SLAM-DUNK YOUR BISCUITS AND CAKES RANGE

JOANNA TILLEY explores how HFSS is going to influence the category and how you can manage it

Latest Trends

WITH the sweet biscuit category worth £2.5bn and the total cake bar market sales value worth £9.7m, this category is vital for convenience retailers.

Both sectors are experiencing growth, with everyday treats, everyday biscuits and biscuit portion packs having the largest gains. In convenience stores, sweet biscuits are worth £493m with a value sales growth of 11.2% year on year and 14.5% in the past three months, according to Michelle Frost, general manager for Mars Chocolate Drinks and Treats.

“Based on the Kantar report, over 99% of UK households buy biscuits, and 99% of bis- cuit buyers repeat purchase,” says Kenton Burchell, trading director at Bestway Wholesale. “Biscuit sales are up by 7.2% annually, with cakes having the same popularity.”

Shopping missions see con- sumers purchasing healthier options and products with nutritional value, according to Burchell. Aslı Özen Turhan, chief marketing officer at Pladis UK & Ireland, reminds retailers about the importance

Retailer

VIEW

of the established brands, with 80% of biscuit sales coming from just 6% of products.

“Prioritising the bestselling lines is an independent retailer’s ticket to maximising value sales,” says Turhan.

Bay Bashir, Go Local Extra Belle Vue Convenience, Middlesbrough

“OUR selection of biscuits and cakes are constantly chopping and changing because it is about what we can currently stock. We are having to change our range all the time and can’t rely on any brand as there are lots of lines out of stock. We try lesser-known brands, as we want to keep the shelves full. We try to have branded and own label, though, as people are looking for value now – and we try to have a healthy option available.

“However, it is a luxury right now to have exactly what you want, and customers are aware of that, too, so if you have built up loyalty and keep communicating new options available, you can keep customers happy. Customers also dictate to us what we have in store and if they ask for something, we go to every effort to stock it. We would be fools not to – because this is what is best for business.”