Dessert consumption is growing in three key areas: vegan, dairy, and retail. Shoppers are treating small desserts as something closer to self-care, plant-based eating continues to increase in popularity, and traditional dairy desserts are not experiencing a dip in consumption even as alternative options proliferate. For retailers and foodservice operators building out a dessert assortment, consumer data shows room for growth in multiple directions at once.
According to Circana research, 62% of US consumers now consider small treats crucial to their own self-care, and 56% specifically associate a sweet snack with “something fun to eat.” Sweet remains the dominant flavor profile shoppers reach for when defining a treat (47%), well ahead of salty (16%), spicy (15%), and savory (13%).
Among specific foods, ice cream tops the list of favorite treats at 56%, followed by chocolate and candy bars (52%) and baked goods, including brownies (41%).
Where are people actually buying these treats? Grocery stores lead by a wide margin (57%), followed by convenience stores (35%). Among foodservice channels specifically, bakeries capture 32% of treat purchases and coffee shops account for 22%.
Vegan Desserts Are Moving From Niche to Mainstream
Vegan desserts are one of the fastest-growing corners of the category, and US consumers are leading that growth — North America accounts for 37.3% of global vegan dessert revenue, according to Grand View Research.
The drivers go beyond taste. Rising health awareness and animal welfare concerns are pushing more consumers toward plant-based diets, and vegan desserts fit into that shift by supporting more sustainable, ethical consumption — less animal exploitation, a smaller footprint on greenhouse gas emissions, water use, and land degradation. That appeal skews especially strongly among younger consumers who prioritize both health and sustainability and are more likely to seek out brands that reflect those values. Frequent new product launches, growing retail penetration, and the entry of major brands into the category are reinforcing the trend rather than slowing it down. Retail sales of plant-based foods overall have climbed steadily in recent years, per reporting from the Plant Based Foods Association and The Good Food Institute.
For operators, this isn’t a reason to replace traditional desserts — it’s a reason to make sure vegan isn’t an afterthought on the menu or the shelf. A single vegan SKU tucked at the bottom of a case undersells a shopper base that’s actively looking for it.
Dairy Desserts Are Growing Too
It would be easy to read the vegan growth story as dairy desserts decline. The data says otherwise. The US dairy desserts market — ice cream, frozen yogurt, custard, pudding, and other dairy-based sweets — was valued at $12.6 billion in 2025 and is projected to grow from $12.8 billion in 2026 to $16.2 billion by 2033, a 3.4% CAGR over that period.
That growth is being driven by many of the same forces reshaping the rest of the category: rising demand for ready-to-eat formats, ongoing flavor innovation, healthier dairy options entering the market, and expanding availability across supermarkets, convenience stores, and online channels. In other words, dairy dessert growth and vegan dessert growth are running on parallel tracks, both pulled forward by the same underlying shift toward convenient, ready-to-eat indulgence.
What This Means for Your Assortment
Put these three data points together and a clear picture emerges: the treat occasion is growing, it’s increasingly happening at retail rather than exclusively at foodservice counters, and shoppers want both traditional and plant-based options available — not one instead of the other.
That’s the assortment logic behind Greyston Bakery’s brownie and blondie lineup: classic dairy-based recipes alongside vegan (dairy-free and egg-free) options, all built in individually wrapped, ready-to-eat formats suited to a grocery shelf, a convenience store counter, or a foodservice grab-and-go case alike. Rather than choosing between chasing the vegan trend and protecting the traditional dessert case, operators can stock both from a single, reliable supply chain.
Frequently Asked Questions About Vegan, Dairy, and Retail Dessert Trends
Growth in vegan desserts is being driven by rising health awareness and animal welfare concerns, which are pushing more consumers toward plant-based eating. Vegan desserts appeal especially to younger shoppers who prioritize sustainability and health, and frequent new product launches plus wider retail availability are accelerating adoption. North America currently accounts for 37.3% of global vegan dessert revenue.
No — both are growing at the same time. The US dairy desserts market was valued at $12.6 billion in 2025 and is projected to reach $16.2 billion by 2033, a 3.4% CAGR, driven by demand for ready-to-eat formats, flavor innovation, and expanding retail availability. Vegan and dairy dessert growth are running in parallel rather than one replacing the other.
“Little treat culture” describes the shift toward viewing small indulgences as a form of self-care rather than an occasional splurge. According to Circana research, 62% of US consumers now consider small treats crucial to self-care, and 56% associate a sweet snack with “something fun to eat.” For retailers, it signals that treat purchases are becoming a more frequent, planned part of shopping behavior rather than an impulse rarity.
Grocery stores lead treat purchases at 57%, followed by convenience stores at 35%. Among foodservice channels, bakeries capture 32% of treat purchases and coffee shops account for 22%, meaning a large share of dessert purchase decisions now happen at retail rather than exclusively at a foodservice counter.
Yes. Because both categories are growing from the same underlying demand for convenient, ready-to-eat indulgence, operators don’t need to choose between them. Stocking individually wrapped, shelf-stable options in both traditional and vegan formats lets a single dessert program serve both audiences from one supply chain.
Ready to round out your dessert assortment with both traditional and vegan options? Contact our foodservice team — foodservice@greystonbakery.com | 914.375.1510 (option 2)
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