Paterson’s bullish about prospects

The pursuit of c-store growth

Paterson's shortbread packages
Paterson’s offers a range of shortbread PMPs

SCOTTISH shortbread brand Paterson’s sees an opportunity in the convenience channel and it reckons retailers would do well to bolster their range.

The firm, which is now part of the Burton’s Biscuit Co portfolio, is now worth over £16.8 million annually and boasts a 51.4% market share.

Kate Needham, marketing director at Burton’s Biscuit Company suggested the brand’s strong performance was key to “enabling convenience retailers to boost sales.”

“From larger assortments for everyday and gifting to individually wrapped packs for impulse and out-of-home snacking, Paterson’s has a great value offer for every shopper mission,” she said,

Needham highlighted Paterson’s PMP range in particular for its ability to generate incremental sales in the convenience channel, with the brand seeing “increased appetite” for the format.

“The best-selling lines in convenience, Paterson’s Shortbread Fingers and Paterson’s Shortbread and Biscuit Assortment cartons, are available in a £1 PMP format, together with a Paterson’s Scottish Cream Jam Rounds carton for those looking for an added indulgence and a Shortbread Fingers 150g with a 69p or two for £1 price mark,” she said.

Biscuits by the numbers


Worth of biscuits were sold in the UK in 2019. The category was purchased by 99% of households.


Total growth of 2.5%, (£66m in value sales) was driven by sweet (+2%) and savoury biscuits (+4.8%).


Sweet biscuits remained the largest part of the category with sales in excess of £2 billion.


Savoury biscuits were worth £501m last year and growth more than doubled from +2% in 2018 to
+4.8% in 2019. 


Biscuits are the second biggest snack category in the UK, behind chocolate confectionery.


Savoury biscuit growth was driven by 10% growth for ricecakes, often seen as a healthier alternative.