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The biscuits market is characterized by dynamic and diverse dynamics, shaped by a myriad of factors ranging from consumer preferences and dietary trends to branding and marketing strategies. Biscuits, known for their convenience, versatility, and indulgent appeal, have become a staple in households worldwide. The market dynamics are significantly influenced by changing consumer preferences, reflecting a balance between traditional favorites and evolving taste preferences.
Consumer demand for healthier and premium options has been a notable trend in the biscuits market. As health consciousness rises, consumers are seeking biscuits that align with their dietary preferences, leading to increased demand for products with whole grains, reduced sugar content, and natural or organic ingredients. Manufacturers are responding to this trend by introducing healthier variants, emphasizing nutritional benefits, and incorporating innovative ingredients to cater to a more health-aware consumer base.
Flavor innovation and product diversification are key drivers in the biscuits market. Manufacturers are continuously introducing new flavors, textures, and formats to captivate consumers' taste buds. From classic varieties like chocolate chip and butter cookies to exotic and gourmet options, the market offers a wide array of choices, providing consumers with the opportunity to explore and indulge in diverse flavor experiences.
The influence of branding and marketing strategies plays a pivotal role in shaping the biscuits market dynamics. Established brands often rely on nostalgia, trust, and heritage, capitalizing on consumers' familiarity with traditional favorites. On the other hand, newer entrants focus on innovation, unique packaging, and storytelling to create a distinct identity and appeal to a younger and trend-focused audience. Social media, influencers, and digital marketing further contribute to brand visibility and engagement.
Packaging and presentation are critical aspects influencing consumer choices within the biscuits market. Eye-catching and convenient packaging can contribute to impulse purchases and brand loyalty. Moreover, environmentally conscious packaging has gained prominence, with consumers showing a preference for sustainable and eco-friendly options. Companies that align with these preferences are better positioned to meet evolving consumer expectations.
Price sensitivity and value for money are crucial considerations in the biscuits market dynamics. While premium and artisanal biscuits cater to consumers willing to pay a premium for unique experiences, affordable and value-oriented options remain popular among price-conscious consumers. Striking a balance between quality and affordability is a key strategy for companies seeking to capture a broad consumer base in this competitive market.
Globalization and cultural influences contribute to the diversity within the biscuits market. Regional preferences for flavors, textures, and types of biscuits shape the product offerings in different parts of the world. Adapting to local tastes and introducing regional variants allow companies to resonate with diverse consumer segments and establish a stronger presence in various markets.
The snacking trend has further propelled the biscuits market, with consumers gravitating towards convenient and on-the-go options. Single-serve and portion-controlled packaging caters to busy lifestyles, providing consumers with a quick and satisfying snack. Additionally, biscuits positioned as healthier snacking alternatives, such as whole grain or gluten-free options, tap into the growing demand for snacks that offer nutritional benefits.
Retail channels and distribution strategies are integral components of the biscuits market dynamics. The accessibility of biscuits in supermarkets, convenience stores, online platforms, and specialty retailers contributes to their widespread availability. Companies must strategically position their products and leverage diverse distribution channels to ensure maximum reach and visibility to their target audience.
Biscuits Market Highlights:
Global Biscuits Market Overview
Biscuits Market Size was valued at USD 108.9 billion in 2023. The biscuits industry is projected to grow from USD 115.3 billion in 2024 to USD 172.3 billion by 2032, exhibiting a compound annual growth rate (CAGR) of 5.90% during the forecast period (2024 - 2032). The world's expanding urban population and increased demand for on-the-go snacks, particularly in established and emerging nations, are the key market drivers of the worldwide industry. Accelerated urbanization, rising discretionary income, and the onset of established lives are additional economic factors driving the creation of crackers exchange sectors.
Source: Secondary Research, Primary Research, MRFR Database, and Analyst Review
Biscuits Market Trends
- Rising inclination towards gluten-free and clean label products to propel the market growth
Due to rising disposable incomes and the rising popularity of free-from products in nations like the United States, the United Kingdom, China, India, and many others, there has been a significant increase in demand for clean-label and gluten-free processed food products, such as biscuits, cookies, crackers, and scones, in recent years. This is especially true in Asia-Pacific. The prevalence of celiac disease in various parts of the world is one of the primary factors influencing consumer preference for gluten-free goods. According to the Coeliac Organization of the UK, celiac disease affects one in every 100 people. In a similar vein, according to the Beyond Celiac Organization, in 2021 there were around 1 in 133 Americans, or 1% of the population. People tend to favor products that are gluten-free as a result. Players in the industry are also concentrating on creating high-fiber, high-calorie, and gluten-free products in light of the trend. For instance, Arnott's firm introduced gluten-free variations of Tiny Teddy, Scotch Finger, and Choc Ripple in July 2021. A gluten-free mixture of corn, soy, rice, sorghum, and tapioca is used to make the items. The market expands as a result of increased customer demand for nutritive goods as well as a rise in clean-label items. Customers have discreetly benefited from product launches throughout the years that made label claims like "no artificial ingredients," "non-GMO," and "reduced sugar." Thus, this factor is driving the market CAGR.
Furthermore, the market is anticipated to increase quickly in the future due to rapid urbanisation. The term "urbanisation" describes the movement of people into relatively confined areas to create cities. Land is altered for residential, commercial, industrial, and transportation uses as a result of this concentration. Urbanization has an impact on consumer preferences and spatial patterns of food demand, which helps to modify food systems globally. For instance, the World Economic Forum, a non-governmental and lobbying organisation with headquarters in Switzerland, predicted in April 2022 that by the year 2050, 80% of the world's population would live in cities. By 2050, it is anticipated that 80% of the world's population, or more than 4.3 billion people, will reside in cities.
Additionally, the biscuits sector faces a challenge from the growing demand for healthy snack bars worldwide. Recently, granola bars have gained a lot of popularity as more wholesome snacks. Additionally, there is a parallel rise in demand for very nutritious snack food bars. The desire for better meal replacement options among modern consumers is what drives the market for snack bars. Even while fruit snacks and other snacks, including yoghurt, cereal bars, and others, are thought of as better options for snacking, the consumption of processed snacks, such as dried, and preserved types of processed fruit snacks, offends certain customers. Fresh fruits and vegetables do not include any of the processed additives or toxins found in packaged snacks, therefore consumers are changing their diets to include more of them.
However, a crucial trend that is becoming increasingly popular in the market is product innovation. To maintain their position in the business, major competitors like Club Crisps and Town House Dipping Thins are creating goods with improved flavours and textures. For instance, the Sunfeast All-Rounder potato biscuit, which ITC Limited, an Indian food manufacturer active in the market, introduced in July 2021, is masala sprinkled and one of the thinnest biscuits, while the potato in the foundation gives them a special feel. Customers enjoy a powerful aroma and flavour from the masala sprinkled on top that remains long after each bite. So, it is anticipated that this aspect will accelerate biscuits market revenue globally.
Segment Insights
Biscuits Type Insights
The biscuits market segmentation has been segmented by type into crackers, savoury biscuits and sweet biscuits. The sweet biscuits segment dominated the biscuits industry data in 2021 and is projected to be the faster-growing segment during the forecast period, 2022-2030. Plain sweet biscuits are desired and consumed across all economic sectors, and the projection term should see a steady increase in their market share. This type of biscuits is also more popular because consumers can consume it whenever it is convenient, which encourages market growth.
Figure 2: Biscuits Market by Type, 2021 & 2030 (USD Billion)
Source: Secondary Research, Primary Research, MRFR Database and Analyst Review
Biscuits Distribution Channel Insights
The biscuits market segmentation, based on distribution channel, Independent Bakeries, Online Channels, Convenience Stores, Supermarkets and Others. The supermarkets segment dominated the biscuits industry revenue in 2021 and is projected to be the faster-growing segment during the forecast period, 2022-2030. Supermarkets and hypermarkets are self-service stores that offer a wide selection of biscuits, including sweet and savoury biscuits, crackers, filled and coated biscuits, and others. Supermarkets and hypermarkets have a wide variety of products and a variety of brands all under one roof, which has helped them get a larger revenue share.
Biscuits Regional Insights
By region, the study provides the market insights into North America, Europe, Asia-Pacific, and the Rest of the World. The Asia Pacific biscuits market accounted for USD 47.1 billion in 2021 and is expected to exhibit a 43.20% CAGR during the study period. The industry has been boosted by the rising demand in nations like India and Japan. The industry has been driven by an increase in demand as a healthy alternative to sweet treats. The producers are adding fresh flavours like tomato salsa, onion & garlic, cheese, and others while highlighting their positive health effects.
Further, the major countries studied in the market report are: The U.S., Canada, Germany, France, the UK, Italy, Spain, China, Japan, India, Australia, South Korea, and Brazil.
Figure 3: BISCUITS MARKET SHARE BY REGION 2021 (%)
Source: Secondary Research, Primary Research, MRFR Database and Analyst Review
North America market of biscuits is expected to grow at a significant CAGR from 2022 to 2030 because demand from consumers is growing. The market is being driven by the rising trend of healthy snacking, particularly among the working-class population in the United States and Canada. The expansion of the regional market is being driven by a shift in customer preference toward them due to their superior appeal, taste, and convenience. Further, the US biscuits market held the largest market share, and the Canada biscuits industry was the fastest-growing market in the region
Europe biscuits market accounts for the second-fastest growing market share. The industry is fueled by consumers in Europe's growing need for quick snacks made with nutritious components. The region's demand for healthy biscuits is rising as a result of the constant introduction of a wide variety of new products, such as morning biscuits, thins, and healthy biscuits. Due to the increased demand in the area and the influx of new market competitors, competition is at an all-time high. Moreover, Germany biscuits industry held the largest market share, and the UK biscuits industry was the fastest-growing market in this region.
Biscuits Key Market Players & Competitive Insights
Major market players are spending a lot on R&D to increase their product lines, which will help the biscuits industry grow even more. Market participants are also taking various strategic initiatives to grow their worldwide footprint, including new product launches, contractual agreements, mergers and acquisitions, increased investments, market developments and collaboration with other organizations. Competitors in the industry must offer cost-effective items to expand and survive in an increasingly competitive and rising market industry.
One of the primary business strategies manufacturers adopt in the biscuits industry to benefit clients and expand the sector is manufacturing locally to reduce operating costs. In recent years, biscuits industry has provided medicine with some of the most significant benefits. The biscuits market major player such as Burtons Foods Ltd., Danone Group, Jiashili Group, Kraft Foods, MARS, Kellogg, McVities, Mondelez International, Nestle, Thomas Tunnock Limited, Uni-President, United Biscuits and Want Want Group.
An American international candy, food, holding, beverage, and snack food corporation with its headquarters in Chicago is called Mondelz International. Mondelez operates in around 160 countries and generates annual revenues of about $26 billion. In March 2022, Chipita SA, the high-growth market leader in croissants and baked snacks like bagel chips, cake bars, and biscuits in Europe, was successfully acquired by Mondelez International.
The Kellogg Firm, also known as Kellogg's, is a worldwide American food manufacturing company with its main office in Battle Creek, Michigan. The company Kellogg's makes cereal as well as convenience items like crackers and toaster pastries. In February 2019, to develop the factory run by Parati Group in Sao Lourenco, do Oeste, Brazil, Kellogg contributed BRL 215 million (about USD 68 million). Under the trade names Parati, Padua, Minueto, Zoo Cartoon, and Hot Crackers, the Parati Group produces and markets biscuits, crackers, stocks, pasta, and powdered drinks at two plants in Santa Catarina.
Key Companies in the biscuits market includes
- Burtons Foods Ltd.
- Danone Group
- Jiashili Group
- Kraft Foods
- MARS
- Kellogg
- McVities
- Mondelez International
- Nestle
- Thomas Tunnock Limited
- Uni-President
- United Biscuits
- Want Want Group
Biscuits Industry Developments
March 2021: Gourmet Food Holdings Pty Ltd, an Australian food firm that sells high-end crackers and biscuits, has been acquired by Mondelez International. Through this acquisition, Mondelez intends to solidify its position as the market leader for snacks in Australia and New Zealand.
March 2021: Under the Club and Town House labels, Kellogg debuted two thinner and crispier varieties of crackers. Town House Dipping Thins with sea salt and black pepper as well as Club Crisps with sea salt and ranch taste were introduced by the company.
Biscuits Market Segmentation
Biscuits Type Outlook (USD Billion, 2018-2030)
- Crackers
- Savoury Biscuits
- Sweet Biscuits
Biscuits Distribution Channel Outlook (USD Billion, 2018-2030)
- Independent Bakeries
- Online Channels
- Convenience Stores
- Supermarkets
- Others
Biscuits Regional Outlook (USD Billion, 2018-2030)
- North America
- US
- Canada
- Europe
- Germany
- France
- UK
- Italy
- Spain
- Rest of Europe
- Asia-Pacific
- China
- Japan
- India
- Australia
- South Korea
- Australia
- Rest of Asia-Pacific
- Rest of the World
- Middle East
- Africa
- Latin America
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