Category advice


Market Insight

Category advice2022


Biscuits is the 2nd largest snacking category in the UK, worth nearly £3.3bn – even larger than Crisps & Snacks, and Cake!

(Kantar WPO MAT data to 14.05.2022)

Healthier biscuits have the largest share of 'On-the-Go' biscuits singles, representing over half of all sales and growing at +19.6%.

With an increased focus on healthy eating following the pandemic and government HFSS agenda they will only grow more important.

(Nielsen, I&S, 52 Weeks, 22.05.2021)

Each shopper buys biscuits nearly 50x per year making it the snacking category that is bought the most often!

20% more often than Chocolate Confectionery.

(Kantar WPO MAT data to 20.03.2022)

Total Biscuit Sales are growing +2.5% in Independent and Symbol stores.

(Nielsen, I&S, YTD, 21.05.2022)

Over 99% of UK Households buy biscuits, and 99% of biscuits buyers repeat purchase. Making this a valuable and well-loved category!

(Kantar WPO MAT data to 14.05.2022)

Value is important for I&S shoppers with 18% buying on promotion and 66% buying PMP.

Value is only going to further grow in importance as a result of increased cost of living and inflation.

(Lumina Intelligence CTP Category Fact Sheets Nov.21)

Stock the Best Sellers

these drive an enormous amount of category value and are key to signpost the category and drive shopper satisfaction in your store. If they can't find it, they won't buy it!

Biscuit packets
Biscuit packets

Make biscuits impossible to miss

Create interruption points in-store to help drive additional spend. Biscuits are perfect with an On-the-Go Hot Drink, great with a sandwich, shout about new news at the till point, highlight key product benefits through POS.

Clearly merchandise your main display by pack type.

(e.g. Sweet and Savoury) by segment (e.g. Chocolate Biscuit Bars & Healthier Biscuits). Ensure you have the best sellers/must stock in best locations and align share of space to share of sales.

Drive excitement through new news.

Use innovation and NPD to create additional buzz instore. 26% of Convenience shoppers are more likely to try a new line.

(Lumina Intelligence – How to Win at NPD 2019)

Cater to new events and occasions.

Biscuits are great all year round! Tap into main seasonal occasions such as Easter and Christmas, but also don’t forget Summertime, where Crackers and Savoury prevail for picnics. Also, Big Night In occasions are perfect for treaties biscuits, and with more in-home occasions now, there are more opportunities for Biscuits to feature!

Biscuit selection

Information correct at time of print.


Must Stock Lines

Category advice2022


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


Category advice2022


We suggest you stock the following range:

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