5 trends in biscuits you need to know

Home baking is still a key trend in 2025, but with fewer consumers finding the time to bake biscuits from scratch there’s a valuable opportunity for independent retailers to cash in on their desire for homespun-tasting biscuits. After all, shoppers’ time might be tight, but their appetite for quality sweet treats is as strong as ever.

“In 2025, shoppers are seeking far more than just a quick sweet fix – they’re looking for biscuits that deliver a sense of occasion, comfort, and genuine delight,” begins Pat Bills of Fiona Cairns. “Taste is of course paramount. People want biscuits that are rich in flavour, beautifully balanced, and made with real, familiar ingredients. There’s a return to proper baking – where the quality of butter, the warmth of spices, or the brightness of citrus really shines through.”

Speciality Food readers will be all too familiar with the consumer hunger for provenance, and this rings true in the biscuits sector too. “What we’re seeing is a growing desire for authenticity and provenance. Consumers want to know where their ingredients come from – they value traditional baking methods, natural flavours, and a clear story behind the product,” Pat continues.

Shoppers’ love of great biscuits isn’t simply about a sugar fix any more – especially in the world of fine food. “Today’s fine food shoppers want their biscuit to do more than crunch. They want it to tell a story, support the planet, and taste like a nostalgic hug or bold adventure,” says Robert Bowden, UK sales manager at The Fine Cheese Co. “It’s about indulgence with a conscience, featuring standout flavours, top-tier ingredients, and eco-friendly packaging. Bonus points if it pairs well with coffee, tea or cheese and makes a charming gift. Because nothing says ‘I care’ like a biscuit that is both delicious and ethically sound.”

5 of the most popular types of biscuit in the UK

1. Nostalgic
“The nostalgia trend that continues to thrive across food and drink is just as relevant in the biscuit category,” begins Helena Wright, marketing and NPD director at Jacksons Bakery, which acquired Lottie Shaw’s in 2024. “We’re seeing fine food shoppers, just as in other demographics, seeking flavours that evoke feelings of comfort and simpler times. Lottie Shaw’s is a brand that has always stayed true to its roots, baking family recipes that have either been passed down through generations or inspired by old family favourites. Flavours such as ginger, all-butter shortbread and oatmeal and raisin have been staples in the Lottie Shaw’s biscuit portfolio for years and perfectly fit the bill to lean into the nostalgia trend. In fact, Lottie Shaw’s Yorkshire Parkin Biscuits continue to be an all-year-round best seller.”

That’s not to say that biscuits need to be entirely traditional to tap into the nostalgia trend, as Helena explains. “It’s all about nostalgia, or ‘newstalgia’, products with a new twist on old favourites. Tapping into those familiar, comforting flavours whilst adding an additional, more modern element is something that we’ll start to see more of across food and will really pique the interest of fine food consumers.”

For a taste of tried and true tradition, not much beats Billington’s Gingerbread. “With roots stretching back over 200 years, these delicately crisp delights are made using one of the oldest surviving gingerbread recipes in the UK,” explains Charlotte Smith, marketing assistant at Image On Food. “Infused with a secret blend of spices, golden syrup, and a subtle splash of rum, they offer a flavour that’s as nostalgic as it is indulgent.
“Once a beloved biscuit of farmers’ wives, Billington’s Gingerbread has long held a place at the heart of teatime rituals. Their firm texture makes them ideal for dunking – which further enhances the delicious flavours. However, enjoyed, these timeless fingers bring a spiced richness to any spread.”

2. Special Occasion
Biscuits are a natural fit for ‘the lipstick effect’, whereby consumers purchase a premium version of a food product rather than reaching for more pricey investments. This trend for self gifting – and food as gifts generally – has been noted at Fiona Cairns. “We feel that indulgence and gifting have become central pillars of the premium biscuit sector” Pat says. “Biscuits are no longer just pantry staples – they’re seen as small, thoughtful luxuries. That moment of indulgence, whether it’s a buttery shortbread with a morning coffee or a delicately spiced gingerbread shared in the evening, offers a sense of comfort and pleasure that people really value in today’s world.

“Gifting, too, has grown significantly. A beautifully presented box of biscuits speaks to a desire for more personal, meaningful gestures – whether as a thank-you, a celebration, or simply to brighten someone’s day. It’s about more than just the product inside; it’s the experience, the thoughtfulness, and the story it tells. When something looks beautiful, tastes exceptional, and is crafted with care, it becomes a gift in every sense.”

A beautifully decorated biscuit is a favourite with all the family, and Original Biscuit Bakers’ range of handcrafted designs is suitable for any occasion. “These biscuits offer a unique way to elevate any table – whether for a picnic, party, baby shower, or simply an afternoon indulgence,” says Charlotte. “Each biscuit is made using their signature gingerbread or scrumptious sugar cookie recipe and are carefully hand-iced by a talented team of artists for that special personal touch. A feast for the eyes as much as the taste buds, these biscuits promise to bring a smile to every guest.”

3. Healthier
Biscuits can offer the epitome of indulgence if that’s what your customers are looking for – chocolate chip cookies, butter-rich shortbread, or sticky varieties filled with caramel, for example – but they can also be a way to add nutrition to their diet.

“In 2025, your customers are expecting more from their biscuits and crackers. They’re looking for snacks that feel indulgent but are made with health and wellbeing in mind,” explains Mash Chiles of Gourmet Partners. “Products that are gluten-free, low-carb, plant-based, or keto-friendly are no longer niche – they’re the norm. But it’s not just about what’s in (or not in) the ingredients – it’s about the experience.”

4. Texture-led
Sometimes the simple, crumbly nature of a classic biscuit is just what the doctor ordered, but in 2025 texture is trending. “Shoppers are drawn to texture—they want crunchy, layered flavours, and a satisfying bite,” says Mash. Versatile biscuits that can be enjoyed in myriad ways, and partnered with other delicious foods, are a great option, he continues. “They’re also seeking interactive snacks – those that pair beautifully with cheeses, dips, or toppings, allowing them to create personalised, gourmet moments.

“You’ll also notice a growing appetite for global and gourmet flavours – think aromatic herbs, bold spices, and premium inclusions like nuts, seeds, and dried fruit. Olina’s Bakehouse delivers across all of these fronts, offering a range of Seeded Toasts, Wafer Crackers, Flatbreads, and Seeded Snackers that bring together flavour, function, and sensory satisfaction.”

5. International Flavours
With shoppers travelling via their food and drink choices more than ever, it pays to offer something a little more exotic than the expected cookies and classic bakes. Zineb Faress, founder of Raphia, says, “There’s a growing appetite for internationally-inspired biscuits as consumers become more curious, discerning, and globally minded in their tastes. What was once a humble teatime treat is now a gateway to world flavours, with brands and artisan bakers drawing on culinary traditions from across the globe. From aromatic spices to fragrant florals and unexpected textures, biscuits are being reimagined through a multicultural lens that blends authenticity with modern indulgence.”

Aromatic ingredients hailing from distant shores hold significance for British shoppers in 2025, and are able to transport them to fond memories or wish list destinations, says Zineb. “As a brand rooted in Moroccan heritage, we’ve seen a real shift in the appreciation of ingredients that carry cultural weight. Flavours like cinnamon, almonds, orange blossom and rosewater are resonating strongly, not just for their taste, but for their ability to evoke a sense of place, memory and warmth. These elements lend both depth and narrative, elevating a biscuit into something experiential. A single bite can transport you to the bustling souks and sun-soaked kitchens
of Morocco.”

Seeking out new experiences is one of the key tenets of shoppers’ appetites this year, says Zineb. “This trend also speaks to a wider movement: consumers are no longer satisfied with the ordinary. They’re seeking out premium, meaningful products that offer more than just a sugar hit. Biscuits inspired by global traditions are no longer niche, they’ve become a symbol of how everyday rituals, like a tea or coffee break, can become rich, sensory moments. It’s about slowing down, being present, and tasting the world, one bite at a time.”

Choosing the right biscuits to sell

There’s a raft of boxes to tick when it comes to stocking your biscuit shelves, but quality is the key driver here. “Quality is non-negotiable,” says Robert. “If your biscuit cannot deliver on taste, ethics, and premium quality, it is not making the cut. Shoppers expect flavour that sings, packaging that impresses, and sourcing that does not come with a guilty conscience. A great biscuit should be traceable, trustworthy, and possibly the only thing stopping someone from skipping dessert.”

“Quality remains absolutely essential,” agrees Daniel Smith, sales and marketing manager at Stag Bakeries. “Given the economic climate, it’s so important that when consumers purchase fine food products, they get value for money. We have noticed in recent years that our customers have a real appetite for finding out how we make our biscuits – the ingredients we use and where they come from, and the methods and processes we use to turn these into the final product. The hands-on craft element in what fine food producers do on a day-to-day basis is such an important asset. Ultimately though, the biggest marker of quality remains taste and flavour.”

While time is undoubtedly tight for buyers, it pays to put a little extra thought into your biscuit selection these days. “Refreshing your biscuit range does not mean tossing in a new flavour and calling it a day,” Robert says. “It is about selecting with care and flair. Go for indulgent treats with eye-catching packaging and an excellent brand story. A lean, quality-driven range says, ‘we know what we’re doing’, while an overcrowded shelf just says, ‘we panicked’.

“I think when looking to strike the balance between reliable best-selling favourites and biscuit varieties that customers may be less familiar with, brands with an interesting origin story always help in getting consumers on board to try something new,” advises Daniel. “There are so many excellent sweet and savoury biscuits in the speciality market now that it can be difficult to narrow it down, but we have noticed an appetite among our customers for trying something out of the ordinary in the last year or two.”

What’s trending in biscuits?

John Hawes and Kris Biggs, co-founders of KNEAD Bakery, tell Speciality Food what’s flying off their shelves

At KNEAD, we’ve noticed a real evolution in how people enjoy biscuits, not just as a tea-time treat, but as an all-day indulgence or a clever way to elevate cheese boards, gift boxes, and even lunch plates.
On the sweet side, it’s all about nostalgia with a twist.

Classic biscuits like custard creams and bourbons are back in fashion – but not as you remember them. We bake thousands of our hand-pressed custard creams and bourbons each week, made with real butter, proper cocoa, and a generous pinch of joy. Customers are craving those comforting flavours, but with a premium, handmade edge. Add in a rise in plant-based and gluten-free options, and it’s clear people want their biscuit fix – without compromise.

Meanwhile, savoury biscuits have gone gourmet. Our standout? A polish bread-based savoury biscuit, developed specially for Christmas, which we bake by the thousand to accompany cheeseboards. With its deeply fermented flavour, it’s a natural partner to punchy cheddar, local brie, or even a spoonful of chutney. We’ve seen these fly off shelves over the festive season - not just as crackers, but as snacks in their own right.
And across both sweet and savoury, one thing holds true: texture matters. Our customers are looking for that satisfying snap, that soft crumb, or that perfect crisp to complete the bite.

Distributor insights

Helen Wallace, senior buyer at Cress Co, shares her industry intel

What are fine food retailers/shoppers looking for from biscuits in 2025?
Whilst we’re aware that there is growth in healthy biscuits in the grocery market as a whole, we’re still finding that consumers in our sector are still looking to treat themselves (or loved ones) to a little indulgence. As ultra processed foods come under increasing scrutiny, I believe that brands with clean and high-quality ingredient declarations will have an opportunity to capitalise. In a crowded market driving interest with innovation around product formats and flavours is important and promotional activity will continue to be an important driver of sales.

What are your best-selling biscuits, and why do you think this is?
Some of our top sellers are sharing packs which is reflective of the fact that many consumers are picking up biscuits to give as a gift. Christmas is un-surprisingly a critically important trading period for the category and chocolate biscuits topped the sales charts for us over the festive period in 2024. It will be interesting to see what impact cocoa price inflation will have on sales of chocolate biscuit lines this year.

How is the biscuit category evolving – what do you think is to come?
We’re seeing an increasing number of suppliers focusing on offering 14 allergen-free products and I anticipate we’ll continue to see development of increasingly indulgent vegan and free from biscuits. Flavour diversification will continue to be important and I’m most definitely expecting to see a rise in pistachio varieties. I anticipate we’ll see an increase in development of lines of products drizzled with chocolate rather than dipped or fully enrobed in response to chocolate pricing challenges. I also expect to see exciting biscuits and confectionery enter the market that are traditional in other parts of world but unfamiliar to us in the UK.
Biscuits drive significant sales in our sector so whilst this is a well-established market there is most certainly opportunity for new entrants offering something different to what’s already out there.

Justin Burbage, commercial director at RH Amar shares his thoughts on what shoppers are seeking from
biscuits in 2025

Fine food shoppers are drawn to products that feel crafted, with clear attention to detail, premium ingredients, and a story that reflects heritage and authenticity.
With consumers spending more time entertaining at home they are looking to add interest to eating or drinking occasions and savoury biscuits can join the party. They can be the side show, or indeed star of the show, when served with wine, charcuterie, or cheese boards. Biscuits that can complement social occasions or seasonal entertaining are always an attractive purchase.

Quality is more relevant than ever. Shoppers are interested in where their food comes from and how it is made. Shoppers want to see the use of quality ingredients - such as real cheese, alongside traditional baking methods and an unmistakably artisanal or handcrafted appearance. Often biscuits are seen as a treat purchase and so consumers are rightfully demanding.
Retailers should be looking to offer a range that includes the classic crowd pleasers, seasonal offerings that add a sense of occasion, gifting-led formats, and interesting and innovative flavours that pique shopper curiosity.

Showing shoppers how savoury biscuits can be part of the occasion, or offering serving suggestions and ideas, will help bring all corners of your range to life. Try introducing shoppers to the idea of pairing a specific flavour biscuit to their favourite wine - Buiteman’s Swiss Gruyere Biscuits
are a delicious nibble to serve with a chilled glass of Sauvignon Blanc before dinner.