Millions of Americans have indulged in a moist, buttery cupcake decked out with colorful icing and savory garnishes, becoming a part of the proclaimed "cupcake craze." New York City's Magnolia Bakery has been attributed to starting the craze, thanks to its cameo in "Sex and the City" in 2000. While many predicted that cupcakes were simply a fad, here we are 13 years later still talking about them and watching intently as new cupcakeries open for business all over the country.
According to the Huffington Post and Mintel, nationwide cupcake sales are projected to rise by 20 percent between the years of 2010 and 2015, at a time when other baked goods are expected to grow only in the single digits. Additionally, the LA Times recently posted that the well-known cupcakery Sprinkles Cupcakes opened its 12th location this month in Los Angeles and has also begun dabbling in the market of cupcake ATMs on the West Coast. These two statistics alone show that consumers aren't getting tired of the cupcake concept anytime soon.
For all you chefs out there, the question remains: what makes a cupcake glamorous? "Sex and the City" is to thank for the glamour appeal, but paired with that is the price. Consumers think of cupcakes as an affordable indulgence so make sure your price point is on target. A variety of flavors is also necessary as safe eaters will look for their standard vanilla or chocolate treat, still beautifully decorated with colorful icing and elegant sprinkles, while adventurous eaters will want to splurge on something more out-there and characteristic of cupcakeries. Bold flavor combinations in the market include dark chocolate bacon, s'mores, sweet potato bourbon, French toast, pumpkin chai latte, margarita – and one that we're still trying to wrap our heads around, the beer cheese cupcake.
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