Biscuits

McVitie’s dominates the top five, although pricemarked Maryland Cookies is the top seller for Amit Patel. He adds that a number of his customers have switched from McVitie’s Digestives to Hob Nobs for health reasons, “because they’re becoming more conscious of what they’re eating”.

McVitie’s is currently worth £259.7m, with Digestives accounting for £37.9m. UBUK shopper marketing controller Hena Chandarana says biscuits are still seen as inexpensive treats in the economic downturn, even though shoppers are continuing to spend carefully. “With this cautious consumer purchasing behaviour in mind, consumers are increasingly seeking reassurance from brands they can trust, and McVitie’s is perfectly placed to deliver this through its portfolio of top-selling biscuits,” she adds.