• Biscuit – Versatile product and to everyone's taste
The diversity of consumer preferences is one of the main challenges for players on the biscuit market. In terms of consumption habits, traditions play an important role, but innovations are equally appreciated among young people and informed people. On the one hand, shelf promotions are hunted, on the other hand, premium products are increasingly in demand, especially among consumers with above-average incomes. They are looking for cheap products, but at the same time, quality ones.
Small, but full of resources, the biscuit is distinguished among bakery specialties by the fact that has the highest consumption rate. The segment of biscuit consumers grew by more than 10 percent between 2009 and 2017, reaching 94%. Moreover, one in six Romanians eats biscuits at least once a week, 15% more than in 2009, when Gallup analysts observed the same behavior in only half of the respondents.
Quality, appearance and ingredients are the main criteria considered by consumers when they choose to buy a certain assortment of biscuits. Factors such as attractive advertising or recommendations from acquaintances influence them to a small extent.
Depending on types of biscuits, Romanians prefer the simple, sweet ones, which remain in the top. Half of the respondents choose to consume them weekly. In the case of biscuits with filling and salty crackers, the frequency of consumption is similar, the study highlights. The segment of glazed products has fewer followers, and this type of biscuit is usually consumed monthly.
The pressure of time, the desire for comfort, as well as the varied offer lead Romanians not to prepare biscuits at home.
Trends taken over by the Romanian market
Certain trends noted at the European level on the biscuit market, both in terms of consumption and preferences, are beginning to be found in Romania as well. E.g:
• the demand for products with increased nutritional values, with additions of fiber, fruit or cereal flakes, has led in recent years to a spectacular development of the breakfast biscuits category;
• innovation is an asset for entering new markets, but also a prompt response to the demands of consumers looking for more refined products. Thus, segments such as chocolate biscuits or "cookies" type products have potential for development in local markets as well;
• the orientation towards healthier products determined the development of the segment "clean label", variants with fewer additives, dyes, gluten-free, etc.
Produced in Romania or imported?
The origin of the biscuits influences to a small extent the purchasing decision of the consumers. Only a little over half of the respondents buy biscuits produced on the local market, while for 37% of them it does not matter if they are produced in the country or imported. It is a high percentage, compared to other bakery or pastry specialties. Those manufactured abroad, on the other hand, are appreciated by 5% of the respondents, the inhabitants of the Capital being among them. Older people, more attached to national values, prefer, to a greater extent, the Romanian product.
Where do you buy biscuits?
The crunchy snack is most often bought from over the counter stores or supermarkets. The first ones are mainly frequented by people over 55 years old and those who live in rural areas. Instead, women, young people (especially those under 30), consumers with secondary or higher education and those living in urban areas tend to buy from the supermarket.
Cookie consumer profile
Offerer, the biscuit is appreciated by all categories of consumers.
It is preferred by women and men in significantly equal proportions. Daily consumption is higher among men, and weekly consumption among ladies.
Generally, it is frequently bought by those with high education and income. People with primary education and moderate income choose it more often to the detriment of other specialties of bakery - pastry.
The urban consumer enjoys the taste of a biscuit daily or several times a week, while those from the countryside indulge their appetite only once a week.
A quarter of respondents consume biscuits monthly or less often. The main reason that causes them not to change their behavior is the satisfaction provided by the current consumption habit.
The high content of calories and sugar are other barriers found especially among people from the urban environment, women, those with higher education and high incomes.
Loyal consumer (daily)
Frequent consumer (several times a week)
Occasional consumer or non-consumer
A quarter of respondents consume biscuits monthly or less often. The main reason that causes them not to change their behavior is the satisfaction provided by the current consumption habit. High calorie and sugar content are other barriers found especially among people from urban areas, women, those with higher education and high incomes.
Source: Market study "Understanding the flour products market", breaker and GfK Romania, 2018
Cecilia Florescu, Nova Pan marketing specialist
