According to a recent Mintel report on Cakes and Cake Bars in the UK Market, seasonal products have played an increasing role in driving interest in the cakes, pastries and sweet goods category, accounting for around one in five new products launched in 2012, which included a record number of Christmas-oriented launches.
New products targeting Halloween have also been on the rise, outnumbering Easter launches.
Easter is a relatively untapped opportunity for cakes and baked products, with chocolate confectionery monopolising new product launches (77% recorded in 2012, as compared with 11% by cakes and pastries). There is scope for manufacturers to further exploit the Easter occasion in cakes in order to raise the profile of the category during this peak season for chocolate consumption.
Hot cross buns are a traditional Easter product and, according to a recent article in the British Baker, sales in the UK rose by 78% between 2012 and 2013, driven mainly by NPD from premium retailers such as Marks and Spencer and Waitrose which has attracted new and younger consumers.
Unusual, novelty and contemporary flavours are finding favour and this year. Waitrose’s range includes a date and cranberry variant as well as the more traditional fruited varieties while Marks and Spencer’s variants include a Toffee Fudge & Belgian Chocolate Bun.
Linking in to Bord Bia’s Simple Pleasures Trend, the Easter opportunity is also about nostalgia, enjoying small rewards and trying new things to make life more enjoyable, even while on a budget.
Source: Bord Bia, 11/04/2014
New products targeting Halloween have also been on the rise, outnumbering Easter launches.
Easter is a relatively untapped opportunity for cakes and baked products, with chocolate confectionery monopolising new product launches (77% recorded in 2012, as compared with 11% by cakes and pastries). There is scope for manufacturers to further exploit the Easter occasion in cakes in order to raise the profile of the category during this peak season for chocolate consumption.
Hot cross buns are a traditional Easter product and, according to a recent article in the British Baker, sales in the UK rose by 78% between 2012 and 2013, driven mainly by NPD from premium retailers such as Marks and Spencer and Waitrose which has attracted new and younger consumers.
Unusual, novelty and contemporary flavours are finding favour and this year. Waitrose’s range includes a date and cranberry variant as well as the more traditional fruited varieties while Marks and Spencer’s variants include a Toffee Fudge & Belgian Chocolate Bun.
Linking in to Bord Bia’s Simple Pleasures Trend, the Easter opportunity is also about nostalgia, enjoying small rewards and trying new things to make life more enjoyable, even while on a budget.
Source: Bord Bia, 11/04/2014
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