1. Cakes and Biscuits category performance
2. Impulse remains key to category success
3. Limited edition flavours
4. Healthier biscuits
5. Biscuits for breakfast
6. Maximising category sales
7. What products to stock near cakes and biscuits?
1. Cakes and Biscuits category performance
A key category for the convenience channel but also one that can be taken for granted – what is the state of the cakes and biscuits category among independent retailers?
Mrs Crimble’s brand manager at Ecotone UK, Katie Penn, outlines the category performance.
“Cakes & biscuits continue to perform strongly in convenience due to their reliable, everyday treat appeal and strong rate of sale. Shoppers are using convenience stores for quick top ups and impulse buys, which suits individually wrapped and premium small-format products. Free from cake within convenience is growing at +11.7% YoY – faster than the total market (source: Kantar to 28th Dec’25).”
A spokesperson for Pladis explains how vital the category is in convenience. “Biscuits are an important profit driver for independent retailers who are getting their range right. The biscuit break remains a cornerstone of British culture, and now more than ever, shoppers are turning to local convenience stores to get their sweet treat fix. So much so, the channel is now worth over £673m.”
The cost-of-living crisis has helped the category, according to Pladis. “Both biscuits and cakes are benefiting from the ‘lipstick effect’. As consumers move away from higher-ticket categories, their focus has shifted to finding comfort in the little luxuries, with value at the forefront. That said, it’s less about trading down and more about choosing trusted brands, like McVitie’s, that consistently deliver on taste and quality and are seen as a good investment.”
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2. Impulse remains key to category success
Pladis says impulse still drives the growth within the cakes and biscuits category. “Impulse purchasing plays a huge role in driving sales of cakes and biscuits in convenience, particularly outside the main fixture. Where we’d usually see shoppers pre-planning the purchase of core, staple biscuit options, secondary sitings in high-footfall areas often prompt unplanned purchases.
“Although shoppers are now more cost-conscious, branded SKUs still outperform own label when it comes to sales from impulse-heavy locations like till points and front-of-store. When shoppers are thinking on their feet to make quick purchases, they’re more likely to reach for brands they know, love and trust to deliver on taste and quality, like McVitie’s.”
Trade marketing director at FBC David Hebson, advises retailers to act on impulse.
“Due to their low-price point and indulgent nature, sweet biscuits is an impulse-driven category. It’s no surprise therefore that in convenience the category is worth £5.1M, growing +4.8% in value sales YoY.
“For retailers to boost impulse purchases and basket spend, we recommend placing SKUs near the tills and at eye-level to capture fast moving shoppers. Further, in-store merchandising such as bright and colourful end-of-aisle displays and shelf strips entice consumers to pause and buy biscuits.”
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3. Limited edition flavours
One concern surrounding the fixture is that it can get tired quickly but brands have anticipated this and worked to introduce more limited edition flavours to tempt consumers.
Pladis stresses the importance of limited edition SKUs. “Limited-edition flavours are a powerful driver of impulse purchases. When a product is time sensitive, shoppers feel more compelled to make spontaneous, one-off purchases that, in turn, boost incremental sales. We’re also seeing social media play a role in driving exposure for limited-edition launches, creating a talking point amongst shoppers and further adding to the FOMO shoppers experience when they know a product won’t be around for long, so this is an important marketing tool for retailers.”
Mrs Crimble’s Katie Penn explains how limited editions create “excitement, urgency and a sense of discovery, which works especially well in convenience”. “For example, our limited-edition lemon macaroons have been a big hit with shoppers – they meet rising interest for citrus flavours and offer a unique taste experience for macaroon fans. Seasonal or standout flavours help refresh the fixture and encourage repeat visits.”
Trade communications manager at Mondelēz International Susan Nash, highlights how the brand is capitalising on the demand for limited edition lines. “The world’s number one biscuit[i] brand, Oreo, is launching a limited-edition Oreo Creme Egg biscuit, which features the iconic flavour of Creme Egg in an additional layer of filling for the ultimate Easter-themed snack.
“The seasonal Oreo Creme Egg is set to drive category growth by maximising the Easter snacking occasion, carving out a niche space within biscuits. This delicious treat is designed to be shared by consumers with their family and friends.”
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4. Healthier biscuits
While seen as a treat for consumers, the cake and biscuit category is moving in a healthy direction, driven by shopper tastes.
“Healthier biscuits are in growth,” says Nash. “They offer shoppers a convenient and tasty breakfast option that is great for on-the-go consumption, in the office or at home.
“We’ve seen a 6% year-on-year increase in on-the-go shopper missions within healthier biscuits, which illustrates that shoppers are being more mindful when snacking while they are out and about. Ranges from brands such as belVita and Cadbury Brunch offer a variety of formats and flavours that cater to different shopper needs and preferences.”
Mrs Crimble’s Katie Penn Brand believes that free-from is now mainstream within the category. “Vegan continues to be an ongoing trend in bakery, and it’s now seen as mainstream rather than niche. Vegan cakes, like Mrs Crimble’s Vegan Choc Macaroons appeal not only to vegans, but also flexitarians and younger shoppers that seek more plant-based options. There’s a strong opportunity for convenience retailers to position vegan ranges as inclusive treats that don’t compromise on taste or indulgence.
“Gluten-free is a key growth area, driven by both medical need (coeliac, intolerance) and lifestyle choice. Shoppers increasingly expect great-tasting, gluten-free options, not just functional substitutes. This is where a brand like Mrs Crimble’s comes in with our great tasting products. We focus not only on flavour but also on great texture. Gluten-free shoppers shouldn’t have to compromise on quality. Our cakes prove that gluten free cakes can be deliciously moist and just as tasty as mainstream cakes.”
Hitting the right balance is key for brands, says Hebson. “Indulgence remains a key driver for sales in sweet biscuits, but there is a clear shift towards products that deliver nutritional balance, allowing shoppers to enjoy a treat without guilt. The Healthier Segment is the fastest growing segment in Sweet Biscuits, worth £10M and growing a huge +29.7% YoY.
“That’s why we recently launched Maryland Delightfully Good, with over 30% less sugar than its original counterpart. The chocolate chip-filled cookie bridges the gap between indulgence and better-for-you snacking.”
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5. Biscuits for breakfast
Having taken on the lunch and evening meals, is breakfast the final frontier for the biscuit category? Mondelez’s Susan Nash believes so. “As we move through 2026, we can expect that breakfast and snack options that are individually packaged and are easy to pop into a bag to eat on the go will continue to grow this year and that’s not only because hybrid working continues. Generally, consumers are increasingly busy, and we are a nation of snackers with 88% of the UK snacking at least once daily.”
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6. Maximising category sales
So, what do retailers need to do to make sure they’re making the most of the space they have for the cakes and biscuits category?
Pladis outlines what retailers need to do first. “Step one is about getting the range right. Great taste is the number one purchase drive in biscuits and cakes, so stocking a combination of core bestsellers from trusted brands is essential.
“Successful retailers balance these staples with a measured mix of new products and limited-edition innovation, giving shoppers more flexibility when it comes to budgets and occasions. Providing this variety for shoppers also generates excitement, leading to longer dwell time in these key aisles. More guidance on getting the right mix for your store type can be found on our Better Biscuits retailer platform.
“Next, it’s worth looking at merchandising strategies. Do you have up to date, eye-catching POS? Are your secondary displays in high-traffic areas? As well as impartial merchandising advice, Better Biscuits also offers free POS kits to help retailers encourage impulse purchases and boost snacking sales. Finally, making pricing as competitive as possible whilst safeguarding margins is key. Wholesaler promotions should be taken advantage of and PMPs should always be considered as a way to divert eyes to branded bestsellers and increase basket value.”
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7. What products to stock near cakes and biscuits?
Even if you’ve got the biscuit and cake section looking great, are you thinking about what’s nearby to increase that basket spend?
Mondelēz International’s Susan Nash explains what to put beside the fixture. “Biscuits are typically eaten at home with 94% of occasions at home – and 26% of these occasions alone are within special treat consumption. Often consumption is with a hot drink, particularly with indulgent biscuits so retailers can take advantage of cross-marketing items to enhance sales.”
Pladis agrees that it’s hard to beat a biscuit and a hot drink. “Cross-promotions with tea and coffee can boost sales by leveraging the nation’s long-loved biscuit break ritual. As one of the most loved consumption occasions, it provides retailers with the chance to tap into a natural, instinctive and culturally relevant moment to boost overall basket value.
“Our most popular dunkers – like McVitie’s Milk Chocolate Digestive and McVitie’s Rich Tea – should be placed in prime position next to hot beverages to maximise opportunities to boost basket value.”
FBC’s Hebson says this trend is only growing due to changing consumer attitudes towards alcohol. “Hot drinks have long-been a perfect pairing for biscuits when it comes to driving sales, in fact, in 80% of occasions, our Paterson’s 300g Shortbread Fingers are consumed with a hot drink.
“But with Brits drinking less than ever before (in 2025, alcohol consumption in the UK reached its lowest point since records began in 1990), cross-promotions between biscuits and hot drinks are even more valuable, particularly when positioned as a ’big night in opportunity’. Try pairing new biscuit flavours with trending hot drinks products to provide shopper inspiration.”
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