Speciality Food Magazine June 2024

On the less sweet side of the table, Mintel’s 2023 Savoury Biscuits report reveals these products are most often eaten with cheese (60%) but that slowing sales (down against 2020 record levels) demonstrate a need for brands to invest in NPD and innovation that re-energises the market. Certainly, there’s the opportunity to make a huge impact here as 69% of those who snack on savoury biscuits do so every day. Opportunity knocks Tudor Evans, senior category manager at Holleys Fine Foods agrees with the data, but says he’s already seeing change within the savoury category with “brands constantly evolving their ranges and pushing the boundaries in terms of new taste combinations in oatcakes, crackers and wafers. “Traditional brands like Nairn’s have introduced a Marmite and Cheese Oatcake – a match that will always find favour with our customer base.” Steve Monk of Good Guys Bakehouse thinks more needs to be done to shake up the savoury biscuit A h. The Great British biscuit. Nothing quite beats it. Particularly if it’s presented in a dented, familial tin. The kind that’s been passed through the generations, landing on the table in the afternoons, on the lap at Christmastime, and in the middle of the blanket with a flask of something warming during picnics. There’s a cosiness to the idea of a biscuit – whether sweet or savoury. One that makes most people come over all rose-tinted and nostalgic. And that, say makers and retailers, is what keeps shoppers coming back for more. According to Mintel’s 2023 report, volume sales of sweet biscuits were up 1.5% last year, despite cost-of- living pressures and the introduction of HFSS product location restrictions. Researchers pointed to their appeal as an affordable treat as being the predominant reason for the rise, with traditional flavours leading the way, alongside a desire for what it calls ‘safe adventure’. “While new flavours sway only a fifth of buyers,” Mintel says, “seasonal/limited edition biscuits prompt over half of buyers of sweet biscuits to purchase more overall.” This “reaffirms limited edition variants as a valuable vehicle for brands to drive engagement.” Trends leading in sweet biscuits include personalisation, nostalgia and healthier options – particularly in light of ongoing research into (and mainstream chatter about) ultra- processed foods (UPFs). aisle, saying he hasn’t seen much real focus frommarket leaders in the category for many years. “I can’t think of any significant NPD launched recently,” Steve explains. “Which is a shame, because savoury biscuits is a brilliant category, worth half a billion pounds.” Steve believes the category has been neglected because it is “ageing”, adding it’s ripe for rejuvenation, which could inspire a whole new generation of shoppers. “We are one of the very very few brands that are over-indexing on younger, health-conscious shoppers,” he adds. Good Guys Bakehouse produces light, savoury wafer biscuits that pack a punch of flavour, at only five calories each. “Savoury biscuits seem to be wholesome, permissible and healthy, but savoury snack biscuits tend not to be healthy at all,” Steve reflects. “They are usually high in fat and calories, so we thought ‘let’s make a product we can bring to market that offers something different’.” The brand bakes with natural ingredients “and we don’t have to spray on oils and flavourings, so they are much lower in fat and calories. People want something lighter. They are putting rice cakes in their basket, and looking across to see if anything else is available. They want products for those ‘light grazing moments’ on the sofa.” A nod to the past “Making moments and spending time together is what biscuits are about,” says Debbie Hammonds, commercial director at Farmhouse Biscuits. Nostalgia is absolutely key for the brand. “People buy our products because they remind them of going to their grandma’s house 16 and having tea and a nice treat. We find nostalgic themed products do really well for us.” The bestseller by a country mile is Farmhouse Biscuits’ Oat Flips – a recipe that goes back three generations within the Farmhouse family. “We’re always talking about taking that inspiration from the past, but having modern creativity too,” adds Debbie. “It’s important to keep those classic flavours.” Farmhouse Biscuits conducts a lot of research with customers, who say biscuits are the sweet treat that resonates with them most. “Choosing a quality biscuit is that little extra indulgence,” says Debbie. “We talk about it being that cherished gift, making memorable TAKINGTHE BISCUIT Whether a dunker for tea, or something savoury to add crunch to Cheddar, consumer desire for biscuits will never fade, say industry insiders @specialityfood For more information contact: louise.barnes@artichokehq.com 01206 508629 STEVE MONK GOOD GUYS BAKEHOUSE DAWN READE ISLAND BISCUITS DEBBIE HAMMONDS FARMHOUSE BISCUITS MATTHEW CHILES GOURMET PARTNERS ALEX BRASSILL JNCK BAKERY COMMENTATORS