Breakfast Biscuits Segment Shows Strong Growth


Chicago — Despite trends in gluten- and carb-free movements permeating consumer preferences in snacking, a Mintel Group Ltd. report shows growth in breakfast biscuits, cookies and crackers. According to Mintel’s 2016 “Biscuits, Cookies and Crackers Market Global Annual Review” a.m. snack options such as Mondelez International, Inc.’s belVita brand, Kellogg Co.’s Nutri-Grain breakfast biscuits, General Mills, Inc.’s Nature Valley Breakfast Biscuits, Post Holdings, Inc. Honey Bunches of Oats breakfast biscuits and Snyder’s-Lance, Inc.’s Quick Starts breakfast biscuit sandwiches, are growing.“

The dietary stigmas surrounding carbohydrates and gluten that has negatively impacted other categories of wheat flour-based goods does not appear to have impacted the biscuit, cookies and crackers category to any significant degree,” Mintel says. “The breakfast biscuit segment is notable for the success it has had in providing consumers with what is essentially a healthy snack as a convenient, on-the-go, breakfast solution.”

The report notes the segment continues to evolve with bite size options and greater variety in better-for-you items such as protein, fruit and vegetable options.

Biscuits, cookies and crackers could pose a threat to other breakfast segments such as cereals and Greek yogurt, the report finds, as consumers continue to look for quick on-the-go snacking options, especially during hectic morning commutes.

The report also discusses the segment’s geographic growth among countries with less infrastructure due to the product’s long shelf life.