prepared-cake-and-pies-us-2025_Redacted.pdf

23 APRIL 2025 | REPORT
PREPARED CAKE AND PIES – US –
2025
Busy lifestyles form the perfect recipe for packaged baked goods to rise. Focus
on a mix of versatility, ease, and indulgence to blend seamlessly into routines.
Julia Mills, Food & Drink
Analyst
1 © 2025 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Table of Contents
EXECUTIVE SUMMARY........................................................................................................................ 7
Opportunities................................................................................................................................... 11
Graph 1: [no title]............................................................................................................................. 12
MARKET DYNAMICS........................................................................................................................... 16
Market context................................................................................................................................. 17
Market drivers ................................................................................................................................. 18
Graph 2: change in financial situation over the past 12 months, 2023 and 2024 ...........................18
Graph 3: changes in snacking frequency in the past year, 2025 ....................................................20
Graph 4: important snack considerations, 2024..............................................................................21
Graph 5: unprocessed/minimally processed, 2023 .........................................................................23
Graph 6: agreement with the statement, "a healthy diet can include some processed foods in
moderation," by age, 2024 .............................................................................................................. 24
Graph 7: households, by number of members, 2011 and 2021......................................................25
Market size and forecast ................................................................................................................. 26
Market segmentation....................................................................................................................... 27
Graph 8: total retail sales and forecast of prepared cakes, pies, and pastries, by segment, at
current prices, 2019-29 ................................................................................................................... 28
Market and brand share .................................................................................................................. 29
Graph 9: market share of prepared cakes, pies and pastries, 2025 ...............................................29
Graph 10: market share of frozen cake, pies and pastries, 2025 ...................................................31
Graph 11: market share of refrigerated cakes, pies and pastries, 2025 .........................................33
Graph 12: market share of shelf-stable cakes, pies and pastries, 2025 .........................................35
CONSUMER INSIGHTS....................................................................................................................... 37
Consumer fast facts ........................................................................................................................ 38
Types of sweet baked goods consumed.........................................................................................38
Graph 13: types of sweet baked goods consumed, 2021 & 2025...................................................40
Graph 14: types of sweet baked goods consumed, by generation, 2025 .......................................41
https://clients.mintel.com/content/report/prepared-cake-and-pies-us-2025

Graph 15: types of sweet baked goods consumed, by parental status, 2025.................................42
Graph 16: types of sweet baked goods consumed, by financial situation, 2025.............................43
Types of pre-made sweet baked goods consumed ........................................................................45
Graph 17: types of pre-made sweet baked goods consumed, 2021 & 2025 ..................................46
Graph 18: types of pre-made sweet baked goods consumed, by generation, 2025.......................47
Graph 19: types of pre-made sweet baked goods consumed, by race/ethnicity, 2025...................48
Frequency of pre-made sweet baked goods...................................................................................49
Graph 20: frequency of pre-made sweet baked good consumption, 2025 .....................................50
Graph 21: frequency of pre-made sweet baked good consumption, by type of pre-made sweet
baked goods consumed, 2025 ........................................................................................................ 51
Graph 22: frequency of pre-made sweet baked good consumption, by generation, 2025..............52
Graph 23: frequency of pre-made sweet baked good consumption, by gender, 2025 ...................53
Graph 24: frequency of pre-made sweet baked good consumption, by work from home status,
2025 ................................................................................................................................................ 54
Reasons for buying pre-made sweet baked goods.........................................................................55
Graph 25: reasons for buying pre-made sweet baked goods, 2025 ...............................................56
Graph 26: reasons for buying pre-made sweet baked goods, by generation, 2025 .......................57
Graph 27: reasons for buying pre-made sweet baked goods, by financial situation, 2025.............58
Motivation for pre-made sweet baked goods trial ...........................................................................59
Graph 28: motivations for pre-made sweet baked good trial, 2025 ................................................60
Graph 29: motivations for pre-made sweet baked good trial, by generation, 2025.........................61
Graph 30: motivations for pre-made sweet baked good trial, by parental status, 2025 ..................62
Graph 31: motivations for pre-made sweet baked good trial, by financial situation, 2025 ..............63
Pre-made sweet baked goods occasions .......................................................................................64
Graph 32: pre-made sweet baked goods occasions, 2025.............................................................65
Graph 33: shelf-stable pre-made sweet baked goods occasions, by generation, 2025..................66
Graph 34: frozen pre-made sweet baked goods occasions, by generation, 2025 ..........................67
Graph 35: refrigerated pre-made sweet baked goods occasions, by generation, 2025..................68
Graph 36: shelf-stable pre-made sweet baked goods occasions, by gender, 2025 .......................69
Attributes associated with baked goods from different sources ......................................................70
Graph 37: attributes associated with sweet baked goods from different sources, 2025 .................71

Graph 38: bakeries from various sources perceived as fresh, by generation, 2025 .......................72
Graph 39: bakeries from various sources perceived as high-quality, by generation, 2025.............72
Graph 40: bakeries from various sources perceived as processed, by generation, 2025 ..............73
Graph 41: bakeries from various sources perceived as convenient, by generation, 2025..............73
Graph 42: bakeries from various sources perceived as high-quality, by gender, 2025 ..................74
Graph 43: bakeries from various sources perceived as good-value, by financial situation, 2025...75
INNOVATION AND MARKETING STRATEGIES ................................................................................76
Launch activity and innovation ........................................................................................................ 77
Graph 44: experience with or interest in flavors or ingredients in desserts or confections, 2024 ...78
Graph 45: experience with or interest in flavors or ingredients in desserts or confections, 2024 ...79
Graph 46: [no title]........................................................................................................................... 80
Graph 47: purchase intent of Krispy Kreme Kit Kat Doughnuts vs other cakes, pastries & sweet
goods, 2017-24 ............................................................................................................................... 81
Graph 48: [no title]........................................................................................................................... 82
Marketing and advertising ............................................................................................................... 83
APPENDIX ........................................................................................................................................... 85
Data................................................................................................................................................. 89

Key issues covered in this Report
• Types of sweet baked goods consumed
• Types of pre-made sweet baked goods consumed
• Frequency of pre-made sweet baked goods consumption
• Reasons for buying pre-made sweet baked goods
• Motivation for pre-made sweet baked goods trial
• Pre-made sweet baked goods occasions
• Attributes associated with baked goods from different places
• Innovation, marketing, and opportunities for pre-made sweet baked goods
Overview
Pre-made sweet baked goods offer the mix of attributes consumers crave like convenience and
indulgence, often surpassing homemade options in time-saving and versatility. Ready-made treats provide
a practical solution, delivering consistency, variety, and affordability – key advantages in an era when
saving both time and money is more important than ever.
To drive innovation in this space, brands must balance functionality with enjoyment. Meeting essential
needs, such as extended shelf life and easy preparation, is just as critical as creating a satisfying
experience through unique flavors, decadent textures, and imaginative formats. Without the sensory
appeal of a traditional bakery – like the aroma or visual display – brands need to rely on descriptive
language, eye-catching graphics, and thoughtful packaging design to convey freshness and indulgence
effectively.

Mapping out the consumer journey for packaged sweets
Maria,* a 20-year-old Hispanic woman, is heading home from her college class with just a short break
before starting her shift at a coffee shop. Craving a small treat to indulge in after a long day, she doesn’t
have time to go home and whip something up herself. Instead, she stops by a convenience store and
heads straight to the packaged pastries aisle.
The shelves are lined with options – from Hostess Honey Buns to Gansito snack cakes. Maria has her
favorite brands, but she’s on a budget and enjoys discovering new treats. As she scans the aisle, her eyes
land on a hot cocoa-flavored snack cake. With the snowy, chilly weather outside, it feels like the perfect
choice. She’s been craving hot cocoa lately, and this pastry seems to hit that sweet spot.
The packaging, partially transparent, reveals a rich, chocolatey treat speckled with tiny marshmallows. The
description boasts it’s “double chocolate” and “extra gooey,” making it sound irresistibly indulgent. Maria
also notices a detail on the label: it’s made with real cocoa, which gives it a slightly more natural,
wholesome appeal. When she checks the price tag and sees it’s on sale, her decision is made. She picks
up the cake and heads to the checkout, excited for her little moment of indulgence.
* a fictional character
Drawing on insights from this scenario and Mintel's
full library, Mintel Spark has generated concepts
with strong market potential.
Description:
Choco-Mallow Bliss Bites are decadent snack
cakes that combine rich chocolate cake with a
creamy marshmallow filling, coated in a velvety
chocolate glaze. Each bite is designed to evoke
the comforting flavors of hot chocolate, making it a
perfect treat for any time of the day.
Target market:
Gen Z consumers who seek indulgent yet
convenient snack options that remind them of
nostalgic flavors.
Key Attributes:
• Individually packaged for on-the-go convenience.
• Made with real cocoa and all-natural
marshmallows.
• Available in a variety of flavors, including classic
chocolate, peppermint, and salted caramel.
This is NOT a real product – it has been generated by Mintel's AI-powered concept generator to inspire
innovation
Source: Mintel Spark

EXECUTIVE SUMMARY

Market size & forecast of prepared cakes and pies
Demand for convenience and evolving snacking habits are expected to drive sales. However, concerns
about ultra-processing and other health considerations may curb growth.
MARKET SIZE 2025
estimated value sales of
prepared cakes and pies
GROWTH IN 2025
estimated value change
of prepared cakes and
pies sales over 2024-25
LONG-TERM GROWTH
forecast growth of
prepared cakes and pies
sales to reach $15.8bn
2029
Source: Mintel
What you need to know
Ease and accessibility are the icing on the cake
Pre-made sweet baked goods blend convenience and indulgence, outshining homemade options in
factors like time-savings and flexibility. Ready-made treats provide a practical solution to every day
life – delivering consistency, variety, and affordability. Consumers continue to depend on them as an
adaptable go-to across occasions.
Mix sweetness with substance in innovation
Engaging innovation requires striking the balance between fun and functionality. Meeting essential
needs, like extended shelf life, convenient packaging, and easy preparation, is just as crucial as
delivering a gratifying experience through unique flavors, indulgent textures, and creative formats.
Sales are on the rise, but remain tempered
The prepared cakes and pies market is projected to grow from
, fueled by demand for convenience and snacking. However, growth is tempered by health
concerns. Shelf-stable products lead the category while frozen and refrigerated baked goods represent
smaller segments of the market.

Market predictions of future opportunities and challenges
Packaged sweets will thrive on snacking habits
Fears of ultra-processing could hamper growth
ern about processing grows and
regulatory scrutiny increases under the new administration.
Demographic changes drive shifts in preferences
The US is getting hot (and expensive)

What consumers want & why
Younger consumers crave ready-to-eat sweet treats
Whisk up new occasions through innovation
Sweeten the deal with seasonal flavors and LTOs

Opportunities
Simple preparation methods can elevate pre-made baked goods
Suggest preparation methods
that enhance indulgence and
create memorable moments.
Prepared baked goods face
challenges with freshness
perceptions, so demonstrating
simple techniques like
microwaving for a warm, melty
texture or crisping in an air
fryer can help create new and
more indulgent
experiences. These methods
can improve freshness
perceptions and prove value,
offering a more affordable way
to enjoy warm, delicious
desserts outside of
foodservice.

Transform packaged sweets into an interactive experience
Pillsbury Toaster Donut Pastries
"Comes with frosting, sprinkles & toaster/air fryer directions"
Base: US internet users aged 18+ reviewing Pillsbury Rainbow Sprinkle Toaster Pastries 100; all other
cakes, pastries & sweet goods 332,200 (January 2017-January 2025)
Source: Purchase Intelligence

Shrink sweets to capitalize on "little treat culture" and snacking
Solidify presence in snacking repertoires by offering mini versions and portion-controlled packs to enhance
convenience, versatility, and suitability across occasions.

Tailor to daily snacking occasions
Morning
Consumers generally seek more health-forward options. Therefore, prepared pastries that convey a
BFY message, made from ingredients such as fruit, nuts, and whole grains, can be more appealing
during this time.
Afternoon
The need for indulgence increases, but consumers still want to maintain some restraint. This creates an
opportunity for prepared pastries that balance indulgence with health, making them feel like a treat
without compromising on nutrition.
Evening
Nutrition goes out the window in evening occasions, as consumers look for snacks that offer comfort and
indulgence. Prepared sweets with rich, indulgent flavors and formats can satisfy these cravings.
Source: America Eats – US – 2024
Innovation doesn't have to go too far outside the box
Innovation doesn’t always
require an overhaul.
Sometimes, small changes
like adjusting size,
collaborating with brands
within the same category, or
drawing inspiration from other
areas, can strike the perfect
balance of fresh yet familiar.
In challenging times,
consumers tend to be more
reluctant to try entirely new
products. However, when
something new is
thoughtfully paired with
something they already
know and love, it becomes
far more justifiable.

IN 2023
of US consumers*
agree they like flavors
that remind them of
their childhood
Connect the past with the present through
"newstalgia"
* taken from Mintel Global Consumer
Base: US: 1,000 internet users aged 18+
Source: Kantar Profiles/Mintel, March 2023

MARKET DYNAMICS

Market context
Market context

Market drivers
Consumers' finances improve, but they're not in the clear yet...
US: change in financial situation over the past 12 months, 2023 and 2024
Base: 2,000 internet users aged 18+
Source: Kantar Profiles/Mintel, May 2023, December 2023, May 2024, December 2024

...keeping the "little treat" culture alive
Affordability and accessibility:
Emotional wellbeing:
Everyday satisfaction:
into daily life as small moments of joy that can uplift one's mood and
provide a sense of reward.
Reduced guilt indulgence:

Traditional sit-down meals were once the cornerstone of America's caloric intake, but times have changed.
Today, smaller, more convenient snacks have taken center stage. Nearly of consumers report snacking
more frequently, with this trend even more pronounced among Gen Z and Millennials.
For products like prepared pies, pastries, and cakes, this shift highlights an opportunity: downsizing portions to
fit snacking occasions. Prioritizing convenience and catering to these evolving habits will be essential for
staying relevant in a rapidly changing market.
US: changes in snacking frequency in the past year, 2025
"Three square meals a day" is a waning tradition
Base: 1,973 internet users aged 18+ who snack
Source: Kantar Profiles/Mintel, December 2024

Ready-made cakes, pies, and pastries satisfy key snack needs
While prepared cakes, pies, and pastries may not always provide nutritional benefits, that's often not the point -
snacking is more about satisfying cravings and indulging in a little self-treat. This category thrives on its flavors,
enjoyable eating experience, and convenience. By focusing on these qualities and enhancing accessibility, it
can solidify its position as a go-to in snack repertoires.
US: important snack considerations, 2024
Base: 1,973 internet users aged 18+ who snack
Source: Kantar Profiles/Mintel, November 2023

of US adults say that,
aside from price and
taste, a product being
highly processed is a
top concern when
purchasing food or
drink
Concerns over ultra-processing create
challenges for center store
The heightened awareness of ultra-processing and growing preference
for transparency could present significant obstacles for products like
prepared cakes, pies, and pastries, typically found in the center aisles of
stores. Consumers are more attentive to ingredient lists and processing
methods, more likely to question elements they find unfamiliar or overly
complex.
In this category, terms like "ready-made" or "premade," often applied to
otherwise fresh-forward products that consumers could bake at home or
purchase from a bakery, can harm perceptions. While health benefits are
not typically the primary expectation in this category, trust and positive
perceptions can still be cultivated. Highlighting attributes such as "freshly
baked" or "made with simple ingredients" can help reduce the stigma of
being over-processed and foster stronger consumer confidence.
Base: US: 2,000 internet users aged 18+
Source: Kantar Profiles/Mintel, July 2022

Utilize on-pack messaging to improve natural perceptions
Over half of consumers express strong interest in products labeled unprocessed or minimally processed,
and 30% are willing to pay a premium for them.
US: interest in and willingness to pay more for health claims: unprocessed/minimally
processed, 2023
Source: Kantar Profiles/Mintel, September 2023

Young adults make space for processed foods in a balanced diet
Younger consumers aged show similar attitudes to those regarding the acceptance of
processed foods in a healthy diet. Despite growing concerns about ultra-processed foods, this openness
among younger demographics to incorporate such products into a balanced lifestyle offers a promising
opportunity for the prepared baked goods market, but also a warning that these consumers could age up and
age out.
US: agreement with the statement, "a healthy diet can include some processed foods in moderation," by
age, 2024
Base: internet users aged 18+
Source: Kantar Profiles/Mintel, March 2024

Declining household sizes presents new needs and preferences
Over the past decade, household sizes have steadily decreased, driven by declining birth rates and shifts
toward single person households. As a result, large or full-sized packs of premade pies, cakes, and pastries
may no longer appeal to smaller households. To better align with these changing dynamics, brands could
consider offering smaller package sizes or individually wrapped frozen options, allowing consumers to enjoy
one item at a time.
US: households, by number of members, 2011 and 2021
Source: U.S. Census Bureau, Current Population Survey, Annual Social and Economic Supplement/Mintel

Market size and forecast
PREPARED BAKED
GOODS
FORECASTED TO
REACH
Demand for convenience and indulgence
keeps sales steady
Source: Mintel
Prepared cakes and pies expected to see slight growth
US: total retail sales and forecast of prepared cakes, pies, and pastries, at current prices, 2019-29

Retail sales and forecast of prepared cakes, pies, and pastries
US: total retail sales and forecast of prepared cakes, pies, and pastries, at current prices, 2019-29
Market segmentation
Shelf-stable baked goods dominate share, meeting core needs
like convenience
Source: Mintel

All segments forecasted to make gains, albeit unremarkable
Growth rates remain slow and steady, with shelf-stable baked goods continuing to dominate as the leading
segment in the market.
US: total retail sales and forecast of prepared cakes, pies, and pastries, by segment, at current
prices, 2019-29
Frozen cakes, pies and pastries Refrigerated cakes, pies and pastries
Shelf stable cakes, pies and pastries
Source: Mintel
Retail sales of prepared cakes, pies, and pastries, by segment
US: total retail sales and forecast of prepared cakes, pies, and pastries, by segment, at current prices,
2019-29

Market and brand share
Private labels thrive with demand for budget-friendly options
US: market share of prepared cakes, pies and pastries, 2025
Source: Circana InfoScan® Reviews/Mintel

Half of leading companies perform below average
US: multi-outlet sales of prepared cakes, pies and pastries, by leading companies, rolling 52 weeks 2024
and 2025

US: market share of frozen cake, pies and pastries, 2025
Versatility, quality messaging, and global flavors set frozen baked
goods apart

Private labels and Marie Callender's maintain sales and market
share
US: multi-outlet sales of frozen cake, pies and pastries, by leading companies and brands, rolling 52
weeks 2024 and 2025

US: market share of refrigerated cakes, pies and pastries, 2025
Private label takes the cake in refrigerated baked goods

Branded bakery products deliver convenience and freshness
US: multi-outlet sales of refrigerated cakes, pies and pastries, by leading companies and brands, rolling 52
weeks 2024 and 2025

Shelf-stable brands with cultural and pop culture appeal succeed
despite overall declines

Leading brands like Hostess, Tastykake, and Entenmann's see
decline in sales and market share
US: multi-outlet sales of shelf-stable cakes, pies and pastries, by leading companies and brands, rolling 52
weeks 2024 and 2025

CONSUMER INSIGHTS

Consumer fast facts
•
•
•
•
Types of sweet baked goods consumed

•
•
•
•
•
•

Pre-made sweet baked goods strike the balance between convenience and indulgence, giving them an
edge over homemade. As lifestyles become increasingly hectic, ready-made treats provide a practical
alternative, delivering convenience, consistent quality, variety, and cost-effectiveness.
Purchase of pre-made baked goods is on the up and up, as they save time and can be more economical than
purchasing multiple ingredients – especially for those who bake infrequently. Additionally, consumers rely on
them for various flavors and styles that might be difficult to replicate at home due to limited baking skills, kitchen
space, or equipment.
US: types of sweet baked goods consumed, 2021 & 2025
The future looks sweet for prepared cakes, pies, and pastries
Source: Kantar Profiles/Mintel, April 2021, January 2025

Pre-made sweet baked goods fit more seamlessly into the lifestyles and life stages of younger
consumers. Nearly describe themselves as confident bakers, suggesting they
feel at ease in the kitchen. However, they remain the least likely to indulge in homemade treats. With many in
this demographic living in smaller households and renting rather than owning homes, pre-made treats offer
practical and convenient solutions.
The rise of snacking and "little treat" culture has also created a favorable market among these groups. They
tend to snack more frequently and embrace a balanced approach to indulgence within a healthy diet. Engaging
with these audiences now provides an opportunity to reshape the narrative around consumers “aging out” of the
category.
US: types of sweet baked goods consumed, by generation, 2025
Pre-made sweet baked goods check all the boxes for younger
consumers
Source: Kantar Profiles/Mintel, January 2025

Ready-made solutions meet parents' dual needs
Parents rely on prepared cakes, pies, and pastries to satisfy dual needs: treating themselves and their
children with minimal time or effort. Pre-made baked goods deliver convenience and enjoyment for busy
families, from a frozen pie or cheesecake for a celebratory dessert after a weeknight dinner when there's no
time to make something from scratch to a quick, sweet pick-me-up on the drive home from work.
US: types of sweet baked goods consumed, by parental status, 2025

Consumers in challenging financial situations tend to favor value-driven options, such as shelf-stable baked
goods with extended shelf lives that can serve multiple occasions.
Frozen and refrigerated pre-made sweet baked goods provide comparable benefits to their shelf-stable
counterparts, offering extended shelf life and versatility. However, consumption patterns for these products
remain lower. Bridging this gap by emphasizing the value of these options – such as convenient single-serve
portions for individual treats or family-sized selections – can showcase their practicality and cost-efficiency as
an alternative to homemade or other baked goods.
US: types of sweet baked goods consumed, by financial situation, 2025
Keep frozen and refrigerated baked goods in the consideration
set, even during tough financial times

Deliver value to consumers with strategic packaging and formats
Individually wrapping frozen or refrigerated baked goods helps prevent spoilage and enhances their value,
making it easier to enjoy these treats across multiple occasions.

Types of pre-made sweet baked goods consumed
•
•
•
•
•
Overlap of versatility and suitability for snacking influence top
preferences
US: types of pre-made sweet baked goods consumed, % of consumers, 2025
Base: 1,391 internet users aged 18+ who have eaten any pre-made sweet baked good from the aisle in
the past three months

Individually packaged treats like donuts and snack cakes top consumption, reflecting a preference for
convenient, grab-and-go options. This also underscores a heightened focus on portion control, enabling
consumers to enjoy indulgent treats in moderation. Meanwhile, the slightly lower consumption of full-size cakes
and pies hints that they are saved for special occasions or shared moments, rather than being part of everyday
snacking habits.
US: types of pre-made sweet baked goods consumed, 2021 & 2025

Smaller baked goods fill bigger needs for Gen Zs and Millennials
Gen Z and Millennials "snackify" their meals, and their dessert choices reflect this variety-driven style of eating..
This shift in eating habits, coupled with a more relaxed definition of a balanced diet among Gen Z, has made
smaller baked goods particularly appealing to younger consumers. In contrast, less frequent indulgences, such
as full-size pies or cakes, resonate more with older demographics.
US: types of pre-made sweet baked goods consumed, by generation, 2025

Diversity is mirrored in pre-made baked good consumption
Culturally relevant offerings will be key, as diverse consumer groups generally purchase a broader range of pre-
made sweet baked goods due to several key factors. Oftentimes larger households within these
demographics, particularly those with children, drive varied needs and preferences, while greater availability
of such products in diverse urban and suburban communities further boosts their consumption.
US: types of pre-made sweet baked goods consumed, by race/ethnicity, 2025

Frequency of pre-made sweet baked goods
•
•
•
•
•
Hone in on packaging and ingredients to stretch occasions
US: frequency of pre-made sweet baked good consumption, % of consumers, 2025

Pre-made sweet baked goods are synonymous with indulgence, making it challenging to position them
as an everyday option – and that’s okay. Convincing consumers to incorporate these products into their daily
routines may not be feasible, but there are opportunities to encourage consumers to turn to the category more
frequently.
Introducing alternative packaging sizes and formats designed for snacking, or reformulating products with BFY
ingredients, can make sweet baked goods a more appealing and versatile choice throughout occasions.
Catering to diverse snacking preferences and needs across dayparts can also make this category fit more
seamlessly into daily and weekly routines.
US: frequency of pre-made sweet baked good consumption, 2025
Hone in on packaging and ingredients to extend uses and
occasions

Few consumers rely on premade baked goods in daily routines
When it comes to various types of baked goods, consumption is primarily sandwiched somwhere between
weekly and monthly use.
US: frequency of pre-made sweet baked good consumption, by type of pre-made sweet baked
goods consumed, 2025

Frequency of sweet baked good consumption among young
consumers falls below expectations
US: frequency of pre-made sweet baked good consumption, by generation, 2025

Limited baking skills and an acceptance of processed foods drive
male consumers toward pre-made baked goods
Lifestyle factors and behaviors drive more frequent consumption of pre-made baked goods among male
consumers. A greater portion of men describe themselves as non-bakers compared to women, and are
generally more accepting of incorporating processed foods into a healthy diet. Their preference for
convenience, combined with a greater willingness to view these items as a complement, creates a more
favorable environment among male audiences.
US: frequency of pre-made sweet baked good consumption, by gender, 2025

Flexibility of pre-made baked goods aligns with dynamic work
schedules
Pre-packaged sweet baked goods are convenient and flexible, perfect for busy lifestyles. Those with hybrid
work schedules or commutes enjoy these treats for how easily they fit into daily routines, whether at work or on
the go. Meet these consumers where they are, such as coffee shops, gas stations, in-office and convenience
stores with options like single-serve portions, to encourage frequent impulse purchases.
US: frequency of pre-made sweet baked good consumption, by work from home status, 2025

Reasons for buying pre-made sweet baked goods
•
•
•
•
•
Prepared baked goods satisfy consumers' sweet tooth
US: reasons for buying pre-made sweet baked goods, % of consumers, 2025

Indulgence and satisfaction are key factors that contribute to the appeal of pre-made sweet baked goods. To
connect with consumers, emphasize the “treat” and “craving” aspects for both individual and social occasions.
Additionally, offering variety packs or portion-controlled options can effectively meet the needs for sharing and
managing portion sizes, respectively.
Prepared baked goods may check many boxes for snacking, but they fall short in certain areas. Only a quarter
of consumers enjoy these treats outside the home, and even fewer see them as a quick energy boost.
Therefore, offering more convenient packaging and emphasizing versatility and on-the-go appeal in their
messaging may be needed.
US: reasons for buying pre-made sweet baked goods, 2025

Younger consumers' motivations of prepared baked good
purchase are more fluid
Gen Z and Millennials have yet to form strong habits around purchasing prepared baked goods. While their
motivations may not be as firmly established, this presents an opportunity – they are more open and adaptable,
making them willing to explore new occasions and reasons to buy.
US: reasons for buying pre-made sweet baked goods, by generation, 2025

Financial challenges drive interest in pre-made baked goods for
emotional and practical reasons
Consumers facing financial challenges are strongly motivated to purchase pre-made baked goods, driven by
factors such as convenience and satisfaction of cravings. These products offer the potential to save both time
and money, while boasting a longer shelf life. In general, these consumers are more thoughtful about their
spending, carefully selecting options that best meet their needs.
US: reasons for buying pre-made sweet baked goods, by financial situation, 2025

Motivation for pre-made sweet baked goods trial
•
•
•
•
•
Mix fun with functionality for the perfect recipe for innovation
US: motivations for pre-made sweet baked good trial, % of consumers, 2025

Balancing value-driven promotions with the excitement of limited-time seasonal flavors and packaging can meet
consumer needs – both practical and emotional. Most shoppers prioritize indulgence over health when
purchasing pre-made sweet baked goods, viewing this category as a treat. Focusing on creating memorable
experiences and striking a balance between fun and functionality through strategic promotions will bridge the
gap between interest and purchase.
Two of the top three purchase motivators in this category have little to do with the product itself, highlighting the
critical role of packaging. Unlike a traditional bakery or ISB where customers can see and smell the goods,
packaged baked products will have to rely heavily on their packaging to convey a sense of freshness.
US: motivations for pre-made sweet baked good trial, 2025

Offerings on two ends of the spectrum – indulgence and BFY –
meet dual preferences
Core factors like convenience and value are important to younger consumers, but they take a backseat to more
experiential elements like unique flavors and enticing packaging. Younger consumers have more frequent
snacking habits, resulting in greater interest in BFY, prepackaged sweet treats, which feel more permissible for
regular snacking and occasions like a grab-and-go breakfast.
US: motivations for pre-made sweet baked good trial, by generation, 2025

Households with children require more expansive considerations
When choosing new pre-made sweet baked goods, parents consider a wider range of factors to meet the
diverse needs and preferences of their households. They explore new flavors to create shared family
moments, turning the experience of trying different varieties into a bonding activity. Pre-made sweet baked
goods also serve as a way to celebrate life’s moments of joys together in a way that doesn't require much time
or money involved.

Seasonal flavors and LTOs turn pre-made baked goods into a
justifiable treat
Even with tight budgets, consumers want to experiment with flavors, turning to the category as an affordable
method of exploration. Seasonal and LTO flavors are especially appealing to those facing financial challenges.
Their limited availability makes them feel like a justifiable indulgence – a one-time treat that won’t strain the
wallet. Pairing promotions with LTOs could be a winning strategy to attract consumers, even during times of
economic pressure.
Source: Kantar Profiles/Mintel January 2025

Pre-made sweet baked goods occasions
•
•
•
•
•

Lead consumers into new occasions from morning until night
There is untapped potential for pre-made sweet baked goods to become a more regular part of consumers'
routines, beyond just special occasions or occasional snacks. Position these products as versatile options
for various moments throughout the day. This could include creating BFY formulations to appeal to
breakfast occasions or offering mini treats as a complement to lunch.
US: pre-made sweet baked goods occasions, 2025
Base: internet users aged 18+ who have eaten any pre-made sweet baked good from the aisle in the past
three months

Younger consumers have more-casual relationships with pre-
made baked goods, from shelf-stable...
Across the board, Gen Z and Millennials view pre-made sweet baked goods more flexibly, seeing them as
everything from a fuss-free party treat to a sweet morning snack.
US: shelf-stable pre-made sweet baked goods occasions, by generation, 2025
Base: 921 internet users aged 18+ who have eaten shelf-stable pre-made sweet baked from the aisle in

...to frozen...
Older consumers opt for frozen baked goods for traditional occasions, but younger cohorts consume them
in more laidback moments, like lunch or afternoon and evening snacks.
US: frozen pre-made sweet baked goods occasions, by generation, 2025
Base: 753 internet users aged 18+ who have eaten frozen pre-made sweet baked goods from the aisle in

...and refrigerated
This trend extends to refrigerated baked goods: older consumers prefer them during traditional occasions,
while younger audiences broaden their use across settings.
US: refrigerated pre-made sweet baked goods occasions, by generation, 2025
Base: 698 internet users aged 18+ who have eaten refrigerated pre-made sweet baked goods from the
aisle in the past three months

Male consumers integrate prepared baked goods from an early
start
Male consumers also have a more casual approach to shelf-stable pre-made sweet baked goods, turning to
them for everyday occasions like breakfast and morning snacks, rather than for special occasions. Adding BFY
elements, such as protein or lower sugar, can increase the appeal of these products for early morning
consumption, appealing to men, while also drawing in women.
Base: 921 internet users aged 18+ who have eaten shelf-stable pre-made sweet baked from the aisle in

Attributes associated with baked goods from
different sources
•
•
•
•
•

Prepared baked goods underperform in perceptions across the
board
Pre-made baked goods are convenient and great for snacking, but struggle in most other areas. They lack the
perceived value and quality of fresh alternatives, and are seen as overly processed. To boost their appeal, they
need a perception shift. By focusing on better ingredients, targeted claims, and simple preparation techniques,
they can better align with the qualities of homemade or in-store bakery products, while keeping convenience as
their strength.
US: attributes associated with sweet baked goods from different sources, 2025

Younger consumers have diverging views of pre-made baked
goods, having favorable perceptions of some factors...
Gen Z and Millennials hold slightly more positive views on prepared baked goods when it comes to
important factors like freshness and quality.
US: bakeries from various sources perceived as fresh, by generation, 2025
US: bakeries from various sources perceived as high-quality, by generation, 2025

...and negative views on others
Pre-made baked goods fall short in key areas, such as convenience and their "processed" image, which
may explain why consumers tend to move away from this category over time.
US: bakeries from various sources perceived as convenient, by generation, 2025
US: bakeries from various sources perceived as processed, by generation, 2025

Women are skeptical of pre-made baked goods' quality
Women are more likely to bake from scratch but also tend to cite convenience as the primary reason for
purchasing prepared baked goods. While they consider this category convenient, their positive perceptions
often don’t extend to quality. Their choices in this space are driven more by ease than satisfaction with the
product itself.
US: bakeries from various sources perceived as high-quality, by gender, 2025

Pre-made baked goods: practicality meets economy
Pre-made baked goods offer significant time and cost-saving advantages compared to buying individual
ingredients, making them especially appealing to budget-conscious shoppers. With a longer shelf life and the
flexibility to be frozen, refrigerated, or used as needed, these products provide high value. In an era where
consumers are increasingly mindful of their spending, pre-made options stand out as a practical and
economical choice.

INNOVATION AND MARKETING STRATEGIES

Launch activity and innovation
Brands turn prepared baked goods into an entry point for global
flavor exploration
From Thailand to France,
sweet baked goods take on a
global flair. As interest in
international cuisine grows
and cultural diversity
continues to flourish, the
demand for globally inspired
treats reaches new heights.
For less familiar offerings, like
Trader Joe's Kanom Krok,
clear on-pack messaging
can play a key role in
reducing hesitation and
encouraging consumers to
give them a try.

Interest in dessert flavors ranges from familar classics...
US: experience with or interest in flavors or ingredients in desserts or confections, 2024
Base: 1,980 internet users aged 18+ who have eaten desserts or confections in the past three months
Source: Kantar Profiles/Mintel, May 2024

...to those with a global flair
US: experience with or interest in flavors or ingredients in desserts or confections, 2024
Base: 1,980 internet users aged 18+ who have eaten desserts or confections in the past three months
Source: Kantar Profiles/Mintel, May 2024
Prepared sweet baked goods get a "healthy-ish" makeover
Brands shift toward healthier
formulations, reducing sugar
and avoiding artificial
ingredients, to address
concerns about ultra-
processing and offer a guilt-
free indulgence. Healthier
tweaks help combat negative
perceptions and expand the
role of sweet baked goods
into more snacking
moments. By reimagining
recipes, these treats can
transition from a midmorning
pick-me-up to a more
balanced option, like a tasty
addition to a lunchbox.

Highlighting BFY ingredients encourages permissibility across
occasions
Consumers don't exactly expect health benefits when consuming this category. However, claims that
emphasize more natural ingredients can make these treats feel justifiable.
Hail Merry Dark Chocolate Tart
Base: US internet users aged 18+ reviewing Haile Merry Dark Chocolate Tart 100; all cakes, pastries &
sweet goods products 328,400 (January 2017-January 2025)

Brands marry beloved flavors across categories...
Cross-category collaborations in prepared sweet baked goods receive positive feedback, offering a blend
of novelty and familiarity that invites exploration and excitement.
US: purchase intent of Krispy Kreme Kit Kat Doughnuts vs other cakes, pastries & sweet goods,
2017-24
* The difference of the primary to the benchmark group is statistically significant, at a 95% confidence level
Base: US internet users aged 18+ reviewing Krispy Kreme Assorted Kit Kat Doughnuts 100; all cakes,
pastries & sweet goods products 328,400 (January 2017-January 2025)

...into prepared sweet baked goods
Entenmann's French Toast Flavored Mini Muffins
Base: US internet users aged 18+ reviewing Entenmann's French Toast Flavored Mini Muffins 100; all
cakes, pastries & sweet goods products 328,400 (January 2017-January 2025)

Marketing and advertising
Brands spark innovative ideas for using prepared baked goods
Brands leverage social media to inspire consumers to personalize their experiences by getting creative
with pre-made baked goods.
Hostess Twinkies goes undercover
In 2024, Hostess launched a
limited-edition Twinkies
mystery flavor, inviting
consumers to guess the flavor
for a chance to win prizes.
Available exclusively at Walmart
for a short time, this offer
created an engaging, fun way
for fans to connect with the
brand in a new way.

Better Bites embraces inclusivity in its marketing
Beyond indulgence, Better Bites focuses on allergen-free formulations, making this category more
inclusive and accessible for individuals with allergies or dietary needs.

APPENDIX

Market definition
This Report builds on the analysis presented in Mintel’s Prepared Cakes, Pies and Pastries – US – 2021.
For the purposes of this Report, Mintel has expanded the scope to include:
• Frozen cakes, pies, pastries and cheesecakes
• Refrigerated cakes, pies, pastries and cheesecakes
• Shelf-stable cakes, pies, pastries, brownies, muffins, doughnuts and coffee cake
Not included in this Report are:
• Cakes, pies, pastries and other goods baked in-store, which are explored in more depth in Mintel’s In-Store
Bakeries – US, 2024 Report
• Baking mixes such as cake mixes and pie crusts, which are explored in more depth in Mintel’s Baking and
Mixes – US, 2023 Report
• Cookies, which are explored in more depth in Mintel’s Cookies – US, 2024 Report
Value figures throughout this Report are at retail selling prices (rsp) excluding sales tax unless otherwise
stated
Market Size Methodology
The Market: Mintel's estimate of total retail sales. Mintel's methodology incorporates data from Circana
InfoScan® Reviews; the US Census Bureau's Economic Census and other government data; Mintel's
consumer research and desk research; and other sources appropriate to the category.
Key players: Company and brand sales data from Circana InfoScan® Reviews. Data shown covers only
Multi-Outlet (MULO) sales. MULO is an aggregation of Circana InfoScan® Reviews data from Food, Drug,
Mass, Walmart, Club, Dollar, Military, and Amazon Fresh and Prime Now. Note that the values shown in
this section encompass only sales through Circana's Multi-Outlet channels, while sales data shown in The
Market sections of this Report cover the entire retail market.
Consumer research questions
1. Which of the following types of sweet baked goods have you eaten in the past three months?
2. What types of pre-made sweet baked goods have you eaten in the past three months?
3. How often do you consume pre-made sweet baked goods?
4. Thinking about the last time you purchased a pre-made sweet baked good you had not purchased before,
which of the following attributes encouraged you to try it?
5. For which occasions do usually consume the following types of pre-made sweet baked goods?
6. Which attributes do you associate with baked goods from each of the following places?
7. I buy pre-made sweet baked goods…

Consumer research methodology
For the purposes of this Report, Mintel commissioned exclusive consumer research* through Kantar
Profiles to explore consumer consumption of/attitudes and behaviors toward prepared cakes and pies.
Mintel was responsible for the survey design, data analysis and reporting. Fieldwork was conducted in
January 2025 among a sample of 2,000 adults aged 18+ with access to the internet.
Mintel selects survey respondents by gender, age, household income, region, race, ethnicity and parental
status so they are proportionally representative of the US adult population using the internet. Mintel also
slightly oversamples, relative to the population, respondents who are Hispanic or Black to ensure an
adequate representation of these groups in our survey results and to allow for more precise parameter
estimates from our reported findings. Please note that Mintel surveys are conducted online and in English
only. Hispanic consumers who are not online and/or do not speak English are not included in our survey
results.
While race and Hispanic origin are separate demographic characteristics, Mintel often compares them to
each other. Please note that the responses for race (White, Black, Asian, Native American or other race)
will overlap those that also are Hispanic, because Hispanic consumers can be of any race.
* for further details, see research methodology
Generations
Generation Overview
World War II/Swing Generation
Born 1928 or earlier (WWII) and 1929-45 (Swing), members of these generations are aged 80+ in
2025.
Baby Boomers Born 1946-64. In 2025, Baby Boomers are between the ages of 61 and 79.
Generation X Born 1965-79. In 2025, Gen Xers are between the ages of 46 and 60.
Millennials Born 1980-96. In 2025, Millennials are between the ages of 29 and 45.
Generation Z Born 1997-2010. In 2025, members of Gen Z are between the ages of 15 and 28.
Generation Alpha The newest generation began in 2011. In 2025, members of Gen Alpha are aged 14 and under.
In 2021, Mintel made minor adjustments to generational definitions; the size and age of each group may not match previous Reports

Forecast methodology
Mintel has produced this forecast based on a regression model with ARIMA errors using the software R.
The model, based on historical market size data taken from Mintel's own market size database and
supplemented by macro- and socioeconomic data sourced from credible organizations (eg the Economist
Intelligence Unit, the US Census Bureau), produces a central forecast using the relationships between
actual market size and a selection of key economic and demographic determinants (independent
exogenous variables) as well as lagged values (independent endogenous variables).
For the forecast of Prepared Cakes and Pies, the total market value is made up of three segments. The
following variables were used to forecast each individual segment:
• Frozen Cakes, Pies and Pastries: Employment + Labour force
• Refrigerated Cakes, Pies and Pastries: % of HHs earning > US$50,000 p.a. + Labour force + Retail sales:
food (US$)
• Shelf Stable Cakes, Pies and Pastries: % of HHs earning > US$75,000 p.a. + Consumer expenditure:
Household goods & services (US$) + Employment + Retail sales: food (US$)
Forecast fan chart methodology
Next to historical market sizes and a current year estimate, the fan chart illustrates the Mintel forecast
(resulting from statistical modeling and qualitative insight) for the market value of prepared cakes and pies
over the next five years.
The future uncertainty within this market is illustrated by the colored bands around the five-year
forecast. The widening bands successively show the developments that occur within 95%, 90%, 70% and
50% probability intervals. Statistical processes predict the central forecast to fall within the darker shaded
area, which illustrates a 50% probability, ie a five in 10 chance.
With a probability of 95%, we are saying that the future actual market value of prepared cakes and pies will
fall within these outer limits, which we call the best and worst case forecast as these, based on the
statistically driven forecast, are the highest (best case) and lowest (worst case) market sizes the market is
expected to achieve.

Data
Total retail sales and forecast of prepared cakes, pies, and
pastries, at inflation-adjusted prices
US: total retail sales and forecast of prepared cakes, pies, and pastries, at inflation-adjusted prices,
2019-29
Average annual household spending on prepared cakes, pies,
and pastries
US: average annual household spending on prepared cakes, pies, and pastries, 2019-24

Total retail sales of prepared cakes, pies, and pastries, by
segment
US: total retail sales of prepared cakes, pies, and pastries, by segment, at current prices, 2022 and 2024
Total retail sales and forecast of frozen cakes, pies and pastries,
at current prices
US: total retail sales and forecast of frozen cakes, pies and pastries, at current prices, 2019-29
Total retail sales and forecast of frozen cakes, pies and pastries,
at inflation-adjusted prices
US: total retail sales and forecast of frozen cakes, pies and pastries, at inflation-adjusted prices, 2019-29

Value, average price and volume of multi-outlet frozen cakes,
pies and pastries sales
US: value, average price and volume of multi-outlet frozen cakes, pies and pastries sales, 2019-23
Total retail sales and forecast of refrigerated cakes, pies and
pastries, at current prices
US: total retail sales and forecast of refrigerated cakes, pies and pastries, at current prices, 2019-29
Total retail sales and forecast of refrigerated cakes, pies and
US: total retail sales and forecast of refrigerated cakes, pies and pastries, at inflation-adjusted prices,
2019-29

Value, average price and volume of multi-outlet refrigerated
cakes, pies and pastries sales
US: value, average price and volume of multi-outlet refrigerated cakes, pies and pastries sales, 2019-23
Total retail sales and forecast of shelf stable cakes, pies and
pastries, at current prices
US: total retail sales and forecast of shelf stable cakes, pies and pastries, at current prices, 2019-29
Total retail sales and forecast of shelf stable cakes, pies and
US: total retail sales and forecast of shelf stable cakes, pies and pastries, at inflation-adjusted prices,
2019-29

Value, average price and volume of multi-outlet shelf stable
cakes, pies and pastries sales
US: value, average price and volume of multi-outlet shelf stable cakes, pies and pastries sales, 2019-23
Total retail sales of prepared cakes, pies, and pastries, by channel
US: total retail sales of prepared cakes, pies, and pastries, by channel, at current prices, 2019-24
Supermarket sales of prepared cakes, pies, and pastries
US: supermarket sales of prepared cakes, pies, and pastries, at current prices, 2019-24

Sales of prepared cake and pies through other retail channels
US: sales of prepared cake and pies through other retail channels, at current prices, 2019-24
Meet the expert
Julia Mills
Food & Drink Analyst
Julia joined Mintel as a Food & Drink Analyst in 2023 after spending two
years working in the Food & CPG industry. Prior to Mintel, she analyzed
trends & insights in both the food distribution and market research space.
She holds a BA in Food & Consumer Package Goods Marketing from
Western Michigan University.
Read more by this expert | Get in touch

Disclaimer
This is marketing intelligence published by Mintel.
The consumer research exclusively commissioned
by Mintel was conducted by Kantar Profiles (See
Research Methodology for more information).
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