More than half of consumers believe that macarons are an essential part of afternoon tea, according to a survey commissioned by French pâtissier Tipiak.

The research, to mark Afternoon Tea Week next month (12^th to 18^th August 2024), revealed that seven in ten Britons think that macarons are fashionable.

The confectionary favourites are regarded as being in the top four key ingredients that Brits want to see in their afternoon tea, following scones with clotted cream, mini Victoria sponge cakes and ham finger sandwiches.

Marie-Emmanuelle Chessé, international development project manager at Tipiak, said: “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.

“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.

“Afternoon Tea Week is an annual celebration that’s the perfect time for food service operators to pull out all the stops and go to town with their afternoon tea menus, making sure of course that macarons are centre stage! This survey shows just how popular macarons are as an afternoon tea ingredient so don’t forget to include these wonderful products.

“Tipiak offers a range of thaw and serve, gluten-free macarons to the UK food service sector via key wholesalers, including the recently launched heart-shaped macarons, which are ideal for afternoon tea, as well as cake decorations, toppings for shakes and smoothies, and for use as part of a café gourmand.

“All our macarons are made to a traditional recipe and have the added convenience of being available frozen to food service operators so that they can defrost according to demand.”

The survey conducted by Perspectus Global for Tipiak in June 2024, polled 2,000 Britons about their thoughts on macarons and afternoon tea.

Some 53% believe that macarons are an essential part of afternoon tea. Respondents aged 18-29 (63%) and aged 30-44 (64%) were the age groups most likely to say that macarons are essential for afternoon tea – confirming just how popular these darlings are amongst the younger generations.

On average, Britons would eat three macarons in one sitting – rising to four on average for 18-29 year olds.

The survey revealed that Brits would like to see the following as part of afternoon tea served up in a food service setting:

• 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 savoury tarts (34 percent)
  • Chocolate-dipped strawberries (34 percent)
  • Mini fruit tartlets (32 percent)

Made in France to traditional recipes, Tipiak’s range of sweet and savoury pâtisserie is available frozen to UK food service operators via key wholesalers.

For more information about the Tipiak range available to the UK food service sector visit www.tipiakfoodservice.co.uk