A traditional British afternoon tea may never be the same again, as sales of individual cakes have soared, according to new research.
Figures by compiled by consumer analysts Mintel have revealed that even the classic Victoria sponge has fallen out of favour, as Brits swap large cakes for muffins and cupcakes.
The analysis shows that volume sales of small cakes grew by 19 per cent from 2011 to 2012, with Britons consuming a whopping 139 million kilograms last year. By contrast, sales of large cakes have fallen by three per cent.
And it seems small cakes may continue going from strength to strength, as nearly one in four Brits who regularly indulge said they would like to see more individual portions on the shelves.
Muffins are also getting their slice of the action, the sweet treats having enjoyed a 55 per cent volume increase over the last two years.
It is thought the success of shows like The Great British Bake Off, as well as the increasing popularity of bite-size sweet snacks have contributed to the rise and rise of the cupcake.
Mintel senior food analyst Emma Clifford told the Daily Mail: "The proliferation of sharing formats in other categories such as chocolate confectionery and biscuits has spurred cake manufacturers into action, with new product development in small cakes easily dominating the market.
"The fact that the market share of small cakes such as muffins and cake bars has now exceeded that of the larger variety, reflects the role smaller cakes have forged in modern snacking lifestyles."
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