PUB DEEP DIVE

A deep dive intoPubs Let us help you build a winning Pub range Gluten Free Toffee Apple Crumble 079283 Vegan Apple Pie F92000 Lemon Meringue F26541 Sticky Toffee Pudding F48240 Gluten Free & Vegan Chocolate, Vanilla & Cherry Cheesecake 079368 Classic Chocolate Brownie 074363 Best Ever Chocolate Fudge Cake F14000

Pubs Consumer Profile

Gender 50.6% female 49.3% males 70.3% females have a bought a dessert in a pub over the past 3 months. 59.1% males have bought a dessert in a pub over the past 3 months.

Age Who’s Visiting 13.7% 18.7% 20.3% 17.3% 30.3%

16-24 25-34

35-44 45-54 55-65+ 58.2% 70.7% 66.7% 65.8% 56.6%

Who’s buying sweet food

Location - % of Sweet food Buyer Wales 88.2%

Northern Ireland Southern England Scotland

85.2% 79.5% 78.7% Midlands & East Anglia 71.6% Northern England 71.6% Twice a week + 4.2% Midlands and East of England 45-54s Males Suburban Once a week 9.6% Midlands and East of England 16-24s Males Urban

Rural

71.3%

Surburban

68.5%

Urban

60.9%

Key consumers

Once a month 86.2% South of England and Wales 35-44s Females Suburban

Menu Size & Composition

Choice and Free From Options

8 different products 5 different categories represented 4% Gluten Free 15% Vegan

Consumer Top 5 favourites

Cheesecakes – More popular in the Midlands, with more mature demographics and in rural locations Puddings & Crumbles – More popular with more mature demographics with higher income and located in rural and suburban locations Cakes – Broad appeal, more popular in suburban and urban areas Traybakes – More popular in urban & suburban Southern England and the Midlands, with older demographics with lower incomes Cookies – Broad appeal but more popular with younger consumers in urban and suburban areas Consumer Needs

Don’t buy because – Poor value for money 24.2% – Lack of healthier / free from alternatives 12.1% – Nothing is new or interesting 10.9% Would buy (more) if – Greater choice 29.7% – More healthier / free from alternatvies 18.2% – Something new and exciting 17.5%

South & Wales are looking for value for money and choice / newness Newness and choice are also sought after by higher incomes Younger demographics are put off by insufficient value for money and lack of healthier options Males are looking for good value and choice and newness Females favour healthier options North would be encouraged by healthier options and greater quality South is looking for something new and exciting Younger demographics would be encouraged by stronger seasonality, greater choice and bigger portions Middle-Aged are looking for greater quality and smaller portions Urban care about choice and health Rural want newness

Source: Mademoiselle Desserts Onepulse Survey, 500 respondents, MD UK Menu Tracker