The biscuit market concerns sweet biscuits, such as snacks, and salty biscuits, such as aperitifs. In this market, big manufacturers stand out through their recognizable brands, but there are more and more producers supplying private labels.
In 2013, the biscuit market represented 2.025 billion euros in France (source: Alliance7) with an annual consumption of 8 Kg per French person (source: RTL). The French market is a significant within the European Union market, which is worth 12 billion euros (source: business markets.com).
Competition is strong in the market dominated by very large global groups such as Mondelez, Kellog's and Danone. In addition, private label products are noteworthy competitors since they represent 34% of the market. The leader in this private-label segment is the Poult group, located in southwestern France.
Market players are affected by the price war waged by distributors, particularly under the cover of the distribution of private label products. Manufacturers are therefore playing on the variations of formats (mainly packaging) and recipes to attract consumers who remain curious about this product labelled "guilt pleasure product".
The sector's challenges are the development of growing segments such as breakfast biscuits and snack biscuits such as mini-BNs. These products must adapt to the mobile rhythms of life and the dietary requirements of consumers.
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