Sweet Biscuits, Snack Bars and Fruit Snacks in the United Kingdom

PROSPECTS

Emphasis on natural and simple ingredients to sustain growth

Consumers are going nuts for anything with healthy connotations, looking for high nutritional value snacks and simple ingredients lists rather than calorie counting. Claims such as free from, raw, high fibre, no added sugar and the use of natural ingredients will continue to be key factors influencing consumers’ decisions.

Protein and energy are top of the agenda

Hunger for protein and energy boosting will remain a hot trend in portable snacks with energy bars estimated to skyrocket over the forecast period. High protein claims over 15g are estimated to increasingly move from sports nutrition to the mass market.

“Sharing occasions” enters the scene to compete with impulse consumption

Busy lifestyles continue to drive growth of on-the-go snacking and impulse consumption. However, “sharing occasions” are expected to experience dynamic growth over the forecast period.

COMPETITIVE LANDSCAPE

United Biscuits retains its leading position, but small companies are taking a bite out

Although United Biscuits has maintained its position as the leading player in sweet biscuits, snack bars and fruit snacks in 2018, smaller, more premium brands are estimated to continue to disrupt the space showing exorbitant growth. Graze snack bars, Bounce energy balls, and Fulfil bars are estimated to continue delivering strong growth rates, following on the clean label and energy-boosting trends.

Healthy living with a side of indulgence

The health and wellness halo is key to succeed in sweet biscuits, snack bars and fruit snacks, which is shown in the strong performance of the fruit snacks brand Fruit Bowl, engaging with the health-conscious consumer through its fruit flakes that are low in fat, contain only natural colourings and flavours and, more importantly, no added sugar. Health trends are also perceived in brands positioned through their natural ingredients, such as Nature Valley, Nakd and Eat Natural snack bars, which will be increasingly sought after by those looking for a more “holistic nutrition”.

Consumption occasion to reshape brand positioning

The breakfast occasion has been a key area of focus for many sweet biscuits and snack bars manufacturers over the review period, but diversification of consumption occasions is creating opportunities to target other times of the day, such as the afternoon commute or while unwinding in the evening, with more room of growth. In addition, it is difficult to stand out in the morning occasion in categories like sweet biscuits where Belvita is the clear winner - its satiety and digestive health claims coming from its high fibre content are key to its success.

Files are delivered directly into your account within a few minutes of purchase.