Grocery & Non Food Category Guide 2025/26

Brought to you by: Plan for Profit BISCUITS 9 BISCUITS Category Breakdown 1 Sources: 1. Nielsen Symbols & Independents 52w MAT to 26/04/2025 2. SmartView Convenience Value & Units 52w MAT to 20/04/2025 Channel Performance Everyday Treats & Everyday Biscuits It’s the only channel to see a decline in biscuit volume sales over the past 52 weeks. 1 Biscuit volume sales are down 4% in Symbols and Independents, while total market remains flat. 1 Both are in decline, with Everyday Treats down 6% and Everyday Biscuits down 9% in volume sales. 1 To tackle the decline in biscuit sales, run regular competitive promotions and stock price-marked packs. This will help maintain competitiveness, drive sales, and attract more shoppers. Everyday Treats is the largest subcategory, accounting for 35% of value sales, followed by Everyday Biscuits at 20% . 1 Quality vs Value Own Label is No.2 in Everyday Biscuits, accounting for 27% of value sales and 35% of volume. 2 Prioritise Own Label in Everyday Biscuits as an entry point to the category. Utilise PMPs for branded products to highlight quality and value across the range. Give these categories strong shelf positioning and run regular, well-timed promotions to drive growth. Brands remain incredibly important, accounting for 87% of total biscuits value sales. 2 87% EVERYDAY TREATS -6% EVERYDAY BISCUITS -9% 52 WEEKS -4%