UK Cakes and Cake Bars Research Report 2014

Cake companies can look to completely new formats in their NPD (New Product Development), given the interest in these from one in four users. For example, companies could create their own versions of the hybrid sweet treats (eg cronut, duffin) which have garnered a lot of media attention in the foodservice arena.

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Table of Content

Introduction

Definitions

Abbreviations

Executive Summary

The market

Figure 1: UK retail value sales and forecast of cakes and cake bars, 2009-19

Market factors

Strong competition dents demand for cakes

The popularity of home baking stifles sales of shop-bought cakes

The growth in over-55s continues to hinder the market

Companies, brands and innovation

Own-label accounts for over half of the cakes/cake bars market

Figure 2: Leading brands’ shares in the UK cakes and cake bars market, by value, 2013/14*

Own-label continues to dominate new launches

No end to the rise in adspend in cakes

The consumer

Cakes enjoy strong family appeal

Figure 3: Types of cakes/cake bars bought or eaten in the past six months, April 2014

Cakes are most commonly eaten as a treat

Figure 4: Reasons for eating cakes/cake bars, April 2014

Cakes stand out for being good for sharing and filling

Figure 5: Most common qualities associated with different types of snacks/desserts, April 2014

Figure 6: Other qualities associated with different types of snacks/desserts, April 2014

One in three stock up on promotions

Figure 7: Attitudes towards buying cakes/cake bars, April 2014

New flavours hold strong appeal

Figure 8: Attitudes towards cakes and cake bars, April 2014

What we think

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Issues and Insights

Cake brands can encourage a wider range of usage occasions through marketing

The facts

The implications

Exciting innovation is needed to help heighten consumer engagement with the category

The facts

The implications

Opportunities for better-for-you cakes through sugar alternatives and healthier ingredients

The facts

The implications

Trend Application

Trend: Sense of the Intense

Trend: Make it Mine

Mintel Futures: Brand Intervention

Market Drivers

Key points

Cakes and cake bars are losing out to other snack sectors

Figure 9: UK retail value sales performance of selected markets competing with cakes and cake bars, 2012-13

The boom in home baking erodes cake sales

Health concerns dampen demand for cakes

The ageing population and growth in small households present challenges

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