THE everyday treat category is currently the largest sub-category in sweet biscuits, but it won’t be able to maintain growth unless it is attracting younger consumers, according to Mondelez, the company behind US biscuit brand Oreo.
“Oreo is the world’s number one biscuit brand, but was only introduced to the UK in 2008,” said Susan Nash, trade communications manager at Mondelez International.
“It is now worth £31.9m and the rollpack is a must stock for convenience retailers on the main fixture.”
Quoting figures from Nielsen and Kantar Worldpanel, she said: “Within sweet biscuits, Oreo is driving growth. Only 34% of biscuit shoppers are under 45 years of age.
“For the long-term sustainability of the category it is key to ensure biscuits are relevant to the younger shopper. Oreo has really resonated with shoppers: 56% of Oreo consumers are under 45.”
The most recent additions to the range are Strawberry Cheesecake and Oreo Mint.