Trends and insights
The Power of Placement: making biscuits unmissable
Discover how strategic placement and smart secondary siting can make your biscuit lines unmissable — turning quick shopping trips into standout sales.
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Trends and insights
Trends and insights
In convenience, where space is limited and missions are quick, giving biscuits prime visibility can be the difference between a missed opportunity and a standout sale.
Store placement makes a significant difference
Biscuits are a key category; with shoppers more than ever looking for indulgent treats or on-the-go snacks. Biscuits tick both those boxes, but they need to be seen to be sold. That’s where smart merchandising comes in.
Retailers should look to prioritise biscuit SKUs in high-footfall areas. Placing shippers near the entrance or tills can capture impulse purchases, while off-shelf features (OSF) help break the shopper’s routine and prompt discovery. These placements are especially effective for ranges with limited editions, eye-catching packaging or premium cues.
The impact of secondary locations
Secondary siting is also a powerful tool. Positioning biscuits alongside hot drinks, confectionery, or even cards can inspire cross-category missions and increase basket spend.
Shoppers grabbing a hot drink will also consider a snack too. Make their decision to link the two purchases quick-and-easy.
For shoppers in a gifting mindset, a well-placed biscuit offer can feel like the perfect finishing touch to a card or flowers.
Data shows that biscuits perform significantly better when given dedicated space. With treat-led missions growing and shoppers more willing to trade up, visibility is key to unlocking value.
Ultimately, biscuits are moments of indulgence and a reliable impulse buy. By making them unmissable in-store, retailers can maximise sales and ensure the category delivers its full potential.
Savoury – the category with untapped potential
As it stands, savoury biscuits are a huge category, worth £660 million in total market value. So why is the market 10% smaller in impulse?
It comes down to two main reasons: (1) incorrect range and (2) poor in-store positioning.
Impulse missions are naturally about quick, on-the-go purchases. The shoppers want a convenient snack. That means when merchandising savoury biscuits, the range needs to fit this mission.
Snackable range + Strategic placement = Unlocking the full potential of savoury biscuits
Make sure you’re getting snackable crackers on shelf, such as Jacobs Bites, Cheddars, Snack-a-Jacks, Tuc and Tuc Sandwich. By focusing on snackable options, we’ll better meet shopper needs.
The second challenge is placement. Savoury biscuits often sit in a cold, forgotten aisle. Moving this category to the store perimeter, next to other snacking categories like crisps, can unlock sales.
Fun fact: savoury biscuits have one of the highest “see it, buy it” conversion rates! Unblock this, and you’ll drive more cash through the till.
Take these two steps to grow your savoury biscuit category further.
Sources:
* Source: Nielsen IQ FY 2025 data 16.11.2025
