Around one in four users would like to see more individual portions of cakes, suggesting the market could tap more effectively into the popular impulse occasions through single packs and greater visibility in impulse channel and aisles, effectively leveraged by cereal bars and breakfast biscuits.
Some questions answered in this report include:
- What can cakes and cake bars learn from rival treat categories?
- Do healthier options resonate in the cake and cake bars market?
- How can cake brands combat low penetration among under-25s?
- How can flavour innovation support interest in the price-led market?
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TABLE OF CONTENT
Figure 1: UK retail sales and forecast of cakes and cake bars, by value, 2007-17
Figure 2: Trends in UK retail sales of cakes and cakes bars, by segment, value and volume, 2011-12
Competition from alternative snacks and home baking
Market opportunities lie in creating more healthy choices
Companies, brands and innovation
Figure 3: Brand shares in the cakes and cake bars market, by value and volume, 2012*
Types of cakes/cake bars purchased or eaten
Figure 4: Types of cakes/cake bars bought or eaten in the past six months, March 2013
Choice factors – nutritional/ingredients
Figure 5: Nutritional and ingredient-based factors that would influence choice of cake and cake bars, March 2013
Choice factors - other
Figure 6: Non-nutritional and ingredient-based factors that would influence choice of cake and cake bars, March 2013
Attitudes towards cakes and cake bars
Figure 7: Attitudes towards cakes and cake bars, March 2013
Barriers to buying cake and cake bars
Figure 8: Barriers to buying cake and cake bars, March 2013
What we think
Issues in the Market
What can cakes and cake bars learn from rival treat categories?
Do healthier options resonate in the cake and cake bars market?
How can cake brands combat low penetration among under-25s?
How can flavour innovation support interest in the price-led market?
Trend: Perfecting the Details
Trend: FSTR and HYPR
Mintel Futures: Human
Competitive pressures from alternative snacks
Figure 9: Household purchased quantities of selected food categories, by type, % change, 2006-11 and 2010-11
Figure 10: Performance of selected markets competing with cakes and cake bars, 2008-12
Cupcakes mania shows no signs of abating
Popularity of home baking
Health and obesity concerns restrict cake consumption
Smaller households pose a threat to cake and cake bars
Figure 11: Trends and projections in UK households, by size, 2007-17
Price sensitivity heightened by widespread weak consumer confidence
Figure 12: Average annual price indices for cakes and biscuits, 2007-11
Money-saving deals attract hard-pressed consumers
Figure 13: Monthly consumer confidence index, January 2008-December 2012
Innovation in cakes, pastries and sweet goods
Own-label outweighs branded activity
Figure 14: Product launches within the UK cakes, pastries and sweet goods market, own-label versus brands, 2009-12
Brands look to sugar confectionery for inspiration
Figure 15: Product launches within the UK cakes, pastries and sweet goods market, by top ten companies, 2012
Seasonal impetus drives sales and offers further potential for growth
Figure 16: Product launches within the UK cakes, pastries and sweet goods market, by leading claims, 2012
Untapped Easter opportunities
Summer and Halloween
Influx of limited editions in red, white and blue
Number of new slimming lines rise in 2012
Figure 17: Product launches within the UK cakes, pastries and sweet goods market, by selected health-related claims, 2009-13*
Free-from alternatives make cake more accessible
Mr Kipling adds a modern twist on traditional flavours and formats
No sign of cupcake momentum slowing
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