Top 5 dessert sectors by value
Top 5 dessert sectors   
  Value this year (£m) % y-o-y
  Chilled Desserts                                  755.8 2.6%
  Chilled Cakes                                  414.9 2.3%
  Fresh Cream                                  358.5 11.1%
  Frozen Confectionery                                  338.6 1.5%
  Tinned Fruit                                  165.0 3.9%
     
Source: Kantar Worldpanel 52 w/e 22 Apr 18  
     
Brands vs Own Label  
  Value this year (£m)  % y-o-y
Own Label 1702.6 5.0%
Brands 785.0 0.7%

Growth in desserts has been very positive, with 3.6% year-on-year growth adding £86.7m, driven by own label. 

Growth is the result of widespread price increases, with the average price rising 6.5% to £1.14 per pack. The main cause is that fewer products are being sold on promotion, with total price reductions seeing the biggest decline. 

Volume sales have fallen, however, with rice puddings the biggest loser as shoppers bought 11.9% less than last year.

Within branded, chilled cakes has been the biggest winner, seeing a 29.4% increase in value on volumes up 72.7%, likely powered by average prices dropping 25.2%. Fresh cream saw the second-biggest success with 10.3% value growth, though the majority of branded dessert sectors remained flat or declined year on year. 

Own label products drove the category forward, with all OL sectors (excluding quick set jellies) seeing value growth, and ready-to-serve custard this year’s biggest winner. Average price increases of 5.1% to £1.24 per pack were crucial to OL’s success, as total volume sales fell 0.5%. 

Benjamin Montague, Kantar Worldpanel