Annual biscuit review from pladis highlights £1.2 billion growth for snacks market

UK-based pladis group has released its 2018 annual biscuit review, forecasting that retailers have an opportunity to add £330 million of product sales to a projected £1.2 billion overall rise in snacking during the next three years.

With brands including McVitie’s, go ahead! and Flipz, the company found a trend of continuing growth within the segment was mirroring similar projected increases within the broader confectionery sector.

Now in its fourth year, the in-depth category review highlights key areas for retailers to cash in on the category’s new snacking hotspots, while protecting the £2.6 billion core biscuits market, which on its own has added another £33 million of retail sales in the last year alone.

“It’s easy to forget the huge contribution that biscuits make to the sales of retailers and foodservice operators of all sizes,” explains Stuart Graham, Customer Marketing Director at pladis UK & Ireland, “which is why our latest annual Biscuit Review is probably the most important we have launched to date.

“This year’s review will serve as an invaluable resource for retailers, wholesalers and foodservice operators looking to make the most of this ever-evolving category’s hottest new opportunities, as well as containing key advice about how to protect core sales by stocking the right range.”

With £500 spent on snacking every second and pladis accounting for £1 in every £5 spent on biscuits with a category-leading portfolio, the company is aiming to help retailers unlock the true potential for biscuits within a £1.2 billion additional snacking opportunity over the next three years, by urging them to think about a number of key growth drivers, and then stock the right biscuit products accordingly.

“Nine out of 10 shoppers now claim to snack multiple times per day, whilst one in 14 (7%) forego meals altogether and simply rely on snacks to keep them going , so it’s essential that retailers are stocking the right biscuit formats and products to help inform purchasing decisions,” explains Graham, who said it was also important that retailers think about the type of shoppers that are coming into their stores, to increase key growth drivers accordingly.

He added: “Snacking represents a huge new opportunity for retailers, protecting the £2.6 billion core fixture should also be a priority, adds Graham. Core biscuit sales continue to come predominantly from a relatively small collection of household favourites, with £4 out of every £5 spent on biscuits in convenience coming from around just 8% of the total number of products available , so stocking the right range is absolutely vital.

“This year’s Review drills down into the key areas where retailers of all shapes and sizes need to concentrate, from the best-sellers in Everyday Biscuits and Treats, through to the must-stock Christmas, Healthier and Savoury Biscuits that are most likely to capture shoppers’ attention and inspire purchase.”


One of the key area’s of its findings concerned dietary balance, between seeking indulgent treats and being careful of overall eating habits. The report found that –

-39% of snack consumers look for healthy products all or most of the time when choosing a snack

– 41% say it’s hard to know which snacks are good for you, but 32% actively avoid buying processed ones

-63% would rather eat a naturally healthy snack than a light version of a less healthy snack

– 47% of mothers feel that their family has too much sugar in their diets



– 50% of snack consumers working full time say their busy lifestyles makes snacking a necessity
– 64% of snack consumers feel snacks are important to keep energy levels up throughout the day
– 37% of consumers will snack instead of having a proper meal at least once a week
– 57% of 16–24 year olds and 58% of parents with children under five use snacks to forego meals

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