The savoury snacking category remains a strong favourite among shoppers, with many of them routinely adding these products into their baskets.
Across 2025 99% of consumers enjoyed savoury snacks (Kantar), and 77% purchase them from convenience outlets (Kantar).
The growth of the category makes savoury snacks a key sales driver for the impulse channel, being worth £895M a year (NIQ).
This presents a significant opportunity for wholesalers to maximise their sales through catering to independent retailers looking to stock up.
“To achieve this, it is important for wholesalers to remember consumers are loyal to brands they know and flavours they love,” comments Ed Merrett, Wholesale Controller at PepsiCo. “Stocking a strong core of best-sellers is essential for repeat sales. While new product development (NPD) adds excitement, the winning formula is innovation combined with a solid core range. Our portfolio offers the perfect mix of much-loved favourites and new launches, helping wholesalers and independent retailers maximise sales and tap into this booming category.”
When it comes to crisps, flavour rules. It’s the number one factor influencing purchase decisions, driving choice on 50% of all occasions (Kantar). So, for shoppers, snacking isn’t just about hunger, it’s about enjoyment.
In fact, across 2025, Salt & Vinegar, Cheese & Onion and Meaty flavours dominated savoury snacking (NIQ).
“For retailers, stocking iconic brands like Walkers, Quavers, Wotsits and Monster Munch creates a powerful “beacon effect,” drawing shoppers in and driving impulse purchases. This means that for both independent retailers and wholesalers, trusted favourites not only deliver consistent sales, but also complement taste-led innovation, keeping the category vibrant and relevant,” adds Merrett.
“Building on this strong foundation, we’ve focused on helping retailers strike the perfect balance: much-loved classics paired with exciting new products. This approach encourages trial, while securing repeat purchases from familiar favourites.”
Over the past year PepsiCo has introduced a wave of flavour-driven NPD, combining bold tastes and innovative ormats designed to keep shoppers engaged and the category growing. This includes the two-strong sub-range Doritos 3D Crunch. Rolled out in two on-trend flavours and formats, Nacho Cheese and Sizzling Steak, in price-marked and grab bag packs, Doritos 3D Crunch is the ultimate expression of intense crunch and bold flavour.
With meaty flavours having remained popular in the crisp category in recent years (NIQ), while cheese flavoured snacks continued to be a major driver of category growth last year, worth nearly £1 billion by June (NIQ), the launch responded directly to shopper demand for satisfying taste experiences.
Demand for spicy flavours continues to surge. This is particularly the case among Gen Z shoppers seeking bold, more adventurous taste experiences (Worldpanel), making spicy flavours must-stocks for wholesalers looking to maximise sales. Doritos Flamin’ Hot SKU has already generated over £20m in sales since its launch in 2024 (NIQ), further demonstrating the strength of the range and the appetite for heat within the category.
Building on this momentum, Doritos Dinamita Extra Flamin’ Hot was introduced exclusively to the convenience channel last year. The rolled tortilla chip joined the wider Flamin’ Hot portfolio in a 65g PMP format at an RRP of £1.25. More recently, PepsiCo also launched Doritos Flamin’ Hot Nacho Cheese. Combining the signature fiery kick of Flamin’ Hot with a rich cheesy taste that’s packed full of flavour, the launch has been long requested by UK-based Doritos fans, who have been calling for the hit US flavour to make its debut to UK shelves (PepsiCo).
Mark Hazelgrave, Category & Insights Manager, Calbee UK, comments: “Spicy flavours continue to prove popular. We see this through Seabrook Waffle Bites in Hot & Spicy flavour. This product is available in a multipack, making it an appealing choice across wholesale and in the convenience sector as well as with shoppers.
“There is a cultural shift to eating little and often. Traditional mealtimes are in decline. People are choosing to snack throughout the day, rather than sit down for breakfast, lunch and dinner. For those working, it’s about convenience, cost effectiveness and the nutritional value of what they eat.”
‘Snackification’ is being adopted as a way of life. With British employees spending on average 33 minutes on lunch, grabbing something quick and convenient makes sense (Insight Trends World).
There is an increased demand for better-for-you products, not just linked to HFSS but also to other health related trends such as GLP-1.
“At Calbee, HFSS is a key consideration when we look at our portfolio and wider product development pipeline. Striving for healthier lifestyles is embedded in Calbee’s corporate philosophy that guides our strategic priorities and desire to meet the needs of consumers seeking greater choice from the snacking aisle,” adds Hazelgrave.
“Great examples of this are Seabrook Tomato Ketchup and Worcester flavoured crinkle-cut crisps, which are non-HFSS compliant.”
One key trend in the market is flavours from around the world, in particular the tastes of East Asia.
As Japan’s #1 snack maker (INTAGE), Calbee UK benefits from a global portfolio of innovative crisps and snacks from across the Calbee group – providing access to the authentic favourites from Japan, Thailand, Korea and beyond.
“Calbee is uniquely placed to lead the development of East Asian snacks within the UK as a genuinely authentic major Asian snack brand,” says Hazelgrave. “We see huge potential for growth in this space and are working hard to bring these products into the wholesale and convenience sectors.”
Financial anxiety is still making shoppers vulnerable. KPMG data reveals 25% of UK households are feeling financially insecure and 50% of UK households plan to reduce spending on everyday items.
This continued cost-of-living crisis impacts shopper behaviour – making them increasingly price conscious.
“At Seabrook, the UK’s number 1 crinkle cut crisp brand (Kantar), we recognise this and continue to provide great taste and affordable value for shoppers, while meeting with more consumer needs – whether this is through priced marked packs or extra value bags that will help to drive impulse sales for retailers,” continues Hazelgrave.
“One way for shoppers to manage household budgets is staying home rather than going out. With a summer of sport planned, sharing at home occasions are likely to increase as people come together in a fun and affordable way.
“Sharing occasions will continue to drive volume sales of sharing crisps, which have already risen by 3.7 per cent versus last year. This creates a great opportunity for wholesalers.”
Andy Brown, Director, Envis Snacks, comments: “The tried and trusted main flavours will always be important, but we see that there is real hunger in consumers for things that are firstly, a little different, and secondly that have unique or hot flavours. We are delighted that we can offer options for both with our Lorenz Pomsticks and Curlys hitting the mark for differentiated snacking and WOW Jalapeno and X-cut Chilli & Lime dishing up some great tangy flavours. By offering differentiated products and unique flavours we feel we offer great incremental sales opportunities for convenience retailers and that, coupled with our market leading shelf life, to avoid stock loss risks, and a range of bag size options (from 75 and 130g sharing bags), allowing retailers to increase their value proposition and set margins that work for them.”
Envis Snacks has launched X-cut Hot & Spicy 75g and Tex Mex Curlys to complement its existing ranges of crisps and snacks. It has also introduced oven-baked, bite-sized snacks ‘Lorenz Mini Crackers’ to help revitalise the oven baked segment as they are perfect for outdoor meals and social gatherings, and are available in Salted, Cheese & Onion, and Bacon Style.
In terms of adding real value for consumers Envis Snacks has also reduced the PMP of the ever-popular Wanted Tortilla Chips to £1, providing value for consumers with a 100g fill.
Shaun Whelan, Head of Convenience at Jack Link’s, comments: “Snacking has fundamentally shifted from pure indulgence to a balance of enjoyment and function. Shoppers still want bold flavour, but they are increasingly looking for snacks that work harder for them – whether that’s high protein, lower sugar or something that keeps them fuller for longer.
“We are seeing particularly strong momentum behind protein-led snacking, especially among younger and more active consumers. Meat snacks sit right at the intersection of taste and functionality, offering naturally complete protein in a convenient, ambient format. That’s helping drive strong value growth across the jerky and biltong segment, which continues to outperform many traditional bagged snack categories.”
Hybrid working has created more varied snacking occasions. Shoppers are no longer just buying for desk drawers five days a week – they are shopping for on-the-go, gym, commuting and flexible working routines. That’s playing to the strengths of portable, resealable, protein-rich snacks. Products that deliver sustained energy and are increasingly relevant for busy days that combine office time, travel and fitness. Jerky fits naturally into those modern routines.
“Visibility is critical. The unseen is unsold. Meat snacks should sit within the main savoury snacks fixture to reinforce that they are a credible alternative to crisps and nuts. Secondary siting is also highly effective – particularly alongside sports drinks, energy drinks and food-to-go. Clip strips remain a simple but powerful way to capture impulse purchases. Strong availability and brand-blocking bestsellers are key to driving repeat purchase,” advises Whelan.
“Linked deals are hugely important for driving recruitment and encouraging trial. Cross-merchandising with sports related products is a natural fit, particularly with younger and more active shoppers. Protein-led meal deals can also work well in convenience, especially in forecourts where shoppers are mission-led. The more retailers can position meat snacks as part of a complete solution rather than a standalone purchase, the greater the incremental opportunity.”
Jack Link’s Beef Jerky Original 25g remains the highest unit rate of sale SKU in the category, making it an ideal entry point for new shoppers.
Flavours such as Sweet & Hot and Teriyaki continue to resonate strongly with younger consumers seeking something more exciting than traditional savoury snacks.
This year marks a major step-change for Jack Link’s with the launch of a landmark partnership with MrBeast.
This is about category recruitment at scale. While the UK jerky and biltong category continues to grow strongly, household penetration remains below 7%, which highlights significant headroom. By partnering with the world’s number one digital creator, we have a powerful opportunity to introduce meat snacks to a new generation of savoury snackers.
MrBeast’s reach among Gen Z and Gen Alpha audiences allows the brand to turn cultural relevance into in-store conversion. The bold co-branded packaging has been designed to maximise standout, while a 360° omnichannel campaign across above-the-line, social and shopper marketing will drive awareness and trial throughout 2026.
“For retailers, this is a genuine incremental opportunity,” adds Whelan. “We’re combining trusted, naturally complete real meat protein with the scale and influence of one of the most recognisable global creators. That creates excitement at fixture, drives first-time purchase and helps unlock long-term penetration growth for the category.”
Now worth almost £5.3bn (NIQ), Crisps, Snacks and Nuts (CSN) is a category of huge scale, continuing to experience growth.
Speaking about the category opportunity, Stuart Graham, Head of Convenience and Impulse, KP Snacks, says: “CSN is a dynamic, exciting and growing category, outpacing the growth of other impulse sectors. It represents a massive opportunity for retailers to grow sales and drive footfall by continuing to focus on key consumption and shopper trends.
“At KP Snacks, we are fuelling this momentum and driving much of the category growth with our broad portfolio of snack products, offering something for all consumer need states, occasions, and budgets. We have some of the nation’s biggest snack brands, with Number 1 brands in many segments from Hula Hoops and McCoy’s to Butterkist and KP Nuts.”
Graham continues: “The Crisps, Snacks & Nuts category is thriving, driven by key trends in convenience, bold flavours, and sharing occasions. Food-to-go and at-home occasions are an essential part of category growth, with innovation and promotions continuing to drive category momentum and shopper appeal.
“In Food to Go PMPs are leading the way as shoppers seek value and convenience. Meanwhile, with more people spending nights in, at-home snacking is booming, with sharing formats fueling category expansion. As well as gravitating towards trusted brands, consumers are also experimenting with bold new flavours, with spicy and meaty profiles in particular gaining momentum.”
Food to Go missions now account for 16% of the Top 10 missions in the Convenience channel, catering to today’s fast-paced, on-the-go society as consumers look for quick, affordable meals which suit their routines and budgets (Lumina).
The KP Snacks portfolio is strategically positioned to drive the momentum of Food to Go growth, delivering strong single sales alongside flavour innovations that capitalise on key consumer trends. PMPs remain key to the Food to Go mission, and the company’s PMP portfolio is strong, broader than ever before and growing ahead of the overall category, with Hula Hoops Big Hoops, McCoy’s, Nik Naks and Disco’s featuring as top 10 brands in the large PMP segment (NIQ). Recent PMP releases include McCoys Salted, with the new flavour completing McCoy’s PMP flavour lineup, responding directly to consumer demand, with “Salted” representing the number one flavour partition in CSN.
When not on the go, people are indulging in snacks with family and friends at home. At-home occasions drive the growth of Sharing, the largest segment in CSN worth £2bn and growing (NIQ).
Covering a broad range of snacking options, including nuts, popcorn & pretzels, KP Snacks’ portfolio taps into this trend to create value and generate demand. Already synonymous with the movie experience, the Popcorn segment has huge potential for Big Night In occasions and Butterkist is the UK’s number one popcorn brand with 30% market share and top selling branded SKU in Butterkist Crunchy Toffee (NIQ).
Meanwhile, KP Nuts leads the category as the number one Nut brand (NIQ).
Rebecca Worthington – Salty Snacks Marketing Lead at Mars Snacking, comments: “Cheez-It Snap’d has reached £33 million in value sales, with 22 million units and 2.7m KGs sold to date (NIQ). The hero product Double Cheese has alone delivered over £17.5 million in sales, and Cheese & Chilli is continuing to cater to the nation’s growing appetite for spice with £8.6 million in sales to date (NIQ). Brought to market in September 2024, the bold, cheese flavoured snack became the UK’s biggest new brand launch in 2024 and ranked as the fourth largest NPD across all FMCG (Kantar), despite having launched 8 months into the year.”
Cheez-It’s rise has been driven by its smart, occasion led format strategy. The brand offers six tailored pack sizes to meet different snacking occasions in a range of retail environments. From 40g and 50g single formats ideal for on the go snacking in foodservice, to 65g and 120g PMPs designed to deliver clear value in convenience retail, each format is designed for a specific snacking occasion. This approach ensures Cheez-It is always in the right place, at the right time and in the right size.
The UK’s crisps and snacks market is in rude health, valued at £4.4bn and growing at +0.8% YoY (Circana), but this headline performance masks a more difficult reality for independent retailers.
While the total market rises, the Independent & Symbol channel is currently seeing a -1.3% decline (Circana). Despite the wider channel decline, Pringles remains the number one large sharing branded crisps, valued at £45.1m (Circana). In fact, the brand is enjoying modest growth of +0.3% YoY (Circana).
Cheez-It has become the UK’s largest salty snacking NPD (Kantar) by offering something entirely new to the British palate. Commanding a 52% repeat purchase rate, the brand is available in two popular flavours: Double Cheese, which has delivered nearly £13m in sales to date (Circana), and Cheese and Chilli – a hot variant that caters to the nation’s growing appetite for spicy snacks. Cheese and Smokey Bacon flavour launched as a UK-first in July 2025 to mark the brand’s one-year anniversary.
“In a channel where category sales are down by -1.3% (Circana), retailers must avoid offering overwhelming variety and instead focus on products that are guaranteed to meet key shopper missions and ultimately drive sales. Shoppers entering a convenience store are often just looking for the experience to be as simple as possible and they may abandon the purchase altogether if overwhelmed by endless flavour choices or walls of secondary brands,” adds Worthington.
“We’d advise retailers to ensure that bestselling formats of the biggest brands are double or even triple faced to make shopping easy. Pringles is the number one large sharing branded crisps, valued at £45.1m, and its three bestselling SKUs, Sour Cream, Original and BBQ, are proven anchor brands that draw shoppers to the category.
“From there, you can expand into disruptive challenger brands that shoppers might not be as familiar with, such as Cheez-It. Available in 120g price-marked packs, the brand’s sharing formats are growing by +126.4% and is fast-becoming a core range staple for independent stores (Circana).
Marta Valles Sanchez, Marketing Director Takis Europe, comments: “Data shows a clear demand for bolder, more intense flavour experiences, particularly among younger shoppers. Over 90% of Gen Z and Millennial consumers say they actively seek out more exciting, flavour forward snacks (Mintel), and this behaviour is driving a structural shift towards intensity led products. Research carried out by Takis® brand owner Grupo Bimbo found that 31% of consumers classed themselves as “Grab & Go” buyers who are looking for solutions and flavours for all the family and 32% as “Explorers”, people who are deliberately looking for new, different and intense flavours.”
HFSS regulation has accelerated a structural shift in the category rather than simply impacting short term sales. There is a rebalancing between impulse and planned purchases, with retailers prioritising formats, price points and visibility that can still drive conversion within the new constraints.
Consumer understanding of HFSS regulation remains relatively low, but its effects are increasingly visible in the shopping experience and although shoppers don’t necessarily engage with the regulation itself, they do respond to changes in availability, promotions and product choice. Consumers are not moving away from snacking, they are simply navigating it differently, so whilst there is still a strong role for snacks in enjoyment and social moments, there is also a growing expectation for clearer choice, whether that is portion control or different flavour profiles.
“We are seeing a clear evolution beyond traditional flavours towards more intense, layered and globally inspired profiles, with younger consumers in particular seeking bolder taste experiences – often influenced by digital culture and international cuisines – and this is a core part of our proposition,” adds Valles Sanchez. “At the same time, we also see an opportunity to broaden the appeal of the category by offering a wider spectrum of flavours, from more accessible profiles to more extreme experiences, ensuring relevance across different consumers and occasions.”
Takis® is set to take the UK snacking category by storm once again with the launch of its latest flavour, Takis® Smokin’ BBQ, a milder alternative that still delivers full Takis® intensity but without the high heat that can deter more cautious shoppers.
Building on the brand’s exceptional momentum – it is now worth over $4bn globally and the fastest growing name in the UK tortilla segment – the new flavour is designed to drive deeper category penetration by dialling back on the spice, whilst retaining the brand’s iconic intensity. In doing so, Takis® Smokin’ BBQ removes a key barrier to entry and opens the door to a broader audience ready for bold flavour on their own terms.
The launch comes at a time when Takis® continues to outperform every major competitor in the tortilla category, delivering +48% value growth and +81% unit growth (Circana). Awareness, consideration and repeat purchase are all climbing sharply, with data showing that once consumers try Takis®, they exhibit strong levels of loyalty. Takis® Smokin’ BBQ has been developed to accelerate that conversion by offering an intense, flavour first experience that appeals to consumers keen to try out the latest release from a brand they already trust.
Takis® Smokin’ BBQ taps directly into one of the UK’s strongest flavour trends – with BBQ enjoying significant growth across retail and out of home – by combining the comfort of familiarity with the excitement of a modern twist. With 59% of shoppers saying their snack choices are influenced by either familiar or new flavours, and younger consumers actively seeking new experiences, Takis® Smokin’ BBQ delivers what the brand calls “safe adventure” – a sweet, smoky, mildly spicy profile that broadens the brand’s reach without diluting its trademark intensity.
Following the successful launch of the KETTLE® Chips Krinkle range, the UK’s gourmet hand cooked crisp brand is back with a bold new addition that brings a meaty twist to the ridges and marks an exciting return to the meat flavour segment: KETTLE® Krinkle Aberdeen Angus Ribeye Steak & Peppercorn.
By using real beef and focusing on the high-quality provenance of Aberdeen Angus Ribeye Steak, KETTLE® has created a sophisticated and HFSS compliant snack that taps into the nation’s love for meat flavours, the second largest segment in the crisps category after salt.
The launch will recruit younger audiences seeking a more indulgent, high-texture experience, while adding a much-anticipated meat flavour option to join iconic core flavours like Lightly Salted, Sweet Chilli & Sour Cream, and Sea Salt & Balsamic Vinegar of Modena. In consumer testing, the Aberdeen Angus Ribeye Steak & Peppercorn flavour outperformed its main competitor in overall opinion and purchase intent, proving that crisp fans are ready for a more provenance-led and premium ridged meat flavour option.
Adding to the excitement, the 40g bags were available in stadiums across the ICC Women’s T20 World Cup 2026, following KETTLE® Chips’ announcement as an official partner of the tournament. The partnership united KETTLE® Krinkle’s newest meat flavoured innovation with the inclusive spirit of team sport, ensuring that the next generation of fans can enjoy a premium snack while supporting the evolution of the game from the grassroots level up.
Michael Inpong, Chief Marketing Officer at Valeo Foods UK says, “We are thrilled to introduce the new KETTLE® Chips Aberdeen Angus Ribeye Steak & Peppercorn Krinkle flavour. This launch is all about bringing a gourmet, provenance-led meat flavour to our ridged range, offering an even more indulgent experience for KETTLE® Chips fans. Like the rest of the range, it’s crafted with care and packed with bold flavour, and it brings that signature bold krunch that makes the Krinkle chip so exciting!”
Tash Jones, Commercial Director at Fairfields Farm, comments: “There has been a growing interest in spicy flavour combinations within crisps, with consumers increasingly seeking products that combine multiple taste profiles rather than relying on a single dominant flavour. Interest in spicy flavours continues to rise, alongside the emergence of trends such as ‘swicy’ (sweet and spicy) and more recently, ‘fricy’ (fruity and spicy). This growing appetite for heat also reflects wider consumer demand for more adventurous global flavours, including umami, kimchi and Asian-inspired flavour profiles.”
There is also a growing demand for flavours inspired by classic barbecue cooking, combining smoky and spicy notes with a more adventurous flavour profile. Fairfields Farm’s newest limited-edition crisps, Cajun Barbecue flavour, delivers exactly that, balancing sweet tomato flavours with notes of paprika, garlic, onion and black pepper, layered with a gentle Cajun heat and a tangy barbecue twist, finished with a subtle peppery kick.
Consumers are increasingly turning to snacks as convenient options for lunches, mini meals or indulgent treats. There is a growing demand for portable formats that require little to no preparation while still satisfying both cravings and hunger. This is driving interest in products such as crisps, snack pots and high-protein options like yoghurt pouches and protein bars.
“For brands like us at Fairfields Farm, this shift is particularly beneficial, as we are seeing increased demand for our 40g handcooked crisps, which are easy to enjoy on the go and provide a convenient, satisfying snack option for consumers seeking quality, flavour and convenience throughout the day,” adds Jones.
In addition to the continued popularity of spicy flavours, consumers are increasingly seeking snacks with heavier seasoning, stronger aromas and bolder flavour profiles, particularly across crisps and nuts. Alongside this, there is growing demand for flavours inspired by classic barbecue cooking, combining smoky and spicy notes with a more adventurous edge.
“As shoppers become more accustomed to richer, more intense tastes, they are looking for products that deliver maximum flavour impact while still offering the familiarity of well-loved classic flavours,” says Jones. “Our newest crisp flavour, Cajun Barbecue, taps into this trend, balancing sweet tomato flavours, layered with a gentle Cajun heat and tangy barbecue twist.”
Susan Nash, Trade Communications Manager at Mondelez International, comments: “The UK crisps, snacks and nuts sector continues to benefit from shoppers looking for affordable treats, convenient formats and exciting flavours that fit a variety of occasions, from lunchboxes and on-the-go missions to evening grazing and at-home sharing. As household budgets remain under pressure, shoppers are still seeking small moments of enjoyment, making snacking an important category for wholesalers and retailers alike.”
Within the wider snacking market, biscuits remain a key pillar. The category is worth £4.2 billion (Nielsen) and makes up 15% of total snacking value (Euromonitor). The balance between value, taste and convenience is shaping the category, as it continues to grow.
Biscuit sales are also growing 2.7% in value (Nielsen), with shoppers using the category across different missions, from take-home treating to on-the-go consumption. Sweet biscuits account for the largest share of the biscuit category, representing 64% of value sales (Nielsen), while savoury biscuits also present a strong opportunity for wholesalers and retailers.
Brands remain especially important in the current market. The biscuit category is largely branded, with 67% of sales accounted for by brand (Nielsen). For wholesalers, this underlines the importance of stocking recognisable, trusted names that retailers know will drive rate of sale.
“At the same time, innovation is key to keeping fixtures fresh and encouraging shoppers to trade up. New products can help create excitement in-store, particularly as 68.6% of retailers say NPD helps sales rise when stocked alongside the core range (Mondelez BRCR), and 72% believing NPD drives incremental sales (Mondelez). This is especially relevant in a snacking market where consumers are seeking variety, excitement and permissible treats across every day and seasonal occasions,” adds Nash.
“On-the-go snacking is another important growth driver. Healthier biscuits are particularly well placed for this mission, with a 6% year-on-year increase in on-the-go shopper missions within healthier biscuits (Kantar). Ranges such as belVita and Cadbury Brunch offer wholesalers the chance to support retailers with convenient formats that work for lunchboxes, busy mornings and afternoon pick-me-ups.”
Jo Agnew, Marketing Director at Biscoff UK, comments: “Convenience is increasingly fuelling customers’ food choices; so much so that we are seeing snacks replace the standard three meals a day. On the go snacks are particularly popular as it is easy for customers to pick these up on their commutes to and from the office or grab from a local retailer during their lunchbreak. This provides a quick and simple way for customers to keep hunger at bay. Alongside the practicality of snacks, the recent rise of GLP-1 drugs has seen increased demand for smaller portion sizes, further blurring the lines between meals and snacks.”
When it comes to buying snacks, most customers will make purchasing decisions quickly, relying on trusted options that they know they will enjoy. This means many are willing to spend a little more on high quality products, and this premiumisation of the snacking category means that popular brands always stand out to customers.
Loved in over 7.4 million households, Biscoff® is a go to for customers who immediately recognise the biscuits for their irresistible taste and distinct texture (Nielsen). Created from the original recipe by founder Jan Boone Snr, Biscoff® has developed a reputation for quality, using the finest ingredients to create an authentic taste experience.
“To maximise sales, wholesalers should look beyond just offering convenient snacks for busy individuals and should also consider the demand for snacks that can be shared with friends and family,” adds Agnew. “In fact, at-home socialising now accounts for 22% of occasions where customers choose to snack on a sweet biscuit, with many offering these to visitors alongside hot drinks, such as teas and coffees (Attest). Here, customers are often looking for an enticing treat that is perhaps a little more luxurious than their usual snack, and for this reason, the Biscoff® Sandwich Biscuits are proving a popular choice. Adding an extra layer of decadence, these biscuits feature a creamy vanilla, chocolate or Biscoff® filling between two original Biscoff® biscuits, providing customers with a sweet treat that is perfect for offering friends when socialising.”
Leona Mccaugherty, Head of Marketing, Forest Feast, comments: “We see that consumer curiosity is at an all-time high, with shoppers actively seeking more adventurous and layered flavour experiences. We’re seeing growing demand for snacks that deliver depth, complexity and an element of surprise, whether that’s through bold flavour pairings, global influences or exciting texture combinations.”
Forest Feast’s Truffle & Pecorino Nut Mix is a great example of this trend in action. Combining authentic Pecorino Romano cheese and black truffle, it delivers layers of crunch, umami and indulgence to everyday snacking.
There is also strong momentum behind trend-led flavour profiles such as ‘swicy’ (sweet and spicy) and ‘fricy’ (fruity and spicy), driven by social media and consumers’ appetite for discovering something a little unexpected. As shoppers continue to seek more elevated and memorable snacking experiences, bold, flavour-forward products are becoming increasingly important drivers of growth and differentiation within the category.
“Consumers are increasingly using snacks across a wider range of occasions, from afternoon pick-me-ups and lunch accompaniments to on-the-go consumption and evening relaxation. This shift is creating demand for more substantial snacks that deliver both enjoyment and satisfaction,” adds Mccaugherty.
“We’ve responded with a range of formats designed to meet these evolving needs, including impulse packs with 10 sweet and savoury options that work particularly well for meal deals and convenience missions, alongside larger formats for sharing and entertaining. As consumers snack more frequently throughout the day, offering the right format for every occasion is becoming increasingly important.”
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