Although UK consumers are becoming increasingly health conscious, premium biscuit makers Border Biscuits are among those suppliers that have seen a rise in the premium treats sector, says Suzie Carlaw, the company’s Marketing Manager. “This is due to consumers looking for their less frequent treats to be worth the calories, in Prue Leith’s famous phrase, and give greater satisfaction.”
Suzie quotes Mintel’s statistics from last year showing that more than half UK consumers see biscuits as a welcome gift at any time of year. In product terms Border Biscuits’ 400g Sharing Pack is a case in point a premium offering at an accessible price point that is ideal to share casually with friends or as a more formal gift.
The Sharing Pack continues to be one of Border Biscuits’ most popular products as customers look for quality products and value for money. It includes six recipes from the Classic range including Light & Chocolatey Viennese Whirls, Sweet Memories Butterscotch Crunch, Light & Buttery Shortbread, Chocolate Oat Crumbles, Buttery Sultana Melts, Divinely Chocolatey Cookies.
Snackification is going to be a big trend in 2019, says Suzie Carlaw: “This has seen consumers shift from big meals to snacking throughout the day and we expect this to become more popular as the year goes on. This is backed up by our own research which found people were no longer enjoying elevenses and the most popular time to snack in Scotland is now 3:18pm, with participants admitting to eating on average, two and half more biscuits than they intended.“
Border is best known for its Dark Chocolate Ginger, the UK’s number one best-selling chocolate covered ginger biscuit. With a cult following, the biscuit holds the crown as Border’s top seller in independent retail stores. The range of 150g packs includes Dark Chocolate Gingers, Milk Chocolate Gingers and Dark Chocolate Gingers and Orange. Border is planning a fully integrated marketing campaign for 2019, with a continued focus on osocial media content and some eye-catching adverts which showcase their beautifully crafted biscuits.
Wholesalers can help maximise sales by ensuring shelves are kept fully stocked and well organised so that customers can easily find what they are looking for. Stocking bestsellers like Border’s Chocolate Ginger selection, and deploying signage and merchandising to highlight these products, will provide a greater rate of sale, while bespoke POS can help create in-depot theatre and draw attention to new products.
pladis’ 2018 Annual Biscuit Review reveals wholesalers and retailers have the opportunity to rack up an extra £330m of biscuit sales over three years by tapping into the anticipated £1.2 billion rise in snacking over the period.
Now in its fourth year, pladis’ Review highlights key areas for wholesalers and retailers to cash in on the category’s new snacking hotspots while at the same time protecting the £2.6 billion core biscuits fixture, which on its own has added another £33 million of retail sales in the last year alone.
“It’s easy to forget the huge contribution biscuits make to the sales of retailers and foodservice operators of all sizes,” explains Stuart Graham, Customer Marketing Director at pladis UK & Ireland, “which is why our latest Annual Biscuit Review is probably the most important we have launched to date.
“Nine out of 10 shoppers claim to snack multiple times per day, while one in 14 (7%) forego meals altogether and simply rely on snacks to keep them going, so it’s essential that retailers are stocking the right biscuit formats and products to help inform purchasing decisions,” explains Graham. “It’s also important that retailers think about the type of shoppers that are coming into their stores, so they can dial up the key growth drivers accordingly.”
While snacking represents a huge new opportunity for retailers, protecting the £2.6 billion core fixture should also be a priority, adds Graham:
“Core biscuit sales continue to come predominantly from a relatively small collection of household favourites, with £4 out of every £5 spent on biscuits in convenience coming from around just 8% of the total number of products available, making stocking the right range absolutely vital.”
The UK biscuit market is worth £2.7BN and growing +0.7% annually. “Biscuits offer a significant sales opportunity to convenience retailers, so wholesalers must ensure they’re offering their retail customers the right range,” says Susan Nash, Trade Communications Manager at Mondelez International.
Mondelez International is the world’s number one biscuit supplier and the UK’s second branded supplier. In the UK, Mondelez has the 3rd, 8th and 14th best-selling biscuit brands, belVita, Oreo and Cadbury Fingers. Mondelez is driving biscuit category growth by offering products that meet the evolving needs of today’s consumer and does this through three key pillars in biscuits: wellbeing, treat and munching.
Under Wellbeing, health-conscious consumers are on the rise, with 93% of consumers trying to eat healthily most or at least some of the time. However, taste is still an important factor when looking for a morning snack or afternoon pick-me-up. The number one choice in healthy biscuits, Cadbury Brunch Bar is growing 4% year-on-year. Ritz, the number one best-selling savoury biscuit also offers consumers more choice in permissible savoury snacks, while appealing to healthconscious consumer. Mondel?z also has the UK’s number one healthy breakfast biscuit, belVita Breakfast, the only breakfast biscuit with proven slow release carbohydrates.
The special treat segment has seen 12% growth following the trend of switching and trading up from ‘everyday’ traditional biscuits to more premium brands. Consumers want to really enjoy their biscuits; they are looking for a little treat in their everyday routine that delivers a special moment. Mondel?z’s biscuit portfolio includes Oreo, the world’s number one cookie brand, worth over £46M and growing 2.5% year-on-year.
Consumers want to see biscuit snacks in a single serving format for munching on-the-go. With increasingly busy lifestyles, consumers are looking for convenient, bite-sized treats that deliver on taste, but won’t weigh them down. The recently launched JoyFills range is designed specifically to meet these changing lifestyle needs. just one gram in size, but packed with great taste and textures, with an airy crispy casing filled with delicious ultra-smooth crème.
WHAT THE WHOLESALER SAYS Gary Mullineux, Purchasing Director at Caterforce: “We will continue to see a rise in complex and eye-catching cake designs as people want Instagram worthy cakes that taste as good as they look. Consumers love aspirational cakes they can’t make at home or buy in supermarkets.
“Botanical flavours are key too, becoming even more popular following Harry and Meghan’s wedding last year. Afternoon tea continues to be a strong tradition but those in the hospitality sectors are trying to be more creative to compete in the market, opening a new realm of premium traditional cakes and flavours.
“Cakes are a key category for the hospitality and catering sector, so we wanted to offer customers a costeffective product line that doesn’t compromise on quality or taste. We continually monitor our product offering and see cakes as an area to grow due to the popularity of the Chefs’ Selections coffee shop cake range.”
Caterforce has launched eight new cake products as part of its own-label Chefs’ Selections range, based on the latest cake trends. The ‘Colour Pop’ range is made up of four brightly coloured celebration cakes: Pinata cake, Rainbow cake, Funfetti cake and Citrus Sunbeam cake, aimed at family focused establishments and make the perfect showstoppers for any celebration. The ‘Elegant and Fresh’ range also contains four products: Persian Style Lemon cake, Lemon & Elderflower cake, Victoria Sponge cake and Blueberry Muffin cake. With a more upmarket focus, the elegant cakes are perfect for afternoon tea and special occasions. The new cake range is competitively priced and ideal for coffee shops, pubs, restaurants and hotels.
“Good profits can be made in the cake and dessert area without having to sacrifice on taste or appearance so wholesalers need to have a good range at varying price points to offer end users choice.”
French pâtisserie is now a big part of the contemporary baking scene, says Matthew Grenter, Sales Manager, Brioche Pasquier. “Products such as macarons, petits fours and éclairs are recognised as being desirable as desserts or alternatives to cakes and biscuits. Cafés and restaurants are choosing to offer these beautifully presented items because they make an attractive and enticing display and an ideal sweet accompaniment to a coffee, as a dessert or as part of an elegant afternoon tea offering. With health being a big preoccupation for many consumers, cakes and desserts present a conundrum. Most of us want a sweet treat, particularly when we go out to eat, but how to enjoy a little treat without feasting on large slices of high calorie cake? The answer is to eat lighter bites in smaller portions, like those offered by the precise art of the pâtissier. This is the same principle increasing numbers of flexitarians are applying to their meat consumption – choosing quality over quantity. The spirit of restraint is bringing a new appreciation of the skills of the pastry chef. Fine baking, elegant pâtisserie, perfect precision are all becoming increasingly fashionable as our eating habits evolve.”
With skilled kitchen staff being hard to find, operators are increasingly looking for high quality ready-prepared sweet products they can serve quickly and easily. Cakes and desserts often freeze well and provide a very high level of dish chefs can be proud to serve. The Pasquier pâtisserie range is aimed at foodservice operators wanting to offer customers very special, on trend sweet treats but do not have the time or staff to make them in-house. “Our pâtisserie simply needs defrosting before plating and garnishing, so it is efficient to serve but offers a very high-quality finish.”
The cake category priority for wholesalers, says Steve Kelly, Channel Director at Premier Foods, should be to stock the most popular products from the top brands, such as Mr Kipling and Cadbury Cakes.
“Demand for these brands is consistently high, so seasonal cakes should be stocked alongside to generate new interest in the segment and capitalise on wider social trends.”
Consumers are seeking products that enable them to satisfy their cravings when on the go. “Wholesalers should therefore stock products to suit, such as our Cadbury Mini Rolls and Mr Kipling slices, which come in multipacks and offer individual portions or twin packs. These products can easily be grabbed by a consumer on their way out, to enjoy later.
We regularly release limited-edition ranges to acknowledge changes to consumer interest and habits throughout the year, notably around popular seasons and high-profile events. These have included Cadbury Football Cakes to tie in with the World Cup and Mr Kipling Unicorn slices to capitalise on the trend, as well as annual favourites for Easter, Halloween and Christmas. Seasonal editions can help generate new interest in the category and appeal to new buyers, so wholesalers should stock them in the build up to, and during, the main event.
“Despite the move towards lighter, healthier options, the growth in the cake sector shows there is still an appetite for sweet treats. Cake is to be enjoyed as part of a balanced diet, and still has an important role to play in helping consumers satisfy their sweet cravings, or simply to treat themselves.
When it comes to out of home snacking, we are finding that people are more likely to purchase products from brands they recognise, such as Mr Kipling and Cadbury Cakes. Products with twin packs and individual portions are available across the Premier Foods range, enabling the wholesale and convenience channel to offer trusted products in practical formats.”
Kate Sykes, Marketing Manager, Lantmännen Unibake UK says snacking is the biggest occasion contributing to the food-to-go market, with consumers on average purchasing a snack on the go 5.8 times per month. To capitalise on snacking’s popularity Lantmännen Unibake recommends wholesalers offer a selection of sweet and savoury handholdable bakery products. Popular snack options include their Schulstad Bakery Solutions Portuguese Custard Tart, a Portuguese speciality which is the perfect small sweet treat.
The Schulstad Bakery Solutions All Butter Croissant, Pain au Chocolat and Pain aux Raisins from Lantmännen Unibake UK are also popular, muststock French pastry breakfast choices, the perfect sweet treat to accompany a morning hot drink and easy to eat onthe- go any time of day.
Schulstad Bakery Solutions’ Maple Pecan Plait, Cinnamon Swirl and Vanilla Crème Crown are the UK’s top three best-selling Danish pastries in the UK, a vital part of any offering.
Viennoiserie sales have got off to a great start in 2019, says Kate Sykes, with unit sales up 1.8 million units versus 2018 and value increasing 7.9%. As health continues to be a key consideration Lantmännen Unibake’s recommends its miniature formats, which allow consumers to treat themselves whilst managing portion control. The Schulstad Bakery Solutions Viennoiserie Assortment includes Mini Croissants, Mini Pains au Chocolat and Mini Pains aux Raisin and our on-trend, dessert-inspired Schulstad Bakery Solutions Mini Signature Selection is a range of modern mini Danish pastries including a Lemon Cheesecake Coronet, Strawberry Shortcake Crown, Salted Caramel Plait, Toasted Coconut Swirl and Cherry Chocolate Coronet.
Traditional British flavours are experiencing a significant resurgence and we know that when it comes to Danish pastries, almost half of consumers seek out traditional flavours. Lantmännen Unibake has expanded its Schulstad Bakery Solutions range with a Cherry Bakewell Plait inspired by the unique format of the brand’s bestselling Maple Pecan Plait. The Cherry Bakewell Plait allows consumers to enjoy the familiar flavours of a Cherry Bakewell in an exciting new way and is perfect for an on-the-go breakfast or an afternoon pick-me-up. The Schulstad Bakery Solutions range also includes the Maple Pecan Plait, Cinnamon Swirl, Vanilla Crème Crown, All Butter Croissant, Pain Chocolat, Pain Raisin, Chocolate Croissant and Almond Croissant.
Isabel Lydall, Category & Insights Controller at Burton’s Biscuit Company says the increased focus on quality, health and free-from options in the last 12 months has had a major impact on the sweet biscuits category.
While everyday and treats are driving sweet biscuits’ growth, cereal bars and healthier options have also made an impact, with the ‘health’ segment expected to grow 14% to 2021 as consumers look for lower fat, salt and sugar options that don’t compromise on quality, in addition to their usual favourites.
“Shoppers still like to indulge every so often and treatier biscuits are also driving the market. Everyday treat biscuits are growing over twice the rate of the market as shoppers treat themselves in between healthier snacking.
An increasing amount of space is being given to healthier options and cereal products, with space for chocolate biscuit bars being reduced in some retailers. The trend towards health as well as provenance and traceability has also led to an influx of up and coming brands into the biscuit aisle, challenging traditional biscuit manufacturers, whilst demand for value has driven interest in Retailer Brand products.
Manufacturers are also responding to growing demand for free from alternatives, with a rising number of brands tapping into the market for those with food intolerances, or those experimenting with gluten/lactose-free diets. Burtons Biscuit Company is leading the way in the sweet biscuit category by continuing to drive the agenda on sugar and calorie reduction.
Following its successful sugar reduction programme on core Maryland and the introduction of less than 100 calorie packs across its Minis range in 2018, the nation’s no. 1 cookie brand is now even more accessible to consumers looking to reduce their sugar intake, with the launch of delicious Maryland Sugar Free Cookies. The new, sugar free offering has a MRSP of £1.39 for the 230g pack.
The market for price-marked packs remains hugely important for the impulse sector, with many shoppers looking to PMPs as a source of value, and PMPs of bestselling brands also providing them with the quality assurance they are seeking. Biscuit shoppers are impulsive, so utilising PMPs to drive impulse purchases us a great way to boost profits. The Burton’s range of PMPs includes:
Jammie Dodgers Raspberry, Wagon Wheels Original and Jammie variants, Maryland Choc Chip, Maryland Big & Chunky Milk & Dark and Fish ‘n’ Chips Salt & Vinegar Grab Bag.
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