Chilled desserts has seen the best growth over the past two years, up nearly 10% in 2009 and 3.5% in 2010. This is due primarily to price increases.
Cheesecakes and Continentals are gaining consumers, from rice pudding, traditional desserts and trifle among others.
In contrast, prices are falling in yoghurts, encouraging people to buy more per trip. Increased volume-based deals, especially multibuys, is driving this trend. Bio and luxury yogurts remain the category leaders in growth, attracting shoppers from the low and very low fat categories.
The luxury trend helps explain Waitrose and M&S's overtrade. Demographically, shoppers in this market are spread between class ABC1 and the lower classes and only very slightly older, except for fromage frais, which attracts the younger shopper.
Cheesecakes and Continentals are gaining consumers, from rice pudding, traditional desserts and trifle among others.
In contrast, prices are falling in yoghurts, encouraging people to buy more per trip. Increased volume-based deals, especially multibuys, is driving this trend. Bio and luxury yogurts remain the category leaders in growth, attracting shoppers from the low and very low fat categories.
The luxury trend helps explain Waitrose and M&S's overtrade. Demographically, shoppers in this market are spread between class ABC1 and the lower classes and only very slightly older, except for fromage frais, which attracts the younger shopper.
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