Savoury biscuits innovate to target larger audience

An Innova Market Insights reports has found that savoury biscuits accounted for 10 percent of global new product activity in bakery products for the year ending July 2013.

The number equates to just over a quarter of total biscuit and cookie launches over the period, and represents a stronger growth rate in the savoury biscuit sector in many countries.

“The sector is also moving away from relatively plain biscuits used as an accompaniment for products such as cheese, savoury spreads and wine, and into products positioned as snacks in their own right, suitable for consumption straight from the box or with dips,” said Lu Ann Williams, director of innovation at Innova Market Insights.

The report suggests that the increase in savoury biscuit product activity is a reflection of a heightened interest in healthy options. Over 40 percent of product launches featured health related claims such as low fat, organic, natural, gluten-free, as well as active claims including; added calcium or protein or specific health benefits such as heart health or digestive health.

The report also states that interest in all natural and clean label options has increased by 20 percent globally, a trend which is particularly evident in more developed markets. Other popular health claims featuring strongly in crackers and savoury biscuits include the use of wholegrains; featured on 10 percent of global launches, and source of fibre/ high fibre and gluten-free claims featured on 8 percent.

New and untraditional ingredients are also starting to appear, particularly in the US market. Nabisco’s Triscuit brand was extended in the US in mid-2013 with Brown Rice Triscuit made with wholegrain brown rice and wheat with pieces of sweet potato or red beans.

Other innovative products included the introduction of composite products such as the Milka Tuc variant – a combination of Kraft’s well-known brands, Milka chocolate and Tuc salted biscuits.

“It is clear that new product activity is helping to drive the savoury biscuits market forward,” said Williams.

“With innovation designed to increase the product’s appeal as a versatile, nutritious and tasty snack, offering planned and impulse, on-the-go and at-home options for a variety of social and domestic occasions.”


Send this to a friend