pladis Presents Five Key Growth Drivers for Snacking

Biscuit producer pladis unveils snacking growth drivers of the UK market, which hit GBP2.6bn in 2018. Healthy, innovation and eco claims were the most important aspects that consumers were asking for.

Here are some findings from pladis’ annual report for 2018:

  1. Balance: “Health is about looking and feeling good – snacks can help us to achieve this balance”.
  • 39% of snacks consumers look for healthy products all or most of the time when choosing a snack.
  • 41% of snacks consumers say it’s hard to know which snacks are good for you, but 32% actively avoid buying processed ones.
  • 63% of snack consumers would rather eat a naturally healthy snack than a light version of a less healthy snack.
  • 47% of mothers feel that their family has too much sugar in their diets.
  1. Sustain: “Snacks are an essential fuel to get through the day”.
  • 50% of snacks consumers working full time say their busy lifestyles make snacking a necessity.
  • 64% of snacks consumers feel snacks are important to keep energy levels up throughout the day.
  • 37% of consumers will snack instead of having a proper meal at least once a week.
  • 57% among 16 – 24s and 58% among parents of under-fives will use snacks to forgo meals.
  1. Discovery: “Snacks are the best way to give everyday little lifts to our senses”.
  • 95% of innovation fails within its first year, yet snacks consumers want innovation above all else.
  • 53% of savory snacks consumers say they are prompted to buy when they see new flavors in shops.
  • 25% of UK consumers would be interested in snacks with flavors inspired by authentic street food.
  • 58% of consumers like to eat new things and 37% like looking for new snacks when shopping.
  1. Indulgence: “We all deserve a special treat now and again”.
  • 52% of snacks consumers think that taste is more important than healthiness.
  • 66% of UK consumers think unhealthy snacks are fine as part of a balanced diet.
  • 38% of UK chocolate eaters believe the emotional benefits of chocolate outweigh any health concerns.
  1. Togetherness: “We cherish the moments we spend together with our friends and family”.
  • 37% of snacks in the UK are consumed with someone else – friends, family, colleagues etc.
  • 25% of shoppers purchase snacks for the family to make them happy.
  • 58% of 16 – 34s and 52% of parents believe snacks are a must-have for an evening in.
  • 71% of people say watching TV in the living room with others is something they enjoy.

According to pladis’ report, biscuit sales in the UK hit just over GBP2.6bn in retail, bought by 99.1% of all households. The market grew by +1.2%, though this was at a slower rate than the +2.6% growth in 2017.

Innovation remained important for the category with new flavors and formats generating sales of over GBP41m in 2018. However, the core biscuit fixture remains key for suppliers and retailers alike representing the majority of sales.

Sweet biscuits are the largest part of the category with sales of GBP2.1bn versus savory biscuits with sales of GBP477m. Sweet biscuits grew +1.0% in 2018 yet savory did better at +2.0% helped by the growth of rice cakes (often seen as a healthier option).

pladis was once again the sweet biscuits category leader, with a market share of 19.3%.

In 2018, growth was driven by healthier biscuits, the largest and fastest growing sector, overtaking categories such as everyday biscuits at +4.5%.

McVitie’s continues to lead the market as the biggest brand with sales of GBP353m and a market share of 16.4% followed by Fox’s with sales of GBP94m and a share of 4.4%.

The report also revealed that 90% of consumers snack multiple times per day, while 7% of whom, forego meals altogether and just snack.

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