WHY IT’S CRUNCH TIME FOR BRITONS’ BISCUITS
BRITONS are falling out of love with the humble biscuit, a study has revealed.
Sales of digestives, custard creams, ginger snaps and other traditional favourites are down by a staggering one million packets a week.
It means biscuit sales have dropped by nearly £26million in the past year, according to figures.
Sales of chocolate bars are also down by £11million as Britons choose healthier options.
The research, compiled by analysts Kantar Worldpanel for The Grocer magazine, found that in the year up to last October we bought 48.4 million fewer packets of biscuits.
Healthier choices and savoury snacks are being chosen instead by shoppers, the report said.
George Guterres, an analyst at Kantar, said: “Volume losses can be attributed to everyday biscuit shoppers reducing their spending on the category, as well as moving their spend to other biscuit sectors, particularly healthier biscuits such as Belvita and other cereal bars.”
He also said consumers are now spending more on “indulgent” treats like Oreo sandwich cookies and Jaffa Cakes.
But the demand for traditional chocolate bars is down significantly.
Sales of Kit Kats, a long-time big seller, accounted for £2million of the £11million decrease.
But healthier biscuit treats are up £5million, the study said.
Lesley Ann Gray, brand director of Border Biscuits, said: “The strongest performers are undoubtedly muststock treats for sharing with family Oreo cookies are now popular choice and friends and, increasingly, savoury biscuits.” The report said that Oreo gained £11.8million in extra sales over the past year – nearly £3million more than the next biggest-growing biscuit brand Belvita.
Oreo’s owner Mondelez International is hoping to build on the success further with its latest product, Oreo Thins – a slimmer, smaller form of biscuit. It is available in two varieties, Original Vanilla and Chocolate Cream.
The launch is being supported by a £3million marketing campaign.
It comes after Walkers Shortbread announced it had increased its annual profits by 14 per cent to £11.9million.
Sales were up almost three per cent to £82.4million, with overseas revenue up 0.3 per cent to almost £57million.