A recent survey commissioned by French pâtissier Tipiak has revealed that over half of Britons believe macarons are a crucial part of afternoon tea. Conducted to mark Afternoon Tea Week, which takes place from 12th to 18th August 2024, the poll found that 53% of respondents view the colourful French delicacies as an essential element of the traditional British occasion.
The research, carried out by Perspectus Global in June 2024, surveyed 2,000 Britons to gauge their opinions on macarons and other key components of afternoon tea. Notably, the younger generations—those aged between 18-29 and 30-44—are the biggest fans of macarons, with 63% and 64% respectively stating that they are a must-have for any afternoon tea. On average, Britons consume three macarons in one sitting, rising to four among the 18-29 age group.
Macarons, which are widely regarded as fashionable, ranked among the top four essential items for an afternoon tea spread. The sweet treats joined scones with clotted cream, mini Victoria sponge cakes, and ham finger sandwiches as the most desired components of the traditional British ritual.
Marie-Emmanuelle Chessé, international development project manager at Tipiak, commented on the findings: “Macarons are one of the most cherished authentic French sweet treats worldwide, and it’s fantastic to see their popularity extend to the heart of British afternoon tea. The survey demonstrates just how important they are to British consumers, particularly younger people.”
She added that Afternoon Tea Week is an ideal opportunity for food service operators to “go all out” on their afternoon tea menus, ensuring macarons are given prominence. “Tipiak offers a range of gluten-free, thaw-and-serve macarons for the UK food service sector, including recently launched heart-shaped macarons, which are perfect for adding a special touch to afternoon tea.”
Tipiak’s range of macarons, which are made to traditional French recipes, are available frozen to allow food service providers to defrost them as needed. Chessé also highlighted their versatility, noting that they can be used as cake decorations or even toppings for shakes and smoothies. The macarons are available through wholesalers across the UK.
The survey results align with the growing popularity of afternoon tea in Britain. Chessé noted that the tradition has seen a resurgence in recent years, becoming a popular choice for celebrating special occasions like birthdays, baby showers, or anniversaries.
Other items identified as part of the ideal afternoon tea included egg and cress finger sandwiches (39%), éclairs (38%), shortbread (35%), and mini quiches or savoury tarts (34%). Meanwhile, classic favourites such as scones with clotted cream remained the top choice for 59% of respondents, followed closely by mini Victoria sponge cakes at 48%.
Tipiak’s pâtisserie range is available through key UK wholesalers, catering to the food service sector with a variety of frozen sweet and savoury options, all made to traditional recipes in France.
For more information on the products offered by Tipiak, visit their website at www.tipiakfoodservice.co.uk.
