by Kevin Scott
Biscuits may be a low-maintenance fixture in-store, but if retailers want to make the most of the 3% category growth they must adapt their section to fit trends, and ensure price-marked options are available.
Whether it’s on a plate for guests, resting on a saucer with a cup of tea, or just grabbed straight from the cupboard, there are plenty of occasions for eating biscuits – there’s likely a packet open in your staffroom right now. Trends including healthier options and indulgence continue to drive the 3% category growth, while Price Marked Packs are having a bigger influence than ever before.
Biscuits are an everyday treat affordable enough to been largely immune from the effects of the recession. All retailers have to do is maintain a tidy fixture and the sales will look after themselves, right? Well, as ever, it’s not quite as easy as that. Like any fixture, trends change the order of things – and that means a focus on range is required by retailers, it’s not simply enough to keep doing what you’ve always done. The good news is that the market is growing at 3%. “It’s extremely important for Scottish convenience retailers to offer value for money but also stock a range of products that meet a variety of consumer needs, from everyday to indulgent and sharing formats to on-the-go packs,” says Mark Sugden, Director Market Strategy & Planning at UBUK.
One company constantly innovating in the biscuits sector is Burton’s Biscuits Company, and its recent relaunch of the Lyons’ Biscuits range, is helping retailers to meet consumer demand for quality products that are perceived excellent value for money. The company says that the wide variety of biscuits in the range, along with highly competitive pricing and promotions, will help retailers to capitalise on the trend for buying value brands more often and in greater volumes.
David Costello, Category and Activation Controller, Burton’s Biscuit Company, says: “Cost-conscious consumers are looking for value for money and quality which Lyons’ Biscuits delivers. The timing of the relaunch is ideal, as it comes ahead of the brand’s 75th anniversary next year, building consumer awareness in the run-up to this milestone.”
The company has also invested heavily in its Wagon Wheels and Dodgers brands this year, and have been driving sales of them both with the use of Price Marked Packs.
PMPs are an obvious way to demonstrate value for money and increase rate of sale as they appeal to consumers who are watching their pennies. In fact, 44% of consumers are more likely to purchase an item on impulse when price marked.
Elsewhere, healthier options are growing at 6% – so ahead of the category. healthier biscuits are an important part of a Scottish convenience retailers biscuit range. Although consumer demand for indulgent biscuits has increased, healthy eating and healthier alternatives continue to present significant sales opportunities for Scottish convenience retailers. In response to this UB invested to improve the nutritional content of its products by reducing saturated fat or removing artificial colours or MSG. McVitie’s Digestives have seen an 80% reduction in saturated fat in recent years.
The company also recently launched go ahead! Chocolate Thins, a selection of light crispy biscuit slices that are covered by a delicious milk chocolate topping. The range is available in Orange, Strawberry and Cherry variants in a 5 x 35.5g multipack at an rrp of £2.69, as well as an Orange handy pack at an rrp of 68p or in a 55p Price Marked Pack. Each slice contains 73 kcal.
At the more premium end of the market local products like Borders Biscuits and Walkers are must-stocks for retailers. Walkers Shortbread, says it continues to focus on the very top end of the quality gift market, whilst constantly innovating and improving their wide range. As well as the gifting market, Walkers is also targeting the everyday biscuit market with NPS and innovation of existing lines. Following the success of its ‘grab and go’ bags of mini shortbread rounds and mini chocolate chip rounds, Walkers have added mini shortbread fingers to the range.
