The Future of Desserts Merchandising

The dessert market is evolving as fast as consumer behavior is changing. No longer just an after-dinner treat, desserts are being embraced as daytime snacks, especially as consumers gravitate toward mini sizes that still pack big flavor. The US dessert market is projected to expand from USD 25.26 billion in 2026 to USD 38.59 billion by 2035, according to online market reports.

Last year, Sara Lee launched Sweet Moments Mini Cobblers, and the company reports that the cobblers have quickly become some of the fastest-turning individual desserts in the category, significantly exceeding expectations. Johnni Rodgers, Chief Marketing Officer of Sara Lee Frozen Bakery, shared, “Our data sources consistently point to the convergence of three powerful trends: comfort, affordable indulgence, and little treat culture. Individually, each is influencing the category. Together, they’re fundamentally reshaping it.”

She continued, “Consumers are looking for familiar products that provide comfort, accessible ways to treat themselves, and formats that fit naturally into everyday life. We’re also seeing GLP-1 medications accelerate many of these behaviors. Rather than eliminating dessert occasions, they’re reinforcing the demand for portion flexibility and smaller formats that make it easier to indulge. We believe the future of the category won’t be defined by less indulgence—it will be defined by smarter indulgence. The brands that win will be the ones that deliver the comfort consumers crave, the value they expect, and the flexibility to enjoy dessert in more moments throughout the day.”

Rich’s, also known as Rich Products Corporation, is a family-owned food company whose portfolio includes a variety of products from cakes and icings to pizza, appetizers and specialty toppings, serving restaurants and bakeries around the world. It is introducing 4” Mini Cakes in four classic flavors this year, 5” Double Layer Cakes in five options, and Specialty Treat Shop Whipped Dessert Dips in three flavors. Sized and priced right for special occasions, small celebrations, and self-indulgence, the ready-to-serve sweets can go from freezer to refrigerator or shelf, requiring no prep. “Consumers still want to enjoy moments of elevated indulgence, yet now they’re looking for smaller portions and lower price points,” says Alyssa Barrett, Senior Customer Marketing Manager, Rich Products. “Rich’s is making it easier for operators to delight their consumers. Our new compact cakes and dessert dips check all the boxes: they taste amazing and require minimal labor at a price point that operators and consumers will love.”

The combination of comfort and celebration will always keep consumers coming back for more dessert. This year, “Newstalgia” is trending as classic flavors are being reimagined with premium or natural twists.

“Our data partners consistently show that nostalgia rises and falls with consumer sentiment. As consumers become more uncertain about the future, they naturally gravitate toward the comfort and familiarity of the past. At the same time, indulgence becomes even more important because food has always been emotional—consumers don’t stop looking for moments of joy in times of uncertainty; they often value them even more,” reported Rodgers of Sara Lee.

She continued, “That’s exactly how we’re leaning into those trends. You’ll continue to see us celebrate the heritage and nostalgia that have always defined Sara Lee, while also reimagining how consumers experience those moments. That means creating smaller formats that give consumers more opportunities to indulge, while designing products around the emotional experience—not just the dessert itself. Our warm Sweet Moments Mini Cobblers and Dessert Cakes are one example, transforming dessert from a product into a moment through a combination of warmth, nostalgia, and layers of indulgence.”

Rich’s is also banking on nostalgia and smaller-snack-size formats with their new S’mores Mousse Parfait, a fully finished, single-serve dessert with rich chocolate mousse, graham crumbs, and fluffy marshmallow flavored icing, all topped with graham pieces and chocolate chips. 

“One-third of restaurants in the US now menu snack items, showing strong grab and go adoption, and the S’mores Mousse Parfait is a perfect solution for them,” explains Alyssa Barrett, Senior Customer Marketing Manager, Rich Products. “These single-serve cups require zero labor—no cutting, plating, or prep. It’s an easy way for limited-service restaurants to add an indulgent snack to the menu.”

With category growth at a 4.82 percent CAGR, desserts have many companies taking note and making acquisitions. Recently, private equity firm CVC Capital Partners agreed to acquire the Italian dessert and bakery ingredients manufacturer Irca. Dessert Holdings acquired Willamette Valley Pie Company, a manufacturer of premium pie and dessert products. Morinaga & Co., a leading global confectionery manufacturer, announced this past March that it has entered into a definitive agreement to acquire My/Mochi Ice Cream, the largest mochi ice cream brand in the United States.

Rodgers of Sara Lee Frozen Bakery discussed future growth areas for its business. “The greatest growth opportunity is bringing more indulgence into everyday life. That means creating products designed for the individual and the moment, not just the family and the gathering. As consumers increasingly seek comfort, affordable indulgence, and little moments of reward throughout the day, smaller, more convenient formats create entirely new opportunities to enjoy dessert.” 

“Today’s economic environment only reinforces that opportunity,” noted Rodgers. “When wallets tighten, consumers may delay buying the house or the car, but they still look for small ways to treat themselves. Dessert remains one of the most accessible luxuries in the grocery store, and when consumers spend less on life’s biggest purchases, they often place even greater value on life’s smallest pleasures.”

From smaller sizes to nostalgic flavors, the category is proving that desserts can be both an anytime celebration and an everyday moment of indulgence.