Category advice

Biscuits icon

Market Insight

Biscuits within the Independent Channel is growing 4 x faster than Total Market driven by more people spending more

Kantar WPO 20th May 2018

The Total Biscuit market is worth over £3bn, and growing 4.8% YOY

Nielsen May 2018

The average trip spend on biscuits is £1.39 which is bigger than crisps, sweets and chocolate categories.

Therefore it is a very valuable category!

Him! CTP 2018

Biscuit shoppers visit stores more often, spend longer in store, buy more items and spend more than non-biscuit shoppers

Him! CTP 2018

Adult Healthy is the fastest growing segment in Convenience, representing 15% of value and growing by 14% – twice that of Everyday Treat

Nielsen May 2018

Everyday Biscuit (e.g. Rich Tea) and Everyday Treat (e.g. Chocolate Digestives) segments make up nearly 50% of Convenience store sales, with the key mission being Top Up.

Make sure these segments are given the required space on your main fixture

Nielsen May 2018, HIM CTP 2018

Make biscuits impossible to miss.

Locate the biscuit fixture towards the front of store, close to high footfall areas, and a secondary site near coffee machines.

Have good availability of the Must Stock lines.

80% of total category value comes from only 12% of products, so stocking the right range is vital!

(Nielsen May 2018)

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

Shopper occasions.

Grocery Snacking On-The-Go is increasing in popularity throughout the day so ensure you stock a range that caters for the different consumer needs such as breakfast (Belvita), mid morning snack (Mikado) and late afternoon (Cadbury Roundie).

Biscuits are one of the most expandable categories.

The more you sell, the more your shoppers will eat! (Kantar Retail 2014)

37% of Biscuit On-The-Go occasions also include a tea or coffee.

(Kantar WPO – Take Home and On the Go Panel)

Ensure you stock the best new lines

425633 Mars Galaxy Cookie £1.49 144g

425644 Mars M&M Cookie £1.49 144g

411605 Oreo Birthday Party 154g

353293 Cadbury Crunchie Melts £1.29 156g


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


We suggest you stock the following range:

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