The UK’s biscuit market is worth £2.3bn. Biscuits are a great opportunity for convenience stores, providing stores tap into the latest trends, consumer needs and shopper missions.
Biscuits are highly relevant to today's consumer needs. They are highly valued in convenience, an impulsive category and relevant to the two strongest shopper missions in convenience - top up and on the go.
How to use this guide:
For biscuits it's really important that retailers tap into the two shopper missions - the top up shop and the on-the-go shop. All the sub categories of biscuits should also be covered within your range: sweet, savoury and healthy.
Trade communications manager, Mondelez International
Focus on brands driving growth
Make sure your range covers sweet, savoury and healthy biscuits, and within each, focus on brands in growth and best sellers.
- Savoury growth is being driven by new products and new portion formats.
- Sweet biscuits are the largest sub category, with ‘everyday treat’ showing the greatest growth.
- Healthy biscuits include breakfast biscuits - these are a great example of category development.
Make it easy to shop
Your main fixture should account for about 80% of your biscuits and should be laid out logically with distinct sections for sweet, savoury and healthy biscuits.
Inspired to buy
Your on-the-go biscuit range should account for around 20% of your category space and should offer a range of portion packs.
Consider location in store so your busy shoppers can see it immediately. For example, site biscuits next to your coffee machine.
Offer better choices
Make sure you stock brands that are being invested in and brands that are tapping into the latest consumer trends. For example 56% of Oreo shoppers are under 45. Across the category on average 34% of shoppers are under 45.
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Top up shop
An ideal range should cover 60% sweet, 20% savoury and 20% healthy with products grouped by sub category to give the fixture logic and make it easier to shop. Pictured left are planograms for one and two metre displays.
On the go fixture
A range of single serve snacks located in a highly visible place in store.