In analyzing this document we can highlight the 2012 biscuits sales represent no less than 1 224 598 K€ with an increase of 2,7% regarding last year. Indeed, the biscuits market is right as well and is not touched by the actual crisis. Maybe because of the low prices in general or because for customers it is important to keep gustative pleasure.
Moreover we can see particulary the evolution per segment with, for exemple the Cookies segment which represents 71 558 K€ with an increase of 14,1% regarding last year. Actually, we assist to an explosion of the Cookies market maybe explained by a bigger assortment. For instance, the lauching of new tastes by PEPPERIDGE FARM COOKIES (double chocolate chunk, macadamia nuts,..) or the lauching of the Cookies Granola range (almonds, nuts, Daim,..). Consequently Andros-Bonne maman has launched as well his own Cookie presents in individual packaging, easy to take away. This success is due also to the appeal of such new products with new tastes and the fact that this sort of products come from far away. People are seeking always more for a kind of change of life in their way of consume.
This slide reveals the sovereignty of Kraft Foods on the biscuits market with 40,7% of market shares, far away from United Biscuits with 9,5% of market shares. Andros - Bonne maman owns 5,8% of market shares. Nevertheless, the distributors brands keep an important spot on the market with no less than 29,5% of market shares. Furthermore, only United Biscuits has his market shares falling down of 0,9% regarding the same period in 2011 while all over companies improved their presence with an average rise of 0,5%.
Remark: The competitor of LU's Prince is United Biscuits'BN and the only Prince market shares represent almost the whole UB ones.
Source: Nielsen Décembre 2012
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