Baking & Snack - July 2016 - 41

TRENDS
Indulgent Desserts

Nimble
Sweet
Treats
Dessert endures sweeping
changes in consumers'
eating habits by being quick
in adapting to change.
by Charlotte Atchley and Joanie Spencer

There's a reason why people save the best for last, and manufacturers of indulgent desserts are hanging their hats on
it. "Dessert is the last impression you leave on a customer,"
said John Alair, president, Taste It Presents, Kenilworth, NJ.
People expect it to be delicious and indulgent, a sweet cap
to a meal.
As the food industry rides the shifting currents brought
on by more informed consumers and on-the-go lifestyles,
the definitions of delicious and indulgent have also evolved
to keep up with changing tides. Good taste will always
top the list of purchase motivators, particularly in a category like dessert, but instead of artificial flavors and highintensity sweeteners, shoppers are looking for premium
ingredients to deliver on decadent taste: high-quality chocolate, large pieces of fruit and other inclusions.
Desserts have also been swept up in the clean-label
wave. Using recognizable ingredients seems to give healthconscious consumers permission to treat themselves to
something that isn't necessarily the healthiest choice.
"Consumers want to indulge but feel good about it, so we're
eliminating artificial ingredients," said Lauren Lopez, direc-

tor of marketing, In-store Bakery & Deli Division, Rich's
Products Corp., Buffalo, NY.
Mini portions also provide an answer to the dilemma
of the desire to indulge but also watch calories. This compromise on portion size allows people to get their sweet
fix without guilt, and bakers are more than happy to oblige
with mini brownies, cheesecakes, pies and other treats.
These smaller sizes also help desserts find a place in consumers' increasing mobility as they live their lives and they
eat at the table less and less.
With increasing disposable income and an "everything
in moderation" philosophy, shoppers are ready to spend
their dollars and calories on indulgences, and dessert manufacturers are more than happy to provide.

To get a boost from the
health-and-wellness set,
bakers are making their
desserts with clean-label
ingredients by removing
controversial ingredients,
such as artificial flavors
and colors and high
fructose corn syrup.
Rich's Products

Maintaining the mini movement
As consumers continue to snack through their day, the
plate-and-fork meal occasion is becoming almost a thing of
the past. And while not all indulgent desserts lend themselves to the portability of snacks, the small-meal movement gives momentum to the mini-dessert trend.
This is especially true when it comes to decadent cakes,
according to Doris Bitz, senior vice-president, retail sales
and marketing, The Original Cakerie, Delta, BC. "Our
petite cakes are big sellers because people don't want
leftovers," she said. Consumers want to have their indulgence, but when it's over, the craving is fed, and there are
no regrets.
Nielsen data reflects the movement to miniature. In
the 52 weeks ending April 30, 2016, brownies and dessert bars overall saw a 12% increase in dollar sales with

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