Mintel reports that cake sales grew in 2015 at the fastest rate since 2011, with the market estimated to have grown by 3% to reach £1.22 billion.

The rise in sales comes as cake buyers appear to have a reason to celebrate. Sales of celebration cakes are estimated to have reached £204 million in 2015, up by 19% from sales of £172 million in 2013. Whats more, sales of large cakes rose by 5% from £267 million in 2013 to an estimated £280 million in 2015.

While four in five (80%) Brits eat cake it seems this week, National Afternoon Tea Week (8-12 August) that many will indulge as 51% of cakes eaters say they eat it as a mid-afternoon snack. Eating cake is not limited to tea time however, as 28% of this group say they eat cake after dinner and 25% have cake as a mid-morning snack. Furthermore, it seems a minority of cake enthusiasts are determined to get their fix first thing, with 6% saying they eat cake for breakfast, rising to 14% of those aged between 20 and 24.

Going forward, Brits are keen to see healthier options on the cake stand. Four in five (80%) cake buyers say they’d be interested in buying cakes made with alternatives to refined sugar, for instance made with honey, molasses or agave syrup. Additionally, 73% would be interested in cakes that use calorie free natural sweeteners and 71% are interested in cakes made with coconut oil instead of butter.

Emma Clifford, senior food and drink analyst at Mintel, said, "The cake market has not floundered amid the heightened concerns about sugar. However, opportunities are, nonetheless, ripe for operators to explore healthier formulations, with significant unmet demand for such products. In this context, superfood ingredients, including ancient grains, coconut oil and vegetables, can play an important role. These can tap into the current focus on positive nutrition. Alternatives to refined white sugar can also boost perceived health credentials. This offers an alternative to moving to low-sugar formulations, which pose significant challenges for cakes."