Cakes and Cake Bars - UK - June 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 food service 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
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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
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