Forget high-concept NPD. This year’s biscuit success story is McVitie’s Digestives, which launched in 1892. It is up 11.8% in value, on volumes up 7.9% [IRI 52 w/e 16 August]. It’s one of the few big brand success stories in a category under pressure from the discounters, own label and confectionery brands muscling in on biscuit territory.

Of the top 10 best-selling biscuit brands, only Digestives and Twix are in both volume and value growth. Belvita breakfast biscuits have seen value rise slightly at 1.3%, but volumes are down 2%. Overall, the biscuit market is experiencing value growth of 1.8% on volumes up 1%, driven by the success of brands like McVitie’s, as well as higher prices.

It’s a similar story in the cakes sector, which has seen “value stagnation” in the past year, with “shoppers buying less often, hindering growth,” according to Katherine Aylmer from Kantar Worldpanel. The total category is up 1% in value, on volumes down 0.3%. So why are a handful of brands, like Digestives, doing so well, when so many others are suffering?

Look no further for information, statistics and detailed analysis. The Grocer’s exclusive report looks at consumer trends impacting the category, promotional strategies being emploted by the big names in biscuits and ground-breaking product innovation.

You can purchase our Cakes & Biscuits Category Report 2014 above. Alternatively, it is available free to existing subscribers.

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