PCB Creation has carried out a study on how pastry decoration influences the purchasing decision of users in the French market. To carry it out, the company analyzed 309 pastry consumers (50% men and 50% women), spread across the Paris region (33%), the northwest (34%) and the east (32%), living in rural areas (24%) or in cities of lower (30%) or higher population density (46%).
Regarding shopping habits, PCB Creation states that 80% of French people prefer artisan shops, two out of three cakes sold are individual cakes, and the three key purchase factors for customers are design (85%), naturality (84%) and flavor (75%). In addition, the study shows that consumers show a lot of interest in natural cakes (89%), made with ingredients from a specific origin (86%), and with less sugar (73%).
But what is the role of decoration? According to this report, decorated cakes are preferred, although the additional volume of purchases varies by specialty. In the individual cake category, it represents + 18% in chocolate entremets, + 20% in raspberry entremets and + 18% in Saint Honoré. And in cakes for sharing, + 18% in chocolate entremets, + 13% in fraisier and + 49% in praline entremets. It also highlights the benefits of natural decoration without dyes, since more than 20% of customers show more intention of purchasing pastry with natural decoration than compared to classic decoration. As regards to the signature or identification of the author in the presentation, it is detected as a sign of authenticity. For 86% of consumers, it is an important criterion in the purchasing decision, especially if it is presented in chocolate.