Consumers seem to be very easily fooled. As soon as “reduced-fat” appears on a product they seem to fly off the supermarket shelves. In fact: it doesn’t mean you’re being healthy- instead it means increased carbohydrates, and in worse cases- fat-free means increased sugar and chemicals.

But this doesn’t stop consumers. A new report shows that, in 2007, sales of healthier-eating biscuits, including reduced-fat and reduced-calorie options and cereal bars, overtook sales of chocolate biscuit bars to represent the largest subsector of the biscuits sector.

Despite continued popularity with consumers, there has been a slight decline in penetration among consumers for both biscuits and cakes in the face of pressure from alternatives such as fruit and savoury snacks. This has adversely affected market volume, but added-value activity has maintained value growth.

Major brands such as KitKat, Twix and Rocky have all produced alternatives in the chocolate biscuit bars subsector. However, this subsector has been adversely affected by a high level of price-based promotional activity, as well as by the development of similar products that are more cheaply priced.

The unhealthier products still enjoy a high level of popularity among UK consumers, with biscuits being consumed by more than 90% of people and cakes by more than 60% in 2007

Individual cakes, cake bars, pies and tarts - including multipacks and individually wrapped items - gained a greater proportion of the cakes sector in 2007, whereas occasions for large, whole cakes, pies and tarts declined.

Between 2008 and 2012, the biscuits and cakes market is likely to see a further rise in value, although this may be largely driven by a rise in input costs. However, it seems as if consumers demand for “healthier” products will lead to ongoing development of premium and “healthy-eating” brands, which will ensure real growth in some categories.

My advice would be to have the real version, at least when it comes to snacks such as biscuits and cakes- they taste so much better!