While biscuits manufacturers have performed relatively better than those in confectionery, the future is challenged by shifting demographics and dietary patterns in the West and growing competition in the East. This briefing looks at the changing landscape in sweet biscuits within the context of Asia Pacific, which hosts some of the world’s most dynamic economies. The briefing also has a section on innovation and future drivers from Euromonitor International’s MegaTrends initiative.
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Asia Pacific, which overtook North America to become the world’s largest region for sweet biscuits, still has relatively low per capita consumption illustrating its potential. Within Asia Pacific, India, Indonesia and Vietnam are the markets to watch out for, in particular in indulgent categories such as wafers and cookies. India is the region’s rising star and is set to generate almost the same growth as China.
Similar to the rest of packaged food, also in sweet biscuits Asian brands started to become more visible in the global market. Of the top five leading sweet biscuits brands in 2017, two come from Asia Pacific. Britannia, which is the leading biscuit brand in India overtook Chips Ahoy!, the flagship US cookie brand, to be the world’s biggest brand in 2016. Similarly, India’s Parle, now sells more than both Kellogg’s Keebler and Pepsi Co’s Gamesa.
When it comes to sweet biscuits, weight management is of lesser concern. Innovation will be centred around indulgence which will manifest itself through refined and functional ingredients. As consumer spending shifts from things to experiences,manufacturers should re-evaluate their channel strategy and look beyond brick-and mortar outlets, exploring options such as concept stores and branded cafés to drive sales.
Young people maybe the consumers of today but the elderly are valuable consumersneed to be catered to
By 2030, the child population will decrease in favour of elderly consumers. Hence it will be increasingly important to know the preferences, ages, health status and shopping habits of the elderly population. Japan is ahead of the global curve when it comes to ageing but Western Europe and Americas see a strong increase in the ageing population as birth rates plummet and the family unit is redefined.