With the countdown to Christmas well and truly underway, consumers are looking for affordable ways to treat themselves, their friends and loved ones.
By Sarah Britton
Who can resist the lure of biscuits, confectionery or bakery in the run up to Christmas? Not many if last year’s sales are anything to go by.
Despite tough market conditions, Christmas in 2023 was a roaring success for the biscuits category and was a demonstration of how important the market is to seasonal sales, states Fox’s Burton’s Companies (FBC) UK.
“Sweet biscuits saw the highest levels of uplift of any seasonal category in the four-week December window with growth of 16% vs 7% across total seasonal products [Kantar Worldpanel | Total Market | Discretionary Seasonal Categories | 4wk to 23.12.23 vs YA],” says Colin Taylor, Trade Marketing Director at FBC UK. “Total Seasonal Sweet Biscuits grew by 7% in the 16 weeks to 12.12.23, taking total seasonal and assortment biscuits to £179m [Combined Read | NIQ | Total Coverage | 16w/e 23.12.23 & Kantar Worldpanel | Hard Discounters & Variety Retail | 16w/e 24.12.23].”
It was smiles all round at FBC, which significantly outperformed during this time, with seasonal and assortments growing by +40% YoY [NIQ Total coverage, seasonal & Assortments 16we 23.12.23], including the firm’s Fox’s Classic 550g Assortment, which maintained its position as the number-one seasonal assortment, taking £17.7m in the 16 weeks to 23.12.24, growing 38% YoY [Combined Read = NIQ Total Coverage 16we 23 12 23 + Kantar Hard Discount & Variety Retail 16we 24 12 23].
Taylor highlights the importance of meeting the needs of everyone in the family, with stocking fillers, treats and novelty gifts. “Our range has retailers covered with our Party Ring Yard returning to offer nostalgic favourites in a novelty packaging format,” he says. “Our Fox’s Classic 550g Assortment and Fox’s Cookies Assortment 365g ensure there is something for all shoppers.”
The brand is also introducing Fox’s Fabulous Half Coated Winter Spiced Cookies for a limited period.
Storck UK, the company behind Toffifee, Riesen and Werther’s Original, advises that stocking pack formats specific to the season can boost sales. “As shoppers look to get into the festive spirit of sharing and gifting during the holiday season, retailers should expand their product offerings beyond the usual confectionery items,” says Andy Mutton, Managing Director at Storck UK, which has released a Werther’s Original Golden Mix Christmas gift box.
“In addition to stocking seasonal varieties, they should also look to increase their sharing and selection box ranges, which performed well in the confectionery market last Christmas.”
He is feeling especially positive this December, thanks to a recent rise in shopper confidence. “Sharing boxes, sweets, and chocolates are considered affordable treats that bring comfort and joy to festive occasions, with seasonal sales set to grow.”
Delice de France has unveiled a range of festive sweet products, including a Double Chocolate Santa Muffin, Gingerbread Muffin, Apple Pie Doughnut, Merry Cherry Doughnut and Shortcrust Mince crown, alongside Puff Lattice Mince Pies and Mini Mince Pies.
Thierry Cacaly, Delice de France CEO, said: “Our carefully curated range of seasonal products is the result of months of innovation and years of paying close attention to the trends and the needs of consumers.
“With a focus on vibrancy, interesting tastes and innovative twists on classic, bestselling tastes, we’re confident this range will spread Christmas magic to our customers this winter.”
