Bonkers for biscuits - Macphie

With the war on sugar rife in the UK, the proportion of consumers opting for sweet biscuits crumbled last year by 12% (Mintel, 2015). However, in the same year, biscuits and snack bars overtook chocolate confectionery to be the second biggest snack category globally (Euromonitor International, 2015), proving there’s still high demand.

Savoury biscuits remain popular with sales remaining steady and the number of people eating breakfast biscuits has also increased. With mealtimes morphing throughout the day, traditional eating habits have changed and consumers are on the lookout for something convenient to grab and go at any time of the day.

As concern rises for health and well-being, consumers are also opting for ‘lighter’ options of their favourite snacks with market share rising by 5% between 2014 – 2015. Adding ingredients such as fruit, spices or trendy ‘super grains’ could entice this health-conscious audience.

Despite the growing trend towards healthy alternatives and although less so than before, consumers are still willing to indulge in premium, more exclusive treats, moving away from mass-produced multi-packs of biscuits. Research shows that 31% of consumers would pay more for lots of filling or a thick covering and 26% of consumers stated they would pay more for freshly baked sweet biscuits (Mintel, 2015). This appeal suggests opportunity to compete with chocolate confectionery as an indulgent treat.

Creating flexible snacking options that cater to more than just ‘elevenses’ could be key to mixing up the biscuit market. While health is still a key consideration for consumers, indulgence prevails with consumers looking for quality, not quantity.