Mondelez: biscuits

Top tips and trends:

1. Make it easy to shop

Your main fixture should account for about 80% of your biscuits. Your range should be laid out logically with distinct sections for sweet, savoury and healthy biscuits, and within each, focus on brands in growth and best sellers.

• Savoury growth is being driven by new products and new portion formats.

• Sweet biscuits are the largest sub category, with ‘everyday treat’ showing the greatest growth.

• Healthy biscuits include breakfast biscuits – these are a great example of category development.

2. Inspired to buy

Your on-the-go biscuit range should account for around 20% of your category space and should offer a range of portion packs.

Consider location in store so your busy shoppers can see it immediately. For example, site biscuits next to your coffee machine.

3. Offer better choices

Make sure you stock brands that are being invested in and brands that are tapping into the latest consumer trends. For example, 56% of Oreo shoppers are under 45. Across the category, on average, 34% of shoppers are under 45.

64% of consumers believe that breakfast is the most important meal of the day, yet a third skip the meal. Belvita is offering a solution for these time-starved consumers.