Baking & Snack - November 2023 - 32
elevating the
Sweet good brands are refreshing consumers' familiar favorites.
by Lucas Cuni-Mertz
W
Who doesn't love to indulge? Amid the stresses of everyday
life, consumers are turning to their favorite cakes,
pies, brownies and more as a needed pick-me-up or as
a way to celebrate. And while inflation is draining consumers'
dessert dollars, they aren't giving up their beloved
sweet goods any time soon.
" We know in the face of inflation, consumers are cutting
back on nonessentials, but they are still indulging,
which is part of the reason why sweet goods is doing so
well, " explained Melissa Altobelli, principal, client insights,
dairy and bakery vertical, Circana. " They still want
to have a sweet treat. "
Dollar sales for center store desserts and sweet snacks
rose 13.5% to approximately $5 billion while unit sales
dipped 2.4%, according to Circana data for the 52 weeks
ending Aug. 13. In the perimeter, dollar sales increased
9.6% to roughly $10 billion and unit sales fell 2.5%, but
there were areas of growth. Unit sales of perimeter whole
pies, for example, climbed 3.5%, while dessert bars and
squares jumped 13.9%.
Consumers' love for desserts hasn't changed, but inflation,
the pandemic and other trends have shifted the
way they enjoy them. More consumers are indulging at a
32 Baking & Snack November 2023 / www.bakingbusiness.com
lower price point, often through smaller sizes and individually
wrapped treats. They are also seeking authentic
products with elevated flavors and eating experiences, as
well as better-for-you claims like clean label. Consumers
still want their familiar favorites, but they want them
with a little extra.
" They want to know that their purchase is the real
deal in terms of quality while leaving a responsible imprint
on the environment, " said Seb Siethoff, chief executive
officer of Richmond, Calif.-based Rubicon Bakers,
a maker of cakes, snack cakes, cupcakes and muffins.
" They are increasingly networked and on-the-go and
are looking for impulse solutions that are true moment
makers for themselves and their families and friends. "
Embracing 'newstalgia'
Tried-and-true flavors like chocolate, apple and vanilla
continue to lead the way across dessert offerings, but
brands are finding ways to elevate these classic sweets.
" For chocolate, it's adding even more chocolate than
before, " Ms. Altobelli said. " Brownies were double
chocolate, now they're triple chocolate. For cakes, the
confetti and birthday cake varieties are everywhere. It
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Baking & Snack - November 2023
Table of Contents for the Digital Edition of Baking & Snack - November 2023
Baking & Snack - November 2023 - Intro
Baking & Snack - November 2023 - 1
Baking & Snack - November 2023 - 2
Baking & Snack - November 2023 - 3
Baking & Snack - November 2023 - 4
Baking & Snack - November 2023 - 5
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