Report shows huge biscuit opportunity for wholesale channel

The biscuit category experienced growth of 2.5% over the past twelve months, with value of the channel now worth £2.7bn and expected to grow to £3bn by 2022, according to the latest Annual Biscuit Review from Pladis.

Citing a £264m sales opportunity for the convenience sector, vice President of customer at Pladis Scott Snell explained that the report demonstrates that wholesale customers have already successfully unlocked £66m of sales growth in the past year, with potentially more to come.

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“According to our latest Annual Biscuit Review, biscuits are now worth £2.69 billion and growing.This shows retailers are successfully tapping into the changing shopper eating patterns we predicted would propel growth back in 2019.”

Snell also added that shopping behaviour has drastically evolved in the past three months due to the coronavirus pandemic. “First of all, we experienced an extraordinary surge in demand from shoppers stocking up on their favourite products. This was followed by a change in the size and frequency of consumer shops as lockdown measures were enforced in the UK.

“It’s likely that the coronavirus pandemic will affect both the way we shop and the products and formats we favour for the foreseeable future.”

Read more: Pladis report shows £330m opportunity in biscuits category

He went onto explain that the company worked with the wholesalers at the start of the lockdown to deal with any availability issues that came about, with a plan now place for any second wave: ”During this time we’ve had to adapt out business and if second wave hits we will be much better prepared.”

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Paul Hill
Paul Hill is the Editor of Better Wholesaling. He can be found on Twitter at @BW_PaulHill, or contacted via paul.hill@newtrade.co.uk and 07960935659.

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