Comax Flavors has released new primary research on consumers’ behavior, usage, and attitudes towards cakes, cookies, donuts, muffins, pies, cupcakes, and brownies. The study was fielded in February 2021 with 1,200 U.S. respondents aged 18-70+; half were female, and the other half were male. This is Comax’s twentieth study of the company’s primary market research program.

According to Technavio, the global bakery market will grow by $116.14 billion during 2020-2024.

“American’s have an infinity for sweets. Traditionally, baked goods connote comfort and joy and frequently conjure warm childhood memories. The pandemic has accelerated consumers’ desire for sweet baked goods,” states Catherine Armstrong, vice president of corporate communications for Comax Flavors.

Comax has partnered with Amy Marks-McGee of Trendincite LLC to manage the market research program and Costello Creative Group to translate the data into creative, fun, and easy-to-read infographics.

Cake Findings

  • The most well-liked type of cake is “Frosted/Iced” with shy of two-thirds 64% of respondents citing it.
  • “Chocolate” (55%) is the most popular cake flavor among all generations: Gen X (60%), Gen Z (57%), Baby Boomers (55%), Silent Generation (50%), and Gen Y (47%).
  • “Vanilla” (40%) is the second preferred flavor among respondents.
  • One-quarter of respondents (26%) equally consume “Strawberry” and “Cookies & Crème” cake flavors.

Cupcake Findings

  • “Frosted/Iced” (73%) is the number one type of cupcake liked by all respondents with shy of three-quarters citing it.
  • “Chocolate” and “Vanilla” are the two most prominent cupcake flavors among all respondents: “Chocolate” (51%) is the most prevalent flavor among all generations; Baby Boomers (59%), Gen Y (55%), Gen X (54%), Gen Z (48%), and Silent Generation (30%).
  • “Vanilla” (50%) is closely behind Chocolate and is enjoyed by all generations; Gen Z (63%), Gen Y (60%), Gen X (54%), Baby Boomers (35%), and Silent Generation (10%).
  • 42% of respondents consume “Red Velvet” cupcakes.