PREPARED CAKES AND PIES
What You Need To Know
By Jennifer Rodriguez, T. Hasegawa
EASE AND ACCESSIBILITY ARE THE ICING ON THE CAKE
Blending convenience and indulgence, pre-made baked goods overtake homemade goods by saving time and offering versatility. Pre-made goods are practical, providing consistency, variety, and cost savings. Their adaptability to occasions will keep them at the top of consumers’ minds.
MIX SWEETNESS WITH SUBSTANCE IN INNOVATION
Balancing fun and functionality will make innovation engaging. Brands must meet needs such as a lasting shelf-life, convenient packaging, and feasibility while enhancing the experience through flavor, texture, and formats.
SALES ARE ON THE RISE, BUT REMAIN TEMPERED
The prepared cakes and pies market will continue to rise as the demand for convenience and snacking grows, but health concerns may halt development. Shelf-stable products lead the category, with frozen and refrigerated baked goods representing the smaller markets.
What You Need To Know
By Jennifer Rodriguez, T. Hasegawa
EASE AND ACCESSIBILITY ARE THE ICING ON THE CAKE
Blending convenience and indulgence, pre-made baked goods overtake homemade goods by saving time and offering versatility. Pre-made goods are practical, providing consistency, variety, and cost savings. Their adaptability to occasions will keep them at the top of consumers’ minds.
MIX SWEETNESS WITH SUBSTANCE IN INNOVATION
Balancing fun and functionality will make innovation engaging. Brands must meet needs such as a lasting shelf-life, convenient packaging, and feasibility while enhancing the experience through flavor, texture, and formats.
SALES ARE ON THE RISE, BUT REMAIN TEMPERED
The prepared cakes and pies market will continue to rise as the demand for convenience and snacking grows, but health concerns may halt development. Shelf-stable products lead the category, with frozen and refrigerated baked goods representing the smaller markets.
SIMPLE PREPARATION METHODS CAN ELEVATE PRE-MADE BAKED GOODS
Recommend techniques for preparation that elevate enjoyment and promote unforgettable experiences. Baked goods often struggle with freshness perceptions, so showcasing easy methods like microwaving for a gooey texture can help create more delightful experiences.
This can enhance freshness perceptions and demonstrate value, providing a cost-effective way to enjoy desserts without relying on foodservice.
This can enhance freshness perceptions and demonstrate value, providing a cost-effective way to enjoy desserts without relying on foodservice.
READY-MADE CAKES, PIES, AND PASTRIES SATISFY KEY SNACK NEEDS
Although prepared cakes, pies, and pastries may not always offer nutritional benefits, that is often not the intention. Snacking is primarily about fulfilling cravings. This category excels in flavor, enjoyable experiences, and convenience. Emphasizing these aspects and improving accessibility can reinforce its status as a staple in snack selections.
US: IMPORT SNACK CONSIDERATIONS, 2024
TAKEAWAY
Flavor is still king. While consumers crave what they know, there’s clear room for bold innovation – especially for brands who can introduce ‘new’ without losing familiarity.
Base: 1,973 internet users aged 18+ who snack | Source: Kantar Profiles/Mintel, November 2023
THE FUTURE LOOKS SWEET FOR PREPARED CAKES, PIES, AND PASTRIES
Pre-packaged baked goods offer convenience and indulgence, giving them an advantage over homemade options. As people get more busy, ready-to-eat treats present a practical solution, providing ease, consistent quality, variety, and cost savings. As the demand for pre-made baked goods is rising, this can save time and be more economical than buying multiple ingredients – particularly for those who bake often. Moreover, Consumers can turn to these products for flavors and styles that may be challenging to achieve at home due to limited baking skills, kitchen space, or equipment.
THE FUTURE LOOKS SWEET FOR PREPARED CAKES, PIES, AND PASTRIES
Pre-packaged baked goods offer convenience and indulgence, giving them an advantage over homemade options. As people get more busy, ready-to-eat treats present a practical solution, providing ease, consistent quality, variety, and cost savings. As the demand for pre-
made baked goods is rising, this can save time and be more economical than buying multiple ingredients—particularly for those who bake often. Moreover, Consumers can turn to these products for flavors and styles that may be challenging to achieve at home due to limited baking skills, kitchen space, or equipment.
US: TYPES OF SWEET BAKED GOODS CONSUMED, 2021 & 2025
TAKEAWAY
The convenience of pre-made is winning — even over the nostalgia of homemade. Shelf-stable goods are rising while homemade options are slipping.
Base: 2,000 internet users aged 18+ | Source: Kantar Profiles/Mintel, April 2021, January 2025
US: TYPES OF PRE-MADE SWEET BAKED GOODS CONSUMED, % OF CONSUMERS, 2025
TAKEAWAY
Consumers are reaching for ready-to-eat indulgence in bite-sized formats. Whole pies and cakes? Still loved – just more likely to show up at parties than in lunchboxes.
Base: 1,391 internet users aged 18+ who have eaten any pre-made sweet baked good from
the aisle in the past three months | Source: Kantar Profiles/Mintel, April 2021, January 2025
MIX FUN WITH FUNCTIONALITY FOR THE PERFECT RECIPE FOR INNOVATION
Striking a balance between value-based promotions and the excitement of seasonal flavors can satisfy practical and emotional desires. Many shoppers prefer indulgence over health when selecting prepared sweet baked goods, perceiving this category as an indulgent treat. Businesses can bridge the gap between consumer interest and actual purchase by creating memorable experiences and balancing fun and practicality through strategic promotions.
Two of the three primary motivators for purchasing in this category are mainly unrelated to the product itself, underscoring the importance of packaging. Unlike a traditional bakery or in-store bakery (ISB), where customers can experience the products’ visual and aromatic appeal, packaged baked goods must depend significantly on their packaging to communicate a sense of freshness.
US: MOTIVATIONS FOR PRE-MADE SWEET BAKED GOOD TRIAL, % OF CONSUMERS, 2025
TAKEAWAY
Classic sales drivers still lead the pack. While promotions and seasonal flavors entice trial, consumers remain hesitant to explore unfamiliar options — signaling an opportunity for brands to lower the barrier to trying something new.
Base: 1,391 internet users aged 18+ who have eaten any pre-made sweet baked good fromthe aisle in the past three months | Source: Kantar Profiles/Mintel, January 2025
INTEREST IN DESSERT FLAVORS SPANS FAMILIAR CLASSICS…
US: EXPERIENCE WITH OR INTEREST IN FLAVORS OR INGREDIENTS IN DESSERTS OR CONFECTIONS, 2024
US: EXPERIENCE WITH OR INTEREST IN FLAVORS OR INGREDIENTS IN DESSERTS OR CONFECTIONS, 2024
…TO THOSE WITH A GLOBAL FLAIR
US: EXPERIENCE WITH OR INTEREST IN FLAVORS OR INGREDIENTS IN DESSERTS OR CONFECTIONS, 2024
US: EXPERIENCE WITH OR INTEREST IN FLAVORS OR INGREDIENTS IN DESSERTS OR CONFECTIONS, 2024
TAKEAWAY
Classics like Birthday Cake and Marshmallow continue to dominate with both high trial and interest, proving their staying power. But globally inspired flavors like Pandan, Cardamom, and Saffron reveal a quieter opportunity: low exposure but growing curiosity. For brands looking to lead, the sweet spot may lie between comfort and curiosity.
Base: 1,980 internet users aged 18+ who have eaten desserts or confections in the past three months.
Source: Kantar Profiles/Mintel, May 2024
Want to Learn More?
Contact us today to discuss your product development needs,
request a sample or a flavor kit.
Want to Learn More?
Contact us today to discuss your product development needs, request a sample or a flavor kit.
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