Sweet Biscuits, Snack Bars and Fruit Snacks in Western Europe

Delivery

This report comes in PPT.

Key Findings

Stabilisation in regional sales in 2022 after pandemic disruption

Value sales remained stable in Western Europe in 2022, although performances ranged from dynamic growth in Turkey, which has low but rising per capita consumption, to decline in Germany, as sales normalised after a dynamic increase during the pandemic. As COVID-19 restrictions ease and consumers become more mobile, more consumption is taking place outside the home, with a move seen towards on-the-go packaging.

Health trend increasingly evident, but indulgence remains important

The acceleration of the health trend is impacting consumers’ consumption. Some are switching from sweet biscuits to snack bars and fruit snacks, which are perceived as healthier. Others are moving to new variants that contain less fat/sugar, or claim to be healthier due to added vitamins, fibre or protein. Some are simply cutting their intake. However, indulgence remains important for small treats at a difficult time, with ongoing COVID-19, high inflation, and war in Ukraine.

Move to e-commerce continues despite easing of pandemic

COVID-19 accelerated the move to e-commerce in 2020 due to home seclusion, but growth continued in this distribution channel in 2022, even as restrictions were lifted, due to its convenience and wide product variety. Store-based retail still dominates, however, led by supermarkets, hypermarkets and discounters, while convenience retail rebounded to some extent as mobility resumed, although sales remained below the pre-pandemic level in 2022.

Product development will be key to maintaining interest

Rising inflation in 2022, which is likely to continue into 2023, is likely to impact consumers’ decision-making in the forecast period. In times of crisis, some consumers like to save money by opting for simpler products, whereas others continue to indulge themselves on a small scale, such as with sweet biscuits. Players will need to develop products to meet the needs of all consumer groups, but also new government policy, such as the HFSS regulation in the UK.