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UK leads Western European savory snacks market, says Euromonitor

Douglas Yu

By Douglas Yu+

Last updated on 27-Mar-2017 at 16:21 GMT2017-03-27T16:21:02Z

Euromonitor reported salty snacks is the most popular snacks cateogry in most Western European markets. Pic: ©iStock/IgorDutina
Euromonitor reported salty snacks is the most popular snacks cateogry in most Western European markets. Pic: ©iStock/IgorDutina

Savory snacks in Western Europe posted a total retail value of around $26bn in 2016, but the category has only grown grew by 1.8% since 2011, falling behind the global average, a new report from Euromonitor shows.

Despite being in Western Europe, the savory snacks has seen steady growth during the period, data from the market research firm indicated. The category is anticipated to reach close on $30bn by 2021.

Potato chips stay popular in the UK

Between 2002 and 2016, savory snacks in the UK posted sales of over $7bn, making the country the biggest and one of the most buoyant markets in West Europe, Euromonitor said.

Source: Euromonitor

“This is down to the sheer size of the salty snacks [category], which accounts for 65% [of the overall savory snacks makret]. Potato chips is by far the most popular type of salty snack in the UK, owing largely to tradition.

“Salty snacks are popular in all markets, except Italy and Turkey,” Euromonitor said.

“In Italy, savory biscuits takes the lead, owing to the continuing popularity of traditional biscuits such as tarallini and crostini.

“Recently rice snacks and vegetable snacks started gaining appeal due to their gluten-free features and perceived health benefits,” Euromonitor added.

Chips and biscuits drive growth

Savory biscuits may not be the leading snacks in Western Europe, but the cross-product innovation between potato chips and biscuits has led solid growth in the category during the 2011-to-2016 period, Euromonitor noted.

Source: Euromonitor

“The category is seeing stronger marketing support from leading players such as United Biscuits, which relaunched Jacob’s with a £15m ($19m) campaign, and Mondelēz's Ritz Crisp & Thin range, blurring the boundary between potato chips and biscuits,” Euromonitor said.

“Cross-product innovation between potato chips and biscuits is one of the most important drivers of growth, not only in the UK, but in Norway, Germany, Ireland and the Netherlands.”

Mondelēz recently brought its Ritz Crisp & Thins to the US to target the better-for-you snack consumers, BakeryandSnacks reported.

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