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The UK biscuit market has seen over 300 new product launches since 2007, but 60% of 16-24 year-olds disagreed that traditional biscuits are boring. Only 55% of the 55+ market shared the same view.
15% of Brits also say they eat sweet biscuits at least once a day, and the market is now worth £1.4 billion. This is expected to increase by 21% to £1.7 billion by 2016.
Alex Beckett, senior food and drink analyst at Mintel, said, “The youth of Britain is growing up immersed in digital media, text-speak and cutting-edge gadgetry but this doesn’t mean they don’t appreciate a good old-fashioned custard cream.
“They may lack TV support or big name brands, but the humble bourbon, malted milk and custard cream are cherished by teens and students.
“Maybe the lack of try-hard advertising appeals to them – or maybe these biscuits are just better value than the increasingly chocolate-laden new launches. Either way, the youth of austerity Britain has respect for our biscuit heritage,” he added.
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