Savoury or sweet? Surprising growth in biscuit sector

For most of us, no biscuit could ever trump a Tim Tam. But while Australia continues its obsession with sweet biscuits, the savoury biscuit market has been quietly gaining ground in many countries.

While the savoury biscuit market is much smaller than that for sweet biscuits and cookies - and levels of new product activity are generally much lower - the savoury sector has been showing a stronger growth rate in many countries, according to Innova Market Insights.

This growth has been driven by increasingly sophisticated and complex flavours, more interesting shapes, improved textures and an increasing focus on health credentials, Innova says.

Savoury biscuits accounted for just 10% of global new product activity in bakery products in the 12 months to July 2013; however, this is equivalent to just over a quarter of total biscuit and cookie launches over that period.

“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.

More than 40% of all launches in the period were positioned on a health platform of some kind, Innova has found. These include passive claims, such as low-fat, organic, natural and gluten-free, and active claims, such as added calcium and added protein or featuring specific benefits such as heart or digestive health.

This figure rises to more than 80% for US launches and nearly 60% in Europe, but falls to just 20% in Asia.

Innova has noted a continued interest in all-natural and clean-label options, with more than 20% of savoury biscuit and cracker launches globally featuring natural, additive-/preservative-free or organic claims.

Other key health claims featuring strongly in crackers and savoury biscuits include the use of wholegrains (10% of global launches) and high-fibre and gluten-free (both 8%).

Some new products are blurring the lines between crackers and other types of biscuits and snacks, Innova says. Kraft introduced Milka Tuc biscuits in 2012: a combination of Milka chocolate and Tuc salted biscuits. A Tuc biscuit is set into a Milka chocolate, offering a contrast between the sweetness of the chocolate and the saltiness of the biscuit.

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