(Source Kantar Worldpanel)

By sales value:
1 Chocolate

2 Other

3 Fruit

4 Fruit Loaf

5 Plain

6 Lemon

7 Malt Loaf

8 Bakewell

9 Chocolate+Caramel

10 Deep Filled Mincemeat

By sales volume:

1 Other

2 Chocolate

3 Malt Loaf

4 Fruit Loaf

5 Bakewell

6 Lemon

7 Plain

8 Apple

9 Fruit

10 Angel