It’s National Biscuit Day and millions of Brits will be enjoying a staple of the country. American imports have been dominating the market in recent years, but the British classics remain on top

New data has revealed the most popular biscuits in the UK
New data has revealed the most popular biscuits in the UK

Is there anything more British than a cup of tea with a biscuit?

Well, it depends on which biscuit you pick as some are more popular than others.

The British biscuit is facing more competition than ever, as American imports such as Oreos and Maryland Cookies continue to dominate the market.

However, there are many staples that just can’t be beaten.

Bourbon, custard cream, shortbread, Jaffa Cake (if you count that), all are great, but only one can be on top.

Thanks to the team at IWOOT, the nation’s favourite biscuit has been revealed and the top choice may surprise you.

What are the most popular biscuits in the UK?

Biscoff is the most popular biscuit in the UK



The following information comes from Google Keyword Planner and Google Trends data that IWOOT has compiled into a definitive biscuit list.

The top 10 biscuits in the UK are:

  • Biscoff – 34,000
  • Shortbread – 29,000
  • Bourbon – 26,000
  • Jaffa Cake – 16,000
  • Jammy Dodger – 11,000
  • Custard Cream – 10,000
  • Party Rings – 6,800
  • Digestives – 6,600
  • Malted Milk – 5,500
  • Wagon Wheels – 5,100

Somehow, Biscoff made it on top, the biscuit that typically comes free with a cup of tea.

Perhaps the old reliable are the very best and based on this data that would seem like the case.

The caramelised rectangle-shaped biscuit curtesy of Lotus are actually a Belgium creation, putting the British classic, shortbread down into second.

The Americans may not have topped this list, but it seems the best biscuits come from Belgium.

Where are biscuits most popular in the UK?

In the UK, England loves biscuits the most


Getty Images/iStockphoto)

Breaking down the data further, England searches for snacks the most, followed by Scotland, Wales and Northern Ireland, in that order.

More specifically, Yorkshire has the most love for the treats, as the top 10 cities for search are all situated in England.

They are as follows:

  • Batley, Yorkshire
  • Wirksworth, Derbyshire
  • Cowfold, West Sussex
  • Brookwood, Surrey
  • Bramhall, Greater Manchester
  • Maidstone, Kent
  • Stapleford, Nottinghamshire
  • Northwich, Cheshire
  • Beckenham, Bromley
  • Debenham, Ipswich

So, there you have it, on National Biscuit Day, make sure you ensure a Biscoff or two because the rest of the nation certainly will be.

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