Following 2008/09's impressive 11.4% growth, sales of hot served chilled desserts have increased by just 0.8% in 2010.

A drop in price per kg has drawn £12.8m out of the market in part through increased promotions although this was compensated for by shoppers purchasing more often and in larger quantities each trip.

Shoppers are spurning larger family packs in favour of smaller individual desserts. This is best shown by the decline of favourite puddings and twin puddings, treats for two and family treats, in contrast to the growth of individual desserts and pot desserts.

The demographic profile of the hot served chilled desserts market is broadly affluent (58% ABC1) and mature (71% aged 45 and over) as illustrated by the massive over-trading of Marks & Spencer, which makes up nearly a third of the market (but just 2.3% of total grocery). This accounts for the relative under-trading from discounters such as Iceland and Asda.

Focus On Hot Desserts