A recent consumer insight report from Datamonitor on “Consumer and Innovation Trends in Bread and Bakery” highlights the opportunity for cake suppliers to cater to the growing numbers of single households by providing products in smaller pack sizes designed for single use. Smaller pack sizes can also cater to on-the-go consumption and respond to a health need, enabling portion control. According to a recent article in the British Baker, consumers like to trial product without committing to an entire cake. Individually wrapped products appeal to a younger demographic providing an opportunity to attract new shoppers into the category and also encourage shoppers to think of cakes as a snack, increasing the number of consumption occasions.
The snacking segment, in fact, forms the largest part of the UK ambient cake category, at £464m, and with consumers increasingly seeking out grab-and-go treat options, the market could tap more effectively into the popular impulse occasions through single packs.
The desire to reduce food waste is also a key driver.
This shift in purchasing behaviour towards smaller pack sizes also links in to Bord Bia’s Consumers in Control trend, where consumers seek to redefine value beyond price alone in order to maintain their lifestyle choices and reduce the risk of purchase, with a premium being paid for products which help to do this.
In an interesting twist to this trend, UK cake company Sponge.co.uk sells cake miniatures for sharing and as gifts
Source: Bord Bia, 31/01/2014
Orla Donohoe, Food & Beverage Division, Bord Bia – Irish Food Board
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