“Portion-controlled formats, higher-quality ingredients, and new flavors can help consumers indulge in prepared cakes and pies, while maintaining a sense of moderation. Positive perceptions of private label products, which represent the largest share of the market, will increase price competition, but also create opportunities for brand names to differentiate with premium offerings that consumers are willing to pay more for.”
– Amanda Topper, Food Analyst
This report answers the following questions:
- Are consumers still willing to indulge with cakes and pies?
- How can product offerings be improved?
- What effect will private label offerings have on the category?
The $11.2 billion prepared cakes and pies category grew 24% from 2009-14, boosted by interest in the category during the economic recession, as well as the period surrounding the Hostess Brands bankruptcy in 2012.
The category proved it could withstand hard economic times as an affordable indulgence.
Despite a general trend toward healthier eating in the US, the category continues to grow. In general, consumers agree cakes and pies should only be eaten in moderation; however, many view the category positively in terms of taste and quality. Looking ahead, category growth will rely on manufacturers’ ability to meet consumer demands for better ingredients, great taste, and portability. Increased snacking and greater retail availability will also benefit the category.
This report provides analysis of these factors as well as in-depth examination of the following:
- Prepared cakes and/or pies consumers have eaten in the past six months, and scratch baking versus baking mix usage
- Prepared cakes and/or pies usage occasions by daypart and location
- The most influential factors to increase consumer purchase frequency
- Purchase and usage behaviors
- The most important nutritional characteristics consumers consider when purchasing a variety of prepared cakes and/or pies
- Consumers’ attitudes toward prepared cakes and/or pies Innovation opportunities including flavors, such as local and ethnic flavors (eg dulce de leche), and formats, such as bite-sized or supersized
- How an increase in snacking occasions will impact the category and new product development, including individual portion sizes
- How market factors, including health concerns and the US obesity epidemic, will influence new product development and reformulation
This report covers the sales of RTE (ready-to-eat) cakes and pies.
The following segments are included: In-store baked cakes and pies Shelf-stable cupcakes and brownies Shelf-stable cakes and pies Frozen/refrigerated cakes and pies