Table of Contents
Issues in the Market
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- Key themes
- Definitions
Insights and Opportunities
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- Cooking up a treat in-store
- Celebratory cupcakes
- Adult occasions
Fast Forward Trends
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- Trend 1: Fit or Fat
- What's it about?
- What we've seen
- Implications
- What next?
- Trend 2: Customization
- What's it about?
- What we've seen
- What next?
Market in Brief
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- Strong growth continues
- Healthy eating vs indulgence
- A convenient option
- Looking forward
Internal Market Environment
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- Key points
- Healthy eating divide
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- Figure 1: Agreement with selected lifestyle statements, 2003-07
- Grabbing a bite
- Season’s greetings
- Home baking is back
- Mistaken identity
Broader Market Environment
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- Key points
- Raw material prices rocket
- A childhood treat
- Standing alone
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- Figure 2: Breakdown of UK household sizes, 2003-13
Competitive Context
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- Key points
- Healthy indulgence
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- Figure 3: Summary of market strategies in other snack food markets, 2008
- Figure 4: Summary of market strategies in desserts, 2008
- Home baking
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- Figure 5: Summary of market strategy in home baking, 2008
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Supermarkets steal a slice of the action
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- Figure 6: Number of new product launches of cakes and cake bars, 2003-08
- A healthy perspective
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- Figure 7: Top ten positioning claims of cakes and cake bars launches, UK, 2007/08*
- Treat yourself
- Free from additives and allergens
- A real celebration
- Changing with the seasons
- Global trends
- Possible future trends
Market Size and Forecast
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- Key points
- Active indulgence
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- Figure 8: UK retail value sales of cakes and cake bars, at current and constant prices, 2003-08
- Figure 9: Percentage of change year on year in value, 2004-08
- Unwrapped revival
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- Figure 10: UK retail value sales of cakes and cake bars, by sector, 2005 and 2007
- The future
- Forecast
- Healthy growth set to continue
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- Figure 11: Forecast of uk retail value sales of cakes and cake bars, 2003-13
- Consumers trade up
- Individually wrapped cakes and cake bars drive growth
- Unwrapped bites back
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- Figure 12: Forecast of uk retail value sales of wrapped cakes and cake bars, 2003-13
- Figure 13: Forecast of uk retail value sales of unwrapped cakes, 2003-13
- Factors used in the forecast
Market Segmentation
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- Key points
- Wrapped cakes
- Large cakes
- Sales stagnate
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- Figure 14: UK retail value sales of wrapped large cakes, excluding occasion cakes, 2003-08
- The demise of the tart
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- Figure 15: UK retail value sales of large cakes, by type, 2005 and 2007
- Occasion cakes
- No longer a cause for celebration
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- Figure 16: UK retail value sales of occasion cakes, 2003-08
- Individual cakes and cake bars
- Eat and go
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- Figure 17: UK retail value sales of individual cakes and cake bars, 2003-08
- A slice of the action
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- Figure 18: UK retail value sales of individual cakes and cake bars, by type, 2005 and 2007
- Unwrapped cakes
- On the up
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- Figure 19: UK retail value sales of unwrapped cakes, 2003-08
Market Share
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- Key points
- A premier force
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- Figure 20: Manufacturer and brand value shares in wrapped cakes, 2005 and 2007
- Own-label gains
Companies and Products
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- Key points
- Premier Foods
- Mr Kipling
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- Figure 21: The Mr Kipling cake range, 2008
- Cadbury Cakes
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- Figure 22: Cadbury’s Cakes range, 2008
- Lyons
- United Biscuits
- The McVitie’s Cake Company
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- Figure 23: The McVitie’s cake range, 2008
- Greencore
- Inter Link Foods
- Finsbury Food Group
- Memory Lane Cakes
- Lightbody
- Anthony Alan Foods
- The Fabulous Bakin’ Boys
- Other companies
Brand Elements
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- Brand Map
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- Figure 24: Attitudes and usage of cake brands, Ma y 2008
- Cadbury
- What the brand is trying to achieve.
- What the consumer thinks
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- Figure 25: Attitudes towards the Cadbury brand, May 2008
- Mr Kipling
- What the brand is trying to achieve.
- What the consumer thinks
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- Figure 26: Attitudes towards the Mr Kipling brand, May 2008
- Mrs Crimble’s
- What the brand is trying to achieve.
- What the consumer thinks
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- Figure 27: Attitudes towards the Mrs Crimble’s brand, May 2008
- The Fabulous Bakin’ Boys
- What the brand is trying to achieve.
- What the consumer thinks
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- Figure 5: Attitudes towards the The Fabulous Bakin’ Boys brand, May 2008
- Brand Qualities of cake brands
- Cadbury’s chocolate indulgence; Weight Watcher dieting, no thanks!
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- Figure 28: Personalities of various cake brands, May 2008
- Experience of cake brands
- Lyons still popular, but tired
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- Figure 29: Consumer usage of various cake brands, May 2008
- Brand intentions for cake brands
- Lyons most considered, Memory Lane – something to remember?
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- Figure 30: Consideration of various cake brands, April 2008
- Brand momentum for cake brands
- Health edging up the agenda?
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- Figure 31: Momentum of various cake brands, May 2008
- Brand satisfaction for cake brands
- Lyons and Fabulous Bakin’ Boys show good satisfaction behind leaders.
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- Figure 32: Satisfaction with various cake brands, May 2008
- Brand commitment to cake brands
- The Fabulous Bakin’ Boys and go ahead have some alienated customers to attend to.
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- Figure 33: Commitment to various cake brands, May 2008
- Round up
Brand Communication and Promotion
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- Key points
- Fancy a piggy-back?
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- Figure 34: Main monitored media advertising expenditure on cakes and fruit pies*, 2005-08
- Retailer revolution
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- Figure 35: Main monitored advertising spend by cakes and cake bars manufacturers, 2005-07
- Brand support is light
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- Figure 36: Main monitored media advertising expenditure on selected brands, 2007
- Below-the-line activity
Channels to Market
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- Key points
- Multiple options
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- Figure 37: UK retail value sales of cakes and cake bars, by outlet, 2005 and 2007
- A sense of order
- Making the most of in-store bakeries
The Consumer – Trends in Consumption
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- Key points
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- Figure 38: Consumption of fresh/packeted cakes in the last 12 months, 2003-07
- Cake sector lost buyers
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- Figure 39: Users of fresh/packeted cakes, by gender, socio-economic group and lifestage, 2007
- Heavy usage felt significantly
- It’s an age thing
- Weight-conscious women
- On a tight budget
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- Figure 40: Breakdown of frequency of eating fresh/packeted cakes, by socio-economic status, 2007
The Consumer – Eating Occasions
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- Key points
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- Figure 41: Eating occasions for cakes and cake bars, February 2008
- Home comforts for cakes
- Men’s opportunities
- Cake bars for packed lunch
The Consumer – Attitudes
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- Key points
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- Figure 42: Attitudes towards cakes and cake bars, February 2008
- Women aged 25-34 acting on impulse
- A healthy boost for young women
- Quality not quantity for affluent consumers
The Consumer – Further Analysis
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- Key points
- Cake choices
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- Figure 43: Eating/serving of cakes and cake bars, February 2008
- Key consumer targets to extend eating occasions
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- Figure 44: Number of occasions when cakes and cake bars are eaten/served, February 2008
- Encourage males and over-45s to eat cakes on more eating occasions
- Encourage C2DEs to increase cake bars eating occasions
- Families represent strong users of cake bars
Appendix
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- Abbreviations
Appendix: The Consumer – Trends in Consumption
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- Figure 45: Consumption of fresh/packeted cakes in the last 12 months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special groups, working status, tenure, region, ACORN category, technology usage, household size and car ownership, 2005 and 2007
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- Figure 46: Frequency of consumption of fresh/packeted cakes in the last 12 months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special groups, working status, tenure, region, ACORN category, technology usage, household size and car ownership, 2007
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Appendix: The Consumer – Eating Occasions
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- Figure 47: Eating occasions for cakes, by gender, age, socio-economic group, region, working status, daily newspaper readership, presence of children, Internet usage and supermarket usage, February 2008
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- Figure 48: Eating occasions for cakes, by gender, age, socio-economic group, region, working status, daily newspaper readership, presence of children, Internet usage and supermarket usage, February 2008
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- Figure 49: Eating occasions for cake bars, by gender, age, socio-economic group, region, working status, daily newspaper readership, presence of children, Internet usage and supermarket usage, February 2008
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- Figure 50: Eating occasions for cake bars, by gender, age, socio-economic group, region, working status, daily newspaper readership, presence of children, Internet usage and supermarket usage, February 2008
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Appendix: The Consumer- Attitudes
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- Figure 51: Attitudes towards cakes and cake bars, by gender, age, socio-economic group, region, working status, daily newspaper readership, presence of children, Internet usage and supermarket usage, February 2008
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- Figure 52: Attitudes towards cakes and cake bars, by gender, age, socio-economic group, region, working status, daily newspaper readership, presence of children, Internet usage and supermarket usage, February 2008
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Appendix: The Consumer – Further Analysis
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- Cake choices
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- Figure 53: Eating/serving of cakes and cake bars, by gender, age, socio-economic group, region, daily newspaper readership, media usage, presence of children, commercial TV viewing and supermarket usage, February 2008
- Cake eating occasions
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- Figure 54: Number of occasions when cakes are eaten/served, by occasions, February 2008
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- Figure 55: Number of occasions when cakes are eaten/served, by attitudes towards cakes/cake bars, February 2008
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- Figure 56: Number of occasions when cakes are eaten/served, by gender, age, socio-economic group, region, daily newspaper readership, media usage, presence of children, commercial TV viewing and supermarket usage, February 2008
- Cake bar eating occasions
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- Figure 57: Number of occasions when cake bars are eaten/served, by occasions, February 2008
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- Figure 58: Number of occasions when cake bars are eaten/served, by attitudes towards cakes/cake bars, February 2008
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- Figure 59: Number of occasions when cakes are eaten/served, by gender, age, socio-economic group, region, daily newspaper readership, media usage, presence of children, commercial TV viewing and supermarket usage, February 2008
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