A Nob in the mouth turns off shoppers
THE credit crunch has left the nation cutting back on big name, according to research.
Penny-pinching shoppers have swapped their favourite biccies for cheaper supermarket ownbrand versions.
That means sales of Britain’s best-loved treats like HobNobs and Jaffa Cakes have plummeted.
Sales of 14 of the leading 20 biscuit brands have dropped – which has coincided with an increase in sales of cheaper ownlabel biscuits.
Market analyst Symphony IRI found that own-label products now make up 28 per cent of the market.
Worst-hit snacks include McVitie’s HobNobs and Penguins, which both fell by 14 per cent, while Nestle’s Kit Kats fell by nearly 12 per cent.
An industry expert said: “Shoppers trade down during difficult economic times.”
Other factors include less promotions and a move towards healthier snacks.
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