Market Trends of Biscuits Industry
Inclination Towards Clean Label and Gluten-Free Products
The demand for clean-label and gluten-free processed food products, such as biscuits, cookies, crackers, and scones, has risen considerably in recent years globally. One of the primary reasons people prefer gluten-free products is the prevalence of celiac disease in many regions worldwide. Considering the trend, market players are focused on producing high-fiber, low-calorie, and gluten-free products. Over the years, product launches with label claims like "no artificial additives," "non-GMO," and "reduced sugar" have quietly benefited customers. The growing interest in natural sweeteners like stevia and monk fruit, natural colors like spirulina, elderberry, and beetroot, and thickeners like tragacanth and gellan gum fuel the clean-label movement. In addition, rising consumer demand for nutritious products and increasing clean-label products result in market growth. For instance, in 2022, Mondelēz International, Inc. continued its strong track record of offering consumers a wide range of snacking options by reformulating products low in fat, salt, or sugar (HFSS).
Europe Holds the Largest Market Share
The market is driven by consumers' rising demand for convenient snacking options with healthy ingredients. A diverse range of new products, including healthy biscuits, 'thins,' free-from options, and breakfast biscuits, continuously enter the market, bolstering the demand for biscuits in the region. Biscuits infused with nuts, seeds, dried fruits, and other nutrition-based ingredients are gaining traction as healthy alternatives for conventional biscuits. Consumers tend to be attracted to these ingredients as most prefer more nutritious options, resulting in significant market growth. Moreover, new players are entering the market, and hence, competition is getting intense among major players. As a result, manufacturers focus on launching innovative products to uphold their position in the market. For instance, in January 2022, the renowned French biscuit brand 'Lu' introduced four new varieties—Le Petit Chocolat, Le Petit Beurre, Le Petit Biscotte, and Le Petit Citron—in the United Kingdom. Furthermore, some brands are capitalizing on the role of shaped biscuits for children, creating biscuits that can serve as a creative outlet as well as educational experiences, such as the 'Coole Kekse' vehicle and traffic sign-shaped biscuits from the German discount retailer Aldi.
