Who doesn’t love dessert? Yet defining the target market for desserts isn’t as straightforward as many might think.
For instance, not everyone loves every kind of dessert. Some people may love dessert by may be limited by the types of dessert they can eat. This could be because of health or dietary restrictions.
So if you own a bakery and are planning to carry desserts for sale, or if you manage a restaurant and need to decide what desserts to carry on your menu, you’ll need to be perfectly clear about who your ideal customer is and what they would and would not want in a dessert.
In this article, we’ll review the target market for desserts and understand the factors that drive consumer decisions to order one type of dessert or another.
Who is the Target Market for Desserts?
The best way to understand the target market for desserts is to analyze the need that people have for ordering dessert in a restaurant or simply raiding the fridge looking for one in the middle of the night.
Asking ourselves why someone would want a dessert gives us the following segments of the target market for desserts:
- People who like ending their meal with a dessert
- People who want to celebrate a special occasion with a dessert
- People who crave something sweet
- People who want to have a snack
- People looking for comfort food
- People who want to buy a food item to take to someone else’s home
- People who want to support a local bakery
Let’s look closely at each of these market segments and understand what each looks for in a dessert.
#1. People who like ending their meal with a dessert
The most likely target market for desserts includes people who want to end their meal with something sweet. They’re not always looking for the biggest or the best dessert, but they do want something to cleanse their palate and retain the sweet aftertaste of a nice dessert.
In restaurants, these people are not picky. They like a long desert list on the menu and will quickly scan through to find something that looks good. They are also open to experimenting with new desserts as long as their need for something sweet is satisfied.
#2. People who want to celebrate a special occasion with a dessert
What better way to celebrate a special occasion than with a decadent dessert?
Birthdays, anniversaries, engagements, and graduations are all excellent opportunities to order a dessert. And because it’s a special occasion, people are often willing to spend a little extra on an impressive or unique dessert like a gourmet truffle or a fondant au chocolat.
When it comes to choosing a dessert for a special occasion, people usually take their time in making their selection. They want something that will make a lasting impression, so they’re willing to do their research to find the perfect place to order from. They may even ask for recommendations from friends or family and read online reviews before ordering.
#3. People who crave something sweet
From time to time, we all get a craving for something sweet. And when that happens, we usually want to satisfy it as quickly as possible!
This target market for desserts is often looking for something specific, like a piece of cake, a chocolate bar, or even an ice cream. They may even have a favorite bakery or dessert shop that they always go to when they’re in the mood for something sweet.
When people crave something sweet, their purchase is usually an impulse purchase. This is why you often see sweets and desserts placed near the cash register in convenience stores or at the entrance of a bakery. The closer the dessert is to the point of purchase, the more likely people are to buy it!
#4. People who want to have a snack
Sometimes people are just looking for a snack and dessert happens to be the perfect solution. This target market for desserts is often looking for something small and sweet that they can have as a quick pick-me-up.
When it comes to choosing a snack, people often look for something that is quick and easy. They don’t want to spend a lot of time or money on a snack, so they’ll usually go for something that is familiar and convenient.
#5. People looking for comfort food
A dessert can be the perfect comfort food, especially when we’re feeling down or stressed. This target market for desserts is often looking for something sweet and familiar that will make them feel better.
Cakes, pies, and ice cream are all great comfort foods because they’re usually associated with happy memories. For example, a lot of people have fond memories of eating ice cream as a child, so it can be a great way to comfort themselves when they’re feeling down.
#6. People who want to buy a food item to take to someone else’s home
When invited to someone’s home for dinner, many people offer to bring a food item. Desserts are often the perfect solution because they’re usually easy to transport and everyone loves a sweet treat!
Many people will bake a cake or a pie to take to a dinner party because it’s a nice gesture and it’s always appreciated. And if someone’s not a great baker, they can always buy a dessert from a bakery.
#7. People who want to support a local bakery
The final segment of the target market for desserts includes people who want to support their local bakery. These people understand the importance of buying from small businesses and they appreciate the fact that they’re helping to keep the local economy strong.
When people buy from a local bakery, they’re usually looking for freshness, quality, and uniqueness. They want to know that they’re getting a product that is made with love and care.
Local bakeries often have a strong relationship with their customers, so people feel good about supporting them. They also often have a loyalty program, which encourages people to keep coming back. Getting people to come back is often the essential ingredient in the profitability of a bakery.
Given how many people love them, the target market for desserts is quite broad. So segmenting this market and understanding each segment independently is essential to understanding the full market.
In this article, we reviewed 7 segments of this market. From people who like to close their meals with dessert to those looking for a snack. From people celebrating a special occasion to those looking for comfort food, there are numerous reasons why people love dessert.
Understand these reasons and we can understand this market.