October 16, 2024 – In the UK, biscuits and sweet baked goods are popular choices for indulgence across various occasions. It is preferred for their comforting flavors, convenience, and ability to satisfy cravings. Innova’s 360 research into biscuits and sweet baked goods trends highlights product launches, top brands, innovations, and what may develop in the future.
Product Launch Trends
There has been a 2% rise in biscuit and sweet baked goods launches over the past year. In the UK, 1 in 4 consumers prefer to prevent health issues through proactive choices. This has driven a 27% increase in product launches featuring health claims. It emphasizes health aspects featuring no trans fats claims, as well as nutrient-rich options, like fiber and protein, drive the product development.
This trend aligns with Innova’s annual top trend of 2024, ‘Prioritizing Prevention,’ where consumers take positive steps to improve their health and address potential issues before they arise. Brands are responding by developing nutrient-rich options that support long-term health. Cakes – pastries and sweet goods is the top subcategory, followed by sweet biscuits/cookies, baking ingredients and mixes.
Top Brands and Companies
The biscuits and sweet baked goods market in the UK is penetrated by both private label and branded companies. In the UK, Asda leads the market for biscuit and sweet baked goods launches over the past year. 47% of consumers prioritize indulgence in cakes – pastries and sweet goods. Asda caters to this demand by combining indulgent ingredients like Belgian chocolate, Irish cream and salted caramel with fruits such as citrus and berries, as well as nuts like pistachios and almonds. Rich elements like white chocolate, butter, and caramel, paired with decadent sauces and ganache, enhance both flavor and visual appeal, which has boosted the launches.
Other notable companies include Aldi, Sainburys, Tesco, and Morrisons. These top 5 companies account for 39% of biscuit & sweet baked goods launches in the UK.
Claims and Positioning Trends
Vegetarian, no additives or preservatives, seasonal – Christmas, vegan, and indulgent and premium are the top 5 claims in biscuits & sweet baked goods cluster launches. In the United Kingdom, there is a growing emphasis on making indulgent foods healthier and natural by limiting artificial ingredients. Launches featuring no additives or preservatives and natural claims are attracting consumer attention over the past year.
Brands are using natural alternatives of stabilizers, thickeners, glazing agents, and preservatives like lemon juice and vinegar in their launches to maintain consumer interests. This aligns Innova’s another annual top trend of 2024, ‘Indulging in Health,’ which blends indulgence with health-conscious choices.
Biscuits and Sweet Baked Goods Flavor Trends
Milk chocolate is the top flavor, followed by vanilla, dark chocolate, white chocolate, and caramel. In the UK, 45% of consumers prefer milk chocolate flavor in cakes – pastries and sweet goods. This preference has driven a 3% rise in milk chocolate flavor launches in the cluster over the past four years. Brands are combining milk chocolate with fruit flavors, nuts and other ingredients to create more appealing and diverse products, pushing growth in the region. Apart from the top 5 flavors, pudding, cocoa, hazelnut, custard and chocolate chip flavors are growing strongly in the space.
What’s Next in the Biscuits and Sweet Baked Goods Trends?
In the UK, 31% of consumers prioritize inclusivity in food choices, making vegetarian and vegan claims increasingly relevant in cakes – pastries and sweet goods. Brands can cater to this demand by launching products with vegan logos backed by animal-free ingredients, including plant-derived stabilizers replacing eggs and plant butter replacing animal-based fats.
Additionally, 1 in 3 consumers prefers cakes – pastries and sweet goods for special occasions. Private labels account for nearly 79% of seasonal and limited editions in this subcategory. This presents an opportunity for brands to focus on seasonal offerings like Christmas, Easter and other occasions like Valentine’s Day to captivate consumer interest.
As demand grows for milk chocolate flavors, combining it with dark chocolate, fruits, nuts, or caramel offers opportunities for variety. Brands that innovate with inclusivity and flavor diversity are likely to grow in the evolving market.
This article is based on Innova’s Overview of Biscuits & Sweet Baked Goods in the UK report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
