Introduction: Navigating the Competitive Landscape of the Biscuits Market
Competition in the biscuits market is more and more influenced by the use of new technology, changes in consumers’ tastes, and changes in legislation. Several players, both established and artisanal producers, are competing in this market through new products and strategic alliances. There are now three main categories of competitor, which are increasingly focusing on technology-driven differentiators, such as data analysis based on artificial intelligence, automation in production processes, and the use of the Internet of Things in the supply chain. These innovations not only improve productivity but also respond to the growing demand for a bespoke, sustainable product. Opportunities for growth are particularly strong in emerging markets, where changing eating habits and urbanization are reshaping consumption. Strategic trends for 2024–2025 are based on improving access to the product and enhancing its sustainability, thus capitalizing on the changing regulatory and consumer environments.
Competitive Positioning
Full-Suite Integrators
These biscuit manufacturers offer a wide range of biscuits, satisfying the preferences of different consumers.
| Vendor | Competitive Edge | Solution Focus | Regional Focus |
|---|
| Danone Group |
Strong health-focused product line |
Health-oriented biscuits |
Global |
| Kraft Foods |
Iconic brands with strong market presence |
Variety of biscuit types |
North America, Europe |
| MARS |
Diverse product portfolio and innovation |
Sweet and savory biscuits |
Global |
| Mondelez International |
Leading snack brands and global reach |
Cookies and crackers |
Global |
| Nestle |
Strong brand loyalty and product variety |
Confectionery and biscuits |
Global |
Specialized Technology Vendors
These manufacturers of a limited variety of products, often claiming the uniqueness of their recipes or their health benefits, focus on a particular market or a particular product.
| Vendor | Competitive Edge | Solution Focus | Regional Focus |
|---|
| Jiashili Group |
Traditional recipes with modern appeal |
Chinese-style biscuits |
Asia |
| Want Want Group |
Cultural relevance and local flavors |
Rice and snack biscuits |
Asia |
Infrastructure & Equipment Providers
The dealers provide the necessary equipment and facilities for the manufacture and distribution of biscuits.
| Vendor | Competitive Edge | Solution Focus | Regional Focus |
|---|
| Burtons Foods Ltd. |
Expertise in biscuit manufacturing |
Biscuit production technology |
UK, Europe |
| Kellogg |
Strong focus on breakfast and snack biscuits |
Breakfast biscuits |
North America, Europe |
| McVities |
Heritage brand with trusted quality |
Digestive biscuits |
UK, Europe |
| Thomas Tunnock Limited |
Specialty biscuits with unique recipes |
Traditional Scottish biscuits |
UK |
| Uni-President |
Strong distribution network in Asia |
Variety of snack products |
Asia |
| United Biscuits |
Wide range of popular biscuit brands |
Savory and sweet biscuits |
UK, Europe |
Emerging Players & Regional Champions
- A BISQUE FARM, INDIA: A manufacturer of a wide range of traditional and new biscuits, this company has recently established a link with major retail chains in India. They complement the established brands with their own, more localized products and healthier alternatives.
- Malaysia’s Munchy’s, with its unique biscuit snacks and unique packaging, has recently expanded into the Middle East. It is challenging the established players by focusing on premium quality and sustainable sourcing of ingredients.
- Baker Street, United Kingdom: Baker Street sells a variety of biscuits, and has recently teamed up with e-commerce platforms to sell directly to consumers, thus complementing traditional retailers and providing consumers with greater convenience and ease of access.
- The Dukes Biscuit Company in India specializes in cream biscuits and has launched a new line of organic biscuits to challenge established brands, focusing on health-conscious consumers and relying on e-commerce for distribution.
- Millefoglie, Italy, specializes in artisanal cookies, with a focus on traditional recipes. They have recently entered the European market through collaborations with gourmet food stores, where they complement the range of well-known brands with unique, high-quality products.
Regional Trends: In 2024, the biscuit market is undergoing a major shift towards health-conscious and premium products. The organic and locally produced ingredients are increasingly popular. In Asia and Europe, there is an increasing use of e-commerce platforms for the sale of biscuits, aiming at a better access to consumers. In addition, a growing number of new entrants are using sustainable packaging and production methods to distinguish themselves from established players.
Collaborations & M&A Movements
- In a joint venture with Nestlé, Mondelez International is developing a new line of biscuits based on a health concept, enabling it to take advantage of the growing demand for nutritious snacks and enhancing its position in the health-conscious market.
- In early 2024, PepsiCo acquired the Walkers brand of biscuits from the UK in order to strengthen its position in the savory snack market and to broaden its product portfolio in the highly competitive biscuit market.
- In the United States, General Mills and Unilever have announced a partnership to develop sustainable sourcing of biscuit ingredients, with the aim of reducing their impact on the environment and making them more attractive to eco-conscious consumers.
Competitive Summary Table
| Capability | Leading Players | Remarks |
|---|
| Product Innovation |
Mondelez International, Nestlé |
This year, the company launched a range of healthier biscuits, responding to the trend towards well-being among consumers. The Nestlé Baked line, based on premium ingredients, is one example of the success of this approach. |
| Sustainability Practices |
Unilever, Kraft Heinz |
Unilever has promised to take a responsible stand on palm oil, to reduce its use of plastics and to increase the loyalty of its customers. Kraft Heinz has launched a program to reduce its carbon footprint and thus show its commitment to the environment. |
| Digital Marketing and E-commerce |
PepsiCo, McVitie's |
Having successfully tapped into the younger generation with its social media campaigns, PepsiCo has increased its e-commerce business. The pandemic has seen the development of a new e-commerce platform for McVitie’s, which has resulted in a significant increase in direct sales. |
| Flavor Diversification |
General Mills, Biscoff |
General Mills has extended its range of products to satisfy all tastes and to suit all nationalities. Biscoff has a unique flavour, a cult following, which has increased its market share. |
| Health and Wellness Focus |
Kellogg's, Nature Valley |
High-Fiber biscuits from Kellogg's have been launched to target health-conscious consumers. Nature Valley is based on natural, healthy ingredients, which is in line with the growing demand for healthy snacks. |
Conclusion: Navigating the Competitive Biscuit Landscape
The Biscuits Market in 2024 will be highly competitive and fragmented, with both incumbent and new players vying for market share. In addition, the prevailing trend in the Biscuits Market is that consumers are increasingly preferring healthy and sustainable products, which will compel manufacturers to introduce new products in the market. Meanwhile, established players are focusing on integrating advanced capabilities such as automation and artificial intelligence to enhance their operational efficiency and consumer engagement. Emerging players are focusing on agility and sustainability to capture the attention of the consumers. Hence, the Biscuits Market will continue to evolve and change.
