Bakers Journal

Consumers crave desserts in tough economic times

October 15, 2010
By Bakers Journal

October 15, 2010, Chicago, IL – It’s no secret the foodservice industry has faced tough economic conditions in recent years, but there’s been a sweet upside to the recession.

For the past three years, more consumers have been consistently indulging in dessert, according to a new study by Technomic.

The 2010 Dessert Consumer Trend Report found that although they occupy the smallest portion of most menus, desserts offer strong growth opportunities for foodservice operators looking to increase their sales.

“Dessert is unique, because it not only involves sensory appeal, but also sparks strong emotional drivers,” says Technomic executive vice president Darren Tristano. “If someone wants to reward themselves after a bad day, they might splurge on a dessert to feel better; but if they want to celebrate after a good day, they might do the same thing. Motivations for craving dessert run the gamut."


Tristano added that only one per cent of Technomic's survey respondents said they did not eat dessert, and 70 per cent eat dessert at least once a week.

The study also found that fine dining menus are featuring more adventurous flavour combinations (including salty, smoky, savoury and herbal flavours) and that beverages such as specialty coffees and adult drinks can satisfy consumers’ dessert cravings.

Technomic also reported that although pricing can influence dessert purchases, cost is less of a factor for dessert than for other meal parts. However, price is a major consideration for consumers who purchase dessert from a retailer after dining out.

The 2010 Dessert Consumer Trend report surveyed more than 1,500 consumers and analyzed Technomic’s MenuMonitor online trend tracking resource, which monitors menus at more than 1,000 emerging chains and independent restaurants throughout Canada, the United States and the United Kingdom.

For more information or to purchase the report, please visit .

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