Biscuits & Cakes in Convenience: Trends and Opportunities
Insights from Finsbury Food Group
Ross Lowrey-Heywood at Finsbury Food Group shares his perspective on how biscuits and cakes are performing in convenience, key trends to watch, and areas for growth.
Current Performance and Key Trends
We continue to see strong performance from biscuits and cakes in the convenience channel, driven largely by their versatility across shopper missions. Whether it’s impulse snacking, lunchbox solutions, at-home treats or festive entertaining, these bakery categories consistently deliver. What we’re seeing more than ever is the blurring of lines between cakes, biscuits and confectionery, with shoppers drawn to hybrid formats and multi-sensory experiences that go beyond the traditional.
Indulgence remains a key trend, with consumers seeking products that feel like a proper treat. Nostalgic flavours with a modern twist, seasonal relevance and elevated decoration are all driving engagement. Growth is being led by limited-edition launches mini and snackable formats and cross-category innovations that bring something new to familiar formats. For many shoppers, cakes and biscuits are no longer just pantry essentials; they’re emotional purchases, especially during key seasonal moments like Christmas.
Shopper Missions and Retailer Opportunities
We’ve seen strong performance from multi-occasion formats, such as snackable traybakes and mini cakes, which offer the flexibility shoppers are looking for, whether it’s a quick pick-me-up or something to share at home. These products cater to a variety of occasions without requiring a big spend, which is particularly important in today’s climate.
To help retailers maximise footfall and engagement at bakery fixtures, we recommend using bold packaging, clear seasonal signposting and cross-category merchandising, for example, positioning festive cakes alongside hot beverages or dessert accompaniments. It’s about making the bakery fixture feel fresh, relevant and easy to shop, especially during peak seasonal periods.
Value and Affordable Indulgence
Shoppers are still willing to treat themselves, but value matters more than ever. At Finsbury, our focus has been on delivering affordable indulgence through versatile formats like loaf cakes and mini bites from Lees. These offer the feel of a premium treat without the high price tag, perfect for convenience.
Explore the expertise behind these products at our bakery sites like Memory Lane Cakes and Lightbody, where millions of cakes and sweet snacks are crafted for retailers and consumers alike.
Popular Formats and Flavours
At Finsbury, we’re seeing strong growth in mini and snackable formats, which are perfectly aligned with current shopper behaviours. These formats offer portion control, encourage impulse purchases and meet the growing demand for everyday indulgence. They’re especially well-suited to convenience, where versatility and value are key.
When it comes to flavour, seasonal twists on nostalgic favourites continue to resonate. We’re predicting high engagement with flavour profiles like gingerbread, sticky toffee, spiced orange and chocolate-cherry, especially when delivered in hybrid or layered formats that offer added texture and flavour complexity.
Our seasonal range has evolved to reflect these trends. From filled loaf cakes and flavour-layered traybakes to mini festive bites, our products are designed to cater to both individual treating and family sharing occasions. We’ve also seen rising demand for decorated seasonal biscuits that bring visual impact as well as taste, ideal for gifting, hosting or adding a festive flourish to everyday moments.
Plans for the Upcoming Festive Season
This Christmas, our focus is on creating indulgent, playful and shareable products that feel truly special. From surprising flavour pairings and gooey centres to elevated decoration, we’re leaning into formats that deliver joy and theatre, while still being commercially viable in the convenience space.
To support this, we’re introducing a range of limited-edition bakes that reflect evolving shopper missions, including mini mince pies, snackable cake bites and hybrid bakes. These formats are versatile enough for multiple occasions, whether that’s a quiet night in, a festive gathering or last-minute gifting, and they help retailers minimise waste by avoiding single-use formats with limited appeal.
For retailers, the opportunity lies in phasing seasonal stock strategically, starting with gifting-led formats and then transitioning to celebration and sharing products as Christmas approaches. Seasonal NPD that doubles as a gift, treat or entertaining solution gives the fixture greater flexibility and helps drive sales across multiple shopper missions.
Ready to Elevate Your Biscuits & Cakes Offering?
Discover how Finsbury Food Group can help your business meet shopper demand, deliver indulgent treats, and grow sales across sweet treats, cakes and seasonal ranges. Explore our full product portfolio and seasonal innovations today to give your bakery fixture the variety and excitement your customers crave.
