BRITISH CONSUMERS FAVOUR LUXURY BISCUITS OVER TRADITIONAL FAVOURITES
The famous British Brew has forever been a significant part of Britain’s culture, and as many faithful tea drinkers – or coffee for that matter – will admit, a cuppa’ is not complete without a biscuit to dunk into it.
Packet biscuits such as digestives and rich tea, have long been associated with the tea & biscuit tradition.
Recent reports have however, indicated a shift in consumer biscuit purchasing patterns, moving away from these well-known favourites and towards more adventurous biscuits now being offered on supermarket shelves.
The latest industry figures show that sales of traditional packet biscuits are falling due to consumers favouring of more widely available luxury biscuits such as Viennese whirls, layered shortbread and double chocolate cookies.
Market research experts Nielsen reported that sales of traditional packet biscuits fell by 4.5 percent over the last twelve months.
Nielsen also discovered that – despite the recession – sales of the more luxury biscuits now on the market had increased by twenty percent over the same time period.
The well-known everyday biscuits that have remained popular for generations of tea drinkers – nice, hobnobs, rich tea, digestives, jammie dodgers, milk biscuits, bourbons, and custard creams – are no longer coming top of consumers treats lists.
Many well known confectionery brands are expanding their product ranges to include biscuits – such as Cadbury who recently launched Crunchie, Caramel and Turkish Delight biscuits into the market.
It is big brand expansions like these that can be held responsible for the decline of the less indulgent biscuits, as younger generations seek more adventurous snacks.
Jenny Rea, Marks & Spencer’s chief biscuit buyer, told the Telegraph:
“During these tougher times people are working harder than ever before so it seems they feel they deserve a better biscuit and only the best will do.”
Supermarket retailer Waitrose commented that Italian biscotti were one of their best selling biscuits, while traditional favourites such as jammie dodgers and custard cream were failing to keep up.
The up-coming festive months usually experience a rise in sales of biscuits, so this Christmas it will be interesting to see whether Brits opt for tradition or luxury when deciding how to accompany their cuppa’.
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