Focus On - Biscuits

49 CHANNEL PERFORMANCE 1. NielsenIQ, data to 05/07/2025 2. Kantar World Panel data to 05/07/2025 3. NielsenIQ Discover, latest 52 weeks to 19/07/25 Biscuit volume sales in Symbols and Independents are down 4% vs the total market. 1 Symbols and Independents have seen the sharpest biscuit volume decline in the past year, driven by a reduction in frequency and penetration. 1 4 Category Performance The channel has seen the highest decline in biscuit volume sales across all time frames over the past year compared with other channels. 1 Frequency and penetration losses are caused by shoppers buying fewer biscuits and purchasing from other retailers, switching to grocery multiples in the last 12 weeks.2 62% of shoppers have reduced the number of biscuits purchased in the last 12 weeks. 2 83% of shoppers have switched to grocery multiples in the last 12 weeks. 2 From a value perspective, everyday treats, everyday biscuits, healthier biscuits, and chocolate biscuit bars account for 77% of the category, with everyday treats leading at 36% . 3 Channel Performance 52 WEEKS -4% 62% SHOPPERS REDUCED NO. OF BISCUITS IN LAST 12 WEEKS 83% Everyday Treats Everyday Biscuits Healthier Biscuits Chocolate Biscuits Bars Special Treats Crackers & Savoury Biscuits Childrens Biscuits 36% 18% 10% 7% 12% 11% 6% Symbol & Independent Value Share L52W