More than half of consumers in the United Kingdom believe that macarons are an essential part of the afternoon tea tradition, according to a survey commissioned by Tipiak, the Saint-Aignan-Grandlieu, France-headquartered producer of frozen pastry products.
The research, conducted in advance of Afternoon Tea Week in the UK next month (August 12-18), revealed that seven in ten Britons think that macarons are fashionable.The confectionary favorites are regarded as being in the top four key ingredients that consumers in the UK want to enjoy during afternoon tea occasions, following scones with clotted cream, mini Victoria sponge cakes and ham finger sandwiches.
“Macarons are one of the most treasured authentic French sweet treats in the world and we are delighted to see that they are so highly regarded as afternoon tea ingredients in Britain,” said Marie-Emmanuelle Chessé, international development project manager at Tipiak. “Afternoon tea is a quintessentially British tradition which has seen a resurgence in popularity in recent years. It’s a great way to celebrate a birthday, baby shower, Mother’s Day or a special anniversary – or just to get together with friends or family for a catch up.”
Chessé continued: “Afternoon Tea Week is an annual celebration that’s the perfect time for foodservice operators to pull out all the stops and go to town with their afternoon tea menus, making sure of course that macarons are center stage! This survey shows just how popular macarons are as an afternoon tea ingredient.”
Tipiak offers a range of thaw-and-serve, gluten-free macarons made in France to the UK foodservice sector via key wholesalers, including recently launched heart-shaped macarons, which are ideal for tea time, as well as cake decorations, toppings for shakes and smoothies, and for use as part of a café gourmand.
Tipiak’s survey, conducted by Perspectus Global in June of 2024, polled 2,000 Britons about their thoughts on macarons and afternoon tea. The result revealed
53% believe that macarons are an essential part of afternoon tea. Respondents aged 18-29 and aged 30-44, weighed in on the question at 53% and 63%, respectively, to confirm just how popular these treats are among the younger generations.On average, Britons would eat three macarons in one sitting – rising to four per sitting among 18- to 29-year-old consumers.
The survey revealed that Brits would like to see the following as part of afternoon tea served up in foodservice settings:
• Scones with clotted cream (59 percent)
• Mini Victoria sponge cakes (48 percent)
• Ham finger sandwiches (42 percent)
• Macarons (42 percent)
• Egg and cress finger sandwiches (39 percent)
• Éclairs (38 percent)
• Shortbread (35 percent)
• Miniature quiches or savory tarts (34 percent)
• Chocolate-dipped strawberries (34 percent)
• Mini fruit tartlets (32 percent)
