So in the last couple of posts we have established the following
(b) that the biscuits we are eating are slightly “fancier”, leading to some value growth despite rather consistent volume decline
(c) that the most passionate devotees of biscuits are kids and the elderly
(d) that the number of people who eat “sweet biscuits” is greater than the number that eat “savoury biscuits”
But “sweet biscuits” and “savoury biscuits” are still rather vague categories. So let’s have a look in little more detail; at which types of biscuits the Australian consumer bought in 2015 according to the Retail World Annual Report. Here we have a graph in the form of a planogram, or as I like to call it, a planograph.
“Sweet Biscuits” in this case include cream biscuits, plain biscuits and cookies, but not chocolate coated biscuits.
What’s interesting about these proportions is that they have barely changed over the last five years.
Crackers & Crispbreads have lost a square, as have “Flavoured Snacks” (ie Arnott’s Shapes and other similar snacking related brands).
Rice crackers and premium/entertaining (think of Waterthins Twists for example) have gained one each.
And about half a percentage point market share appears to have drifted from Sweet Biscuits straight to Chocolate Coated Biscuits, as consumers go for something a little more decadent.
But that is about it.
Despite the hustle and bustle of the last couple of years – the Zumbo-concocted Tim Tam revolution, the rise of Belvita, the fall of Ritz In A Biskit – the end result is that Australians are largely eating much the same biscuits as they were half a decade ago.,
Quite a lot has occurred within each sub-category however, so let’s have a look at them in closer detail, starting with Chocolate Coated Biscuits.