Biscuits & Crackers In The United Kingdom [March 2026]

Table Of Contents

1. Summary

2. Definitions And Methodology

3. Disclaimer

4. Industry Landscape

   1. Market Structure

   2. Segmentation: Variant

   3. Segmentation: Better-For-You

   4. Segmentation: Store Brand

   5. Price Positioning

   6. Flavor Preferences

5. Recent Developments

   1. Product Launches (Year To Date)

6. Competitive Landscape

   1. Brand Market Share By Origin Country/Region

   2. Brand Market Share

   3. Brand Market Share By Segment: Variant

   4. Brand Market Share By Segment: Better-For-You

   5. Brand Market Share By Segment: Store Brand

   6. Brand Market Share by Segment: Price Positioning

   7. Competitor Profiles

Summary

Industry Landscape

1. There are around 120 biscuit and cracker brands in The United Kingdom.

2. Major variants include regular biscuits; crackers; wafers; and sandwich biscuits & crackers, of which regular biscuits account for the biggest share.

3. The better-for-you (BFY) segment is niche with an estimated low single digit share of the market.

4. Store brand presence is significant accounting for at least a quarter of the market.

5. Brands positioned in the second quartile (Q2) of the price spectrum lead in terms of market share.

6. Chocolate is the top flavor profile.

Recent Developments

1. Product launches to date have focused on xxxxxxx

Competitive Landscape

1. Brands from the United Kingdom are most popular.

2. McVitie’s is the overall market leader.

3. McVitie’s leads the rgular biscuits segment, Jacob’s leads the crackers segment, Oreo dominates sandwich biscuits & crackers, and KitKat leads the wafers segment.

4. Nairn’s is the top brand in gluten-free, Kallo is the top brand in organic.

5. Tesco is the top store brand.

6. Across the pricing spectrum, Asda leads in the first quartile, McVitie’s in the second, Fox’s Biscuits in the third, and LU in the fourth quartile.

Competitor Profiles

1. Jacob’s

2. McVitie’s

3. Oreo

4. Tesco