Insights into the Spanish Biscuit Market

Antonio Obieta, MD Green Seed Spain speaks with  Felix Gullon, CEO and Founder of FAMILY BISCUITS 

So we can put things into some context, could you describe latest developments in the biscuit category in Spain?
The category is certainly showing its maturity if we observe how now after the peak of the pandemic we are back in the range of 240/245 Million kgs a year in terms of household consumption and with a stagnant price per kilo at around 3.8 €/kg.
The balance between brand manufacturers and Private Label (PL) has remained relatively stable with the 3 leading branded manufacturers holding a 34% of market share and PL at 59%, according to IRI figures.

What actions are key players taking in this aggressive competitive environment?
The strong competitive environment is prompting manufacturers to develop innovative propositions together with  a particular focus on export strategies – as a country we have achieved a level in excess of 200 million kgs in 2020.

What are the main megatrends in the category?
We are seeing that the category is following other basic food trends skewing towards healthy recipes and propositions while also offering products for indulgence consumption occasions.

Could you be more specific in terms of the healthy and innovation developments you are seeing in the trade and developing yourselves?
The main trends here are: watching sugar content and trans fat reduction, portion intake control, the usage of “new” ingredients such as different seeds, multigrain cereals or spelt, or increased fortification with vitamins and minerals. Finally also in packaging we are observing interesting developments focused on higher sustainability and formats for new snacking occasions.

A new biscuit company in this scenario?
After 17th years in the company, I really believe that there are good opportunities for a new player with a new biscuits proposal.
The Family Biscuits strategy is focussed on:

• New healthy ingredients such as extra virgin olive oil, multigrain cereals, natural sweeteners and fruit fibres.
• “Clean label biscuits” and “zero mile ingredients” make the family biscuits products more natural and sustainable.
• Tailor made biscuits for customers or retailers is an approach that we are also considering.