The Biscuits category remains central to consumer snacking missions, despite overall changing attitudes to health and nutrition.
This is also an extremely competitive market, as brands battle to stand out in a category chock-full of NPD and bold advertising campaigns.
Retailers can leverage this in store, to not only drive footfall as consumers look for their favourite treats, but also to boost impulse sales by enticing shoppers with new products.
Biscuits is the seventh-biggest category in grocery in Ireland, according to the Top 100 Categories in the 2022 Checkout Top 100 Brands, in association with NielsenIQ.
Biscuits retained their seventh-ranked category status from 2021, when they relinquished their position as the fifth-biggest category.
Jacob’s and McVitie’s have retained the same positions as they did in 2020 and 2021, coming in at number one and number two, respectively.
Published every August, the Checkout Top 100 Brands is based on branded value sales across the Irish grocery sector, making it the most accurate barometer of the biggest-selling brands in the marketplace.
In compiling the report, NielsenIQ measures the sales performance of over 5,000 brands from over 200 product classes.
Ireland’s Top Five Biscuit Brands
Jacob’s – the number-one take-home snack brand in Ireland – has been in Irish homes for over 170 years, since founders William and Robert Jacob fulfilled the wishes of biscuit lovers everywhere. Now their biscuits are in more Irish households than anyone else’s! Jacob’s is a part of Valeo Foods Group, one of Europe’s fastest-growing consumer food producers.
McVitie’s has been an iconic household name for centuries. The brand is now owned by snacking giant Pladis. McVitie’s has been crafting biscuits since 1839. It is a British snack food brand owned by United Biscuits.
3 Nestlé KitKat
KitKat is a chocolate-covered wafer bar confection created by Rowntree’s of York and now owned by Nestlé. Recently, Nestlé Cereals announced the launch of KitKat Cereal, a new breakfast option that brings the taste of the popular chocolate bar straight to consumers’ cereal bowls. Created in partnership with the chocolate development team, the cereal maintains the essence of the much-loved original chocolate bar.
4 Cadbury Snack
Comprised of a delicious chocolate centre sandwiched between biscuit and covered in milk chocolate, Cadbury Snack is a gorgeous treat. For nearly 200 years, since John Cadbury opened a grocer’s shop in Birmingham in 1824, Cadbury has been the nation’s favourite chocolate bar. The snack food brand is owned by Mondelēz International, Inc.
Oreo is also owned by Mondelēz International, Inc. Oreo is a brand of sandwich cookie consisting of two biscuits or cookie pieces with a sweet creme filling. It was introduced by Nabisco in the US on 6 March 1912.