Lotus Biscoff sees largest customer increase among snack foods

YouGov
November 12, 2020, 9:53 AM UTC

The Belgian biscuit-maker Lotus Biscoff is the snack food company that has gained the most customers during January to November compared with last year

YouGov BrandIndex data reveals that the proportion of Britons who buy products from Lotus Biscoff increased by 2.4 points this year between January and November 2020 compared with the same period in 2019. With the number of current customers now at 6.3%, this is the highest gain among all snack food brands that we track.

Lotus Biscoff has the 13th highest proportion of current customers among snack food companies in Britain. This is an increase from January to November last year when its average position was 19th.

McVitie’s is the second best improver, with a current customer increase of 2.1 points – however its rank remains unchanged as the sixth most popular snack brand.

Lotus Biscoff steadily gained customers during the pandemic

Lotus Biscoff seems to have benefitted from people staying home more this year. After a dip in February, its current customer numbers reached a peak around the start of lockdown at 7%.

It’s possible that some of the gain stems from an increase in baking across the country during the pandemic. The company’s signature biscuits and spreads star in many recipes for sweet treats including cheesecakes, cupcakes and flapjacks.

Despite fluctuations in May and September, this upward trend has continued throughout the year. With new products such as Costa’s vegan Biscoff cheesecake and even a KitKat Chunky with Biscoff, the remainder of 2020 is looking sweet for the brand too.   

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