Trends and insights
Biscuits have quietly become one of the most versatile gifting options in retail, offering a balance of indulgence, sentiment, and accessibility.
Whether it’s a festive hamper, a corporate thank-you, or a spontaneous gesture of appreciation... biscuits deliver a thoughtful touch that resonates across cultures and occasions. Maybe it's time you thought about a premium biscuit selection in your store?
The category has evolved significantly in recent years. Premium biscuit ranges now feature elevated ingredients, such as high chocolate content, artisanal finishes, and heritage-inspired recipes that appeal to shoppers seeking quality and emotional connection. Packaging has also stepped up, with gift-ready formats and seasonal designs. These changes have brought growth to the segment, with:
Seasonal and Gifting in Sweet Biscuits up 13.7% vs last year*
Key seasonal events like Christmas, Easter, Eid, and Diwali continue to drive strong sales uplifts... but the opportunity extends well beyond the calendar.
Birthdays, housewarmings, and “just because” moments are increasingly part of the gifting landscape, especially as shoppers look for affordable luxuries that feel personal.
And ranging options for your store are broad, including McVitie's Victoria Biscuits Selection, Family Circle and Signature.
For retailers, this shift presents a clear opportunity to reframe biscuits as more than just a snack.
Here are some suggestions for how convenience retailers can make their store better fit this purchase reason:
With treat-led missions growing and shoppers seeking value with meaning, biscuits are uniquely positioned to deliver both. By leaning into their emotional appeal and premium potential, retailers can unlock new growth and make biscuits a go-to choice for every celebration.
Source: *NIQ Data to 23.09.2025
