Category advice

Biscuits icon

Market Insight

Own Label has a 24% share of Biscuit Turnover and is growing at 4.6%.

(Nielsen 12/2016)

In Total Convenience,

Biscuits represent 10% of Total Snacking sales.

The market is worth £155m and is growing in volume.

(Nielsen Feb 2017)

Healthier Breakfast Biscuits (Belvita) is the fastest growing segment (+16%);

and is one of the most valuable at £11.82 versus the category average of £5.73 per kg.

(Nielsen Feb 2017)

Biscuit shoppers visit stores more often,

spend longer in store, buy more items and spend more than non-biscuit shoppers.

(Him! Jan 2016)

The Everyday Treat segment is the largest segment and is growing in both Total Market and in Symbols & Independents

(Nielsen & IRI Feb 2017)

Biscuits are the No. 1 most incremental category ahead of crisps, chocolate and sweets. Biscuit promotions are therefore very effective at driving impulse purchase and increasing basket spend

(Kantar April 2017)

New products

New Products

  • Maryland Chocolate Chip Cookie Bites
  • Maryland Chocolate Chip & Caramel Cookie Bites
  • Cadbury Roundie PM 50p
  • Bahlsen Leibniz Chocolate Minis PM £1
  • Bahlsen Zoo Original PM £1
  • Bahlsen Messino Minis PM £1
  • Bahlsen Waffle Minis Milk Chocolate PM £1

Cookies and mug

Biscuits are the No. 2 most expandable category after confectionery. The more people buy, the more they eat!

(Kantar April 2017)

Jaffa Cakes / Oreo

Make biscuits impossible to miss

Locate the biscuit fixture towards the front of store, close to high footfall areas. There are 54 million hot drink and biscuit occasions in the UK every year so there is a big opportunity to increase biscuit sales through hot drinks in store.

Stock the best selling lines

80% of total category value comes from only 8% of products, so stocking the right range is vital!

Draw shoppers to the biscuit fixture

Merchandise key brands in clear brand blocks to create standout, and use branded POS to highlight and attract shoppers to the fixture. Place similar product types together so shoppers can easily find what they want.

Make prices easy to see

Clearly display prices on fixture. Shoppers trust price marked packs; use these to demonstrate value for money and fair pricing.

Maximise impulse and events

As biscuits is a highly impulsive category, it's a good idea to use an off shelf display to drive impulse sales on biscuit promotions. People also eat more biscuits at Christmas and gifting is a key opportunity for maximising sales.

Retailer Choice

Tailor your biscuit range to your shoppers using Retailer's Choice slots for NPD or local favourites – it's up to you!


Must Stock Lines

These are the ‘Must Stock’ lines which shoppers expect to see in a convenience store. By stocking these lines, you will be meeting your customers’ needs and therefore they will visit your store again.

We suggest you stock the following range:

Must stock linesMust stock lines
Must stock linesMust stock lines
Must stock linesMust stock lines


If you have a 2m display, we suggest you stock the following range:

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2m Biscuits planogram Shelf 1
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2m Biscuits planogram Shelf 2
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2m Biscuits planogram Shelf 3
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2m Biscuits planogram Shelf 4
View Shelf 4 Products
2m Biscuits planogram Shelf 5
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