Table of Contents
Issues in the Market
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- Key themes
- Definitions
- Abbreviations
Future Opportunities
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- Countering the home baking trend
- Oh-so-fashionable
- Have your cake and eat it too
Market in Brief
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- Buoyant market in face of recession
- Innovation in the face of market stagnation
- Going small
- Indulgence remains important to many consumers
- The future
Internal Market Environment
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- Key points
- Healthy eating rules...
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- Figure 1: Healthy lifestyle trends, January 2009-January 2010
- Figure 2: Eating habit trends, January 2009-January 2010
- …and brings changes to consumption patterns
- Food to go
- Let’s celebrate
- Home baking is on the up
Broader Market Environment
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- Key points
- Raw material prices climb upwards
- Children’s market hit by new standards
- Ageing population may restrict certain opportunities
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- Figure 3: Trends in UK age structure, by gender, 2005-15
- One-person households continue to grow
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- Figure 4: Breakdown of UK household sizes, 2005-15
Competitive Context
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- Key points
- Competition from confectionery and snack products is high
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- Figure 5: Trends in confectionery and snacks usage, 2005-09
- Health – a key battleground
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- Figure 6: Retail sales of cakes and cake bars with competing healthy products, 2005-09
- Eating whilst on the go – an emerging opportunity
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- Figure 7: Types of snacks eaten on the go most commonly, 2006 and 2008
- Indulgence – cakes continue as a winner
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- Figure 8: Retail sales of cakes and cake bars with competing indulgent snacks, 2005-09
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Innovation dips during 2009...
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- Figure 9: Cake and cake bar variant launches, 2007-09
- ...with own-label boosted by onset of recession
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- Figure 10: Cake and cake bar variant launches, 2007-09
- Chocolate continues as most popular filling
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- Figure 11: Cake and cake bar launches, by type of flavouring, 2007-09
- Drive to be natural dominates development activity
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- Figure 12: Cake and cake bar launches, by product feature, 2007-09
- Own-label continues to develop
- Brands experiment with new flavours
- Health benefits
- Mixing it with confectionery
Market Value and Forecast
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- Key points
- Retail sales experience solid growth...
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- Figure 13: Retail sales of cakes and cake bars, 2005-15
- ...as consumers downsize
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- Figure 14: Retail sales of cakes, by type, 2007 and 2009
- Market polarisation
- Market forecast
Segment Performance
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- Key points
- Wrapped cakes
- Large cakes suffer as consumers downsize
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- Figure 15: Retail sales of large cakes, 2005-10
- Rolls and slabs perform best
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- Figure 16: Retail sales of large cakes, by type, 2007 and 2009
- Occasion cakes continue to remain popular
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- Figure 17: Retail sales of occassion cakes, 2005-10
- Individual cakes represent a buoyant market
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- Figure 18: Retail sales of individual cakes and cake bars, 2005-10
- Small is beautiful
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- Figure 19: Retail sales of small cakes, by type, 2007 and 2009
- Unwrapped cakes
- Popularity of unwrapped cakes continues
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- Figure 20: Retail sales of unwrapped cakes, 2005-10
Market Share
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- Key points
- Increasing polarisation evident between major brand and own-label sectors
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- Figure 21: Manufacturer and brand value shares in wrapped cakes, 2007 and 2009
- Premier Foods dominates wrapped cakes market
- United Biscuits suffers from lacklustre performance
- Other brands
- Own-label grows share
Companies and Products
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- Key points
- Premier Foods
- Mr Kipling
- Cadbury
- Lyons
- United Biscuits
- McVitie’s
- Greencore
- Finsbury Food Group
- Memory Lane Cakes
- Lightbody
- Anthony Alan Foods
- Campbells Cakes
- The Fabulous Bakin’ Boys
- Others
Brand Elements
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- Key points
- Brand map
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- Figure 22: Attitudes towards and consumption/service of cake and cake bar brands, March 2010
- Brand qualities of cake and cake bar brands
- Comfort and indulgence top traits, Cadbury leads
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- Figure 23: Personalities of various cake and cake bar brands, March 2010
- Experience of cake and cake bar brands
- Cadbury most popular, Gü and Krispy Kreme have lower profile
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- Figure 24: Consumer consumption/service of various cake and cake bar brands, March 2010
- Brand consideration for cake and cake bar brands
- Family favourites most considered, but interest present in premium
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- Figure 25: Consideration of various cake and cake bar brands, March 2010
- Brand satisfaction for cake and cake bar brands
- Mass brands most satisfying, but premium names have fervent fans
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- Figure 26: Satisfaction with various cake and cake bar brands, March 2010
- Brand commitment to cake and cake bar brands
- Premium brands to be avoided?
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- Figure 27: Commitment to various cake and cake bar brands, March 2010
- Brand intentions for cake and cake bar brands
- Traditional brands have best retention
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- Figure 28: Future usage intentions for various cake and cake bar brands, March 2010
- Brand recommendation for cake and cake bar brands
- Mass brands most recommended
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- Figure 29: Recommendation of various cake and cake bar brands, March 2010
- Gü
- What the consumer thinks
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- Figure 30: Attitudes towards the Gü brand, March 2010
- Mr Kipling
- What the consumer thinks
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- Figure 31: Attitudes towards the Mr Kipling brand, March 2010
- Weight Watchers
- What the consumer thinks
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- Figure 32: Attitudes towards the Weight Watchers brand, March 2010
- Cadbury
- What the consumer thinks
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- Figure 33: Attitudes towards the Cadbury brand, March 2010
Brand Communication and Promotion
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- Key points
- Onset of recession seems to bypass promotional support for cakes and cake bars
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- Figure 34: Main media advertising spend on cakes and cake bars, 2006-09
- Short-term campaigns dictate much of the movement in this market
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- Figure 35: Advertising expenditure on cakes and cake bars, 2006-09
- Television and press advertising as main channels for advertisers
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- Figure 36: Advertising expenditure on cakes and cake bars, by channel, 2009
- Below-the-line activity
Channels to Market
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- Key points
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- Figure 37: Cake and cake bar sales, by outlet, 2007 and 2009
- Multiples increasingly come to dominate the sale of cakes and cake bars
- Smaller retailers see sales stagnate
- Other outlets record mixed success
The Consumer – Usage of Cakes and Cake Bars
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- Key points
- The topline
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- Figure 38: Eat/serve fresh/unwrapped cakes, wrapped cakes and cake bars, March 2010
- Nuances between the cake users
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- Figure 39: Eat/serve fresh/unwrapped cakes, wrapped cakes and cake bars, by demographic profile, March 2010
- Deserters?
The Consumer – Occasion and Frequency
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- Key points
- The importance of occasion
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- Figure 40: When eat/serve fresh/unwrapped, wrapped and cake bars, March 2010
- Usage divide
- In-home formalities
- In-home snacking – a platform for all
- Get back in the box
- Planning those impulses
- Snacking at work
- Occasion boosts frequency
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- Figure 41: Frequency of eating/serving fresh/unwrapped cakes, wrapped cakes and cake bars, March 2010
- Heavy use dynamics
- Breaking the weekly routine
The Consumer – Attitudes towards Cakes and Cake Bars
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- Key points
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- Figure 42: Attitudes towards cakes/cake bars, March 2010
- Impulse or duress?
- Muddying the waters
- The relevance of health in cakes
- Competition
- Hang the expense
The Consumer – Repertoire and Targeting Opportunities
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- Key points
- Occasion repertoire
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- Figure 43: Repertoire of number of occasions on which fresh/unwrapped/wrapped cakes eaten/served, March 2010
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- Figure 44: Repertoire of number of occasions on which fresh/unwrapped/wrapped/cake bars eaten/served, March 2010
- Limited occasion use
- Beyond the front door
- Consumer typologies
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- Figure 45: Attitudes towards cakes/cake bars, by target groups, March 2010
- Snacking elsewhere – 49%
- Health over indulgence – 19%
- Let them eat cake – 32%
Appendix – The Consumer – Usage of Cakes and Cake Bars
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- Figure 46: Eat/serve fresh/unwrapped cakes, wrapped cakes and cake bars, by demographics, March 2010
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Appendix – Consumer – Occasion and Frequency
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- Figure 47: Most popular when eat/serve fresh/unwrapped cakes, by demographics, March 2010
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- Figure 48: Next most popular when eat/serve fresh/unwrapped cakes, by demographics, March 2010
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- Figure 49: Most popular when eat/serve wrapped cakes, by demographics, March 2010
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- Figure 50: Next most popular when eat/serve wrapped cakes, by demographics, March 2010
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- Figure 51: Most popular when eat/serve cake bars, by demographics, March 2010
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- Figure 52: Next most popular when eat/serve cake bars, by demographics, March 2010
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- Figure 53: Most popular fresh/unwrapped/wrapped cakes eaten/served, by demographics, March 2010
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- Figure 54: Next most popular fresh/unwrapped/wrapped cakes eaten/served, by demographics, March 2010
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- Figure 55: Most popular fresh/unwrapped/wrapped/cake bars eaten/served, by demographics, March 2010
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- Figure 56: Next most popular fresh/unwrapped/wrapped/cake bars eaten/served, by demographics, March 2010
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- Figure 57: Frequency of eating/serving fresh/unwrapped cakes, by demographics, March 2010
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- Figure 58: Frequency of eating/serving wrapped cakes, by demographics, March 2010
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- Figure 59: Frequency of eating/serving cake bars, by demographics, March 2010
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Appendix – The Consumer – Attitudes towards Cakes and Cake Bars
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- Figure 60: Most popular attitudes towards cakes/cake bars, by demographics, March 2010
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- Figure 61: Next most popular attitudes towards cakes/cake bars, by demographics, March 2010
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- Figure 62: Attitudes towards cakes/cake bars, by most popular fresh/unwrapped/wrapped cakes eaten/served, March 2010
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- Figure 63: Attitudes towards cakes/cake bars, by next most popular fresh/unwrapped/wrapped cakes eaten/served, March 2010
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- Figure 64: Attitudes towards cakes/cake bars, by most popular fresh/unwrapped/wrapped/cake bars eaten/served, March 2010
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- Figure 65: Attitudes towards cakes/cake bars, by next most popular fresh/unwrapped/wrapped/cake bars eaten/served, March 2010
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Appendix – Repertoire and Targeting Opportunities
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- Figure 66: Target groups, by demographics, March 2010
- Figure 67: Repertoire of number of occasions on which fresh/unwrapped/wrapped cakes eaten/served, by demographics, March 2010
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- Figure 68: Repertoire of number of occasions on which fresh/unwrapped/wrapped/cake bars eaten/served, by demographics, March 2010
- Figure 69: Fresh/unwrapped/wrapped cakes eaten/served, by repertoire of number of occasions on which fresh/unwrapped/wrapped cakes eaten/served, March 2010
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- Figure 70: Fresh/unwrapped/wrapped/cake bars eaten/served, by repertoire of number of occasions on which fresh/unwrapped/wrapped/cake bars eaten/served, March 2010
- Figure 71: When eat/serve fresh/unwrapped cakes, by target groups, March 2010
- Figure 72: When eat/serve wrapped cakes, by target groups, March 2010
- Figure 73: When eat/serve cake bars, by target groups, March 2010
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- Figure 74: Repertoire of number of occasions on which fresh/unwrapped/wrapped cakes eaten/served, by target groups, March 2010
- Figure 75: Repertoire of number of occasions on which fresh/unwrapped/wrapped/cake bars eaten/served, by target groups, March 2010
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