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Desserts - UK - May 2009

With sales nearing £1.5 billion in 2008, the desserts market is typically dominated by the chilled sector, representing nearly 70% of the market. Recently, however, frozen and ambient desserts have become increasingly popular, as consumers look for cheaper dessert options in the recession.

There are different challenges ahead for the desserts market, with the increasing health awareness of the general adult population and the promotion of healthier lifestyles by the government and different health bodies.

This report will look at the different sectors of the desserts market, how they are changing in the context of the recession and how the industry can respond to consumers’ fluctuating attitudes and lifestyles.

Key themes

  • Are ambient and frozen desserts really taking over the dessert world in the recession?

  • Is consumers’ higher health awareness making them stray from desserts in favour of healthier options?

  • With the Arctic Roll making a comeback, are other retro puddings appearing on British plates?

  • What are the favourite occasions for eating/buying desserts?

  • What are consumers’ attitudes towards desserts?

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Chilled:
            • Ambient:
              • Frozen:
              • Future Opportunities

                • Cooking desserts from scratch in your supermarket
                  • Trend from Inspire: Extend my brand
                    • Insight
                      • Saving chilled desserts
                        • Trend from Inspire: Trading up, trading down, trading over
                          • Insight
                          • Market in Brief

                            • Chilled desserts top market, but ambient desserts sales growing fast
                              • Challenges in the future
                                • Own-labels are top in chilled and frozen desserts
                                  • Ambient and frozen desserts still have some work to do
                                  • Internal Market Environment

                                    • Key points
                                      • Can healthier diets be reconciled with desserts?
                                        • Figure 1: Trends in healthy lifestyles and eating habits, 2004-08
                                      • Treats are still relevant
                                        • Figure 2: Trends in eating desserts/treats, 2004-08
                                      • Slimming down
                                        • Figure 3: Trends in adults trying to lose weight, 2004-08
                                      • Consumers warming to frozen foods
                                        • Figure 4: Perceptions of convenience and frozen foods, 2004-08
                                      • Is a revival in home baking posing a threat?
                                      • Broader Market Environment

                                        • Key points
                                          • Ageing population: effects on desserts market
                                            • Figure 5: Structure of the UK population, by age, 2004, 2009 and 2014
                                          • Handcrafted desserts for ABs
                                            • Figure 6: Percentage change in adult population, by socio-economic group, 2004-09 and 2009-14
                                          • Obesity levels set to rise in adults and children
                                            • Figure 7: Projection of obesity prevalence among adults in England, 2003-50
                                            • Figure 8: Overweight and obesity prevalence among children in England, 1995-2006
                                        • Strengths and Weaknesses in the Market

                                          • Strengths
                                            • Weaknesses
                                            • Competitive Context

                                              • Key points
                                                • Desserts still surpassed by chocolate
                                                  • Figure 9: UK retail value sales of desserts, ice cream, chocolate confectionery, home baking and yogurt and fromage frais, 2004-08
                                                • How to compete with desserts made from scratch?
                                                  • Chocolate and cereal bars are sweet with consumers
                                                    • Figure 10: Trends in eating different treats and desserts, 2004-08
                                                • Who’s Innovating?

                                                  • Key points
                                                    • More natural desserts
                                                      • Figure 11: Selected positionings in desserts, by percentage of total new launches, 2006-09
                                                    • Packaging becomes greener
                                                      • Figure 12: Desserts with environmentally friendly packaging, as percentage of new dessert launches, 2006-09
                                                    • Chilled desserts see most buoyant NPD activity
                                                      • Figure 13: NPD activity in desserts, by sector, 2006-09
                                                    • Convenience is key
                                                      • Chocolate remains favourite
                                                          • Figure 14: New product launches in desserts, by flavour groups, 2006-08
                                                        • The revenge of shelf-stable desserts
                                                          • Is retro the way forward in desserts?
                                                            • Innovation from the home baking sector
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Desserts value sales dropped in real terms
                                                                  • Figure 15: UK retail value sales of frozen, chilled and ambient desserts, 2004-14
                                                                • Chilled desserts are still top of sales
                                                                  • Figure 16: UK retail value sales of desserts, by sector, 2004, 2006 and 2008
                                                                • Factors used in the forecast
                                                                • Segment Performance

                                                                  • Key points
                                                                    • Chilled desserts
                                                                      • Figure 17: UK retail value sales of chilled desserts, 2004-14
                                                                      • Figure 18: UK retail value sales of chilled desserts, by type, 2006-09
                                                                    • Frozen desserts
                                                                      • Figure 19: UK retail value sales of frozen desserts, 2004-14
                                                                      • Figure 20: UK retail value sales of frozen desserts, by type, 2006-08
                                                                    • Ambient desserts
                                                                      • Figure 21: UK retail value sales of ambient desserts, 2004-14
                                                                      • Figure 22: UK retail value sales of ambient desserts, by type, 2006, 2007 and 2009
                                                                  • Market Share

                                                                    • Key points
                                                                      • Chilled desserts
                                                                        • Figure 23: Brands’ value shares in UK chilled pot desserts, 2006-08
                                                                      • Frozen desserts
                                                                        • Figure 24: Brands’ value shares in UK frozen desserts, 2006-08
                                                                      • Ambient desserts
                                                                        • Figure 25: Manufacturers’ value shares in UK ambient desserts, 2006-08
                                                                    • Companies and Products

                                                                      • Manufacturers and brands
                                                                        • Figure 26: Leading companies in the dessert market and their brands, 2009*
                                                                      • Alpro
                                                                        • Bakkavör
                                                                          • Del Monte Foods
                                                                            • Dole
                                                                              • Dr Oetker
                                                                                • General Mills (Jus-Rol)
                                                                                  • Greencore
                                                                                    • Gü/Frü (Rensow Ltd)
                                                                                      • Heinz
                                                                                        • Müller
                                                                                          • Nestlé
                                                                                            • Premier Foods
                                                                                              • Tryton Foods
                                                                                                • Unilever
                                                                                                  • Yeo Valley
                                                                                                  • Brand Communication and Promotion

                                                                                                    • Key points
                                                                                                      • Adspend ratio
                                                                                                        • Figure 27: Main monitored advertising expenditure on desserts*, 2004-08
                                                                                                      • Television brings desserts home
                                                                                                        • Figure 28: Main media advertising expenditure on desserts, by media type, 2006-08
                                                                                                      • Premier Foods and Müller are top spenders
                                                                                                        • Figure 29: Main monitored advertising expenditure on desserts, by company, 2006-08
                                                                                                    • Channels to Market

                                                                                                      • Key points
                                                                                                        • Chilled desserts
                                                                                                          • Figure 30: UK retail value sales of chilled desserts, by outlet type, 2006-08
                                                                                                        • Frozen desserts
                                                                                                          • Figure 31: UK retail value sales of frozen desserts, by retail type, 2006-08
                                                                                                        • Ambient desserts
                                                                                                          • Figure 32: UK retail value sales of ambient desserts, by retail type, 2006-08
                                                                                                      • The Consumer – Usage

                                                                                                        • Key points
                                                                                                          • Over-65s and young adults have their cake and eat it
                                                                                                            • Figure 33: Consumption of ready-to-eat desserts, 2007 and 2008
                                                                                                          • Instant desserts attract families
                                                                                                            • Figure 34: Consumption of instant desserts, 2008
                                                                                                          • Chilled and frozen cakes
                                                                                                            • Figure 35: Consumption of chilled and frozen cakes, 2008
                                                                                                        • The Consumer – Occasions and Attitudes: Chilled Desserts

                                                                                                          • Key points
                                                                                                            • Perfect for entertaining
                                                                                                                • Figure 36: Reasons for buying or eating chilled desserts, February 2009
                                                                                                                • Figure 37: Desserts bought or eaten when on special offer, by type, February 2009
                                                                                                              • The chameleon of desserts
                                                                                                                • Figure 38: Number of reasons for buying or eating chilled desserts, February 2009
                                                                                                              • Trouble in chilled paradise
                                                                                                                  • Figure 39: Attitudes towards chilled desserts, February 2009
                                                                                                                  • Figure 40: Attitudes towards chilled desserts, by number of reasons for buying or eating, February 2009
                                                                                                                • What are they having instead?
                                                                                                                • The Consumer – Occasions and Attitudes: Frozen Desserts

                                                                                                                  • Key points
                                                                                                                    • A favourite standby
                                                                                                                        • Figure 41: Reasons for eating or buying frozen desserts, February 2009
                                                                                                                        • Figure 42: Desserts bought to keep as a standby, by type, February 2009
                                                                                                                      • Families often have frozen desserts
                                                                                                                        • Figure 43: Number of reasons for buying or eating frozen desserts, February 2009
                                                                                                                      • Is frozen as good as chilled?
                                                                                                                          • Figure 44: Attitudes towards frozen desserts, February 2009
                                                                                                                          • Figure 45: Attitudes towards frozen desserts, by number of reasons to buy or eat, February 2009
                                                                                                                      • The Consumer – Occasions and Attitudes: Ambient Desserts

                                                                                                                        • Key points
                                                                                                                          • How to grow the ambient desserts market
                                                                                                                              • Figure 46: Reasons for buying or eating ambient desserts, February 2009
                                                                                                                              • Figure 47: Non-buyers/eaters of desserts, by type, February 2009
                                                                                                                              • Figure 48: Desserts eaten at Sunday lunch or dinner parties, by type, February 2009
                                                                                                                            • If the price is right
                                                                                                                                • Figure 49: Attitudes towards ambient desserts, February 2009
                                                                                                                                • Figure 50: Number of reasons for buying or eating ambient desserts, February 2009
                                                                                                                              • Overcoming the ‘artificial’ image
                                                                                                                              • The Consumer – Targeting Opportunities

                                                                                                                                • Key points
                                                                                                                                  • Target groups
                                                                                                                                    • Figure 51: Dessert target groups, February 2009
                                                                                                                                    • Figure 52: Attitudes towards desserts, by target group, February 2009
                                                                                                                                  • Frozen and Ambient Advocates (26%)
                                                                                                                                    • Who are they?
                                                                                                                                      • Health Motivated (23%)
                                                                                                                                        • Who are they?
                                                                                                                                          • Apathetic (20%)
                                                                                                                                            • Who are they?
                                                                                                                                              • Ambient Avoiders (19%)
                                                                                                                                                • Who are they?
                                                                                                                                                  • Chilled Desserters (12%)
                                                                                                                                                    • Who are they?
                                                                                                                                                    • Appendix

                                                                                                                                                      • Abbreviations
                                                                                                                                                        • Advertising data
                                                                                                                                                        • Appendix – Internal Market Environment

                                                                                                                                                            • Figure 53: Healthy lifestyles and eating habits, by detailed demographics, 2008
                                                                                                                                                            • Figure 54: Trends in eating desserts/treats, by detailed demographics, 2008
                                                                                                                                                            • Figure 55: Trend in adults dieting/trying to lose weight, 2004-08
                                                                                                                                                            • Figure 56: Adults dieting/trying to lose weight, by detailed demographics, 2008
                                                                                                                                                            • Figure 57: Perceptions of convenience and frozen foods, by detailed demographics, 2008
                                                                                                                                                        • Appendix – Competitive Context

                                                                                                                                                            • Figure 58: UK retail value sales of desserts, ice cream, chocoate confectionery, home baking and yogurt and fromage frais, 2004-08
                                                                                                                                                            • Figure 59: Trends in eating sweet foods, by detailed demographics, 2008
                                                                                                                                                            • Figure 60: Trends in eating sweet foods, by detailed demographics, 2008 (continued)
                                                                                                                                                        • Appendix – The Consumer – Usage

                                                                                                                                                            • Figure 61: Consumption of ready-to-eat desserts, by detailed demographics, 2008
                                                                                                                                                            • Figure 62: Consumption of instant desserts, by detailed demographics, 2008
                                                                                                                                                            • Figure 63: Consumption of chilled cakes, by detailed demographics, 2008
                                                                                                                                                            • Figure 64: Consumption of frozen cakes, by detailed demographics, 2008
                                                                                                                                                        • Appendix – The Consumer – Occasions and Attitudes: Chilled Desserts

                                                                                                                                                            • Figure 65: Occasions when chilled desserts are eaten/bought, by detailed demographics, February 2009
                                                                                                                                                            • Figure 66: Occasions when chilled desserts are eaten/bought, by detailed demographics, February 2009 continued
                                                                                                                                                            • Figure 67: Attitudes towards chilled desserts, by occasions eaten/bought, February 2009
                                                                                                                                                            • Figure 68: Attitudes towards chilled desserts, by occasions eaten/bought, February 2009 (continued)
                                                                                                                                                            • Figure 69: Chilled desserts repertoires, by detailed demographics, February 2009
                                                                                                                                                            • Figure 70: Attitudes towards chilled desserts, by detailed demographics, February 2009
                                                                                                                                                        • Appendix – The Consumer – Occasions and Attitudes: Frozen Desserts

                                                                                                                                                            • Figure 71: Occasions when frozen desserts are eaten/bought, by detailed demographics, February 2009
                                                                                                                                                            • Figure 72: Occasions when frozen desserts are eaten/bought, by detailed demographics, February 2009 (continued)
                                                                                                                                                            • Figure 73: Attitudes towards frozen desserts, by detailed demographics, February 2009
                                                                                                                                                            • Figure 74: Number of occasions frozen desserts are eaten/bought, by detailed demographics, February 2009
                                                                                                                                                            • Figure 75: Attitudes towards frozen desserts, by occasions when they are eaten/bought, February 2009
                                                                                                                                                            • Figure 76: Attitudes towards frozen desserts, by occasions when they are eaten/bought, February 2009 (continued)
                                                                                                                                                        • Appendix – The Consumer – Occasions and Attitudes: Ambient Desserts

                                                                                                                                                            • Figure 77: Occasions when ambient desserts are eaten/bought, by detailed demographics, February 2009
                                                                                                                                                            • Figure 78: Occasions when ambient desserts are eaten/bought, by detailed demographics, February 2009 (continued)
                                                                                                                                                            • Figure 79: Attitudes towards ambient desserts, by detailed demographics, February 2009
                                                                                                                                                            • Figure 80: Number of occasions ambient desserts are eaten/bought, by detailed demographics, February 2009
                                                                                                                                                            • Figure 81: Attitudes towards ambient desserts, by number of occasions they are eaten/bought, February 2009
                                                                                                                                                            • Figure 82: Attitudes towards ambient desserts, by occasions when they are eaten/bought, February 2009
                                                                                                                                                            • Figure 83: Attitudes towards ambient desserts, by occasions when they are eaten/bought, February 2009 (continued)
                                                                                                                                                        • Appendix – The Consumer – Targeting Opportunities

                                                                                                                                                            • Figure 84: Target groups, by detailed demographics, February 2009
                                                                                                                                                            • Figure 85: Grocery shopping habits changes in last 12 months, by target group, February 2009
                                                                                                                                                            • Figure 86: Health statements, by target group, February 2009
                                                                                                                                                            • Figure 87: Statements on eating habits, by target group, February 2009
                                                                                                                                                            • Figure 88: Occasions when chilled desserts are eaten/bought, by target group, February 2009
                                                                                                                                                            • Figure 89: Occasions when frozen desserts are eaten/bought, by target group, February 2009
                                                                                                                                                            • Figure 90: Occasions when ambient desserts are eaten/bought, by target group, February 2009

                                                                                                                                                        Companies Covered

                                                                                                                                                        • Alpro NV
                                                                                                                                                        • Amazon.co.uk
                                                                                                                                                        • Asda Group Ltd
                                                                                                                                                        • Aunt Bessie's
                                                                                                                                                        • Birds Eye Foods
                                                                                                                                                        • British Market Research Bureau (BMRB)
                                                                                                                                                        • Cadbury Trebor Bassett
                                                                                                                                                        • Co-operative Group
                                                                                                                                                        • Danone UK Ltd
                                                                                                                                                        • Del Monte Foods
                                                                                                                                                        • Dole Food Company Inc.
                                                                                                                                                        • Dr Oetker
                                                                                                                                                        • Freeview
                                                                                                                                                        • Fruit Express
                                                                                                                                                        • General Mills Inc
                                                                                                                                                        • Greencore Group plc
                                                                                                                                                        • Gü Rensow Ltd
                                                                                                                                                        • HJ Heinz Company UK
                                                                                                                                                        • Iceland Foods Ltd
                                                                                                                                                        • J. Sainsbury
                                                                                                                                                        • Lidl (UK)
                                                                                                                                                        • Marks & Spencer
                                                                                                                                                        • Nestlé UK Ltd
                                                                                                                                                        • Onken Dairy
                                                                                                                                                        • Outdoor Advertising Association of Great Britain
                                                                                                                                                        • Peter Rabbit Organics
                                                                                                                                                        • Premier Foods plc
                                                                                                                                                        • Tesco Plc
                                                                                                                                                        • The Schwan Food Company
                                                                                                                                                        • Tryton Foods
                                                                                                                                                        • Unilever Bestfoods UK Ltd
                                                                                                                                                        • Vandemoortele Group NV
                                                                                                                                                        • Virgin Group Ltd.
                                                                                                                                                        • Virgin Media Ltd
                                                                                                                                                        • Wall's
                                                                                                                                                        • Weight Watchers Ltd. (UK)
                                                                                                                                                        • Wm Morrison Supermarkets
                                                                                                                                                        • Yeo Valley Farms (Production) Ltd

                                                                                                                                                        Desserts - UK - May 2009

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