‘Frequent dessert consumers’ order a dessert every, or most times, they visit the Out-Of-Home. This valuable and engaged audience segment now accounts for a third of consumers in Great Britain.
Frequent dessert consumers tend to be younger and higher spending than the average consumer. Nearly 3 in 5 of these consumers visit venues weekly, up by +8pp (percentage points) compared to 2023, reflecting the extent of their engagement, loyalty, and spending potential in the out-of-home sector.
They report ordering dessert on impulse just 20% of the time, half as regularly as the average visitor plumps for pudding in the spur of the moment. Additionally, frequent dessert consumers are more likely to order based on “whether a dessert is Instagrammable” when Out-Of-Home than the average consumer.
Pre-planning which desserts they will order prior to visiting venues provides an opportunity for operators and brands to promote themselves through other channels, like social media, to impact the path to purchase. Wholesalers and suppliers can support operators with innovative recipe ideas, ingredients, and formats that will position them as thought leaders and sector innovators, fostering enduring relationships.
Value for money and the sense of a ‘deserved treat’ continue to be key drivers for purchase across all demographics. Innovation and authenticity are key differentiators that stakeholders can tap into to win the hearts (and appetites) of frequent dessert consumers. They are also more likely to be swayed by:
- Originality (+4pp)
- Interesting formats and presentation (+4pp)
- Themed offerings (+5pp)
Overall, 1 in 5 consumers seek innovative desserts regularly. Moreover, new flavours, international influences, and quirky formats like waffle wands, square croissants, and dessert tacos offer fresh opportunities to capture attention and spend.
Authenticity is another high value driver. More than a third of all consumers order authentic desserts when eating out. Traditional preparation methods and ingredients sourced from the country of origin are key to consumer perceptions of authenticity. These combined insights present a strong case for developing differentiated, premium dessert offerings with true to life cultural storytelling.
Understanding key drivers empowers wholesalers and operators to build stronger commercial strategies, increase relevance, as well as stay ahead of the intense competition and constantly shifting consumer expectations.
Andy Hodgson, CGA by NIQ’s Client Business Partner, said: “Desserts might be the last course but they’re increasingly a first priority for consumers seeking indulgent, mood-boosting experiences when dining out. The data shows innovation and authenticity are strategic levers for differentiation in a competitive market. Wholesalers and operators have a great opportunity to co-create menus that match the increasing demand we are seeing for innovative desserts which if orchestrated well, will lead to commercial success.”
The Food Insights Spotlight: Desserts in the Out-of-Home report supports industry stakeholders in developing future forward menus, building effective, data driven sales stories, identifying gaps in current dessert ranges, and aligning new product development (NPD) to real consumer behaviours. It zooms in on the dessert occasion, revealing the powerful role desserts are playing in hospitality venues, exploring what’s driving spend, what’s trending on menus, and what consumers really want to satisfy their sweet tooth. Contact the CGA team to discover more.
