2010 01 biscuits, cookies and crackers2

7/28/2019 2010 01 Biscuits, Cookies and Crackers2

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1 Source: Mintel GNPD, Q3 and Q4 2009

Biscuits, Cookies &Biscuits, Cookies &

CrackersCrackers


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Performance

Natural & wholesome

Healthier biscuits

Targeting diets & demographics

More Sweet Biscuits/Cookies (79% of launches) thanSavoury Biscuits/Cookies (21%).

A natural claim trend (more than 1/5 of products).Growth of no additives/preservatives.Wholegrain was another important trend in this market.

Low transfat lines were active, but other low-in claimsremained limited (focus on indulgence rather than health).

An attention for consumers with food allergies.Character merchandising for children's products with funshapes and games.

Executive SummaryExecutive Summary


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Executive SummaryExecutive Summary

Most Interesting Products

Access Business GroupChocolate

ID 1211232

Added value

The premium sector remains stable with biscuitsseen as an affordable indulgence for many.

Flavours

Chocolate as the top flavour in Sweet Biscuits/Cookies.Flavours in Savoury Biscuits/Crackers were more varied.

Packaging

Growth of convenience and "on-the-go" packaging

(like portable snacks).

Kraft FoodsCheddar cheese

ID 1141149

United KanbooSalted

ID 1146449

LotteChocolate

ID 1205258


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Sweet biscuits Savoury biscuits Home baking

Competitive ContextCompetitive Context

Sweet Biscuits/Cookies remains the largest Bakery sub-category (38% share of

launches), and savoury Biscuits/Crackers remains the least active (10%).

Competition from different sectors

Manufacturers of Sweet

Biscuits/Cookies facecompetition from healthiersnack options, and also from ahuge array of confectioneryand dessert items.

Savoury Biscuits/Crackers

compete with othernumerous savoury snacks,the consumer have a largechoice.

Bad economic situation: a

lot of people opt to cooktheir cookies rather thanbuy ready made ones.


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Competitive Context:Competitive Context: SubSub--category comparisoncategory comparison


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Asia Pacific37% share of new products, the most activeregion.

EuropeA slight increase in activity, 32% of total launches.

Latin AmericaThe third most active area (16%).

North AmericaA 3% increase of share of launches, 12% of totalproducts.

Middle East & AfricaThe least active region (5%)

PERFORMANCEPERFORMANCE TRENDSTRENDS

Health and naturalness were leading trends

across regions.

Premium activity especially important in AsiaPacific.

Organic and wholegrain formulations popular

in Europe.

Traditional (to the region) flavours such asdulce de leche and guava noted in LatinAmerica.

Regional Analysis:Regional Analysis: SummarySummary


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Regional Analysis:Regional Analysis: SummarySummary


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Regional Analysis:Regional Analysis: Asia PacificAsia Pacific

Top 3 countries for the new products in this region: China (15% of launches in this region), India (14%), andThailand (13%).

Premium as the top claim (almost of launches in this region).

Health claims were also active (nearly 2/3 of all launches with added calcium, and over 40% of biscuitswith functional health benefits).

TohatoCream cheese, Cheddar, Gorgonzola,

Other cheese, Black pepper, White

pepper, Pink pepper & Green pepperID 1219399

Nissin CiscoButter

ID 1206879

Ezaki GlicoStrawberryID 1169423


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Top regions for the new products: Germany (16% of launches in this region), France (13%), UK (11%).

Top claims here focused on naturalness and purity, namely: no additives/preservatives, organic andwholegrain.

Moreover, almost 3/4 (72%) of all organic lines and 45% of all wholegrain lines were found in this region.

Regional Analysis:Regional Analysis: EuropeEurope

Gteborgs KexRye grain, Sea salt, Olive

ID 1219560

Golden Walnut Specialty FoodsMilk chocolate

ID 1179012


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Brazil led the way (31% of launches in this region) in Latin America, followed by Argentina and Mexico, (each22%).

The leading claims are low/no/reduced transfat (26% of launches in the region); wholegrain (11%);children (10%); and eco-friendly packaging (10%).

Health claims rather than natural sourcing were more active (nearly 1/2 of all low/no/reduced sodium lineslaunched here compared to only a fraction of organic biscuits).

Regional Analysis:Regional Analysis: Latin AmericaLatin America

ParatiWhite chocolate

ID 1145155


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Latest Trends:Latest Trends: Naturalness stronger inNaturalness stronger in savourysavoury

No additives/preservativesNo additives/preservatives & all naturalNo additives/preservatives & all natural

No additives/preservatives was the leading claim inthis category: 12% of total launches (compared to 9% in

the previous period).

The all natural claim was more niche (3%)

Both no additives/preservatives and all natural weremore active in the Savoury Biscuits/Crackers segment

(18% and 7% respectively).

All natural

Elsa's StorySea salt

ID 1226093

Grupo GamesaApple, Cinnamon & Oatmeal

ID 1183737

Lu

ID 1183022

Tucker's NaturalChocolate

ID 1174308

Castleton CrackersMaple

ID 1144956

Abdullah Al-OthaimDate

ID 1237109


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Latest Trends:Latest Trends: No additives/preservativesNo additives/preservatives


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Latest Trends:Latest Trends: LowLow--in claims focus onin claims focus on transfattransfat

Low transfat & fatLow inLow in transfattransfat, fat & cholesterol, fat & cholesterol

Low/no/reduced transfat is a leading claim in this market

(11% share of products, also active in sweet and savourysegments).

Low fat and low cholesterol claims are much more niche,(3%), but more active in the savoury segment (8% ofproducts as low in fat, 7% as low in cholesterol). Kraft Foods

Cheddar cheese

ID 1228667

Biscuits DelacreCheese & Herb

ID 1220779

Low cholesterol

Petit Sable Indstriade AlimentosRicotta cheese

ID 1144150

Perfect FoodVanilla

ID 1217769

Ines RosalesID 1132750

Sakata Rice SnacksAustralia

Honey & Soy

ID 1193541


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Latest Trends:Latest Trends: Low/no/reducedLow/no/reduced transfattransfat


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Latest Trends:Latest Trends: LowLow--in claims focus onin claims focus on transfattransfat

Low calories

Low sugar Low sugar/caloriesLow sugar/calories

4% of launches for low/no/reduced sugar, 1% forlow/no/reduced calorie.

YLF ManufacturingID 1204429

SchneekoppeHazelnut

ID 1229056

Sorbee InternationalChocolate & Fudge

ID 1155932

LanceRoasted, Cheese &

Peanut butter

ID 1210477

GroherDulce de Leche &

ChocolateID 1166123

Casa Santiveri

ID 1121334


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Low/no/reduced allergenLow/no/reduced allergen

6% of low/no/reduced allergen products, nearly 3/4(73%) of gluten-free products.

Weight control & biscuits for womenWeight control & biscuits for women

Less than 1% of products were positioned as weight

control biscuits, often aimed at women who aretrying to lose weight.

Latest Trends:Latest Trends: Biscuits for different diets & demographicsBiscuits for different diets & demographics

Low/no/reduced allergen

Weight control

Enjoy Life Natural BrandsDark chocolate

ID 1128985

DivviesRaisin

ID 1142230

Migros

ID 1195122

Hollywood Miracle ProductsLemon

ID 1149908

Slim SecretsChocolate

ID 1152857

Kobber AlimentosGranola

ID 1225562


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Latest Trends:Latest Trends: Low/no/reduced allergenLow/no/reduced allergen


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Latest Trends:Latest Trends: Biscuits for different diets & demographicsBiscuits for different diets & demographics

Biscuits for childrenBiscuits for children

5% of launches were aimed at children (including

94% of Sweet Biscuits/Cookies)

Importance of character merchandising (12% ofchildren's products featuring popular characters).

For children

VitagermineID 1217176

Ezaki GlicoID 1199581

Meiji Seika KaishaID 1162611

KelloggID 1142598 Hot Shots

ID 1145005


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Focus on quality & sourcing for premiumFocus on quality & sourcing for premium

Importance of quality ingredients for premiumproducts.

Shares of premium products in the last half of 2009:

5% of Sweet Biscuits/Cookies, 3% of SavouryBiscuits/Crackers

Seasonal & limited editions add valueSeasonal & limited editions add value

Seasonal claim as the strongest (with only 4%) inthe second half of the year (especially with Halloweenand Christmas)

Limited editions represent just 1% share of totallaunches.

Latest Trends:Latest Trends: Premium & added value launchesPremium & added value launches

Premium

Seasonal & limited edition

Coles SupermarketsDark chocolate & Milk

chocolateID 1222107

Tatawa IndustriesButter & Cappuccino

ID 1196828

Sfizio SRLPistachio

ID 1129781

Pandurata AlimentosChocolate

ID 1219944

Popcorn FactoryButter

ID 1215496Josef Manner

Hazelnut

ID 1180996


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Latest Trends:Latest Trends: PremiumPremium


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Latest Trends:Latest Trends: Ethical concerns on the riseEthical concerns on the rise

Eco-friendly packaging

Eco-friendly products

EcoEco--friendliness more importantfriendliness more important

Environmentally-friendly packaging was the mostprominent ethical trend (7% of launches vs 2% in

Q1/Q2 2008).

Environmentally-friendly products were moreniche but have also seen growth (1% of productsand virtually non-existent prior to 2009).

Dancing Deer BakingWhite chocolate, Dark chocolate

& ChocolateID 1184843

Kraft Foods

ID 1174058

Circle K Sunkus

ChestnutID 1190343

Partners

OnionID 1197159

Eco-HeavenID 1188223

Duchy OriginalsID 1151744


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Latest Trends:Latest Trends: EnvironmentallyEnvironmentally--friendly packagingfriendly packaging


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Latest Trends:Latest Trends: Ethical concerns on the riseEthical concerns on the rise

Fair Trade & supporting charitiesFair Trade & supporting charities

Benefiting Third World producers or charitieswere niche (1% of total launches).

Ethical - Human

Ethical - Charity

Cultivar BrazilRed bean

ID 1161491

Hoppe FoodCoffee

ID 1154897

Alce NeroCocoa

ID 1149047

Pepperidge FarmChocolate

ID 1212779

SaiwaDark chocolate

ID 1195479Morinaga Company

Cocoa

ID 1146224


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Vitamin/mineral fortified

FlavourFlavour/Ingredient Trends:/Ingredient Trends: Fortified & functional biscuitsFortified & functional biscuits

Fortified biscuitsFortified biscuits

3% of products were fortified withvitamins/minerals, with 43% of these enrichedwith calcium.

Functional biscuitsFunctional biscuits

2% of functional health benefits products, themost important relating to digestive health.

Functional health benefits

LuChocolate

ID 1202592

Kraft FoodsChocolate

ID 1155773

Jessica Food ProductsStrawberry

ID 1180082

Hermanos BorjaPrez

ID 1131051Kashi

ID 1179133

YLF ManufacturingPumpkin Seed

ID 1215050


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FlavourFlavour/Ingredient Trends:/Ingredient Trends: Vitamin/mineral fortifiedVitamin/mineral fortified


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FlavourFlavour/Ingredient Trends:/Ingredient Trends: Chocolate is topChocolate is top flavourflavour

Top flavoursTop flavours

Chocolate is the dominant flavour in SweetBiscuits/Cookies (40% of launches)

In Savoury Biscuits/Crackers, spice, cheeseand vegetable-based flavours led the way (16%,15% and 15% respectively)

Alternative flavoursAlternative flavours

More grown-up flavours included the use ofalcoholic such as rum, amaretto and port.

Unusual flavours included key lime oil; floral orbotanical ingredients.

Alcohol flavours

Mr ItoRum & RaisinID 1156730

Simply Indulgent GourmetPort & Cheddar

ID 1134633

Vicenzi BiscottiAmaretto

ID 1214325

Salem BakingLime

ID 1141896

Dongwang FoodRose & Chocolate

ID 1226609Kelsen Bisca

Lemon & Aloe veraID 1163841

Unusual flavours


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Packaging TrendsPackaging Trends

Convenient packaging

Gold'NKrackleCinnamon & Sugar

ID 1179599

ConvenientConvenient resealableresealable packagingpackaging

Convenient packs: 3% of launches.

Innovation here however was limited with manysimply comprising established traits such asbeing resealable (e.g. including zipper or clip toclose features) to preserve freshness.

OnOn--thethe--go formats also risinggo formats also rising

On-the-go formats were also niche (2%), withactual products increasing by 37%.

Opportunity to compete with more portablesnacks, and to target different eatingoccasions/environments.

Al Sallan FoodIndustries

Honey

ID 1189863

Kraft FoodsChocolate, Fudge &

Cream

ID 1169797

On-the-go

Cadbury

Milk ChocolateID 1195064

Kraft FoodsChocolate

ID 1165815

TohatoButter

ID 1241583


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Packaging Trends:Packaging Trends: Convenient packagingConvenient packaging


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ForecastForecast

Trend to naturalness, the consumer takes care of ingredientssuch as additives and preservatives.

Need of wholegrain, vitamins, minerals, functional ingredients,and superfruits in order to give a wholesome and healthy image;especially for the sweet segment.

Eco-friendly packs are likely to grow further given much publicityregarding green issues.

Growth potential for on-the-go formats enabling companies tobetter compete with more portable snacks, and target differenteating occasions/environments.

2010 01 biscuits, cookies and crackers2

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