Snacking Brits drive sales of cake, chocolates and pasties

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Mr Kipling Brownie Bites

Mr Kipling, Celebrations, Hula Hoops and Ginsters are among Britain’s fastest growers

Frazzled Brits are reaching for more comforting snacks, driving sales for makers of cake, boxed chocolates, crisps and savoury pastries, this year’s Britain’s Biggest Brands report from The Grocer shows.

This demand for treats has put Celebrations, Mr Kipling, Hula Hoops and Ginsters among the nation’s 10 fastest-growing brands in volume terms. They’ve shifted an extra 45.4 million packs between them and added £80.8m [NIQ 52 w/e 28 December 2024].

The trend has also seen other indulgent snacking brands – including Fox’s, McVitie’s, Haribo and Lindt – register sturdy upticks in their units.

“As consumers continue to navigate the post-pandemic landscape, a notable shift in snacking behaviour has emerged,” said NIQ UK insight manager Ciaran Mayer. “Many of the top-growing snacking brands in the UK are benefiting from a trend where consumers bring the treat experience into their homes rather than eating out.

“This shift is driven by a desire for indulgence coupled with economic considerations.”

At Celebrations owner Mars Wrigley, external communications manager Lauren George noted that “36% of shoppers moderately impacted by the cost of living are buying treats more than the average shopper, which indicates a willingness to spend on significant moments despite financial constraints”.

A desire for comfort had been key to faster sales of snacks too, said Kevin McNair, marketing director at Hula Hoops maker KP snacks. “In uncertain times, people are increasingly placing importance on moments that matter, whether that’s having a snack with lunch, a pick-me-up during the day, or an evening hosting occasion.”

Convenience had also played a part, said dietician and nutritionist Jennie Norton. “People are replacing meals with snacks more and more, so grab-and-go products sell. Boxed chocolates aren’t just for Christmas any more, they’re easy to grab and share,” she said. “Pasties are part of the same trend.”

However, health campaigners railed against the snacking trend. Writing on thegrocer.co.uk this week, Action on Salt head of impact & research Sonia Pombo warned of a “booming market, growing year after year, filled with products often high in calories, salt, and sugar – posing a significant risk to public health.”