Performance of biscuits relative to snacking​

Biscuits are a major player in the UK snacking market, achieving over £4 billion in sales in 2024.

Snacking is a significant business in the UK, and biscuits play a major role in this market. Biscuits are the second largest category by retail sales value, just behind chocolate confectionery but ahead of crisps, cakes, and sugar confectionery. In 2024, biscuits achieved sales of over £4 billion, highlighting their immense popularity among UK consumers.

Nearly 99% of UK households buy biscuits

With almost 99% of UK households purchasing biscuits, this makes them the most widely bought snack. This widespread appeal is due to the vast variety of biscuits available, catering to different tastes and preferences. From classic digestives and rich tea biscuits to more indulgent options like chocolate-covered biscuits and cream-filled varieties, there is something for everyone.

Biscuits are also bought more frequently than other snacks. On average, people purchase biscuits over 50 times a year, which is 27% more often than chocolate. This frequent purchasing behaviour indicates that biscuits are a staple in many homes, often enjoyed as a quick snack, with tea, or even as a dessert. The versatility of biscuits makes them a convenient and comforting choice for many occasions.

People who buy biscuits are very loyal, with 99% of them repeating their purchase. This loyalty can be attributed to the consistent quality, nostalgic value, and comfort that biscuits provide. Many people have fond memories associated with biscuits, whether it's enjoying them with family or as a treat during childhood. Brands have successfully cultivated this loyalty by offering a wide range of products, from classic favourites to innovative new flavours.

Overall, the high penetration rate, frequent purchase rate, and strong shopper loyalty underscore the importance of biscuits in the UK snacking market. As consumer preferences continue to evolve, the biscuit industry is well-positioned to adapt and thrive, maintaining its status as a beloved and essential part of the UK's snacking culture.

 

Source: Kantar MWP data to 29.12.2024