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.
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.