Your Guide to Biscuit Category
Biscuits are now worth £2.5bn, making up around 23% of the Snacking industry. The category is purchased by 99.5% of UK households, making it a vital part of people’s baskets.
Shoppers have ever-changing needs and missions, but for simplicity, we segment Biscuits into 8 different categories. Representation of each segment on the shelf is key to driving category sales, particularly as biscuit shoppers are highly valuable to Convenience, driving a 50% increase in basket spending!
Everyday Treats and Everyday Biscuits make up over 50% of the category combined, with the #1 mission within Convenience being a ‘Top Up’ Shop. Healthier Biscuits has seen real growth in the latest couple of years, with people growing more health-concerned and looking for a ‘better for you’ offering. Category growth is coming from new players entering the market, and new on-the-go formats to serve multiple shopper needs.
Plain biscuits, perfect with tea and coffee!
Chocolate Chip Cookies
White Chocolate Chip Cookies
Double Chocolate Chip Cookies
Milk Chocolate Chip Cookies
An everyday snack with a treat connotation.
Milk Chocolate Digestives
Milk Chocolate Hobnobs
Cookies Double Crème
Dark Chocolate Digestives
Pretzels Milk Chocolate
Chocolate Viennese Biscuits
Caramel Chocolate Digestives
Often consumed at Breakfast, Healthier biscuits are perfect for on-the-go snacking.
Rice Krispies Squares Marshmallow
Rice Krispies Squares Chocolate
Soft Bakes Choc Chip
B-Ready Milk Chocolate & Hazelnut
Savoury biscuits are highly versatile and can be consumed as part of a meal, or as a savoury snack.
Premium indulgence and fully chocolate coated – perfect for a special occasion!
Cookies Fabulous Half Coated
Choco Leibniz Milk Chocolate
Blissfuls Belgian Milk Chocolate & Caramel
Blissfuls Belgian Milk Chocolate & Hazelnut
Chocolate Biscuits Bars
An individually-wrapped biscuit, perfect for the on-the-go consumption.
Two Fingers 20.7g x 5 pack
Club Orange 6 pack
Penguin 6 pack
Gold Bars 6 pack
Club Mint 6 pack
Typically consumed by a younger audience, Children’s biscuits covers at-home occasions as well as mini multipacks.
Source: Nielsen Symbols & Independents Biscuits data to 05/11/2022 and Kantar Biscuits data to 25/12/2022