NIQ report reveals how to win in desserts 

The size of the prize 

The research emphasises consumers’ desire to enjoy desserts, with over nine in ten typically ordering them when they eat out. This is a 3 percentage point increase year-on-year, despite significant pressure on people’s discretionary spending in the last 12 months. While some only choose desserts occasionally, a core cohort of a third of consumers – and nearly half of those aged 18 to 34 – say they order one every time or most times they enjoy a meal out.  

This group of frequent dessert consumers is particularly valuable to the On-Premise. Nearly two thirds of them eat out weekly, which is 13 percentage points above average, and they spend £12.41 more per month on their out-of-home food and drink.  

Treats, value and new tastes 

What motivates these dessert lovers? The Desserts Spotlight Report 2026, powered by Food Insights, highlights treats as the top driver, with 55% of consumers citing a ‘deserved indulgence’ as a factor – a sharp year-on-year rise of 17 percentage points. The second priority is value for money, as guests with limited budgets want to be certain of achieving a good return on their spend. Beyond these top two factors are a long list of secondary motivators, including menu clarity and visual appeal.  

The importance of factors like originality and new flavours has risen in the last 12 months, and nearly a quarter of consumers say they order innovative desserts every time or most times they eat out. They are increasingly willing to pay more for original ideas, bold new flavour combinations and standout presentation. Fusion desserts, like baonuts, croffles and macaron ice cream sandwiches are particularly appealing – especially when they have all-important Instagram appeal. 

At the same time, other guests are also motivated by familiarity and nostalgia of desserts. There’s a growing demand for authenticity too, and an interest in the provenance and craft of these dishes. This highlights the importance of balancing innovation and tradition on menus, providing portfolios that offer both creativity for adventurous guests and the timeless classics that habitual diners want. 

The impulse and health factors 

The report also flags the role of impulse in dessert purchasing. Close to half of consumers say they order desserts impulsively all or most of the time – 5 percentage points more than a year ago. This makes it essential to create high-impact prompts and visual cues that inspire spontaneous spending. 

But while some guests are ready to treat themselves, a smaller but significant number are keeping a close eye on their calorie intake. With around one in six consumers following a reduced-sugar diet, venues need to provide healthier and lighter desserts alongside more indulgent options.