Now You’re Taking The Biscuit

The biscuits category is now worth £650 million in the channel and we know there are many important footfall drivers for the category. However, how can c-stores make the most of the category and are there some merchandising secrets that you might not know about?

The category loosely splits into three segments – sweet, healthy and savoury – with both healthy and savoury currently under-represented in the convenience sector. Everyday biscuits are losing space to treat and special lines while on-average sweet accounts for about 60% of the display.

What Is Key In Driving Interest?

Retailers know that stocking npd is a key driver in increasing excitement around biscuit brands, with 80% of biscuit sales coming from 5% of products in convenience. However, it’s also important to stock up on those old reliables and established brands. Big names in the industry include McVities, Oreo, Jacobs and Fox’s are well-known to impulsive buyers – who are mostly brand loyal. This being said, it’s also important to make room for development.

Retailers should note that there are relatively new, emerging sub-segments to the category. You must also account for things like breakfast biscuits, sugar-free & gluten free and biscuits for toddlers. These present further opportunities for retailers by stocking a range of sub-categories on shelves.

Where Is The Best Place For The Category?

Eye-catching displays are well-known as a key driver for impacting on c-store customers, however, there’s another important driver which is the placement of these displays around your store. We found that, biscuit SKUs situated next to tea & coffee making facilities were some of the best-selling lines in the category. Similarly, placing the displays adjacent to shelves stocked with tea bags & coffee granules was the best practice for maximising sales. .

It’s important to prioritise store location over store format – given consumer behaviour trends within c-stores. On-the-go customers are a lot more impulsive and so it’s important to maximise impulse sales with the location of your biscuit displays. Keeping displays close to your POS will ensure you’re hitting fast-moving customers on a mission.

Is Healthy Changing The Category?

Healthy is the fastest growing segment within the category, therefore it’s important for retailers to stock up on a number of sugar-free, gluten-free and healthier alternative SKUs. The placement of healthy biscuits is just as important – as c-stores should have these towards the top of their displays with information about their health benefits and USPs.

However, it’s important to remember that biscuits are often seen as the thing consumers use to “treat themselves”. Therefore, some customers are less concerned when looking to indulge in nibbles – which is why it’s important to offer a mixture of both.

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Biscuit Category For Commuters

Is your convenience store located near or on a commuter route? Urban transient stores have a big opportunity for increasing biscuit sales by stocking up on the following;

  • Impulsive treats & resealable sharing lines
  • Children’s & toddler confectionery & biscuits
  • Healthier alternatives to biscuits
  • Everyday biscuits and treats

Key products within this category include Flipz, McVitie’s Jaffa Cakes Nibbles, McVitie’s Caramel Digestives and McVitie’s Milk Chocolate Digestive Nibbles.

This also applies to c-stores which may be located within a travel hub such as train stations, airports, bus stops etc.

Advice For Displays?

Eye-catching POS & displays are known to drive sales within the category, however, it’s important to remember shoppers use pack format and colour to help them navigate the fixture quickly. That’s why retailers must merchandise the everyday treat/special treat sub-categories together. The goal is to make the shopping experience as seamless as possible which in turn will maximise biscuit sales.

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