UK Cakes and Cake Bars Trend and Growth 2014

Most up-to-date research on "Cakes and Cake Bars - UK - June 2014" to its huge collection of research reports.

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.

Table of Content



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

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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