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This report covers: biscuits, cakes, pastries, chocolate biscuit bars, everyday biscuits, everyday treats,crackers, crispbreads, healthier biscuits, children's biscuits, special treats, seasaonal biscuits, savoury biscuits, wrapped cakes, small cakes, tarts, pies, large cakes, cake bars, large pies, unwrapped cakes,

Companies covered include: Bahlsen, Burton's Gold Medal Biscuits, Horizon Biscuits, Premier, Hicks Muse Tate & Furst, The Jacob's Bakery, Danone, Kellogg Company, Manor Bakeries, Memory Lane Cakes, Nestle, Northern Foods, Ryvita, Thomas Tunnock, United Biscuits (UK), McVities, Nabisco, Walkers Shortbread, Fox's,

Executive Summary

Table of Contents

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EXECUTIVE SUMMARY

Biscuits and cakes represent one of the largest packaged grocery sectors in the UK, with retail sales growing by 20.9 percent since 1993 to an estimated £2.52bn in 1998.
Generally, the market has benefited from the growing trend towards snacking or grazing and lunchbox usage, with market expansion mainly attributed to successful market segmentation, and constant new product developments (NPDs) and brand extensions. The underlying trend is towards greater sophistication in the marketplace, with consumers indulging in more quality premium products, and also demanding more choice.
Biscuits and cakes represent a highly diverse market, comprising many well-established brands and product types. In biscuits, the main growth has come from indulgent and speciality products, e.g. chocolate biscuit countlines, variety packs and children's and healthy biscuits. The past year has seen further expansion of the low-fat/healthy biscuit sector with the leading manufacturers launching new ranges, e.g. Jacob's Vitalinea. The children's sector has also witnessed increased new product activity and relaunches. In cakes, the main growth has focussed on the individually wrapped products, which accounted for around 48 percent of the market by value, with sales of £605m in 1998. Growth has mainly been driven by the success of cake bars, while manufacturers have also exploited the snacking and lunchbox sectors by developing bite-sized cakes, slices and mini versions of large cakes. The increasing consumer demand for convenience foods has also boosted sales of small cakes, including Swiss rolls, fruit tarts and pies. Sales of large wrapped cakes have suffered, mainly due to the decline in traditional usage occasions, e.g. afternoon teas.
Retailers' own brands pose a strong threat to the biscuits and cakes market, especially in indulgent, premium products, such as chocolate-coated countlines and celebration cakes. The continued development of in-store bakeries (ISBs) by the leading supermarket chains has boosted sales of fresh cakes and pastries, while also seriously affecting the High Street bakeries.
The UK biscuits and cakes market looks set for further expansion into the new Millennium, with tremendous opportunities to exploit the snacking and lunchbox sectors.
Key Note forecasts that the market will grow by an average of 3.9 percent year-on-year from 1998, to reach £3bn by 2003.

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TABLE OF CONTENTS

Executive Summary

Market Definition

INTRODUCTION

MARKET POSITION

MARKET SECTORS

MARKET TRENDS

Table 1: Penetration of Food Sector by Biscuit and Cakes by Value ( percent), 1993-1998

Table 2: Average Weekly Per Capita Consumption of Biscuits and Cakes (ounces), 1993-1997

Market Size

THE TOTAL MARKET

MARKET SECTORS

OVERSEAS TRADE

Table 3: The UK Biscuits and Cakes Market at Current Prices (£m), 1993-1998

Table 4: UK Biscuits Sales at Current Prices (£m), 1993-1998

Table 5: The UK Biscuit Market by Sector (£m and percent), 1998

Table 6: UK Cake and Pastries Sales at Current Prices (£m), 1993-1998

Table 7: Estimated UK Cake and Pastries Market by Sector (£m and percent), 1998

Table 8: Foreign Trade in Biscuits (000 tonnes and £m), 1993-1998

Table 9: Foreign Trade in Cakes and Pastries (000 tonnes and £m), 1993-1998

Industry Background

RECENT HISTORY

INDUSTRY CONCENTRATION

DISTRIBUTION

TRADE ASSOCIATION

Table 10: Manufacturers of Bakery Products by Turnover Size (number of companies and percent), 1998

Table 11: Retail Distribution of Biscuits and Cakes and Pastries by Value ( percent), 1998

Brands

GENERAL DEVELOPMENTS

BRAND TYPES

BRAND SHARES

BRAND ACTIVITY

BRAND ADVERTISING

Table 12: Major Brands and Products in the UK Biscuits Market, 1998

Table 13: Major Brands and Products in the UK Cakes Market, 1998

Table 14: Leading Manufacturers' Shares of UK Biscuit Market by Value Sales ( percent), 1997

Table 15: Top Ten Biscuit Brands by Value Sales, 1997

Table 16: Leading Manufacturers' Shares of the Packaged Cakes Market by Value Sales ( percent), 1998

Table 17: Main Media Advertising Expenditure on Biscuits and Cakes and Fruit Pies Brands (£000), Year to September 1998

Competitor Analysis

THE MARKETPLACE

MARKET LEADERS

ADVERTISING AND PROMOTION

Table 18: Major Suppliers by Turnover (£m), 1997/1998

Table 19: United Biscuits (Holdings) PLC - Sales by Product (£m and percent), 53 Weeks to 3rd January 1998

Table 20: Main Media Advertising Expenditure on Biscuits and Cakes (£000), Year to September 1997 and 1998

Strengths, Weaknesses, Opportunities and Threats (SWOT)

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

Buying Behaviour

CONSUMER PENETRATION

Table 21: Penetration of Biscuits and Crackers, Crispbread and Fresh/Packeted Cakes ( percent of female housewives), 1998

Table 22: Penetration and Profile for Packets of Biscuits and Crackers by Age, Social Grade and Region ( percent of female housewives), 1998

Table 23: Penetration and Profile for Crispbread by Age, Social Grade and Region ( percent of female housewives), 1998

Table 24: Penetration and Profile for Fresh/Packeted Cakes by Age, Social Grade and Region ( percent of female housewives), 1998

Table 25: Influence of Children on the Purchase of Biscuits and Cakes ( percent of female housewives), 1998

Outside Suppliers to the Industry

INTRODUCTION

FOOD INGREDIENTS

SPECIALIST MACHINERY

Current Issues

BRANDING

LOW-FAT/HEALTHY PRODUCTS

PACKAGING

ASDA/MCVITIE'S

UNITED BISCUITS

Forecasts

FORECASTS 1999 TO 2003

FUTURE MARKET DEVELOPMENTS

DEMOGRAPHICS

CONCLUSIONS

Table 26: Forecast Sales of Biscuits and Cakes at Current Prices (£m), 1999-2003

Market Growth

Figure 1: The UK Market for Biscuits and Cakes at Current Prices (£m), 1994-2003

Company Profiles

INTRODUCTION

DEFINITIONS

FURTHER INFORMATION

Company Financials

Further Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

HBI UK INFORMATION SOURCES

GOVERNMENT PUBLICATIONS

OTHER SOURCES

Text © 1999 Key Note

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Last updated by Jacob van Eldik 19th January 2000