How to sell the Great British Biscuit

They may be easily accessible in all forms of retail across the UK, but biscuits are undoubtedly worth a second look when it comes to fine food retail, with brands and consumers alike actively working within the realms of quality, sustainability and story more than ever before. Consumers are looking for much more than a mindless snack, though; instead the key to sales success lies in offering a ‘moment’, something special which inspires them to put the kettle on, gather with loved ones and relax into the perfect crunch.

“Shoppers are increasingly looking for biscuits that feel like a treat rather than an everyday staple, with a shift towards products that offer something special – whether through eye-catching design, artisan craftsmanship or a strong heritage story,” agrees Charlotte Smith, marketing assistant at Image On Food.

At Thetford Garden Centre, marketing and events manager Emily Moss has found that indulgence really does sell. “Our customers are looking for biscuits that feel like a treat. Quality really matters; they want something that stands out from supermarket options,” she says.

“There’s a strong pull towards hand-crafted, bakery-style biscuits with a homemade look and feel, recognisable ingredients and traditional recipes, and products with personality, whether that’s through branding, nostalgia, or novelty shapes.

“In a garden centre setting, biscuits are often bought alongside other food items or as part of a leisure visit, so they need to feel special enough to justify that treat purchase.”

“Most of us have been feeling the pinch financially in recent years, and just as things looked like they would be improving, the global economy is under threat again thanks to the war in the Middle East endangering the ease of movement of fuel, having a knock-on effect on the price of almost everything we buy,” says Dawn Reade, director of Island Bakery. “So it may be a while before consumers have the confidence to invest in larger purchases again. Granted, many people will also be economising on their regular grocery choices. However, a small splurge on an item like a packet of biscuits, a bar of chocolate, or a portion of really good artisan cheese can go a long way to helping us enjoy a small pleasure now and again without breaking the bank completely.”

Making an occasion of biscuits

While we’re all guilty of snaffling a couple of biscuits too many on a solo night in front of the television, biscuits inspire connections between people – sharing a pack, whether in person or via gifting is increasingly popular. And for a product to be worthy of gifting, quality is key.

Today’s shoppers are “discerning and are looking for something that is a genuine indulgence during a short, but special, moment in their day, whether that be with a cup of coffee in between busy jobs, or being sociable with friends or family,” says Dawn.

“Hopefully they want to savour the superior taste of just one or two really good biscuits, rather than a handful of cheap and cheerful, but forgettable, ones.”

“Gifting and sharing continue to drive the category, with seasonal and character-led products creating occasion and encouraging impulse purchases,” explains Charlotte. “At the same time, consumers are placing greater emphasis on quality ingredients, seeking out products that deliver on flavour, authenticity and indulgence.

“Provenance is also key, with shoppers drawn to brands that offer a compelling story alongside great taste. Versatility is increasingly important too, with biscuits enjoyed not just on their own, but as part of entertaining, desserts and drinks pairings.”

A heady combination of provenance and innovation has proved successful at Stag Bakeries. “We have been making biscuits on the Isle of Lewis since 1885, and everything we do is rooted in that heritage,” says Daniel Smith, sales and marketing manager at Stag Bakeries. “Our Stornoway Water Biscuits are made to a recipe passed down the generations and remain our best-selling product, proof that consumers will keep coming back to simple products that are done well.”

The team haven’t rested on their laurels, though, instead they have responded to the consumer appetite for new options which tick 2026’s boxes. “The seaweed biscuit range continues to do well for us and is a good example of how we approach innovation, by finding ways to tie our location with interesting ingredients connected to the region,” he continues. “We’ve also explored different textures and adding colour to our range by working with ingredients like beetroot and charcoal for example.”

Retail insight: the rise of biscuit ‘occasions’

“Customers are opting for smaller quantities of higher-quality products,” begins Emily. “Biscuits have become a ‘treat’ category rather than a routine purchase. They also want reassurance, natural ingredients, fewer additives – but they’re still willing to indulge.

“As a destination retailer, we see customers browsing and discovering rather than shopping with a fixed list. Sampling, storytelling, and attractive displays influence purchasing more than ever. In our experience, biscuits are enjoyed across a variety of moments throughout the day, and the type customers choose does tend to change depending on the occasion.

“The classic setting is still at home in the evening on the sofa with a cup of tea where customers gravitate towards comforting, slightly more indulgent options like shortbread, chocolate biscuits, or something like a Viennese whirl that feels like a proper treat. For daytime moments, such as a mid-morning or afternoon break, they often choose something lighter or more convenient, particularly if they’re at work, so smaller biscuits or individually portioned options come into play.

“When it comes to social occasions having friends over or putting together an informal spread customers are more likely to trade up to premium assortments or even savoury biscuits for cheese boards,  where presentation and variety matter more. We also see a strong ‘in-the-moment’ purchase during the garden centre visit itself, where customers pick up a biscuit to enjoy with a coffee, typically favouring something soft, indulgent, or visually appealing.

“For families, especially with children, novelty biscuits like character-style gingerbread are popular because they add a sense of fun and sharing. Overall, the occasion really shapes the choice, but across all of them, biscuits are very much tied to small moments of enjoyment and treat-led behaviour rather than everyday necessity.”

A taste for adventure

A hunger for provenance and story powers sales of quality biscuits. “Today’s shoppers are more informed and more adventurous than ever before,” says Daniel. “When it comes to biscuits for cheese, provenance and quality of ingredients have become increasingly important considerations, with consumers wanting to know where their food comes from and how it has been made. There is also a growing appetite for products that tell a story, whether that’s a regional heritage, a unique ingredient or an artisan production method.”

Pairing opportunities

“As a result of growing up in a foodie family I’ve long been familiar with the idea of pairing food and drink, but there was a distinct lack of innovation in this regard in the snacking industry,” says Andy Murray, founder of The Drinks Bakery.

“It all came down to crisps and nuts, for decades, so I decided to launch The Drinks Bakery to position a range of savoury shortbread biscuits as the ultimate pairing for all manner of drinks. Flavourful drinks deserve and need snacks with a kick to level up to them; you need products that can stand up to different acidity levels as well as offer plenty of umami to be on a par with drinks that have been distilled, fermented, brewed or cask-aged. The mission is that our biscuits enhance the drinks you serve them with, and vice versa – together, combined, they provide an elevated experience.”

Versatility sells

“Versatility matters,” he continues. “Shoppers are building more personalised cheeseboards and entertaining at home more than ever, so they are looking for biscuits that can do more than one job, pairing equally well with cheese, charcuterie, smoked fish or dips. It’s a balance between flavour innovation and authenticity.”

The considered choice

“The rise of UPFs is bringing a greater focus on natural quality ingredients in their food. This is being compounded by the continued increase in the cost of living, driving in-home dining occasions like cheese/sharing boards,” says Jack Elkins, senior brand manager at Peters Yard.

The way consumers view savoury biscuits is changing, says Jack. “From the ingredients to our sourdough starter and all the way through to our processes we’re looking for ways that we can enhance the cheese and cracker eating experience. For so long crackers have been seen as an edible plate, but actually there’s so much a cracker adds to the bite, through contrasting flavours and textures,” he says.

“To any retailers I would always say check the ingredients before putting something on your shelf.” As well as keeping a hungry eye out for better-for-you options, Jack has found that shoppers are willing to pay more for quality options. “As shoppers are eating out less, we’re seeing them trade-up through spending more on food,” he says.

The mindful pound

2026’s shopper is as mindful of their health as they are of their budgets and sense of value, and are “looking to indulge without compromise,” says Siddhi Mehta, founder and CEO of Rhythm 108. “Mindful snacking is now a global behaviour. Mondelez’s 2025 State of Snacking report found 91% of consumers engage in it, and customers expect great taste that also meets their ethical, sustainable and health values. They’re now genuinely educated about what’s in the products they buy, looking for short ingredient lists with ingredients they actually understand.

“The wider health and wellness trend is reshaping every category, and the biscuit category is no exception: Mintel found 58% of UK households are now buying into healthier snacking, and Kantar tracked a 6% year-on-year rise in on-the-go missions within healthier biscuits.”

Health doesn’t have to mean lacking in indulgence, as the success of Rhythm 108 proves. “We’re seeing a clear surge in oat-based biscuits specifically: oats are naturally gluten-free, nutrient-dense, and tick the functional-food box today’s shoppers want,” says Siddhi.

“It’s a shift we’re seeing directly: our oat-based biscuits are among our fastest-growing lines, and it’s no accident. When ingredients that bring their own indulgence credentials are handled by Swiss chocolatiers the free-from for shoppers doesn’t need to choose between flavour and credentials.”

From a retail perspective, Natalie Miller, managing director at Rhythm 108, says, “We’re seeing more buyers placing confectionery products that also offer health benefits such as gluten-free, organic and palm-oil free into front-of-store, meal deal, and convenience locations. There’s a building appetite from shoppers to make more conscious decisions when it comes to snacking.”

“That space, where free-from meets genuine indulgence, is where the next wave of growth in this category will be earned,” says Siddhi.

A bright future for quality biscuits

“The sector continues to move towards premium, experience-led products, with shoppers treating biscuits as an affordable indulgence and seeking out quality and differentiation,” says Charlotte. Seasonality can offer sales boosts throughout the year. “There is also growing crossover into wider food occasions, particularly entertaining, with biscuits enjoyed alongside desserts, drinks and cheeseboards, as well as being used in gifting formats such as Christmas Eve boxes and Easter gift baskets,” says Charlotte.

“Looking ahead, strong storytelling, distinctive design and quality ingredients will continue to define success, with seasonal ranges and gifting formats playing a key role.”

“We expect to see continued interest in innovative flavours, particularly biscuits that incorporate regionally distinctive or unusual ingredients, as well as growing demand for products with clear provenance and sustainability credentials,” says Daniel. “Packaging and gifting will also continue to play an important role, particularly at key seasonal moments like Christmas where shoppers are looking for products that feel special.

“The biscuit sector feels genuinely exciting right now. Consumers are more curious and more discerning than they have ever been, and that creates real opportunities for producers who are willing to invest in quality, provenance and innovation.”

For Dawn, quality will always win out against the cheaper, mainstream options. “You will have to pay more for the real deal, but it is worth it to have confidence in what you are eating, and to enjoy an actual treat rather than a simulation of one! No biscuit can count as ‘good for you’ but the fewer ingredients there are, the more likely it is to do be better for you than those with a longer list. And if you are paying a bit more for all-butter, real chocolate recipes you will enjoy eating it so much more, and that is good for the soul if not the waistline!”

How to create a spectacle out of biscuits

“We identified an opportunity to create something completely new and unrivalled. We knew there was demand and people loved our biscuits, so we challenged ourselves to think big – if we set ourselves the challenge to create the best biscuit shop in the world, what would that look like?” asks Holly Warren, biscuit buyer at Fortnum & Mason.

“What would we develop to go in there? We wanted to create a product proposition that shows that a biscuit can be so much more – it’s an amazing base format for creativity, playfulness, and above all, deliciousness. And we knew that meant a plethora of choice, which can sometimes be overwhelming, so we wanted to pair that with an experience that helps customers discover and choose the perfect biscuit for them.

“I think shoppers right now, particularly in the luxury sphere, are looking for two quite distinct things: a memorable experience, and the reassurance that they’re making good choices. To address the former, we let our imagination run wild – for example in the creation of the Whoppalossus, a single biscuit which at 400g weighs about the same as a loaf of bread! Or our biscuit replica of Fortnum’s – an enormous dollhouse-like structure made of iced biscuits that stands at the Biscuitorium entrance.

“But we knew we had to underpin that creativity with a constant focus on quality and sustainability. That meant everything from visiting farms that produce key ingredients such as flour and butter, to re-engineering tin shapes so that they keep the biscuits fresher for longer once opened – we reviewed all of our existing ranges as well as asking these questions as we developed the new ones.

“In terms of how and when people eat biscuits, I think the rules are out the window. Even here at Fortnum’s, where we love a good tradition (you’ll notice images of our clock hands often pointed to 4 o’clock – time for tea!), we’ve accepted that a biscuit or five are as likely to be eaten late at night as they are mid-afternoon. We’ve even leaned into it with our new range of biscuits to pair with alcoholic drinks – you’d be surprised how well the right biscuit can go with a gin & tonic or a beer.”