bake - July/August 2021 - 54

WINNING PROMOTIONS
Favorite Flavors
Comax Flavors has released new primary research on consumers'
behavior, usage, and attitudes towards cakes, cookies,
donuts, muffins, pies, cupcakes, and brownies. The study
was fielded in February with 1,200 U.S. respondents aged
18-70+; half were female, and the other half were male. This is
Comax's 20th study of the company's primary market research
program.
National Birthday
Do-Over Month
Milk Bar announced the creation of a new national holiday,
National Birthday Do-Over Month, this July. Inspired to create
a feel-good movement after countless Americans sent birthday
care packages of Milk Bar treats to loved ones during lockdown,
National Birthday Do-Over Month is meant to give anyone,
anywhere in the country an opportunity to take an extra moment
to celebrate themselves and do their 2020 birthday over.
" None of us were able to celebrate our 2020 birthday as we
may have originally planned - but seeing the magic you all
made at home with a video chat or a killer cake brought us at
Milk Bar a whole lot of spirit, " says Christina Tosi, founder of
Milk Bar. " National Birthday Do-Over Month is our love letter to
you. "
With the help of partners American Express Gold Card
and Party City, Milk Bar featured events, specials, and other
surprises throughout the month.
Customers enjoyed the opportunity to donate to The Birthday
Party Project, Milk Bar's charitable partner that throws birthday
parties for kids experiencing homelessness across the country,
while at checkout.
Milk Bar enlisted viral recording artist JVKE to re-do the
Happy Birthday Song on TikTok, which will also serve as a
virtual fundraiser for The Birthday Party Project.
Further, Milk Bar partnered with Postmates to offer an
exclusive, delivery-only Belated Birthday Pint that layers Cereal
Milk Soft Serve, Fudge sauce, B'day cake pieces, B'day Crumb
and sprinkles into one birthday do-over dessert.
54 2021
THE BIRTHDAY ISSUE
" Americans have an infinity for sweets. Traditionally,
baked goods connote comfort and joy and frequently conjure
warm childhood memories. The pandemic has accelerated
consumers' desire for sweet baked goods, " states Catherine
Armstrong, vice president of corporate communications for
Comax Flavors.
Comax has partnered with Amy Marks-McGee of Trendincite
LLC to manage the market research program and Costello
Creative Group to translate the data into creative, fun, and
easy-to-read infographics.
CAKE FINDINGS
* The most well-liked type of cake is " Frosted/Iced " with
just shy of two-thirds (64%) of respondents citing it.
* Chocolate (55%) is the most popular cake flavor among
all generations: Gen X (60%), Gen Z (57%), Baby Boomers
(55%), Silent Generation (50%), and Gen Y (47%).
* Vanilla (40%) is the second preferred flavor among
respondents.
* One-quarter of respondents (26%) equally consume
Strawberry and Cookies & Crème cake flavors.
CUPCAKE FINDINGS
* Frosted/Iced (73%) is the number one type of cupcake liked
by all respondents with shy of three-quarters citing it.
* Chocolate and Vanilla are the two most prominent
cupcake flavors among all respondents: Chocolate (51%)
is the most prevalent flavor among all generations; Baby
Boomers (59%), Gen Y (55%), Gen X (54%), Gen Z (48%),
and Silent Generation (30%).
* Vanilla (50%) is closely behind Chocolate and is enjoyed
by all generations: Gen Z (63%), Gen Y (60%) and Gen X
(54%).
bake - July/August 2021

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