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Biscuits is £4.3bn category and has the highest penetration of all core snacking categories. It’s purchased nearly once a week.

Beating Crisps & Snacks by £1.1bn.

Source: Kantar Worldpanel Category Tracking 52 wks w.e 22/02/2026.

Biscuits Penetration 98.9% (highest penetration of all core snacking).

Biscuits Frequency x50.8 a year (x30% more than Chocolate Confec).

Source: Kantar Worldpanel Category Tracking 52 wks w.e 22/02/2026.

Biscuits are worth a total of £285m in Symbols & Independents.

Top 15 biscuit lines are worth £66m, 26% of total Symbols & Independents..

Source: Nielsen IQ Symbols & Independents L52W data w/e 14/03/26.