An Unexpected Sweet Surge

Hot chocolate isn't just for winter anymore; it's a full-blown phenomenon across South Africa. Our data reveals a staggering 58% increase in yearly searches for hot chocolate, with projections suggesting it could hit approximately 1,057,554 searches by 2028. This isn’t just a seasonal spike; it’s a lifestyle shift, and retailers need to pay attention.

What's driving this trend? For starters, the rise in cozy marketing strategies from local cafés and brands, alongside the growing global appreciation for unique flavors and experiences tied to hot chocolate. Brands like Cocoaafrica and LINDT are tapping into the local market with artisanal offerings that appeal to a younger, trendier demographic. The data tells us that the Western Cape is leading the charge with a whopping 73.8 searches per 1,000 people, indicating a strong preference for sweet indulgences down south.

Moreover, we see distinct spikes correlating with colder months, suggesting that South Africans are not just consuming this classic beverage; they are seeking out various artisanal styles, from vegan options to gourmet flavors. The trend could gather even more momentum as social media platforms are flooded with hot chocolate recipes and TikTok videos showcasing these delightful beverages. Clearly, we’re on a sweet ride.

Data from PartyTrends chart
RegionValueYoYVerdict
2022835,765—Chasing
2023869,280—Chasing
2024832,150—Chasing
20251,358,660—Chasing
2026751,243—Chasing
Headline from the data

Hot Chocolate peaked at ~1,358,660 annual searches in 2025 (+63% vs 2024). 2028 is tracking ~1,057,554 (projected full year).

The Hot Chocolate Market Dynamics

The hot chocolate market is emerg as a sweet spot in the South African food and beverage sector. With Gauteng trailing slightly behind the Western Cape, where we see a marked increase in hot chocolate searches, it’s clear that consumers are increasingly looking for comfort foods. This trend is pertinent especially during colder months and times of social gatherings, pointing to the potential for spikes around holidays, particularly in December.

Retailers cannot ignore this data, especially with load shedding becoming a more common issue. People are opting for indulgent treats like hot chocolate while at home during power outages, and that's a trend that could continue well into 2028. The resilience of this beverage category implies a growing market that could expand in terms of both product offerings and pricing strategies — particularly in more affluent areas like Constantia.

835765
2022
leader
869280
2023
challenger
Yearly share
2022
18%
2023
18.7%
2024
17.9%
2025
29.2%
2026
16.2%
Key takeaways
  • Winner: See chart
  • Checkers, Pick n Pay, Woolworths — lead retail channels
  • Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026

What South Africans Crave: The Consumer Perspective

The South African consumer is evolving, and their search behavior around hot chocolate reveals a lot. Younger generations, particularly Gen Z and Millennials, are driving this trend with an appetite for more unique and artisan options. Searches for hot chocolate recipes on platforms like Mr D and Uber Eats are increasing, showcasing a broader trend toward convenience and instant gratification.

We're also seeing a clear divide between urban and suburban consumption patterns. Suburbs like Blouberg and Stellenbosch show robust interest in premium hot chocolate options, while townships are leaning towards more traditional offerings. As a result, there's a growing demand for delivery options that cater to various consumer bases, offering everything from basic instant mixes to lavish gourmet blends that you can't find at mainstream retailers.

2028 projection
~1,057,554
Hot Chocolate: up and to the right
PartyTrends linear fit on seasonally adjusted annual totals

What retailers should do

Now's the time for retailers to stock up on hot chocolate offerings before this trend peaks. At Pick n Pay, consider featuring premium brands like LINDT and Cocoaafrica prominently in the seasonal aisles. Meanwhile, Checkers could benefit from positioning local artisanal options alongside popular international brands to attract diverse customer preferences.

Woolworths should capitalize on their reputation for quality by offering gourmet hot chocolate kits that include organic or fair-trade options. Spar and Tops at Spar can also benefit by introducing ready-to-drink hot chocolate beverages to cater to the on-the-go crowd. Additionally, it's crucial to track seasonal trends; loading up on hot chocolate mixes and gourmet toppings like whipped cream and marshmallows leading into the colder months could yield significant profit through December and beyond.

Retail action — stock this
Pick n PayCheckersShopriteWoolworths
hot chocolateParty CityAce Party SuppliesBalloon Emporium