New research has discovered youngsters prefer traditional biscuits such as Bourbons and Custard Creams.
That is despite innovation in the UK biscuit market being at an all-time high - new launches more than doubled in the UK between 2007 and 2011, rising to more than 300 in the past 12 months, according to analyst Mintel.
The study found that younger consumers (16 to 24 year-olds) have the biggest appetite for traditional British biscuits - with six in ten (60%) of them disagreeing that traditional biscuits are boring, compared to 55% of their older counterparts (55+).
Alex Beckett, senior food and drink analyst at Mintel, 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. They may lack TV support or big-name brands, but the humble Bourbon, Malted Milk and Custard Cream are cherished by teens and students.
“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.”
The study also discovered that an increasing number of Brits are enjoying biscuits - with 86% of those surveyed in 2011 eating sweet biscuits compared to 83% in 2010.
Mintel said 15% of Brits confess to eating sweet biscuits once a day or more and nearly half (47%) admit they like to treat themselves with foods that are not good for them. Its survey also found that nearly two in five (38%) Brits munch on biscuits at work or college or university, rising to 58% users in full-time education.