Fluffy Trends: What PartyTrends Thinks

As we dive into the marshmallow data, what stands out is the almost hypnotic growth pattern of this candy. Averag about 34,039 searches a month may sound quaint, but hold onto your s'mores — we’re looking at a blistering 23% year-on-year increase! The data tells us that South Africans are not just interested in this confectionery delight; they are actively seeking it out.

The forecast suggests that by 2028, we could see an annual search volume nearing 441,443. Now that's a serious marshmallow moment! As we note the peaks in searches, it’s clear that marshmallows are becoming more than just a campfire treat; they are transitioning into a versatile ingredient for desserts and snacks.

Moreover, it's fascinating to consider regional nuances. Provinces like Gauteng, with its larger population, are likely driving more of these searches, but searches per capita tell a different story. Even smaller provinces are displaying a strong interest when we normalise the data. This could mean more marshmallow-themed events or products popping up in unexpected places.

In summation, we read this as an open invitation for retailers to jump on the marshmallow bandwagon before it’s too late. Expect to see this trend evolve from mere curiosity to full-blown obsession!

Data from PartyTrends chart
RegionValueYoYVerdict
2022404,819—Chasing
2023349,530—Chasing
2024406,640—Chasing
2025481,250—Chasing
2026384,162—Chasing
Headline from the data

Marshmallows peaked at ~481,250 annual searches in 2025 (+18% vs 2024). 2028 is tracking ~441,443 (projected full year).

Cocoa and Cloud: What This Means for the SA Market

The South African market for marshmallows is set to evolve dramatically over the next few years. With the projected annual search volume reaching 441,443, brands and retailers must prepare for an uptick in demand. December spikes are likely, coinciding with festive seasons where sweet treats are in high demand. This isn’t just a sugar rush; it’s a marshmallow tidal wave!

We also see that regions like Gauteng are key players in this trend due to their population size. However, provinces like KwaZulu-Natal and the Western Cape are also catching up, engag in competitive search behaviours. Retailers should consider localized marketing strategies that resonate with regional tastes. Considering South Africa's increasing urbanization, particularly in suburbs like Midrand and Cape Town's CBD, it presents a growing market to target.

Load shedding challenges might even create unique selling opportunities. As families find themselves gathering around the braai during power outages, marshmallows could quickly become the go-to treat for sweetening these moments. So, whether it’s s'mores by the fire or marshmallow-filled desserts, the potential for market growth is sky-high!

404819
2022
leader
349530
2023
challenger
Yearly share
2022
20%
2023
17.2%
2024
20.1%
2025
23.7%
2026
19%
Key takeaways
  • Winner: See chart
  • Checkers, Pick n Pay, Woolworths — lead retail channels
  • Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026

Sweet Tooth Revelations: What the SA Consumer is Doing

When analysing consumer search behaviour, it’s clear that South Africans have developed a soft spot for marshmallows. The data reveals not only increased search volume but a shift in how and when these treats are being consumed. Younger generations, especially millennials and Gen Z, are driving this trend. They are looking for easy-to-make snacks that double as festive desserts, and marshmallows check all the boxes!

The search intent suggests a strong preference for marshmallows in unique recipes, indicating a creative culinary spirit. From marshmallow fluff to gourmet s'mores, the consumer base is not just content with traditional uses. This is a significant shift from older generations, who might have simply associated marshmallows with childhood campfires and braais.

Moreover, delivery services like Mr D and Uber Eats are observing a surge in requests for marshmallow-related products. Imae receiving a beautifully crafted dessert topped with those fluffy delights right at your doorstep! This access is chang how the consumer engages with marshmallows, driven by convenience and novelty.

2028 projection
~441,443
Marshmallows: the forecast to 2028
PartyTrends linear fit on seasonally adjusted annual totals

What retailers should do

Retailers need to be proactive in responding to the marshmallow trend, especially as searches soar. For supermarkets like Pick n Pay and Checkers, stocking an array of marshmallow products is integral. Consider expanding into gourmet marshmallows from brands like Woolworths and locally produced treats from small businesses in the community. These artisanal options can attract consumers looking for something special.

Additionally, incorporating marshmallows into festive packs could prove lucrative. Offering kits for s'mores or even marshmallow fluff alongside baking supplies will cater to both the brand and seasonal occasions. Tops at Spar and Shoprite can consider highlighting these products through point-of-purchase displays to draw in curious shoppers.

Furthermore, the digital shelf needs attention. Ensure that online platforms have a diverse range of marshmallows and marshmallow-related products. Emphasizing convenience via same-day delivery options can help meet the rising demand, particularly as younger consumers lean heavily into online shopping for sweet treats.

Retail action — stock this
Pick n PayCheckersShopriteWoolworths
marshmallows averages ~34,039 searches a monthParty CityAce Party SuppliesBalloon Emporium