its Rice and Corn Cake range with different variants and formats to bring new users into the category.
The year-old Minis brand has certainly helped change perceptions already, generating £9m and attracting a wider audience than the traditional (and often dieting) loyal Ryvita fans.
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