A Nob in the mouth turns off shop­pers

Midweek Sport - - NEWS -

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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