Trend: Healthy Maybe But Cakes Remain

Findings show that sales of chilled desserts like cream cakes, cheesecakes and trifle have increased by 40% since 2001, with the market valued at £390m in 2006. The report also reveals consumers’ favourites and the newcomers on the market.

“Undoubtedly, the British still have a sweet tooth as the market for chilled desserts has seen a phenomenal increase in sales despite a growing obsession with healthy eating trends,” says Vivianne Ihekweazu, market analyst at Mintel. “Although many of us are trying to lead a healthier life, not everyone can be good all the time and we are clearly still happy to reward ourselves with an occasional treat.”

Cream cakes, with éclairs leading the way, still make up the largest percentage of the sales, taking 30% (£115m) of the market. This popularity is believed to come from their association with the traditional cream tea. Behind, sponge puddings and trifle – representing respectively 11% and 9% of the sales – are the remaining top three desserts. Both have shown a very healthy sales increase between 2004 and 2006, despite the very hot summer and mild winters.

Non-British desserts also have their say. Cheesecakes, made popular by our American counterparts, now take 8% of the market (£33m) and have seen an impressive 57% growth in the last two years alone – the fastest increase of any of the sweets on offer. On the other hand, the likes of summer puddings, custard tarts and meringues have all seen sales flop in recent years,

This information can be of prime importance when it comes to decide on future stocks, especially as Mintel predicts that the market will grow by another 20% during the next five years. Ms Ihekweazu adds, “One way to help boost the market further would be for manufacturers to revive the joy of afternoon tea. As most people won’t be able to take part during the week due to work commitments, the weekend would be the ideal time for the family to get together and treat themselves to a proper afternoon tea.”