Money may be tight, but at least the crunch of biscuits can be heard. People are still happily keeping a little bit of what they fancy on the shopping list when it comes to cakes and biscuits. And little is the operative word this year as pocket-sized products come on to the market.
The biscuit market has grown 8.3% in value in the latest year and now is worth more than 2.1bn. Growth has been driven by an increase in prices and to a lesser extent shoppers have purchased biscuits more often. Volume has grown at 0.7%.
Kraft launched Mikado into the UK in February and achieved sales of 5.5m in its first five months [Nielsen]. Packaged in a pocket-friendly flip-top box, the chocolate-coated sticks have tapped into demand for bite-size treats on the go.
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