British public sweet on desserts as Great British Bake Off effect continues

03 December 2015 by
British public sweet on desserts as Great British Bake Off effect continues

The British public's appetite for sweet desserts and baked goods has shot up in the past five years, according to the latest figures from information company the NPD Group.

For the year ending September 2015, consumption of products within the sweet bakery and dessert categories (comprising cookies, tea biscuits, scones, pastries such as Danish, muffins, doughnuts, croissants, tarts, pies and crumbles, cakes, puddings and brownies) rose by 5.5% on the previous year, and 9.2% for the year ending September 2010. This represented a record 1.5 billion servings in the past year, mainly from high-street coffee shops.

Since 2010, for the year 2015, the top five products were brownies, which were up an incredible 72%; muffins were up 27%, and croissants were up 21%. Cookies were up 18%, and cakes were also up 9.6%.

These increases coincide, NPD Group has said, with the broadcasting of The Great British Bake Off on BBC One, which began in 2010. Applications for the next series close in January 2016.

Muriel Illig, foodservice account manager for the NPD Group, said: "It's very much a case of the ‘Great British Bakery and Dessert Take-Off'. With another Bake-Off series next summer, many more of us will be tempted by these goodies, and consumption of sweet bakery and dessert products could easily increase."

Dessert storm >>

Life is sweet: caterers urged to reposition dessert offerings >>

*Are you looking for a new role? See all the current hospitality vacancies available with The Caterer* Jobs >>

Latest video from The Caterer

The Caterer Breakfast Briefing Email

Start the working day with The Caterer’s free breakfast briefing email

Sign Up and manage your preferences below

Check mark icon
Thank you

You have successfully signed up for the Caterer Breakfast Briefing Email and will hear from us soon!

Jacobs Media Group is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

The highest official awards for UK businesses since being established by royal warrant in 1965. Read more.


Ad Blocker detected

We have noticed you are using an adblocker and – although we support freedom of choice – we would like to ask you to enable ads on our site. They are an important revenue source which supports free access of our website's content, especially during the COVID-19 crisis.

trade tracker pixel tracking