According to this article people are increasingly moving away from the humble biscuit onto more premium alternatives. It seems the rich tea, custard cream and digestive biscuit don’t quite hit the spot anymore when it comes to choosing a biscuit. Figures from market research company Nielsen have shown that people are instead buying more indulgent biscuits such as cookies and extra thick shortbreads. Sales of basic biscuits have fallen by 4.5% of the last year whilst sales of gourmet biscuits have increased by 20% in the same period. It is previously popular biscuits such as nice, jammie dodgers and custard creams that appear to be suffering as people demand better quality more premium biscuits.