2017: An Innovative Year for Biscuits

pladis, the UK’s number one biscuits manufacturer, has released its third annual biscuit review. Entitled An Innovative Year for Biscuits, its biggest revelation is that following a turbulent 2016, 2017 saw the biscuits category return to growth. As a category, UK sales were up +2.6% to £2.5bn overall[1], with sweet biscuit sales up +2.9% (worth £59m)[2] and savoury up +1.1% (£5m)[3]. The good news for retailers is that sales growth was seen across all channels.PLADIS Biscuits Review_2017_cover


In sweet biscuits, Everyday Treats and Everyday Biscuits were the biggest growth drivers while in savoury, crackers, rice cakes and oatcakes did well. However, it was innovation that played a key role in the growth across the board. The ‘Thins’phenomenon was a massive hit, achieving two of the Top 10 branded new launches of 2017, including McVitie’s Digestives Thins taking the number four position. It was more good news for McVitie’s Digestives Thins as it holds the title of the Biggest Sweet Launch in a decade with sales worth £17m[4], so far.

 pladis remains the UK’s number one biscuits manufacturer with an impressive +22% of the UK market[5], worth £550m. What’s more, pladis sales are still growing in the UK. Its share of the sweet biscuits category is up +2.6%[6], buoyed by sales of the leading biscuits brand, McVitie’s. In savoury biscuits, pladis is achieving +1.5% growth[7]in the UK helped by the Jacob’s brand and its flagship product Jacob’s Cream Crackers, which is also in growth.


James Thomas, Customer Marketing Director at pladis UK & I, said: “After a turbulent 2016, it is great to see that the biscuits category returned to growth in 2017. This news is made even more exciting by the fact that much of this growth came from some brilliant new product launches including our own McVitie’s Digestives Thins.


“We believe the outlook for the biscuit category is positive as the UK’s love affair with biscuits continues. We expect consumers to demand even more innovation in terms of flavours and textures, and we look forward to helping deliver that.”


[1] Kantar Worldpanel 52 w/e 31.12.17

[2] Kantar Worldpanel 52 w/e 31.12.17

[3] Kantar Worldpanel 52 w/e 31.12.17

[4] Nielsen Data Latest MAT to 24.02.17

[5] Kantar Worldpanel 52 w/e 31.12.17

6 Kantar Worldpanel 52 w/e 31.12.17

[7]Kantar Worldpanel 52 w/e 31.12.17

Author: kimbarnard

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