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Dollar sales of frozen desserts/toppings held steady at $222.93 million during the 12 weeks ended Feb. 25 though units edged up 0.9%, fueled by growth in the whipped topping and cheesecake segments, according to Chicago- based market research firm Circana. The news was even better in the frozen pie category where dollars rose 3.5% to $199.29 million and units shot up 6.1%, highlighting a continued shift toward single-serve options.

Intended for smaller households, Gâteaux Petits are made with locally sourced dairy, cage-free eggs and regeneratively farmed flours.

“Millennials and Gen X now account for the greatest number of buyers within the frozen dessert category,” says Dorothy Johnson, senior marketing manager at Edwards Desserts, owned by Marshall, Minn.-based Schwan’s Consumer Brands. Without the skill or time to create or bake swoon-worthy desserts, she explains, many younger consumers in particular turn to the frozen food aisle for elevated treats.

‘Consumers reward themselves throughout the day with small but indulgent treats that provide a mood boost.’

“They want to have the baking experience — and the aromatherapy that goes with it,” adds Lindsay Gott, chef and co-owner of Hood River, Ore.-based Gâteaux. “They have discerning taste buds, but need a shortcut solution that doesn’t compromise on quality.” Fortunately, the category offers a growing number of products that fit the bill. From single-serve “permissible indulgences” to special occasion splurges, there is truly a frozen dessert to satisfy every craving.

LITTLE TREATS

“A notable trend is the ‘little treat’ culture,” says Sarah Zupancic, director of marketing for Eli’s Cheesecake Co., Chicago. “Consumers reward themselves throughout the day with small but indulgent treats that provide a mood boost.”

To meet that need, Eli’s created Chocolate Chip Cookie Pies and a line of Cheesecake and Dessert Cuties. The bite-sized 1-inch square desserts are available in Caramel Pecan Bar, Raspberry Coconut Bar, Salted Caramel Flan Cheesecake and Double Chocolate Cheesecake flavors.

Boston-based Wonder Monday is also banking on bite-size with its gluten-free single-serve cheesecakes that are low in sugar and high in protein. The company recently added Red Velvet Cheesecake to its mix.

“This product was introduced as a response to the demand for fun, flavorful treats that align with our patrons’ health-conscious lifestyles,” says co-founder Candace Wu. “It sold out within 48 hours to our online customers, highlighting the market’s appetite for innovative, guilt-free indulgences.

“Like our entire cheesecake line, [Red Velvet Cheesecake] bites stand out for their ability to meet specific dietary preferences without sacrificing flavor,” says Wu.

DONUT HOLES OFFER A DIFFERENT DIRECTION

Red velvet is also the newest addition at Los Angeles-based Deux, which is best known for its line of vegan, gluten-free cookie doughs that can be eaten raw or baked. Now, however, the company is going in a different direction: donut holes. In addition to newcomer Red Velvet, the gluten-free vegan donut holes (in four-count packages) also come in three original flavors — Cinnamon, Chocolate, and Glazed — all enriched with B12 and L-theanine.

Gâteaux is also focusing on smaller appetites with the introduction of Gâteaux Petits take-and-bake frozen cakes. Made with premium ingredients, including locally sourced dairy, cage-free eggs and regeneratively farmed flours, the collection includes four small cakes, all free of preservatives, rBSTs and GMOs: Almond Cake with Raspberries & Toasted Almonds, Chocolate Cake with Cream Cheese-Vanilla Bean Icing, Sour Cream Coffee Cake with Cinnamon-Pecan Streusel and Lemon Buttermilk Pound Cake with Lemon Icing.

“We are focused on Petits now because they are less of a commitment both in price point and potential guilt of over-indulging in a large cake,” says Gott. “We see this approach expanding even further into familiar, universally loved, ‘cake-adjacent’ classics with a slightly elevated twist,” she adds. “Next stop: take-and-bake muffins!”

Wholly Wholesome’s new Birthday Skillet Cookie is free of the top nine allergens.

Not all better-for-you innovation is happening in single-serve or snack sizes. Nathalie d’Harveng, founder and CEO of Belgium-based Nats Rawline (imported by Overseas Food Trading, Fort Lee, N.J.) says she is seeing a growing demand for plant-based and gluten-free treats, desserts made with natural ingredients and sustainability.

“Customers are increasingly looking for products that align with their values, such as clean ingredients, nutritional ingredients, eco-friendly packaging and organic ingredients,” she says. “To meet this demand, we have implemented sustainable sourcing practices, introduced organic product lines, and developed nutritional treats without any additives or preservatives.”

Nats recently expanded its line of raw vegan cakes to include a new Strawberry and Vanilla variety with a “strawberry shortcake vibe.” But the company didn’t stop there. It also created a plant-based mousse available in two flavors: Chocolate and Exotic (passion fruit and mango purees and cashews).

Chester, N.J.-based Wholly Wholesome’s newest item, introduced at Expo West and currently making its way into supermarkets, is a Birthday Cake Skillet Cookie. “We learned from our consumers that they are craving indulgent, sharable desserts that everyone in their circle can enjoy regardless of whether or not they have dietary restrictions,” says founder Doon Wintz. He adds that the skillet cookie lineup was created in partnership with leading food allergy app Spokin, which connects the food allergy and celiac communities to safe food, places and each other.

Free of the top nine allergens, the new Birthday Cake variety allows all consumers to celebrate without worrying about ingredients. “When you can accommodate the ingredient limitations of people with dietary restrictions and also meet everyone’s taste needs, then you’ve really won,” says Wintz.

TRADITION…WITH A TWIST

“Newstalgia — incorporating retro flavors and childhood favorites into new desserts — is still one of the hottest trends in the category,” reports Eli’s Zupancic, who says the company will re-introduce one of its most popular products, Cookie Butter Cheesecake, this fall.

Willamette Valley Pie Co.’s new Pumpkin Cobbler offers a new twist on the traditional dessert.

Rosa Dixon, co-founder and CEO of Eureka, Calif.-based Raised Gluten Free is also seeing demand for more traditional desserts — but with a modern twist. “We’re seeing a trend toward pies that feature classic, nostalgic flavors but are made with the clean ingredients that today’s health-conscious shoppers are looking for,” she explains. “In response, we’re excited to introduce a traditional, certified gluten-free pumpkin pie.” The company already offers a vegan pumpkin pie, but retailers wanted something closer to what grandma used to make, she adds.

Salem, Ore.-based Willamette Valley Pie Co. is also tapping into the enduring appeal of pumpkin pie — but, again, with a new twist. “We’ve seen a major uptick in cobblers (up 25% in 2023, according to SPINS), and we’re hearing of a need for a pumpkin dessert that’s a little smaller and also a bit different from the traditional pumpkin pie,” says Andrew Martin, director of branded sales. “There’s nothing else like this on the market, but, in the same breath, it feels very safe and inviting; it’s not such a big leap of faith for someone to give it a shot.”

Willamette Valley is also innovating on the traditional pie front, starting with its Marionberry pie, which now features a lattice top. “This is a woven lattice — not just a punch out — that looks just like you’d make at home,” Martin explains. “This wasn’t an easy decision on our end as it cuts into our margins a bit, but we think customers are looking for a high-end, indulgent dessert that they can show off. And we wanted to give them the ability to see the gorgeous fruit inside the pie before they bake it. We use IQF fruit (along with sugar, flour and spices) instead of a slurry filling,” he adds.