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Why You and Your Spouse Fight
Sheri Stritof
Sheri Stritof has written about marriage and relationships for 20+ years. She's the co-author of The Everything Great Marriage Book.
Tony Anderson / Getty Images
All spouses have disagreements. In fact, any two people will inevitably disagree with each other eventually when they've known each other for a period of time, even if they're not married. We're not all intellectual and emotional clones. We have differences of opinion.
But you don't want disagreements with your spouse to escalate into fights, and you don't want frequent fights to create hostility and hurt your marriage. If you're arguing a lot, try to understand why you're fighting and learn how to fight fair. Above all, learn to forgive each other.
Three Important Questions
If you and your spouse have fallen into a pattern of fighting frequently, ask yourselves three questions:
Why do you fight?
Do you even know what you're fighting about?
Are you fighting over an issue that will never be resolved?
Here's some food for thought as you identify the answers.
What Married Couples Fight About
Some topics tend to be hot buttons in any marriage and they can easily escalate into arguments, including:
Chores: Maybe one of you is primarily the doer when it comes to household responsibilities. Try to figure out why this is. Does the other work long hours and just doesn't have time to load the dishwasher? Or does she prefer to socialize or watch television rather than clean while the other spouse does double duty, bringing home the bacon and frying it, too?
Money: Whether you don't have enough or you just can't seem to agree on how to spend what you do have, Psychology Today says money problems are a leading cause of divorce.
Kids: The argument might be whether to have kids or how many, or maybe it's how to discipline and parent the ones you have. In any case, diverging views about the kids can cause friction in a marriage.
Sex: This includes when you have it, how you have it, and how often you have it, as well as issues like enjoyment of pornography. Were you on the same page about all this before you got married? Has something changed?
Infidelity: This goes hand-in-hand with sex, but it's also a matter of trust, a big hurdle to overcome after it's been broken. Jealousy may raise its ugly head even when it's unwarranted, causing problems.
Time: How are you spending yours when you're home? Are you busy doing the chores your spouse didn't see to or are you vegging out in front of the computer or television by yourself? Quality time together is vital in a marriage.
Jobs: Do you leave your work at the office or do you bring it home with you?
Annoying habits: Does this sound silly? Think about it. My friend's ex had a habit of washing his hands exactly three and a half times under scalding hot water every time he came home. At first, it irritated her, then she reached the point where she automatically vacated any room with a faucet as soon as he came over the threshold. She just didn't want to witness it — again. Habits can be quirky or funny, or they can become the root of arguments when neither spouse is willing to alter his or hers.
Substance abuse: This is right up there with money issues, but it may be even more destructive and problematic. If you or your spouse has a substance abuse problem that you can't or won't recognize, you may be putting it first, before your partner or your kids. This is bound to cause problems.
In-laws: You can't choose your family and you don't really choose your in-laws, either. They're part of a package deal. But that doesn't mean you have to like them, and if your spouse absolutely loves his kin and thinks they can do no wrong, this can cause arguments.
Why Married Couples Fight
These reasons behind the fighting are somewhat universal as well, but some are more destructive than others.
If you fight because you like to win or get your way, this is a bad reason, as is becoming angry because you like to have control and your spouse isn't saluting to your rules. Criticizing — such as over one of those annoying habits that set your teeth on edge — is a bad reason to fight. Mentioning the habit is one thing. Ridiculing it is another.
Fighting to vent is not so bad. It lets off steam and can be productive if it brings to light things neither of you has realized before. It might bring problems to a resolution.
Unfair Fights
How does a fight leave you feeling afterward? What's your response? Do you withdrawal and avoid your spouse? Do you prolong the ugliness by pouting or being petty, mean or demanding? Or do you resort to giving the silent treatment?
Moving on is integral to a sturdy marriage. Yes, fights are inevitable, but when they're done, they're done. Try to move on. The alternative may allow negative feelings to fester. Your spouse might feel ignored, unloved, angry, insulted or unwanted. If it happens often enough, she may begin to feel abused.
So What You Can Do?
First, take responsibility for your own actions, even if you only do it internally. Of course, it's better to share your feelings, but at least examine the possibility that your spouse may be right about your crazy habit or your substance abuse.
Fight fair. This means no below-the-belt shots. It means stopping to take a breath and to listen. Try to understand where your spouse is coming from and don't put words in his mouth. You may think you know why he does what he does, but until he tells you what he thinks, you're just guessing.
Remember that compromise doesn't necessarily mean you're giving in. It should mean that you both take something affirmative away from the issue. Pick your fights. Is the subject you're at odds over really worth all the damage it could cause to your marriage? Above all, don't fight to win. Fight for your marriage.
If it seems insurmountable, if the fights just keep coming despite all your efforts at common sense and common ground, it may be time to seek outside help. Consider marital counseling. Talk things out with a mediator. You may not want to admit your problem is that bad, but the alternative could be worse — it could be giving up.
How to Fight Fair in Marriage
Don't Let Money Create Problems in Your Marriage
19 Common Mistakes Newlyweds Make
Consider This Your Guide to Living With In-Laws
What Happily Married Couples Don't Talk About
28 Marriage Deal Breakers that Will Land You in Divorce Court
Here's How to Get Through the Most Common Fights Newlyweds Have
Ready to Tie the Knot? 5 Reasons to Get Married
3 Things Happy Couples Do Every Day, According to Relationship Experts
Authenticity, Creativity, Drive: Model Teddy Quinlivan Is the Woman to Watch
How to Instantly Defuse an Argument With Your Spouse
Are You Living in a Sexless Marriage?
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The Best Tips For Sexy Lighting in the Bedroom
Normal Marital Conflict or Domestic Abuse? Spot the Signs
Is Your Wife Or Husband Passive Aggressive?


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Pokémon X/Y becomes the best-selling 3DS game with 12 million sold
The Pokémon Company has announced that Pokémon X/Y have together sold 12 million units worldwide, making them the best-selling 3DS game currently available.
It was revealed at the beginning of 2014 that the game had cracked the 11.6 million mark, so it seems to still be selling decently well considering it's been on store shelves for six months now.
Pokémon X/Y also set the bar for the fastest selling 3DS game back when it was released in October. It sold four million copies in its first two days available, although this might be attributed partially to it being the first simultaneous global release for the franchise.
It should be noted that while these are impressive numbers, X/Y still only cracks the top five of all-time best-selling Pokémon games as Diamond/Pearl's 17.63 million units, Ruby/Sapphire's 16.22 million units, Black/White's 15.42 million units, and HeartGold/SoulSilver's 12.67 million units still sit ahead of it.
With these updated numbers, the Pokémon series has sold more than 245 million units worldwide.
To see what I thought of Pokémon X/Y when it came out, check out my review.
Tags: 3ds, charizard, Game Freak, Greninja, news, nintendo, Pokemon X/Y, ray carsillo, The Pokemon Company, video games
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Exploring the Physicality of Writing with Carol Major
May 27, 2019 · by multimodalme	· Bookmark the permalink.	·
Arriving early, I had time to wander through the gardens of Varuna at Katoomba in the Blue Mountains, the tranquil setting an inspiration for The Physical Writer workshop with Carol Major. Varuna is the National Writers' House and offers a range of events, workshops and residencies throughout the year.
The enticing workshop outline read:
In answering a question about the fundamental starting point for any story, Margaret Atwood replied, "Be clear about who is telling this story to whom and about what."
Ah yes, but why is the narrator telling the story in the first place? The urgency to tell has both a physical and psychological dimension, and these dimensions are vital ingredients towards creating an authentic voice. They are also vital ingredients in creating believable characters and settings.
This one-day workshop uses both writing exercises and discussion to get under the skin of your narrators and characters.
The workshop is best suited to emerging writers who want to take their prose to the next level.
With a clear plan in mind, and characters taking shape, I wasn't disappointed with the day. Carol is a calm and generous person who welcomed us and had posted a number of quotes around the cosy room. It became apparent how these tantalising ideas would be woven into a range of different writing activities.
Carol began by asking us 'how is the story being told?' and suggested that a novel is a whispering in the ear. She insisted that voice comes from the body – your attitude and reason for telling a story must suit the situation, even down to lighting details. We were urged to try sitting and re-creating the feel of the voice, be in the scene and recognise the truth of the characters. Remember that the voice is taking you somewhere for a reason, even if that reason is not revealed … yet. Ask yourself: is the character hungry? Tired? Cold? How will that impact the way they tell their story?
We were asked to
Carol then read a quote from Ursula Le Guin's Steering the Craft:
We're not here today for therapy, Carol declared and stated:
I cannot hold, in this room, anyone's trauma.
We shared our reasons for being part of the workshop with the person next to us, who then introduced us to the group: a practical way to consider our listening skills. We were reminded that:
For our first activity, we were given four first person extracts to read, then discuss in small groups. We were tasked to identify who was telling the story, as well as details of the where, when and why. I found this most successful if I imagined a motive for the scenario. Carol pushed us to explain how the character was sitting, how they were talking, which gestures were involved and how their story was received. Some clues could be gleaned from the text such as gender and language use. Interestingly, some ideas were similar across groups while others were wildly different: always leave space for the reader to feel their own way into a story.
Next, we considered Betty Edward's quote and Carol discussed how drawing can be useful, both in terms of creating an image as well as making connections with our everyday experiences in bringing characters to life. In pairs, we took turns to cover our eyes, then on command from our partner, we lowered our hands and wrote briefly on what we noticed first: write what you see: what is your eye drawn to?
Carol suggested this could be applied in many ways, such as being on a train and quickly turning our head: what's the first thing you notice about a fellow traveller? Her train trip example: a woman entered the carriage in a smart, pressed black suit with pointy black shoes – Carol noticed she had a bandaid on the back of her ankle. What might that detail reveal about a character?
To further interrogate physicality, we considered our own character and noted three or four events that had shaped their lives. How might these moments impact the way our character moved, spoke, engaged with the world? We were challenged to choose one event and explore their body by moving in the space, maybe walk to a bookshelf and choose a novel. I found this to be a particularly effective method of being inside a secondary character in my story and this exercise fed into later writing activities.
For 'border crossings' or 'moving into the other', Carol spoke about an exercise she used with uni students: write about who first bullied you, but she found that it usually ended up with students showing they were scared rather than revealing the bully. So, her modified activity was this: look at a moment where you felt uncomfortable. Write in first person from the perspective of the person who 'made' you uncomfortable and tell me what they have in their pocket.
This was fascinating. I chose a moment when I was bullied in my first year of high school, where the bully had her clenched fist in her pocket. Others shared various objects – keys, tissues, a letter – each having a clear impact on the character's behaviour. Carol mentioned that reader's need to feel; they don't need to make a decision. If you have a 'big issue' to discuss, write an essay and referred us to Eudora Welty's 1965 essay 'Must the Novelist Crusade?
After lunch we considered our colours: read your list aloud with a preface for each word: eg. green as … green as … when my turn came, and having heard a very poetic list I fell into student speak "but green's already been done …" Carol gently admonished me with Eudora's quote:
and after everyone laughed, I shared my practical list of green things. Of course, what a perfect reminder of how we all see the world differently and our stories have a different purpose in the urgency to be told. We also removed the colour preface 'as green as …' and developed a list of objects that might, just might, offer up an interesting connection simply because our eyes were drawn to a wide variety of objects. Just seeing, observing, not questioning: how did you feel as each list was read? Carol suggested this as a generative exercise, perhaps a warm up or for a moment when a different tack is needed. It could potentially encourage the development of metaphoric links and juxtapositions and non-linear thoughts.
We considered 'place' in terms of its physicality and emotional attachment. How does your character occupy a space? Think about the physicality of motive – who lit the fuse? We then wrote about our character being in the Varuna room. Carol gave the example of a woman, sitting in the room. She has had a headache all day and gets up to take some pain relief. But why now? Why not ten minutes ago? Was it because a child kicked a ball into the window with an awfully loud crash? Character is place, character is motive. We were warned that when we shared our writing, she would keep asking 'why' until the motive, the reason for a character's behaviour was real. This activity was almost fully formed in my mind as Carol spoke – I built upon the action of moving to the bookshelf. A clear scene, with motive expressed through a minor character, came alive through the physical presence of those in the room (in my story).
As part of this discussion on how characters inhabit a place, Carol had mentioned Dustin Hoffman's ability to 'be' one with a part – the above quote was unscripted, yet included in the movie as Hoffman stayed in character when a minor mishap occurred as he walked onto the set. Film can be useful in considering how characters are revealed, such as the fragmented revealing of Holly in Breakfast at Tiffany or how the opening scene of Kramer vs Kramer tells us so much through actions and objects.
As the day drew to a close, Carol left us with a last exercise, a take home: consider who left these items behind – what might your character leave behind? The use of such details can help ground the reader by showing a character engaged in everyday activities, for example: does your character always find themselves looking for their sunglasses?
This was a most worthwhile day. I deliberately chose to focus on my own writing and left with a clear understanding of an important secondary character.
Carol Major has been a professional writer for over thirty years and works with writers across all narrative forms. Her skill is in drawing out the writer's vision and matching it with crafting tools.
She is originally from Scotland, later educated in Canada and now lives in the Blue Mountains of Australia, a location she feels holds the ingredients of all three landscapes in one place. It follows that depicting place is one of her passions, and the subject of her Master of Creative Arts Degree.
Narrative voice is also a passion: who is telling this story to whom about what, and most importantly, why? What is the motive to tell? Motive was the subject of her Doctor of Creative Arts Degree, and one that Carol believes is a key ingredient in creating an authentic narrative voice.
Carol's short stories, social commentary articles and essays have been published in Australian and Canadian journals and anthologies. She has completed three novels, and also works as a commercial writer with a particular focus on creating narratives to inform urban design. More about Carol can be found at www.advancednarrative.com.
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Features Sounds
BOAT SHOW BIZ
Bob Gordon
Making the most of their impressive 2017 momentum, Fremantle-faves Boat Show have released a new single, The Big Smoke. The song is an energetic lament on the perennial Perth-friends-moving-to-Melbourne imbroglio.
"It's like trying to run away from a ghost that you think is haunting your house but it's actually haunting you, so it follows," says vocalist, Ali Flintoff. "Do you like my metaphor? I'm pretty witty, hey."
The song was recorded in Melbourne at Black Pearl Studios with producer, Dean Tuza (The Rubens), while the band was on tour in support of their debut album, Groundbreaking Masterpiece. In fact they recorded their entire second album at Black Pearl in two days. LP #2 is set for release in October.
The Big Smoke has been released digitally and will be launched on Saturday, August 19, at The Bird with special guests Childsaint, Peter Bibby's Dog Act and Worried About Lizards. Full details – www.facebook.com/events/2023774597851513
In this article:Boat Show, Bob Gordon, Current, Featured
NEW SINGLE FOR THE TOMMYHAWKS
HYNDE SIGHT
RHYMES OF THE TIMES
CUNNING PLANS


Been posted several times already. But you know I hardly see any Defenders out there in random battles. I assume that most players already have it and those that don't kinda feel that it is pretty pricy. I have seen more jg88's than Defenders.
It's now about random battles.
Last night me and my clan were playing Strongholds tier VIII and all we saw through the games were a bunch 4 or 5 Defenders per team....that's just ridiculous!
Just use bunch of lowe and see the result!
playing Strongholds tier VIII and all we saw through the games were a bunch 4 or 5 Defenders per team....that's just ridiculous!
Since when is that a "new" thing ?
Or new buyers have some self esteem and keep them for clan stuff or FL ?


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Home » Mechanical Recycling
Mechanical recycling is the processing of plastic waste into secondary raw materials or products, where the chemical compounds of the plastics are not broken down. The waste is mechanically ground and melted by an extruder (often washed). Then, in the same process, plastic granules are made from it again. This form of recycling is particularly suitable for waste streams of one type of relatively clean plastic. In principle, all thermoplastics can be mechanically recycled with little or even no loss of quality. However, plastic waste is often a contaminated mix of materials. Because the recycled plastic can contain contaminants, the quality of the end product eventually decreases. For this reason, strict rules also apply to the use of granulate in, for example, food packaging. Read more about this in the section Challenges of Mechanical Recycling.
Value from plastic waste
There are various ways to obtain value from plastic waste. A few decades the biggest part of our plastic waste was dumped or incinerated. Now in the Netherlands about half of the plastic packaging waste is already recycled through mechanical recycling and the EU has ambitious plans to increase this percentage in the coming years. However, there is a wide variety of plastic waste streams. Some streams, such as separately collected LDPE industrial waste and PET deposit bottles, are already almost entirely successfully mechanically recycled. For the more mixed waste streams from households, however, the percentage is much lower.
In addition to recycling targets, there are also ambitious targets for increasing the use of recycled materials. The entire chain is therefore looking into the possibilities of recycling as much as possible in a high-quality manner.
One way of doing this is through mechanical recycling. Currently, more than 99% of the quantity materials recycled are mechanically recycled.
High-quality recycling means that after processing, a material will be used for the same product again. This happens, for example, with PET bottles. These are therefore completely circular.
In order to be able to recycle at high quality, it is first of all important that the plastic materials are easy to recycle. Above that, it is necessary that the material flows are properly separated and collected separately after use. This can be done, for example, by the user himself (source separation), but the systems for automatic post-separation are getting increasingly accurate. Specialized recycling companies process (e.g. grinding, washing and melting) the separated material flows into raw materials. Ultimately, there will be a demand for recycled products in the packaging industry and producers must be able to use recycled materials in new products in a high-quality way by then.
When the waste flows of certain products can no longer be recycled into materials that can be (re)used in similar products, because they are too polluted, mixed or discolored, for example, we speak of low-grade recycling, or downcycling.
What are the advantages of mechanical recycling?
Recycling in general has many advantages. Firstly, fewer new (fossil) raw materials are needed. In addition, it offers a solution for the large amounts of waste. Recycling waste streams also produces less CO2 emissions than producing new raw materials. According to the Netherlands Bureau for Economic Policy Analysis (Centraal Planbureau), recycling plastic has the potential to roughly halve the environmental damage caused by emissions.
These environmental benefits of replacing new raw materials by recycling outweigh the environmental impact of collection, sorting, transport and recycling activities. In addition, the costs of these necessary activities can be offset by revenue from the sale of recycled products.
Mechanical recycling challenges
Of course, the recycling industry also faces challenges. For example, according to CPB's report 'Plastics as a secondary raw material', it is not yet socially viable to recycle all household plastic waste. These streams consist of a 'mix' of materials, often with a high degree of pollution. The efforts surrounding collection, sorting, washing and recycling and the high percentage of material loss involve enormous costs and produce a raw material of limited quality. This makes it commercially unattractive to re-use the recycled raw materials from these streams in new products. In addition, the environmental benefits of this mixed stream are also limited. Focusing on more sustainable product designs (such as the use of more mono-materials), better separation at source and technical developments in automatic sorting and de-inking, for example, does make the mechanical recycling of these household waste streams more attractive.
However, there are also developments in the field of chemical recycling. In that process the polluted mix as a whole is strongly heated and converted into, for example, oil, gas and other carbon-containing raw materials, such as carbon black. The environmental impact of the various chemical recycling processes is currently much higher than that of mechanical recycling, but the potential applications of the raw materials produced are greater.
European Plastic Pact
Now that many European countries, including the Netherlands, signed the European Plastic Pact on 6 March this year, things may change. According to this pact, by 2025 all packaging plastic and single-use plastic must be designed to be reusable or recyclable. In addition, the pact aims for a 20 percent reduction in newly made plastics by 2025. Half of this 20 percent reduction must come from a reduction in the use of plastic.
Ways to promote recycling
Expansion of the deposit system
For PET bottles, extending the deposit system is a good way to ensure a higher collection rate. A deposit system for other types of plastic does not yet exist and is unfortunately also more difficult to implement. In general, deposits ensure a very clean flow of plastic. Several studies, including one conducted by CE Delft in 2019, also show that the share of small bottles in litter due to deposits is declining by 70 to 90 per cent. In other countries where this system has already been introduced, the positive effects are already visible. In Norway it accounts for a collection rate of 97%. In Germany, 98% of all PET bottles are recycled. And in America, the total volume of litter decreased by 33 percent.
Mandatory minimum percentages of recycled material in the production of new products
If a minimum percentage of recycled material is required in the production of new plastics, companies are forced to purchase secondary plastics. This therefore increases the demand for secondary plastics and can reduce the cost of recycling by exploiting economies of scale. In addition, the value of recycled material increases, making it more attractive for recyclers to recycle products rather than incinerate them in the incinerator.
In the Dutch PlasticPact it has been agreed that by 2025 an average of at least 35% recycled plastic must be used per company in the production of disposable plastic products. This is not the same as the rules imposed by the government, but hopefully the 75 companies that signed the pact will commit themselves to the rules and we will see the amount of recycled material in products increase considerably in the coming years.
Mechanical recycling of plastic film
KIVO, in cooperation with KRAS Recycling, has set up a recycling plant in Kosovo under the name REKS. In this plant films are mechanically recycled. REKS processes waste flows from Europe and the Balkan region. By manually separating unprinted transparent LDPE films without labels, films with labels, stretch films, lightly printed films and heavily printed/coloured films, REKS is able to produce the highest possible qualities of transparent LDPE and LLDPE recycled raw materials from Post-Consumer Recycled content (PCR).
Curious about the recycling possibilities for your plastic packaging?
Feel free to contact us via 0299-398800 or the contact form below. One of our experts is ready to answer all your questions about mechanical recycling.


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How can suppliers improve their biscuits and cakes category
Joanna Tilley finds out suppliers are not resting on their laurels when it comes to the biscuits and cakes category, which continues to come up with innovative new concepts
With shoppers increasingly looking for tasty and convenient snacks on the go, the biscuits and cakes category will not be crumbling any time soon. In line with the UK's love for a sweet treat, brands such as Mr Kipling, Cadbury and McVitie's are continuing to fire out innovative NPD and special offers to wholesalers.
Despite health consciousness growing in many sectors, word on the ground from independent retailers is that indulgent biscuits are as popular as ever. With contributed sales of £2.1bn from sweet biscuits in 2018, Stuart Graham, customer marketing director at Pladis, says there will always be a place in Britain's hearts for treats. Nevertheless, health is still a trend that suppliers, wholesalers and retailers should be keeping an eye on.
What is undeniable is that on-the-go formats in all food categories are booming and this has led to the growth of snack-packs and individual packs of cakes and biscuits.
Even if it means overpaying for a product, many consumers are only thinking about their next meal and want something they can eat straight away or when they get to the office.
In response to this trend, Steve Kelly, channel director at Premier Foods, says the company is continuing to innovate to offer balanced treats and handy pack formats. "Products with twin packs and individual portions are available across the Premier Foods range, enabling the wholesale and convenience channel to offer trusted products in practical formats," he explains.
Border Biscuits' 180g snack packs also offers a strong option for shoppers who plan to eat on the hop, says the company's marketing manager, Suzie Carlaw. She adds: "Our twin mini packs contain biscuits that are versatile to put in a handbag, briefcase or lunchbox and keep you going throughout the day, whether as part of a meal or simply as a sweet treat."
Paying a premium
Premiumisation is another trend Carlaw is noticing in the sector, and advises wholesalers to stock a range of high-quality and versatile products. While financial uncertainty around Brexit has resulted in some consumers shunning expensive nights out at fancy bars and restaurants, it hasn't stopped people spending money on what they deem quality food.
"We're going to continue to see a rise in complex or eye-catching cake designs as consumers want cakes that look as good as they taste," says Gary Mullineux, purchasing director at foodservice group Caterforce. "This feeds into the need for 'Instagram-worthy' desserts that will help to entice people."
Social media and Instagram are also handy tools for wholesalers who can use merchandising displays and PoS in their warehouse to gain traction with followers and retailers online.
However, to prove the cakes taste as good as they look, Matthew Grenter, sales manager at Brioche Pasquier, suggests wholesalers allow customers to sample them in store.
If the product looks the part, and tastes the part, it will be very difficult for retailers to walk away without making a purchase.
Limited-edition cakes and biscuits are also successful for many brands because they provide a point of difference and a little excitement. "We regularly release limited-edition ranges to acknowledge changes to consumer interest and habits throughout the year, notably around popular seasons and high-profile events," says Steve Kelly from Premier Foods.
Core ranges still make up the vast majority of sales, though. What can boost these brands even further is using price-marked packs – something that gives customers confidence they are not being overcharged.
Graham believes that by having a core range of household name brands for retail customers – such as McVitie's Milk Chocolate Digestives – wholesalers can ensure independent retailers are stocked up and driving sales forward.
"To boost their core range sales, we recommend wholesalers stock new innovations and high-performing products from trusted brands," says Caroline Mitchell, Mrs Crimble's brand controller at Wessanen.
Mitchell says the business works closely with wholesalers to develop solutions that meet their needs with the best range possible.
Another biscuit brand on the up is German Food company Bahlsen, which is often recognised for its premium products. Julien Lacrampe, trade marketing manager at Bahlsen, says that while the biscuit market is growing at 3.3% year on year, Bahlsen is outstripping that at an impressive 16.3%.
"The trend of looking for more indulgence when selecting a biscuit is evident in the performance of Choco Leibniz, which outperforms in the special treats category," says Lacrampe. "Choco Leibniz is now the largest brand in special treats, while many other brands are in decline."
How to keep your biscuits & cakes sales healthy
Healthier options
While treat biscuits remain undoubtedly popular among shoppers, there is a growing opportunity for wholesalers and retailers to increase sales if they can also get their healthier proposition right.
Susan Nash, trade communications manager at Mondelez International, says research shows that the health-conscious consumer is on the rise, with 85% of consumers admitting they are trying to improve some of their diet to become healthier.
To capitalise on this trend, Ritz Original cracker and Ritz Original Breaks launched a new recipe with 70% less saturated fat last September, alongside Ritz Cheese crackers, which launched with 50% less saturated fat.
In order to mirror this change in eating habits, Premier Foods has engaged with Public Health England's Sugar Reduction Programme and is investing in reducing sugar without compromising taste. "Alongside that, we have introduced calorie caps and were one of the first companies to include colour-coded front-of-pack labeling, helping shoppers make an informed choice regarding their sugar, fat, saturated fat, salt and calorie intake," says Kelly.
As well as a focus on fat and calories, there is also bigger demand for free-from products. New companies are entering this thriving market and it is likely established brands will introduce more gluten- and dairy-free alternatives over the coming years.
Retailer viewpoints
Faraz Iqbal, Premier Linktown Local, Edinburgh
"With people looking for value, our own-label brands, Euro Shopper and Happy Shopper, are doing well. I don't see a demand for healthy eating in this category – we have a protein range and Graze boxes for these shoppers."
Bal Ghuman, Premier AK Convenience, Shrewsbury
"Jaffa cakes are our star seller at the moment. Price-marked at £1, they provide good value for money, it's a nice product and maybe some people consider them slightly healthier than the alternatives. Booker are great at offering a good selection and giving value to the retailer. In this category, I don't think product positioning is as important as other sectors, as people will find things themselves."
Abdul Qadar, Capital News, Edinburgh
"In terms of biscuits, Fox's, McVitie's and Cadbury chocolate-coated biscuits are doing well – we premium-price some of those. The McVitie's team often visits the store with various offers. Our wholesalers are doing a good job and there is nothing to complain about."
Muntazir Dipoti, Todmorden News Centre, West Yorkshire
"Digestives, Maryland Cookies and Oreo biscuits sell well. Despite the healthy-eating trend, I have not noticed any decline in treat biscuits. Bestway have got offers on biscuits and I feel they tend to have quite a lot of promotions. However, there are less on the cake side."
Making the most of the food-to-go sales opportunities, Bahlsen launched the Choco Leibniz snack pack. The product is available in packs of four, with nine packets in a case.
Pladis is tapping into the coffee-shop-style trend by adding to its cakes portfolio with McVitie's Moments White Choc & Raspberry Crunch. They will available in packs of four.
In January, Pladis took the popular McVitie's Jaffa Cakes and launched it into a bite-sized format with Jaffa Cake Nibbles. The product is aimed at 18-to-34-year-olds.
Bahlsen has launched Zoo Imagination, a gluten- and lactose-free variety of its Zoo biscuits. The animal-shaped snacks are available in 100g bags with five in a case.
Go Ahead has launched two under-100-calorie ranges: Go Ahead! Nutty Crunch and Go Ahead! Fruit & Nut Breaks, both of which are designed to tap into the trend for healthier snacking.
Pladis is supporting mental health charity Time to Change by running a promotion that offers consumers vouchers for £1 off McVitie's biscuits.
Burton's Biscuit Company has launched Maryland Sugar Free Cookies in response to to demand for lower-calorie treats. It will be backed by a social media campaign.
Mondelez has extended its popular Freddo range, which now contains Cadbury Freddo Face Cakes six-packs and Cadbury Freddo Biscuits.
Takeaway points
1. Stock price-marked packs – Maximise sales by stocking PMPs from the big brands that demonstrate good value for money to retailers.
2. Keep it seasonal – Seasonal editions generate new interest in the category and appeal to new buyers. They should be stocked close to the main event.
3. Concentrate on portable formats – Snack and individual packs will make the most of the food-to-go trend.
4. Point of sale – Signpost best-selling brands using eye-catching point of sale, making it easy for retailers to search.
5. A wide variety – To engage as many customers as possible, stock a large range of biscuits and cakes that includes budget, premium, healthy and indulgent options.
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