Treat yourselfAn insight into the desserts & treats category

The majority of us like the occasional indulgence. Whether it’s chocolate, ice cream, cookies, cake, or doughnuts, life just wouldn’t be the same without spoiling ourselves now and again.

In 2017 the UK spent £736.9 million alone in the chilled dessert categoryi and now more brands and retailers are being challenged to focus on new trends emerging with consumers, and what they’re coming to expect from their favourite sweet treats.

Healthier treatsAs consumers demand healthier more diverse options, gluten-free, dairy free and vegan alternatives are becoming the norm. With today’s "betterment" consumer trend, people are wanting to indulge while still maintaining a “healthy” lifestyle. Typically, we assume that desserts are packed with three flavour enhancers, sugar, salt and fat. Which can be attributed to the number one source of weight gain. Of course, if consumed as part of a balanced diet the majority of consumers agree that the odd treat now and again is absolutely justifiable.

A recent Mintel survey reports that: “41% of UK snacking consumers agree that unhealthy snacks such as those high in sugar or salt are fine as part of a balanced diet”.ii

Our understanding of ‘health’ has evolved to something far more complex, making every consumer their own personal health advisor. Many consumers are creating personalised diets that also prioritise consuming sufficient protein, staying hydrated, and allowing themselves the occasional treat. We’re increasingly picking and choosing the rules that work best for us, whether that be clean eating, ‘flexitarianism’ or high protein snacking to support our fitness goals. And it’s not just about physical health.

In a time-poor economy, health is about more than just food; it’s about convenience, indulgence, mental health and me time. And when all those factors are thrown into the

mix, we’re willing to compromise on being healthy for being healthier, as we take a more holistic view of our lifestyles. ‘Self-care’ is becoming a major focus, as we try to escape stress and negativity in the wider world around us to enjoy treats or satisfy cravings is a basic aspect of self-care that particularly addresses the common need for stress relief.

McVitie’s are a great example of creating a favourite treat in a slightly healthier format and are number 4 in the Kantar Worldpanel Innovation rankings.

They developed McVitie’s chocolate-covered Digestive Thins which only contain 31 calories compared to the standard biscuit of 86 calories. This permissible treat comes with a premium price tag and a wider audience reach, attracting new, younger customers. It’s a win-win situation, resulting in the total McVitie’s Chocolate Digestives range being bought by over half the population in 2017.

Focusing on healthier desserts, nutrition plays an integral role, in today’s consumer dessert choices and now more than ever more options are being created to meet these demands.

“While consumers strive to live healthier lifstyles, strong engagement in the category suggests that there is still room for indulgence”iii

It's all about the protein

Protein remains one of the biggest food trends out there, in recent years there has been a greater emphasis on communicating protein’s health claims beyond muscle health, such as:

- Boostingyourimmunesystem

- Increasingmetabolism

- Promotinghealthybrainfunction

- Helpingmaintainstrongbones

- Slowingageingandpromotelongevity

- Protectinghearthealth

With this whole raft of benefits, it’s no wonder brands and retailers are jumping on board with protein lead initiatives, that appeal to consumers wanting to maintain a healthy lifestyle.

The brand Pulsin have protein as part of their mantra, set up by three university friends that have the shared view that all people, of all ages, should be able to eat healthy foods without compromising on taste. From raw chocolate brownies to fruity oat bars, they provide a great way to increase your protein intake and enjoy some guilt-free snacking.

Rising consumer demand for healthier food has resulted in the growth of the protein segment. The global demand for protein was around 4,500 kilotons in 2015 and is expected to reach over 8,000 kilotons by 2025, growing 6.2% from 2016 to 2025iv, this is a trend that certainly isn’t going anywhere too soon.

Mixingitup

It can sometimes be a challenge to fit in your 5 a day dosage of fruit and veg, wouldn’t it be easier to sneak in vegetables into some of our favourite desserts and treats.

Jessica Levison, owner of Serendipity Creamery & Yogurt Café in Miami Florida asked herself “Wouldn’t it be rad if veggies tasted like ice cream?”. From this, she created Peekaboo, which infuses ‘hidden’ vegetables to make it easier to get some greens into your diet. Remarkably you can’t see or taste the veggies but they are just as powerful in delivering their health benefits. The brand currently features five flavours: cotton candy with beets, strawberry with carrots, mint chip with spinach, chocolate with cauliflower, and vanilla with zucchini, all geared to making that indulgent taste just a bit more healthy.

Miniatures

Mini desserts have been increasing in popularity each year since 2005. Research suggests that smaller pieces of food are more rewarding and lead to a greater feeling of fullness than one large piece of food with equal energy values. The minis allow us to enjoy a sweet treat while watching our weight and help restaurants be more economical by reducing food waste.

Brownies, cookies and cupcakes are still the most common miniatures out there, but more and more brands are getting involved. If we take a look at the iconic brand Haagen-Dazs, it has introduced a range of mini-cups and mini variety packs for portion-controlled treats, just another way that brands are tapping into consumers' healthier lifestyles.

Creative innovationBrands are always competing to introduce that next big idea, but spotting a gap in the market is no easy feat. Both technology and consumer behaviour change quickly, so speed is of the essence when it comes to creating an innovation that will have legs.

Ultimately, instilling value into a product comes down to doing something different.

Take the Magnum dipping bar, it’s a fantastic example of a brand cleverly exploiting our penchant for Instagramming our meals. Pop up Magnum stores in key locations, allow consumers to adorn the classic Magnum ice cream bar with the finest in sprinkles and sauces.

The personalisation of the humble Magnum is not only highly shareable in social media, but is also an ingenious way to breathe new life into a product and create value. Innovation like Magnum’s as long as it's not overdone – is increasingly vital now that we’ve reached a stage of such diminished retailer loyalty.

Technology plays a big part in the brand innovation game as well. It’s a social media-saturated world we live in and a lot of us (especially Generation Z’s & Millennials) seem to have created a new ritual around eating. Now, whenever particularly tasty looking food is placed in front of us, we no longer jump right in. Instead, we reach for our phone, take a few pictures, and then we eat.

Taking selfies and posting our experiences, is a sign that some of us are beginning to care less about the actual product but more about communicating the “I tried it first” experience. It just goes to show how strongly this new wave of consumers are willing to influence and be influenced. Get them on board and they can assist in the success of your brand.

Image credit “Magnum Pleasure Store”

“Only 10% of the UK population are buying all their groceries from one place, consumers are shopping for the now”v

Spot Dessert Bar in New York City has taken this on board, going beyond consumers' expectations for new and exciting dining experiences with dessert concepts such as their inventive dessert tapas, including a play on tiramisu with green tea and crispy rice, and a chocolate forest cake made with pistachio and apricot crumb-covered chocolate mouse cake. The desserts are vividly coloured and have that wow factor that consumers deem Instagram worthy. Creating eye-catching sweets with engaging tableside preparation is key in tapping into today’s consumer expectations.

On the goFood to go (FTG) is seeing significant growth, particularly with younger demographics:

Consumers spent £763.4m more on FTG in 2017 than they did in 2016, a 3.2 per cent increase. It’s not just the UK market where FTG breakfast options are a key focus for growth. Sun Branding Solutions’ strategic creative arm Parker Williams has recently been working with Egyptian snack brand Molto to give its on the go breakfast range of pastries and croissants a new look that appeals to a younger, urban consumer and taking a bold stab at introducing a treat into the breakfast market.

“Our approach was to build on Molto’s existing loyal consumer base by engaging at a more emotional level and bringing modernity, fun and taste appeal to the packaging design,” said Parker Williams creative director Jo Saker.

Image credit “Spot Dessert Resturant”

“A staggering 95 per cent of the UK population buy FTG four times a week spending £508 a year, per person” vi

“The hand-crafted brand mark is dynamic and approachable with a Molto ‘smile’ to reinforce sociability. The use of a bright, fresh palette injects energy and disruption to the Egyptian snack market, whilst hero ingredients bring desire and appetite appeal.”

More and more we’re seeing mainstream dessert flavours appear in breakfast items, and we can expect the line between breakfast and dessert to blur. Portable desserts like protein shakes, cereal bars and smoothies can be expected to grow more popular with time-strapped, wellness-conscious consumers who demand grab-and-go breakfast options.vii

More of us are starting to consider breakfast as a treat occasion and its driving significant growth, up 7.9% YOY in the UK. According to Weetabix, who have tapped in to the convenience trend with drinkable products, there are 3.5 billion occasions when people either skip breakfast or eat it on the move. Weetabix sold over 18 million bottles of Weetabix On The Go in 2017, making it the 16th biggest cereal product in the country.

As consumers demand healthier, more diverse options in food to go, new brands and independents are making major in-roads into providing quality, healthier desserts and treats that fit with the way modern consumers live their lives.

Personalised snack pack supplier Graze initially led the way in terms of healthier snacking and on the go convenience, with through the mail multipack snack boxes tailored to your nutritional needs and tastes. Now available in store, Graze pack formats have been copied by a number of brands, providing clear product visibility and communication of ingredients and benefits, and the company has launched in the US, using its signature craft packaging to engage the US consumer’s growing interest in eating more healthily.

The FTG market is set to continue in growth, consumers want to enjoy their favourite indulgences at their own convenience, and brands that innovate in terms of both product, tech and experience are sure to be the winners.

Sources

i - https://www.statista.com/statistics/281809/value-of-chilled-desserts-in-the-united-kingdom-uk-from-2007/

ii - Mintel Food & Drink Trends 2018

iii - Mintel Ice Cream and Frozen Novelties 2018

iv - https://www.businesswire.com/news/home/20170609005205/en/Protein-Ingredients-Market-Report-2017---Analysis

v - Grant Montague of Perception Research Services

vi - https://www.kantarworldpanel.com/en

vii - Dishing about desserts – 2018 dessert trends from Mondelez

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