New research from Nestlé Professional reveals the key drivers and barriers behind UK consumers out of home dessert preferences. The ‘Breaking Dessert Barriers’ report offers insights to help operators better understand these trends, providing strategies to enhance dessert offerings, boost engagement and increase sales.

Cheesecake takes the top spot as the most popular dessert, followed by ice cream/sundaes, and chocolate fudge cake/brownie. While these traditional and classic dessert options evoke a sense of nostalgia and comfort, the younger generation is showing a willingness to experiment with newer, trendier options such as churros and crepes. Operators are encouraged to offer a mix of nostalgic favourites and innovative new desserts to cater to a wide range of tastes.

The barriers preventing consumers from purchasing desserts, such as being too full (54%), limited menu options (27%) and others at the table not ordering one (20%), present clear opportunities for operators to address. By understanding these challenges, businesses can cater to the growing demand for health-conscious dessert choices.

Although consumers are increasingly seeking indulgent options, they also don’t want their choices to feel excessive, with 37% of Brits wanting more dessert deals, 29% interested in sharing desserts and 25% hoping to see drink and mini dessert pairings on the menu. Offering these options allows customers to enjoy a sweet treat in a more permissible way, ultimately enhancing the dining experience, addressing the key dessert barriers and encouraging repeat visits to their venue.

Irene Ferre, Insights lead at Nestlé Professional said: “Desserts remain a highlight of dining out, but operators must balance offering popular favourites with seasonal and personalised options to keep menus exciting. Sustainability, ethical sourcing, and health are becoming key factors, especially among younger consumers, with 75% of 16 to 24-year-olds considering a venue or desserts sustainability credentials when choosing a dessert, compared to 35% of those aged 55+*.

“Branded desserts also play a key role in evoking this sense of comfort, with the report revealing that 63% of Brits express a preference for purchasing a dessert that includes a familiar brand name, with 49% of those Brits saying a Nestlé brand would be most appealing to them. These findings provide operators the opportunity to use well-known names to drive higher spend.

“Here at Nestle Professional, we’re committed to bringing our iconic confectionery brands into out-of-home desserts, and we’ve delved deeper into how operators can optimise this category. By incorporating popular brands like KITKAT®, AERO® and ROLO®, we’re pushing the boundaries to create innovative, exciting dessert experiences that captivate consumers and drive sales.”