Arnott's biscuits 140 years of change and innovation to maintain market leadership

Abstract

The Australian biscuit market has been the scene of much merger and acquisition activity in the last ten years, as producers seek to boost market share and improve their bottom lines with business synergies. Innovation for better serving consumer needs is present but has often led to problems for producers. This case study looks at how Arnott’s, the market leader, has survived by continually adapting to changing consumer needs throughout its 140 year history. There is a small market for biscuits in New Zealand but per capita consumption is high