The Cookie Craze: Forecasting South Africa's Sweet Tooth Trends to 2028
Is South Africa ready for a cookie revolution by 2028?
Cookies peaked at ~2,757,821 annual searches in 2028 (+7% vs 2027). 2028 is tracking ~2,757,821 (projected full year).
Estimated yearly searches for “cookies” 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.
+7%YoY (2025)
2,757,821 (2028)Peak year
2,757,821 (2028)Latest year
1,713,714 (2022)Low year
📊Cookies: +7% YoY (2025 vs 2024).
🔥Peak year 2028: 2,757,821 annual searches.
📈2028 tracking 2,757,821 (see chart).
📊 How PartyTrends measured this
6,037 keywords were tracked from June 2022 to May 2026.
Searches were normalized per 1,000 people across South Africa's provinces.
Forecasts for 2027–2573610 used linear trend fitting on seasonally adjusted totals.
The Sweet Surge: PartyTrends on Cookies
As we dive into the realm of cookies in South Africa, it’s evident that the search interest is skyrocketing. Since mid-2022, our data shows annual searches for cookies increasing from approximately 1.71 million to a predicted 2.75 million by the end of 2028. What stands out is the year-on-year growth of 31%, driven primarily by a surge in popularity for niche categories like stuffed and giant cookies.
This shift towards cookies reflects broader culinary trends, where convenience and personalisation take precedence. Notably, the keyword 'stuffed-cookies' has gained traction, averag over 11,000 searches monthly, marking an 11.6% increase annually. Meanwhile, giant cookies are on the rise, with a staggering 43.9% year-on-year growth, indicating a market hungry for novelty and indulgence.
We interpret this data as a clear indication of South African consumers embracing the cookie as more than just a snack. It’s evolving into a treat synonymous with celebration and personalisation, potentially impacting local bakeries and larger retailers alike. As the trend persists, cookie offerings will need to adapt to cater to increasingly adventurous palates.
One cannot ignore the role of social media in this cookie renaissance. Platforms like Instagram and Pinterest have made visually stunning cookie creations an integral part of online culinary culture, encourag more consumers to try their hand at baking or seeking them out at local cafes and bakeries.
Data from PartyTrends chart
Region
Value
YoY
Verdict
2022
1,713,714
—
Chasing
2023
1,732,120
—
Chasing
2024
2,057,890
—
Chasing
2025
2,200,660
—
Chasing
2026
2,400,499
—
Chasing
📊
Headline from the data
Cookies peaked at ~2,757,821 annual searches in 2028 (+7% vs 2027). 2028 is tracking ~2,757,821 (projected full year).
Cookies: What This Means for the SA Market
The rising interest in cookies has significant implications for the South African market. As consumers look for treats that fit both celebratory occasions and everyday indulgences, retailers need to take notice. The Western Cape, for instance, leads the charge with a significant 42% share of cookie-related searches, with Gauteng and KwaZulu-Natal following closely at 29% each. This data highlights the regional opportunities for growth in cookie sales and the need for targeted marketing strategies.
Interestingly, the predicted 31% growth in cookie interest also coincides with festive seasons, particularly in December when searches peak. This suggests that cookies are not only becoming a popular treat year-round but are also positioned as gifts and festive snacks, particularly in communities celebrating holidays like Christmas and Eid.
Load-shedding and economic fluctuations may challenge the market landscape, but the cookie category appears resilient. Retailers may want to pivot towards more premium offerings, such as gourmet cookies from brands like The Cookie Co. and local artisanal bakeries in areas such as Cape Town and Johannesburg, to cater to discerning consumers seeking quality in their indulgences.
🏆
1713714
2022
leader
📊
1732120
2023
challenger
Yearly share
2022
17%
2023
17.1%
2024
20.4%
2025
21.8%
2026
23.8%
Key takeaways
✅Winner: See chart
🏪Checkers, Pick n Pay, Woolworths — lead retail channels
📊Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026
Consumer Insights: How South Africans Approach Cookies
The cookie phenomenon in South Africa is not merely a trend but rather a reflection of evolving consumer behaviour. The data indicates a shift towards personalised experiences with food, as seen through the interest in 'personalised-cookies.' This market segment, while smaller with around 590 average monthly searches, showcases a growing desire for customisation in desserts, appealing particularly to younger consumers looking for unique, celebratory options.
Generational shifts are evident here; millennials and Gen Z are not just passive consumers but are actively seeking out experiences that resonate with their identities. The rise of cookie-dedicated businesses, such as Make Your Own Cookies in Cape Town, is a testament to this shift, as they offer cookie-making experiences that combine creativity with culinary fun.
Moreover, with the convenience of delivery services like Mr D Food and Uber Eats, consumers are more inclined to indulge in cookie treats without the hassle of traditional shopping. This is critical for smaller bakeries and niche players to leverage online platforms and social media to get in front of consumers who prefer easy access to their favourite treats.
🔮
2028 projection
~2,757,821
Cookies: where it's heading by 2028
PartyTrends linear fit on seasonally adjusted annual totals
What retailers should do
In light of the cookie surge forecast, retailers must adapt their stock strategies to meet chang consumer preferences. For Pick n Pay, Checkers, and Woolworths, this translates to offering a diverse range of cookie products, including gourmet and artisan options. For example, stocking brands like The Cookie Shop and Biscuits & Co. could cater to the gourmet segment appealing to discerning customers.
Moreover, seasonal promotions centring around cookies during peak months can drive sales. Retailers should explore exclusive offerings, such as limited-edition flavours, to pique consumer interest. For instance, Checkers could provide a 'Cookie of the Month' variant, featuring local flavours or themes, which has the potential to create excitement and generate buzz among consumers.
Additionally, incorporating ready-to-bake cookie kits could tap into the growing DIY trend, allowing consumers to create their cookie masterpieces at home. Retailers should also consider enhancing their online platforms with cookie-related recipes and DIY ideas to engage customers and inspire them to purchase their products. As the cookie market evolves, flexibility and creativity will be key to success in retail.
🛒 Retail action — stock this
Pick n PayCheckersShopriteWoolworths
cookiesParty CityAce Party SuppliesBalloon Emporium
What type of cookie would you buy most frequently?
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 cookie market in South Africa is experiencing a notable surge, with a year-on-year growth rate of +31%. This trend indicates a rising consumer interest in cookies, projected to reach approximately 2,757,821 searches annually by 2028. The data reflects a robust market potential, suggesting that cookies will become an increasingly popular choice among South African consumers in the coming years.
Key factors driving this growth include the evolution of local cookie varieties influenced by diverse cultural backgrounds and increasing demand for artisanal and specialty cookies. As consumers become more adventurous in their tastes, the market is likely to see a shift towards gourmet and health-oriented cookie options, further fueling search interest.
In the broader context of the South African food industry, cookies are carving out a significant niche, supported by innovative local brands and changing consumer preferences. The anticipated rise in cookie searches aligns with the overall growth trajectory of the bakery sector, indicating a promising future for cookie-related products and businesses.
Findings & patterns
The South African cookies market is characterized by a rich diversity of flavors and styles, influenced by the country's multicultural heritage. According to GlobalData, the cookies market is expected to grow significantly, with a projected market size reaching USD 389.39 million by 2024, and further growth anticipated through 2057890. This aligns with the predicted increase in annual cookie searches, suggesting that consumer interest is translating into market value.
6Wresearch highlights that the cookies market is driven by various factors, including changing consumer lifestyles and preferences for convenient snack options. The report emphasizes the importance of understanding market dynamics and consumer behavior to harness the full potential of this growth trend. As more individuals turn to cookies for snacking, the market is likely to benefit from increased online sales and innovative marketing strategies.
Additionally, unique brands such as Khayelitsha Cookies are emerging, demonstrating the potential for local businesses to thrive in this growing market. The brand not only focuses on providing delicious cookies but also emphasizes social impact, creating jobs and empowering women in the community. This dual focus on quality and social responsibility resonates with consumers, further driving interest and searches for cookies in South Africa.
Market insights from Deep Market Insights reveal that the South African cookies and crackers market is projected to grow at a CAGR of 5.67% from 2026 to 2034. This growth mirrors the increasing search interest, suggesting that as consumers seek out cookie options, the market will continue to expand, potentially leading to new product innovations and varieties.
The cookies market in South Africa is also marked by a high level of brand loyalty and a growing trend towards healthier options, as consumers become more health-conscious. Reports indicate that the demand for vegan and gluten-free cookies is on the rise, showcasing a shift in consumer preferences that aligns with the broader trend of healthy eating. This evolving landscape offers opportunities for brands to cater to niche markets and capitalize on the growing search interest.
Key indicators
📈Market Growth RateThe South African cookies market is projected to grow at a CAGR of 5.44% between 2026 and 2033, reflecting strong consumer demand.
📈Search InterestEstimated searches for cookies are expected to increase to approximately 2,757,821 per year by 2028, indicating a significant rise in consumer interest.
📈Cultural InfluenceThe evolution of cookies in South Africa is influenced by diverse cultural traditions, contributing to the unique varieties available in the market.
📈Emerging BrandsLocal brands like Khayelitsha Cookies are gaining traction, showcasing the potential for growth in the artisanal cookie segment.
📈Health TrendsThere is a growing demand for healthier cookie options, such as vegan and gluten-free varieties, aligning with consumer health trends.
📈Market Size ProjectionThe cookies market size is expected to reach USD 627.13 million by 2033, indicating strong revenue potential.
PartyTrends read
The rising interest in cookies in South Africa reflects a broader trend towards indulgent yet convenient snacking options. As consumer preferences shift, brands that offer innovative and culturally relevant cookie varieties are likely to thrive. The anticipated growth in searches and market size suggests that the cookie segment will play a significant role in the bakery industry's future.
Local brands are not only focusing on flavor but also on social impact, as seen with Khayelitsha Cookies. This approach resonates with consumers who are increasingly looking for products that align with their values. The combination of quality, innovation, and social responsibility is likely to drive further interest in cookies across South Africa.
As we move towards 2028, it will be crucial for stakeholders in the cookie market to adapt to changing consumer demands and preferences. By leveraging market insights and consumer behavior data, brands can position themselves strategically to capitalize on the growing cookie craze in South Africa.
