>> the industry’s gone crackers
Biscuits
The total biscuits market is growing by 4.1% year-on-year in value terms, ahead of volume growth at 2.3%. This is a result of households purchasing more. Driving sectors are crackers and crispbreads and healthier biscuits, both satisfying the current health trend.
Crackers and crispbreads is worth £230m, growing at 11.1% and driven by NPD, with three of the top eight brands launched in the latest MAT. Quaker Seasons, which was only launched in January 2005, is now the sixth biggest-selling brand.
The 13.6% growth of healthier biscuits is driven by cereal bars, satisfying two key consumer drivers - health and convenience. This sector has also been driven significantly by NPD as more established cereal lines move into this hand-held format. McVitie’s Go Ahead! Yoghurt Breaks is the eighth-biggest seller within healthier biscuits.
Also posting strong growth is everyday treats as households switch to indulgence. The largest brand, McVitie’s Chocolate Digestives, dominates with 19% sector share. McVitie’s Jaffa Cakes retains more than 10%.
Cakes
The cakes market is worth £960,000, showing 4.4% value growth. Brands account for 51% of market value, in yearly growth of 2%. Own label is driving growth at 8% and accounts for approximately half the market’s value.
The main driver is flapjacks with 2.8% share, but growing at 114% since last year. The whole cakes sector dominates the market, although it has been losing share over the past three years. Bars and slices are also declining.
The 45+ age group accounts for more than half of cake consumption, while 28% of cakes are consumed as a treat.
Rebecca Guillebaud, TNS Superpanel
Produced for The Grocer by TNS Superpanel. For more information call 020 8967 4521
Biscuits
The total biscuits market is growing by 4.1% year-on-year in value terms, ahead of volume growth at 2.3%. This is a result of households purchasing more. Driving sectors are crackers and crispbreads and healthier biscuits, both satisfying the current health trend.
Crackers and crispbreads is worth £230m, growing at 11.1% and driven by NPD, with three of the top eight brands launched in the latest MAT. Quaker Seasons, which was only launched in January 2005, is now the sixth biggest-selling brand.
The 13.6% growth of healthier biscuits is driven by cereal bars, satisfying two key consumer drivers - health and convenience. This sector has also been driven significantly by NPD as more established cereal lines move into this hand-held format. McVitie’s Go Ahead! Yoghurt Breaks is the eighth-biggest seller within healthier biscuits.
Also posting strong growth is everyday treats as households switch to indulgence. The largest brand, McVitie’s Chocolate Digestives, dominates with 19% sector share. McVitie’s Jaffa Cakes retains more than 10%.
Cakes
The cakes market is worth £960,000, showing 4.4% value growth. Brands account for 51% of market value, in yearly growth of 2%. Own label is driving growth at 8% and accounts for approximately half the market’s value.
The main driver is flapjacks with 2.8% share, but growing at 114% since last year. The whole cakes sector dominates the market, although it has been losing share over the past three years. Bars and slices are also declining.
The 45+ age group accounts for more than half of cake consumption, while 28% of cakes are consumed as a treat.
Rebecca Guillebaud, TNS Superpanel
Produced for The Grocer by TNS Superpanel. For more information call 020 8967 4521
No comments yet