Young people know a thing or two about biscuits
No-one likes 16-24 year olds. They don’t even like each other. What with their popular music and outrageous fashion, they don’t know anything about anything. Except biscuits. New research has found that rather than being all modern and with-it, the youth of today favour an old-fashioned biscuit over the new-fangled attempts.
According to market research analysts Mintel, who clearly had nothing better to do, young people are the biggest fans of traditional British biscuits such as Bourbon and Custard Cream, with 60% of respondents pooh-poohing the idea that traditional biscuits are boring, and the majority of them saying they would munch on a biccie for a treat. This number slipped to 62% of over 55s, although this may have a direct correlation with the number of denture wearers.
And it’s not even through lack of choice- new biscuit launches (not into space) more than doubled in the UK between 2007 and 2011, with over 300 in the past 12 months alone.
But it’s not all good news. Only 46% of the 16 to 24s enjoy a biscuit with a hot drink as opposed to 63% of the over 45s. We are losing the art of dunking. Also, biscuit eating is becoming subversive- over a third (36%) of biscuit eaters say they feel guilty about eating biscuits,which rises to almost half (46%) of all women. 40% of people say they would eat more biscuits if they were lower insugar, while simultaneously complaining that low-sugar biscuits taste bland.
But biscuit munching is also geographically varied. Top of the munching pops are the Scots, with 20% of consumers eating them once a day or more. Next come the biscuit fans in the North of England with 19%, 16% in Wales, Yorkshire and Humberside, 15% in the South West, 14% in the South East and Anglia, and 13% in the East and West Midlands. Only 12% of Londoners and those in the North West have biscuits every day. The total retail value of biscuit sales topped £1.4 billion in 2011.
Mintel biscuit specialist Alex Beckett said: "The youth of Britain is growing up immersed in digital media, text-speak and cutting-edge gadgetry but this doesn't mean they don't appreciate a good old-fashioned Custard Cream… Bourbon or Malted Milk.”
"Maybe the lack of try-hard advertising appeals to them - or maybe these biscuits are just better value than the increasingly chocolate-laden new launches. Either way, the youth of austerity Britain has respect for our biscuit heritage," he finished, with a hand to his breast and tears in his eyes.
So what’s your favourite biscuit? Do you like dark and chocolatey or pale and vanilla? Could buying biscuits be our way out of this double-dip (geddit?!) recession...