A recent survey of 2,000 U.S. adults has revealed that nearly two in five people (37%) claim to have a stronger inclination towards sweets now than they did as children.
The survey, conducted by OnePoll on behalf of Nothing Bundt Cakes to coincide with the launch of their new OREO Cookies & Cream cake, examined the dessert preferences of both introverts and extroverts. The results showed that nearly half (49%) of extroverts reported a growth in their sweet tooth since childhood.
In terms of dessert choices, self-reported introverts were found to have a higher preference for chocolate desserts (46% vs. 31% of extroverts) and were also more likely to consume sweets in the morning (33% vs. 15% of extroverts).
Interestingly, the study found that introverts were more likely than extroverts to have parents who “always” or “often” allowed them to have desserts as children (71%). Consequently, introverts were also more inclined to order from the dessert menu when dining out (61% vs. 50% of extroverts).
The survey also examined how dessert preferences relate to optimism and pessimism. Individuals with an optimistic outlook overwhelmingly preferred sweet treats over sour ones (77%), while only 51% of pessimists shared the same preference. Pessimistic individuals were more likely to opt for sour treats compared to those with a more positive outlook (20% vs. 7%).
Moreover, the research suggested that individuals with a positive perspective on life are more likely to gravitate towards cake (46% vs. 29%). Overall, 42% of respondents named cake as their favorite dessert.
The study also explored the social aspect of desserts and found that 41% of respondents who had a partner or spouse shared a favorite dessert. Additionally, 73% of participants believed that knowing someone’s favorite dessert indicated a certain level of closeness. Nearly half (48%) of the respondents stated that they would try a dessert they usually don’t like if offered by a close friend, and an equal number believed their friend would do the same.
Furthermore, the survey revealed that 58% of respondents “always” or “often” share their desserts with others, reflecting the sentiment of sharing and caring.
Angie Eckelkamp, Chief Marketing Officer of Nothing Bundt Cakes, commented on the findings, stating, “Our research shows that 42% say cake is their favorite dessert, indicating its timelessness, whether you save a slice for someone else or have it all for yourself.” She also noted the popularity of classic flavors such as strawberry, chocolate, and vanilla, while expressing excitement about cookies and cream featuring among the top 10 favorite flavors.
The survey found that, on average, respondents consume approximately three desserts per week and keep a variety of sweets at home.
FAVORITE DESSERTS:
- Cake – 42%
- Cookies – 36%
- Pie – 34%
- Donuts – 34%
- Muffins – 33%
- Cupcakes – 32%
- Pastries – 24%
- Candies – 21%
- Brownies – 17%
- Macarons – 5%
FAVORITE DESSERT FLAVORS:
- Strawberry – 45%
- Chocolate – 44%
- Vanilla – 43%
- Red Velvet – 27%
- Chocolate Chip – 27%
- Lemon – 26%
- Cookies & Cream – 24%
- Peppermint – 14%
- Gingerbread – 9%
- Caramel – 8%
- Carrot – 6%
- Matcha – 3%
- Funfetti – 2%
- Pumpkin – 2%
Survey Methodology:
This survey involved 2,000 U.S. adults who regularly consume desserts. It was commissioned by Nothing Bundt Cakes and conducted by market research company OnePoll between January 18 and January 23, 2023. OnePoll’s team members are affiliated with the Market Research Society and hold corporate membership in the American Association for Public Opinion Research (AAPOR) and the European Society for Opinion and Marketing Research (ESOMAR).