Forty percent of Americans report eating dessert after a meal at least twice a week, up from 36% in 2010, Technomic says; 44% of full-service desserts are shared, compared with 29% of limited-service desserts

CHICAGO , October 3, 2013 (press release) – What is dessert? That's a question consumers are answering more broadly than in years past, when dessert was largely defined as a sweet ending to the dinner meal. In fact, compared to two years ago, more of today's consumers tell Technomic that they're eating dessert items during both midmorning and midafternoon hours as both snacks and after meals.

All of this activity means that dessert consumption is on the rise: two-fifths of consumers (40 percent), up from 36 percent in 2010, report that they're eating desserts after a meal at least twice a week.

"Consumers aren't holding off on dessert until after dinner; instead, they're reaching for easily accessible, handheld and portable treats at just about any time of day," says Darren Tristano, Executive Vice President of Technomic, Inc. "Desserts are also functioning as snacks and even meal replacements. Operators will need to look at flavors, portion sizes and evolving needs to satisfy a broad range of consumers' dessert expectations and preferences."

To help foodservice executives understand the latest behaviors, preferences and attitudes of consumers regarding desserts, Technomic has published its 2013 Dessert Consumer Trend Report. Interesting findings include:

Emotions can drive dessert purchases: most consumers say they are more likely to eat dessert when they want to treat or reward themselves (78 percent) or are feeling happy (60 percent), suggesting the strong effect of mood on dessert consumption.

Dessert occasions are also influenced by the dining party: 44 percent of full-service desserts and 29 percent of limited-service desserts are shared.

Consumers want healthier desserts and smaller portions: consumer responses reveal demands for healthier desserts—especially low-calorie and sugar-free options—and 36 percent of consumers agree that they are more likely to order dessert if a mini portion is available.

Technomic's Dessert Consumer Trend Report provides comprehensive research on the latest menu and consumer trends for these offerings, organized into four major sections:

Menu Insights—uses Technomic's exclusive MenuMonitor data to track year-over-year menu developments for desserts at Top 500 restaurant chains.

Consumer Insights—analyzes consumer behavior and attitudes toward dessert, based on findings from a nationally representative survey of 1,500 U.S. consumers.

Outlook: Trends to Watch—explores emerging menu, concept and consumer trends that are currently impacting how restaurant operators are promoting dessert.

Profiles—appendices feature in-depth concept and menu profiles for 10 trend-setting restaurant brands that promote specialty desserts.

Technomic publishes a complete library of consumer trend reports. To learn more, please visit or contact one of the individuals listed below. For Technomic updates, please follow us on Twitter, LinkedIn or our blog.


Press Inquiries: Darren Tristano, 312-506-3850, or

Purchasing Details: Patrick Noone, 312-506-3852, or

Report Details: Kelly Weikel, 312-506-3830, or

About Technomic

Technomic provides clients with the facts, insights and consulting support they need to enhance their business strategies, decisions and results. Its services include numerous publications and digital products, as well as proprietary studies and ongoing research on all aspects of the food industry.

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