Consumer Trends

Americans are sweet on dessert

In a recent Technomic survey of 1,500 consumers, 70 percent said they eat dessert at least once per week away from home. The Dessert Consumer Trend Report goes on to explain how restaurants can capitalize on this interest and boost incremental dessert sales.

  • Since dessert is often viewed as an “extra” rather than a necessity, consumers are not as willing to wait or go out of their way for it
  • 44% feel that quick preparation and service are key factors in purchasing dessert, while 38% cite the importance of a convenient location
  • 38% of dessert fans are interested in ordering items they can’t make themselves or purchase elsewhere
  • Differentiation is also a purchasing driver; 35% of consumers are more apt to order a dessert that bills itself as a signature

Although 22% of consumers agree that desserts in general are unhealthy by definition, 26% would like to see nutritional information for desserts listed on the menu.

Technomic points out that operators may want to offer a mix that includes indulgent desserts for special treats as well as guilt-free options that can be ordered more regularly. The use of seasonal, functional or premium ingredients may help position desserts as both healthy and tasty.

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