Photo source: Pots & Co
The time is right for refrigerated desserts. Two major marketers—Kraft Heinz and General Mills--are vested in their success and will drive consumers to this supermarket space. I’ve written many times that refrigerated desserts are one of the most underdeveloped categories in the U.S. marketplace. Hopefully, that is changing. Throughout most of Europe, and in developed regions of South America and Asia, puddings, parfaits, cheesecakes, flan and more have been booming for years. The time is right for the U.S.
With consumers entering the revenge spending period of the pandemic, they want to play and they are willing to pay. There’s a lot of pent up energy to explore. There’s money to be spent and consumers want to indulge to make up for lost time.
While more than 20 million jobs were lost during COVID-19, the stimulus payments, unemployment checks and the simple hoarding by those who have been working overtime, have made around 80% of Americans flush with cash. They want to premiumize their diet. They are trading up. They are experimenting.
That’s why it is time for dairy foods marketers to pivot once again, to reinvent the refrigerated dessert space. This includes offering dairy and non-dairy based indulgent desserts, so that there is something for every consumer who discovers this small—but growing—retail space typically sandwiched between yogurt and cookie dough.