Latest figures suggest supermarkets are failing to satisfy the booming demand for cupcakes, with consumers turning to craft, foodservice and home baking.
Total cupcake consumption occasions (in home/carried out/out-of-home), excluding homemade, reached 44 million, up 11% year-on-year (Kantar Worldpanel, 52 w/e Feb 2011); this rises to 65 million if home-baked cupcakes are included.
Yet supermarket data shows pack volumes fell by 5.4% (52 w/e 15 May 2011). Kantar said: "The cupcakes market is in rude health. But it is the homemade and premium cupcakes that are doing well."