Biscuits are a key category in any convenience store, with the products a staple for practically every household in the country. The biscuit category is growing by 1.9% [1].

Most of that growth is now coming from everyday biscuits, everyday treat biscuits, chocolate biscuit bars and savoury biscuits in Independent and symbol stores.

There are two key questions to consider when reviewing the biscuit category in your store.

Firstly, does the store make it easy for your shopper to find the biscuit they are looking for when they visit your store to do a main or top-up shop? These missions account for at least 80% of sales.

And secondly, does the store inspire selection of purchase – particularly if the shopper has come in for an on-the-go or impulse mission and knows they want a sweet snack but are not sure what category to buy from?

Retailers should ensure they stock a range of products, including one of the world’s biggest biscuit brands, Oreo, which is growing at 22.5% year-on-year and Cadbury Fingers, the number one special treat SKU [1].

Source: 1 Nielsen Total Coverage excl. Discounters, Value, data up to WE 18.07.20. 2 Nielsen total coverage, exc. Discounters, Value, MAT 13.06.20.

 

The top products that really should fill your shelves

Ritz - The UK’s number two savoury biscuit [1]

BelVita - The UK’s biggest healthier biscuit [3] brand [1], containing five wholegrains

Cadbury Brunch Bar - The UK’s number one cereal bar [1]

Source: 3 ‘Healthier’ as defined by Nielsen

 

Key numbers you need to know

£2.6bn - Estimated value of the UK biscuits market [1]

+1.9% - Current estimated growth of the biscuit category [1]

+5.9% - Growth of everyday treat biscuits, while chocolate biscuit bars are up +10.6% [2]

 

Park Picnic

One in 10 consumers have either gone for a picnic in a park or bought a bundle deal for a ‘big night in’

  • Growing importance of brands. In uncertain times, consumers look for reassurance and brands they know and love. Consumers can trust in brands to deliver on familiarity and taste.
  • Value. Consumers are looking for the best value and they are less likely to take risks. Price-marked packs (PMPs) provide reassurance of value and help provide clear pricing, driving quicker purchasing decisions.
  • Mini seasons and sharing occasions. We have spent more time at home recently, so those small sharing occasions are becoming even more important. Be prepared with sharing formats for nights in with the family. Tap into these through appropriate ranging and highlighting in-store. One in 10 consumers [4] have also either gone for a picnic in a park or bought a bundle deal for a ‘big night in’.
  • Growth of delivery. Most retailers want to continue with delivery services, so do apply the category management principles to your shopper ordering process, whether that be via phone, website or app. Remind shoppers what you stock and what’s new to help prompt orders. A permanent shift to increased use of delivery is expected, with 54% [4] of shoppers open to ordering from their local store.
  • Who’s shopping in your store? While the 55+ age group – typically crucial to the convenience channel – has adapted more to grocery delivery, the convenience channel is seeing a greater proportion of visits from younger shoppers. Therefore, now is an important time to build loyalty among this new target group, engaging with initiatives such as packaging reduction. It’s important to keep these young shoppers and increase loyalty.

Source: 4 HIM UK Convenience Market Report 2020. *Retailers are free to set their own prices. Non price-marked packs are available.

 

Plan your shelf the right way to increase sales

Mondelez biscuits planogram

Source: Mondelez International

  • The fixture needs to be clean, tidy and ordered with clear pricing – consider PMPs. The range should also cover sweet, savoury and healthier biscuits, and these should be clearly segmented. Use POS to make segments clear on-shelf.
  • Group product formats together, and brands together within formats.
  • Best-sellers should be placed in the most visible locations, and dual-face only the very best-sellers to allow range. Visit deliciousdisplay.co.uk for more details.
 

Your top tips and takeaways from Mondelēz

Coffee

If a store is selling hot drinks there is an opportunity to co-locate biscuits

  1. Make your fixture easy to shop. Consumers looking for biscuits need to be able to find the category and then the sub-category they are looking for. The fixture itself needs to follow some key principles highlighted on the planogram above.
  2. Inspire shoppers. To maximise the category opportunity, biscuits need to be sited in a secondary location. For example, if a store is selling hot drinks there is an opportunity to co-locate biscuits.
  3. Highlight products when brand marketing and media investment is in place. You should also make the most of the season.

Category management: time to get back on track after lockdown