Indulgence is also growing strongly but this is cannibalising mainstream desserts. Heritage Select and Gü, for example, have added some much-needed value to desserts but they are taking volume from standard pot trifles and cheesecakes.
The major launch has been from Shape, which had deep-cut pricing combined with major TV activity. Our new hot eating Heritage custard and sponge is building volume and, although it is still early days, is establishing itself.
Promotions must have a wow factor. Shape's half-price deals have pushed volume, as have Yeo Valley's, particularly on single pots. An ongoing multibuy allows smaller stores to offer single pots as a distress purchase with added value for price-conscious shoppers.
Müller's Little Stars has gone well but the company's pricing policy on mid-range products - which continue to be squeezed on price - is all over the place. It will always gain footfall, but promotion mechanics cause confusion.
I expect to see biodegradable packaging come under the spotlight, as well as growth in indulgence for treats and more health and wellbeing lines.
I would like to see suppliers offering parity on terms. The multiples are squeezing the brands and continuing to discount off everyday low price, so suppliers' margins are squeezed and they cannot afford to invest in real NPD.