UK seeks comfort In biscuits

Biscuit sales have increased by more than 20% in the last 5 years according to a new study by market analysis firm Mintel.

Annual sales in 2010 were £2.2billion, with over 50% of the population admitting to appreciating a biscuit with their coffee or tea.

Biscuits are traditionally viewed as a comfort food that people opt for as an inexpensive treat when the more expensive forms of unwinding, such as a night out at the cinema are considered unaffordable.

The study also estimates that the UK market will continue to expand with forecasts predicting a further increase in sales of 15% by 2015.

The figures reveal that almost 90% of the 45 to 54 age band enjoys a biscuit with their tea. This figure is slightly lower for the 16 to 24 age band at 80%.

A spokesperson for Mintel explained the biscuit industry in the UK has profited from consumers reaching for their biscuit tins during the recession, however the inability to appeal to a discerning and younger customer base coupled with higher commodity are threatening the market.

The study also revealed the nation’s top 5 biscuits. Individually wrapped biscuits and half-coated varieties – such as chocolate hob knobs share joint 1st position in the list of the UK’s favourite sweet biscuits – over half of the population has purchased one or other in the last year.

Cookies are the 2nd most popular whilst cream biscuits are ranked third. Wholemeal or Sweetmeal biscuits are 4th most popular while tea biscuits take 5th place.

With sector sales of £468million the market is dominated by “healthier biscuits” such as the lower sugar and diet varieties. These account for a quarter of all sales with sales rising by 16% in the last 2 years.

For those interested in encouraging their children to make biscuits, The Kids Cookery School offers a specialist one day cookery course.

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