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Cakes and Cake Bars - UK - June 2014

Published By :

Mintel

Published Date : Jun 2014

Category :

Bakery Products

No. of Pages : 179 Pages

Cake companies can look to completely new formats in their NPD (New Product Development), given the interest in these from one in four users. For example, companies could create their own versions of the hybrid sweet treats (eg cronut, duffin) which have garnered a lot of media attention in the foodservice arena.
Table of Content

Introduction

Definitions
Abbreviations

Executive Summary

The market
Figure 1: UK retail value sales and forecast of cakes and cake bars, 2009-19
Market factors
Strong competition dents demand for cakes
The popularity of home baking stifles sales of shop-bought cakes
The growth in over-55s continues to hinder the market
Companies, brands and innovation
Own-label accounts for over half of the cakes/cake bars market
Figure 2: Leading brands’ shares in the UK cakes and cake bars market, by value, 2013/14*
Own-label continues to dominate new launches
No end to the rise in adspend in cakes
The consumer
Cakes enjoy strong family appeal
Figure 3: Types of cakes/cake bars bought or eaten in the past six months, April 2014
Cakes are most commonly eaten as a treat
Figure 4: Reasons for eating cakes/cake bars, April 2014
Cakes stand out for being good for sharing and filling
Figure 5: Most common qualities associated with different types of snacks/desserts, April 2014
Figure 6: Other qualities associated with different types of snacks/desserts, April 2014
One in three stock up on promotions
Figure 7: Attitudes towards buying cakes/cake bars, April 2014
New flavours hold strong appeal
Figure 8: Attitudes towards cakes and cake bars, April 2014
What we think

Issues and Insights

Cake brands can encourage a wider range of usage occasions through marketing
The facts
The implications
Exciting innovation is needed to help heighten consumer engagement with the category
The facts
The implications
Opportunities for better-for-you cakes through sugar alternatives and healthier ingredients
The facts
The implications

Trend Application

Trend: Sense of the Intense
Trend: Make it Mine
Mintel Futures: Brand Intervention

Market Drivers

Key points
Cakes and cake bars are losing out to other snack sectors
Figure 9: UK retail value sales performance of selected markets competing with cakes and cake bars, 2012-13
The boom in home baking erodes cake sales
Health concerns dampen demand for cakes
The ageing population and growth in small households present challenges

Strengths and Weaknesses

Strengths
Weaknesses

Who’s Innovating?

Key points
Own-label continues to dominate new launches
Figure 10: Share of product launches within the UK cake, pastries and sweet goods market, own-label versus branded, 2009-14
Asda, Morrisons and Tesco take the lead in NPD in 2013
Figure 11: Share of product launches within the UK cake, pastries and sweet goods market, by company, 2013
Figure 12: Share of product launches within the UK cake, pastries and sweet goods market, by company, 2009-14
Cross-category inspiration
Cadbury Mini Rolls take inspiration from the ice cream category
MondelÄ“z moves into kids’ cakes with the Barny brand
A jump in the prevalence of the ‘no additives/preservatives’ claim in 2013
Figure 13: Share of product launches within the UK cake, pastries and sweet goods market, by claim, 2009-14
Low levels of ‘better-for-you’ NPD…
…although ‘diet’ products risk a backlash
Supermarkets expand their gluten-free offering
Seasonal events inspire NPD, with Halloween gaining traction

Market Size and Forecast

Key points
Volume and value sales in decline
Figure 14: UK retail sales and forecast of cakes and cake bars, by value and volume, 2009-19
The future
Figure 15: UK retail volume sales and forecast of cakes and cake bars, 2009-19
Figure 16: UK retail value sales and forecast of cakes and cake bars, 2009-19
Factors used in the forecast

Segment Performance

Key points
A shift away from large cakes towards single-serve products
Figure 17: UK retail value sales of cakes and cakes bars, by segment, 2011-13
Figure 18: UK retail volume sales of cakes and cakes bars, by segment, 2011-13
Seasonal cakes suffer the biggest decline

Market Share

Key points
Own-label accounts for over half of the cakes/cake bars market
Figure 19: Leading brands’ shares in the UK cakes and cake bars market, by value, 2013/14*
Figure 20: Leading brands’ shares in the UK cakes and cake bars market, by value and volume, 2012/13 and 2013/14
Losses for Premier Foods’ leading brands
McVitie’s, Fabulous Bakin’ Boys are all in decline
Soreen benefits from its healthier positioning and grows its share

Companies and Products

Figure 21: Selected leading companies and their brands in the cakes and cake bars market, 2013
United Biscuits (UBUK)
Background
Product range and innovation
Brand communication and promotion
Premier Foods
Background
Product range and innovation
Brand communication and promotion
Samworth Brothers (McCambridge Group)
Background
Product range and innovation
Brand communication and promotion
Finsbury Food Group
Background
Product range and innovation
The Fabulous Bakin’ Boys (FBB)
Background
Product range and innovation

Brand Communication and Promotion

Key points
No end to the rise in adspend in cakes
Figure 22: Main monitored media advertising expenditure in total cakes and cake bars market, 2010-14
Morrisons and Aldi lead adspend
Figure 23: Main monitored media advertising expenditure in total cakes and cake bars market, by top 10 brands in 2013, 2010-14
Mondelēz supports the launch of Barny range to see it become the top-spending brand
Premier Foods cuts back on support for Mr Kipling brand
A big push from McVitie’s in 2014

The Consumer – Types of Cakes/Cake Bars Purchased or Eaten

Key points
Cakes enjoy strong family appeal
Figure 24: Types of cakes/cake bars bought or eaten in the past six months, April 2014
Cakes enjoy strong family appeal
Figure 25: Consumers who have purchased any cakes/cake bars in the last six months, by presence of children and household size, April 2014
Single-serve cakes hold strong appeal
Half of adults have bought ISB cakes

The Consumer – Perceptions of Different Types of Snacks/Desserts

Key points
Cakes stand out for being good for sharing and filling
Figure 26: Most common qualities associated with different types of snacks/desserts, April 2014
Figure 27: Other qualities associated with different types of snacks/desserts, April 2014
Convenience is central to the appeal of cake bars and wrapped slices
Ice cream stands out for perception of exciting flavours

The Consumer – Reasons for Eating Cakes/Cake Bars

Key points
Cakes are most commonly eaten as a treat
Figure 28: Reasons for eating cakes/cake bars, April 2014
Special occasions spur usage among 30% of adults
Over-55s most inclined to have cake as a dessert and with a hot drink
Figure 29: Consumers who eat cakes/cake bars as an alternative to dessert and to accompany a hot drink, by age, April 2014
Under-35s most likely to associate cake with a mood boost

The Consumer – Attitudes Towards Buying Cakes/Cake Bars

Key points
One in three stock up on promotions
Figure 30: Attitudes towards buying cakes/cake bars, April 2014
Notable demand for new formats among under-45s
Baking shows can provide NPD inspiration
Sizeable pool of interest in sugar alternatives

The Consumer – Attitudes Towards Cakes and Cake Bars

Key points
New flavours hold strong appeal
Figure 31: Attitudes towards cakes and cake bars, April 2014
A third of parents see cakes as a suitable snack for children
Added-value opportunities
A barrier to overcome for vegetable cakes

Appendix – Market Size and Forecast

Figure 32: Best- and worst-case forecasts for UK volume sales of cakes and cake bars, 2014-19
Figure 33: Best- and worst-case forecasts for UK value sales of cakes and cake bars, 2014-19

Appendix – The Consumer – Types of Cakes/Cake Bars Purchased or Eaten

Figure 34: Types of cakes/cake bars bought or eaten in the past six months, April 2014
Figure 35: Most popular types of cakes/cake eaten in the past six months, by demographics, April 2014
Figure 36: Next most popular types of cakes/cake bars eaten in the past six months, by demographics, April 2014
Figure 37: Most popular types of cakes/cake bars bought in the past six months, by demographics, April 2014
Figure 38: Next most popular types of cakes/cake bars bought in the past six months, by demographics, April 2014
Figure 39: Repertoire of types of cakes/cake bars eaten in the past six months, by demographics, April 2014
Figure 40: Repertoire of types of cakes/cake bars eaten in the past six months, April 2014

Appendix – The Consumer – Reasons for Eating Cakes/Cake Bars

Figure 41: Reasons for eating cakes/cake bars, April 2014
Figure 42: Most popular reasons for eating cakes/cake bars, by demographics, April 2014
Figure 43: Next most popular reasons for eating cakes/cake bars, by demographics, April 2014

Appendix – The Consumer – Perceptions of Different Types of Snacks/Desserts

Figure 44: Words associated with different types of snacks/desserts, April 2014
Figure 45: Most popular words associated with cakes, by demographics, April 2014
Figure 46: Next most popular words associated with cakes, by demographics, April 2014
Figure 47: Most popular words associated with cake bars and wrapped cake slices, by demographics, April 2014
Figure 48: Next most popular words associated with cake bars and wrapped cake slices, by demographics, April 2014
Figure 49: Most popular words associated with sweet biscuits, by demographics, April 2014
Figure 50: Next most popular words associated with sweet biscuits, by demographics, April 2014
Figure 51: Most popular words associated with chocolate bars, by demographics, April 2014
Figure 52: Next most popular words associated with chocolate bars, by demographics, April 2014
Figure 53: Most popular words associated with ice cream, by demographics, April 2014
Figure 54: Next most popular words associated with ice cream, by demographics, April 2014

Appendix – The Consumer – Attitudes Towards Buying Cakes/Cake Bars

Figure 55: Attitudes towards buying cakes/cake bars, April 2014
Figure 56: Most popular attitudes towards buying cakes/cake bars, by demographics, April 2014
Figure 57: Next most popular attitudes towards buying cakes/cake bars, by demographics, April 2014

Appendix – The Consumer – Attitudes Towards Cakes and Cake Bars

Figure 58: Attitudes towards cakes and cake bars, April 2014
Figure 59: Most popular attitudes towards cakes and cake bars, by demographics, April 2014
Figure 60: Next most popular attitudes towards cakes and cake bars, by demographics, April 2014

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