Abstract
The market for pies and pasties is characterised by steady but small growth in value. These products are familiar to all consumers but have an image of being rather old-fashioned and unhealthy with a high calorie content.
The market is under pressure from growing interest in home cooking and from an increasingly competitive snacking market.
Manufacturers have made good progress in making products more aligned with healthy lifestyles in a time-pressured environment. This report evaluates whether the new opportunities open to pies and pasties are sufficient to see higher growth rates than those achieved in the past.
Key themes of the report:
- The market for pies and pasties is over-reliant on older consumers, who are core consumers of pie and pasty products - can pastry-based products appeal to a wider audience?
- Has recent NPD done enough to convince consumers that pies and pasties should play a larger role in their modern diet?
- Is there enough of a resurgence in the frozen food market to reverse the downward trend in this segment of the market?
- Can this market achieve growth rates above the stodgy levels of the past?
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