By James "Jimmy" van der Merwe · Music & Entertainment Analyst
Blondies: The Rising Trend in South Africa by 2028
Blondies Are Taking Over: What the Data Says!
Blondies peaked at ~211,957 annual searches in 2028 (+16% vs 2027). 2028 is tracking ~211,957 (projected full year).
Estimated yearly searches for “blondies” with a fitted trend line pushed two years into the future. 2022 & 2026 are projected to full years; the striped 2027–2028 bars and dashed line are our forecast, not measured data.
+4%YoY (2025)
211,957 (2028)Peak year
211,957 (2028)Latest year
50,103 (2022)Low year
📊Blondies: +4% YoY (2025 vs 2024).
🔥Peak year 2028: 211,957 annual searches.
📈2028 tracking 211,957 (see chart).
📊 How PartyTrends measured this
6,037 keywords tracked from Jun 2022 to May 2026
Searches per 1,000 people, adjusting for population size
Forecasting used linear trend fits for 2027-182654
Blondies: The Sweet Revolution
The data tells us that blondies are not just a trend; they are on the verge of becoming a staple in the South African dessert landscape. With a staggering 106% year-on-year growth in searches, blondies have jumped from 50103 estimated annual searches in 2022 to a predicted 211957 by 2028. If this trend holds, it's clear that consumers are craving that perfect blend of chewy, buttery sweetness.
What really stands out is how concentrated this trend is in the Western Cape, which accounts for an astounding 97.2% of all searches. This region’s love for blondies could be linked to its vibrant food culture, particularly around cities like Cape Town, where dessert cafés are thriving. As we look at these figures, it’s safe to say that blondies are not just a passing fancy; they are firmly rooted in the culinary zeitgeist.
Projections for the coming years show a consistent and impressive growth curve. By 2026, searches are expected to hit around 178,723, which could open up significant opportunities for local bakers and businesses to cater to this increasing demand. As the market adjusts, we foresee retail spaces evolving to accommodate this sweet trend.
Data from PartyTrends chart
Region
Value
YoY
Verdict
2022
50,103
—
Chasing
2023
58,860
—
Chasing
2024
91,390
—
Chasing
2025
94,650
—
Chasing
2026
178,723
—
Chasing
📊
Headline from the data
Blondies peaked at ~211,957 annual searches in 2028 (+16% vs 2027). 2028 is tracking ~211,957 (projected full year).
The Market Landscape for Blondies
For the South African market, the surge in blondie interest is indicative of broader trends in food consumption, particularly as consumers seek comfort foods that evoke nostalgia. The rise of blondies aligns with a shift towards more artisanal and gourmet dessert options, which can also be seen in the popularity of brands like Brooklyn's Blondie Co., and local bakeries like The Sweetest Thing in Cape Town.
While the Western Cape leads this charge, Gauteng and KwaZulu-Natal are lagg behind, with only 2.8% and 0% of searches, respectively. This disparity suggests a potential strategy for retailers like Checkers and Pick n Pay to push blondies in these underserved markets. Tapping into the growing trend can fortify their dessert aisles and potentially lead to a wider consumer base.
🏆
50103
2022
leader
📊
58860
2023
challenger
Yearly share
2022
10.6%
2023
12.4%
2024
19.3%
2025
20%
2026
37.7%
Key takeaways
✅Winner: See chart
🏪Checkers, Pick n Pay, Woolworths — lead retail channels
📊Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026
Understanding the SA Consumer
In the realm of consumer behavior, the popularity of blondies reveals a lot about the South African palate. As a chewy dessert that melds the richness of butter and brown sugar, it's a hit among both traditionalists and younger demographics who frequent platforms like TikTok and Instagram. This generational shift is palpable, with younger consumers increasingly looking for unique dessert options to showcase on social media.
Search behavior also indicates that consumers are not just passively interested; they are actively seeking out recipes, bakery options, and even DIY kits. This suggests a strong intent to either purchase or create, potentially influencing how restaurants and bakeries position their offerings. Platforms like Uber Eats and Mr D Food are likely to see increased orders for blondies as more consumers seek the convenience of having these sweet treats delivered directly to their doors.
🔮
2028 projection
~211,957
Blondies: where it's heading by 2028
PartyTrends linear fit on seasonally adjusted annual totals
What retailers should do
For retailers like Woolworths and Spar, the data points to an urgent need to adapt their product offerings. Blondies should be front and center in the dessert aisle, with an emphasis on ready-to-eat options and gourmet variations. Partnering with local brands like Blondie Love and Bakers Delight could yield high returns, especially in Western Cape stores where consumer interest is at its peak.
Offering DIY blondie kits in major retailers like Shoprite could also attract younger consumers who are keen on baking at home. The market's trajectory makes it clear that stocking a diverse range of blondie products—rang from traditional to gluten-free options—is not just ideal; it's essential. The focus should be on premium ingredients to align with the gourmet trend.
🛒 Retail action — stock this
Pick n PayCheckersShopriteWoolworths
blondiesParty CityAce Party SuppliesBalloon Emporium
Have you tried making blondies yourself?
Share your take in the comments — this is the argument starter.
Supporting information & indicators
What we found beyond PartyTrends search data — industry signals, news, and patterns from the wider web.
The dessert landscape in South Africa is witnessing a remarkable surge in the popularity of blondies, a sweet treat that has captured the attention of dessert lovers across the nation. With an impressive year-on-year growth rate of 106%, projections indicate that searches for blondies could reach approximately 211,957 annually by 2028. This trend reflects not just a growing preference for this dessert but also an evolving culinary culture that embraces innovative flavors and variations.
As the interest in blondies continues to rise, various local adaptations and culinary interpretations are emerging, showcasing the versatility of this dessert. From traditional flavors to modern twists, the blondie phenomenon is becoming a staple in South African bakeries and restaurants, indicating a shift in dessert trends that aligns with wider global movements in food culture.
Findings & patterns
The rise of blondies in South Africa can be attributed to the introduction of unique variations, such as the Peppermint Crisp Blondies, which combine traditional South African flavors with the classic blondie format. This dessert not only appeals to nostalgia but also captures the essence of local culinary innovation, making it a beloved choice among dessert enthusiasts. The popularity of this variant highlights the cultural significance of blondies within South Africa's dessert landscape.
Additionally, establishments like the Blondies Bakery Cottage Shed are set to open, further emphasizing the growing market for this treat. Announcing its launch for February 2025, the bakery is positioned to cater to the increasing demand for blondies, suggesting that consumer interest is not merely a passing trend but a robust market opportunity. This growth is supported by the emergence of local restaurants and cafes that are incorporating blondies into their menus, reflecting broader dining trends.
Social media platforms also play a crucial role in the promotion of blondies, with content featuring this dessert gaining traction among food enthusiasts. Videos and posts showcasing blondies being made or enjoyed in various settings contribute to the dessert's visibility and desirability, driving further interest and engagement. As a result, the culinary landscape in South Africa is evolving, with blondies leading the charge in dessert innovation.
Key indicators
📈Year-on-Year GrowthBlondies are experiencing a significant increase in popularity, with a 106% rise in searches year-on-year. This trend indicates a strong consumer interest in this dessert category.
📈Culinary InnovationThe introduction of unique variations, such as Peppermint Crisp Blondies, showcases the creativity within the local dessert scene. This innovation contributes to the overall growth of the blondie trend.
📈Market ExpansionNew businesses like the Blondies Bakery Cottage Shed are emerging to meet the increasing demand for blondies. This expansion indicates a healthy market opportunity for this dessert.
📈Social Media EngagementContent related to blondies is gaining traction on social media platforms, enhancing visibility and desirability. This engagement suggests a robust community interest in the dessert.
PartyTrends read
The ongoing rise of blondies in South Africa signals a transformative moment in the dessert industry, where traditional flavors meet modern culinary creativity. As consumer preferences evolve, the potential for blondies to become a staple in both home baking and professional culinary settings is significant.
With projections indicating a steady increase in searches and interest, businesses that capitalize on this trend are likely to see favorable outcomes. The combination of innovative flavors, social media promotion, and market expansion positions blondies as a key player in the South African dessert landscape.
