Driven by an increase in prices, savoury biscuits and everyday treats are up 11.9% and 9.4% respectively.
Brands like McVitie’s have seen value and volume growth in its digestive biscuits. Kantar Worldpanel told British Baker’s sister title The Grocer that everyday treats like digestives were generally performing well, thanks to new shoppers, higher average prices and a retail strategy drive.
Kantar also found that chocolate biscuit bars were declining, due to fewer people buying into the category.
In terms of retailers, discounters were said to be gaining share in the biscuit market.
Meanwhile, the cake market has come to a value standstill in the past year, as own-label cakes grow and branded products decline.