Growth in the UK biscuits and cakes sector is driven by consumers seeking affordable indulgence, demand for healthier options (lower sugar, plant-based), convenience in busy lifestyles, innovative new formats (hybrid bakes, global flavours), and inspiration from social media for showstopping bakes, all while balancing quality with value.
During economic uncertainty, consumers treat biscuits and cakes as an affordable luxury for “me moments” at home, leading to trading up for better quality or novelty items.
A significant push for healthier options, including lower sugar, high-fibre, or plant-based products, is spurring innovation and product launches.
Fast-paced lives mean demand for convenient, grab-and-go options, with many out-of-home purchases now consumed at home, requiring good travel and freshness.
Blending categories (like cruffins) and adding indulgent fillings (caramel, Biscoff) create new sensory experiences.
Brands are tapping into international tastes to create exciting new products.
Younger audiences are drawn to visually stunning bakes, influenced by social media.
Platforms like TikTok and Pinterest inspire new recipes and trends, driving both home baking and demand for unique commercial products.
While premiumisation occurs, price-marked packs and value propositions remain strong, showing consumers balance desire for treats with budget consciousness.
Brands are reformulating classics (e.g., lower sugar) to meet health demands without sacrificing taste, often allowing for wider in-store placement.
The market thrives on balancing indulgence with wellness, adapting to busy lifestyles, leveraging digital trends, and delivering value and excitement through new formats and flavours.
David Hebson, Trade Marketing Director at Fox’s Burton’s Companies, comments: “On the go biscuits present a great opportunity for retailers to drive impulse sales as well as provide variety in meal deal offerings. To deliver against this growing opportunity, we launched our Giant Jammie Dodger in November 2024, a larger individually wrapped version of our core Jammie Dodger product designed for solo snacking. We’ve seen a strong performance as customers adopt this new, convenient format.”
While indulgence remains a key driver for sales in sweet biscuits, there is a clear shift towards products that deliver balance, allowing shoppers to enjoy their favourite treats without the guilt. Sugar reduction, in particular, is front of mind.
“We also know that portion control is a significant consideration for consumers when considering how to support their health goals. That’s why we’re seeing a huge growth in our Minis formats,” adds Hebson.
“FBC is the number one manufacturer of biscuit minis with a portfolio worth £55.5M and growing +5.9%YoY (NIQ and Kantar), outperforming the minis segment overall. Our Maryland Minis range is in growth at 8.4%YoY (NIQ and Kantar), as is our Party Rings Minis range, worth £14.2M (NIQ and Kantar). At just 91 calories per pack, they offer peace of mind around calorie control for the whole family.”
Flavour will always be an innovation driver in sweet biscuits as there’s so much room for experimentation. Dubai Chocolate was a great example of how an interesting flavour can drive innovation across multiple categories. However, we’re also seeing great innovation in both texture and format.
“From a texture point of view, innovation that is multi-sensorial is performing well,” says Hebson. “A recent report (Tate & Lyle) into consumer preferences found that one texture isn’t enough. It’s about the contrasts and combinations, whether that be dry and wet, crunchy and soft, or another pair of opposites, which create compelling moments for consumers. In response to this, last year we launched Maryland S’wich – a creamy, crunchy cookie sandwich – to offer consumers the iconic crunch of a Maryland Cookie, alongside smooth cream.”
The other area for innovation is format – FBC has not only changed the shape of its products but also taken them into new categories to drive buzz and add innovation into the market. Party Rings were re-shaped for the first time in their 40-year history with the Under The Sea Minis range, and FBC also launched the Party Rings Celebration Cake. Both of these launches play to the strength of the brand while reinvigorating the category with fresh new formats.
FBC has a unique and iconic roster of brands in its portfolio, from family classics such as Jammie Dodgers and Party Rings, to premium treats such as the Fox’s Chocolatey brand and Thomas Fudge’s.
The company’s Anytime Treats brands – Maryland, Party Rings and Jammie Dodgers – are worth a combined £878M and growing at 3.6% YoY (NIQ and Kantar) with a particularly standout performance from Jammie Dodgers, which is worth £37.1M, seeing strong growth of +15.8% (Circana) and outperforming the sweet biscuits segment. It’s also worth highlighting that the Maryland brand is the UK’s number one cookie brand, worth £72.8M and growing +10.7%YoY (Circana).
On the premium side of FBC’s portfolio, the luxury Thomas Fudge’s brand is the fastest growing in the portfolio, achieving +218% YoY growth (NIQ and Kantar).
2025 was a huge year for NPD at FBC. The Party Rings brand changed shape for the first time with the launch of Under the Sea and Halloween Minis, and the Rocky brand launched STACK’d – a double layer of the classic biscuit – two golden, crunchy biscuits with a layer of smooth cream in between.
One of FBC’s most exciting innovations of the year has to be Maryland S’wich, which saw the much loved Maryland Cookie taken to a new format. Delivering £3.6M of sales since launching in July, S’wich is already flying off the shelves (Circana).
The overall sweets biscuits category has been in steady growth across 2025, with the latest 52-week data showing the category is worth £2.9Bn, growing at +3.3% (Circana). Anytime Treats and Premium Treats are leading this growth, worth £991M (+3.6% YoY) and £384 (+10.3%YoY, Circana), primarily down to shoppers seeking little moments of indulgence in their every-day lives.
We can attribute this growth to the macro-trend of people turning to sweet biscuits as a source of comfort in trying times, as they offer consumers an ‘affordable luxury’ against the backdrop of economic uncertainty. “There is a raft of advice we’d give for retailers looking to boost their sales of sweet biscuits, the most important being catering to different shopper missions. Some people will be on the hunt for classic biscuits barrels that cater to a specific budget or for everyday need. Others will seek something more premium for those at-home indulgences and big night in moments,” suggests Hebson.
“With that in mind, for retailers looking to maximise sales in this category, they should ensure their biscuit fixture reflects these different missions accordingly. Our recommendation is that the fixture is stocked with no more than 16% of everyday biscuits to avoid trading shoppers down that can afford more.
“13% of a fixture should be stocked with premium ranges, for those looking for an indulgent at home treat.”
Frances Booth, Head of Marketing at Lotus Bakeries UK, comments: “Convenience products are on the rise as customers look for sweet treats they can enjoy on the move or easily pack into lunchboxes for work or school. What’s more, with many people spending less time at home, individual or twin wrapped biscuits are preferable as these stay fresher for longer. When it comes to handy on the go snacks, retailers don’t need to look further than the Biscoff® 16x2pk Snackpack. Twin-wrapped, these biscuits help manage portion control and are ideal to have on hand whenever hunger strikes.”
As part of the growing preference for premium products, customers are easily tempted by something a little different and new flavour combinations or fusion products are becoming popular. Capitalising on this is the Biscoff® Sandwich Biscuits which feature a creamy vanilla, chocolate or Biscoff® filling between two original Biscoff® biscuits. This makes teatime a little more luxurious by adding an extra layer of decadent flavour. “When it comes to biscuits and cakes, premium choices are most popular with customers remaining loyal to brands they know and love. Customers want biscuits which they can proudly offer alongside teas and coffees, as well as a comforting treat to enjoy day-to-day. As a family-owned business, quality is a priority for Biscoff® and it remains true to its roots, using the unique recipe and craftmanship developed by Jan Boone Sr. in 1932,” adds Booth.
“Alongside demands for premium choices, customers are increasingly looking for grab and go items, with many choosing twin or individually wrapped cakes and biscuits. With snacking on the rise, customers are more likely to enjoy sweet treats on the go, saving time amid their busy lifestyles.”
Loved in over 7.5 million households (Kantar), the 250g packs of Lotus Bakeries’ original biscuits are always popular as customers can’t resist the caramelised taste and distinct crunch of Biscoff®. Each Biscoff® biscuit is carefully crafted from natural ingredients and is free from artificial additives and preservatives to offer a pure and authentic taste.
Following the popularity of the 250g pack, Biscoff® has recently launched new family packs (2x250g) so customers can ensure they always have a Biscoff® biscuit on hand. Containing approximately 64 biscuits, these are ideal for sharing or savouring by yourself.
“Customers are always attracted to brands they know and trust, especially when it comes to biscuits as these are a staple in British households,” says Booth. “On top of this the versatility of Biscoff® makes it a popular choice as our biscuits can be enjoyed on the go, added to lunchboxes, shared with friends and family or even used in home-baking.”
Susan Nash, Trade Communications Manager at Mondelez International, comments: “We are a nation of biscuit lovers, with the category truly embedded into our heritage and culture with moments and rituals like elevenses, afternoon tea and dunking being part of daily life.”
The category is worth £4.2bn (Nielsen) and makes up 15% of total snacking value (Euromonitor). Nearly all UK households— 99.2%— purchased biscuits in 2024 (Kantar), confirming that biscuits are a cupboard staple, and shoppers continue to choose them as an affordable and necessary indulgence.
The category is growing 2.7% in value (Nielsen) and splits into 3 key segments: sweet, savoury and healthier.
Sweet biscuits, including brands such as OREO, Cadbury biscuits and LU, are the largest sub segment, accounting for 64% of value sales (Nielsen).
The category is largely branded, with 67% of sales accounted for by brands (Nielsen) and half of all consumers sticking with their preferred brand (Mondelez).
Shopper missions in the category can be broadly divided into two main areas – take home and on the go, with sweet biscuits having a higher share of ‘take home sales’ and ‘healthier’ biscuit sales being more weighted to on the go when compared to savoury and sweet biscuits.
“Biscuits can help consumers meet a range of need states, whether that’s fuel throughout a busy day or indulgence as well as gifting and sharing. Taste is crucial to meet consumer needs,” adds Nash.
“Category value is driven when insight into shoppers and consumers is used to meet their different need states and category innovation is truly differentiated to offer something new. New products drive excitement in the category as 53% of shoppers look to trial new flavours (Mondelez).”
Sweet biscuits is the largest segment of the biscuit category accounting for 64% (Nielsen), catering to a variety of need states within their own sub-categories.
Everyday treat is the largest sub segment with brands like OREO helping to drive value and trade up opportunities form the everyday biscuit sub-category.
OREO plays a key role in the category, attracting the next generation of biscuit lovers, with the brand’s investment linking the world’s No 1 biscuit to popular culture via campaigns that target Millennials and Gen Z. In 2025 the brand partnered with A Minecraft Movie, and more recently launched OREO Night Twists both helping to create excitement and engagement with consumers.
The special treat subcategory is ideally placed for consumers wanting to indulge and ‘de- stress’, seeing growth in the last 12 months.
Cadbury, one of the top special treat biscuit brands, includes Cadbury Dairy Milk Fingers, Cadbury Cookies, Cadbury Crunchie Melts and Cadbury Snack. Cadbury Fingers 114g is the No 1 branded SKU in the Special Treat category (Nielsen). Established in 1897, Cadbury Fingers is anchored in family sharing moments, while the brand’s ‘Sign with Fingers Big and Small’ campaign continues to get Britain learning British Sign Language, with the goal of ensuring deaf people don’t miss out on any conversation, while also celebrating the role of Cadbury Fingers in helping people come together for everyday interactions. Go to https://signwithfingers.cadbury.co.uk/ to access sign language lessons.
LU is the fastest-growing brand in the Special Treat Biscuits segment, growing +28.7% value and +1.4ppt share (Nielsen). Its recent redesign highlights its premium quality and French heritage featuring distinctive, bold bright colours to differentiate each biscuit in the range. Consumers are increasingly looking for biscuits which meet their demand for indulgence and pampering, all of which LU’s taste offers as it brings the authentic taste of the French LU bakery to UK shelves. The brand now reflects these cues in its fresh and sophisticated new packaging, clearly elevating LU’s brand identity and its differentiation in the market.
“With consumer interest in wellbeing set to continue, the future is positive for this segment of the biscuit category,” says Nash. “We’ve seen a 6% (Kantar) year-on-year increase in on-the-go shopper missions within healthier biscuits, illustrating that shoppers are being more mindful when snacking while out and about. Ranges from brands such as belVita and Cadbury Brunch are therefore key pillars of a retailer’s snacking offering, providing a variety of formats and flavours.”
belVita offers a range of tasty flavours for lasting fulfilment, and the entire soft baked range and best-selling baked biscuit range is non-HFSS.
Recently belVita launched a limited edition belVita Duo Crunch Choco Hazelnut, the perfect combination of chocolate — the number one flavour in healthier biscuits— high fibre and belVita’s signature blend of five wholegrains, offering consumers great taste and texture.
The Cadbury Brunch range is where delicious ingredients meet irresistible flavour. Each bar blends satisfying oats, crispies, and bran flakes with a drizzle of honey and indulgent Cadbury chocolate.
The brand recently launched stand out packaging with bold graphics that highlight the brand’s taste credentials as well as its ingredients. The new packaging dials up the brand’s Cadbury distinctive purple, while maintaining its position as a great grab-and-go snack for busy mornings, afternoon pick-me-ups, or whenever consumers need something satisfying on the move.
The Cadbury Brunch range now includes a new value pack for the No. 1 SKU in healthier biscuits (Nielsen), Chunky Choc Chip. The pack has 10 bars and aims to meet the needs of large families and shoppers looking for better value.
The Savoury category accounts for 16% of all biscuits sales and is in value growth, and Ritz is the No 1 branded cracker in the category (Nielsen). A timeless classic snack, Ritz’s moreish, crunchy and melt-in-the-mouth taste has been enjoyed since it first launched in 1961.
Oven-baked Ritz crackers are a simple way for consumers to add a touch of enjoyment to any occasion – from lunchboxes and picnics to family gatherings and hosting parties. Equally good with cheese, dips, spreads and something sweet or on their own, they are also suitable for vegetarians.
The world’s number one biscuit (Euromonitor) brand, OREO, is launching a limited-edition OREO Creme Egg biscuit, which features the iconic flavour of a Cadbury Creme Egg in an additional layer of filling for the ultimate Easter-themed snack.
The seasonal OREO Creme Egg is set to drive category growth by maximising the Easter snacking occasion, carving out a niche space within biscuits. This delicious treat is designed to be shared by consumers with their family and friends.
Sophia Burger, OREO Brand Manager at Mondelez International, said: “The introduction of OREO Creme Egg is the perfect pairing of two iconic brands to create a new snacking occasion at Easter. We are giving consumers another way to enjoy the flavours and textures of OREO and Cadbury Creme Egg that we know works well together in an unexpected way. This limited-edition biscuit is set to drive excitement in the biscuit category, adding basket spend as family and friends come together to celebrate Easter.”
OREO Creme Egg is available in grocery and convenience channels until Easter 2026. The launch is being supported with in-store activations and a playful above-the-line campaign that is set to appear on HFSS compliant media channels.
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