Dessert Rats

Many Americans have given up on eating desserts at home, according to the NPD Group's upcoming 18th Annual Report on Eating Patterns in America. The percentage of in-home dinner meals that include dessert has declined from 21 in 1990 to only 15 in 2003.

The biggest loss is being seen in homemade desserts. 'Mom might say she enjoys baking and cooking, but she's not making dessert these days' said Harry Balzer, vice president, The NPD Group, Inc and author of the EPA report.

According to Balzer the issue is not one of health, but of convenience, therefore 'it's an issue which manufacturers and retailers can address'. Ready-to-eat sweets such as cookies, cake, pie and pudding make up exactly half of all in-home desserts at dinner. Fruit, ice cream, cookies and cake are top of the list and between them make up two-thirds of all desserts.

Older people are more likely to be eating dessert. In 2002, thirty-three percent of dinners eaten by people aged 65+ included dessert, considerably higher than their younger counterparts - the figure is as low as 5% for those under 25. Given the ageing American population, Balzer concludes that 'the older we get, the more likely we are to say, 'we want dessert,' but we're still not going to prepare it ourselves'.

The 18th Annual Eating Patterns in America - the industry's most comprehensive look at the food and beverage choices Americans make everyday-will be available in October from NPD Foodworld(r), a division of The NPD Group. EPA takes an in-depth look at the restaurant industry, trends in diet and nutrition, and concerns about health and food safety.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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