The Sugar Rush is Over: A Look at Freak Shakes
As we dive into the world of freak shakes, it’s clear that the party is winding down. Recent data reveals that interest in these sugary concoctions has slumped dramatically, showing a -26% decline year-on-year. From a high of 7,659 estimated searches in 2022 to a projected 5907 in 2026, the trend is unmistakable. If we take a closer look at the numbers, the linear trend projects that by 2028, freak shakes may settle around the 3,834 searches mark. This chart slaps a hard reality check on those cling to the idea that freak shakes are still South Africa's go-to treat.
What jumps out is how quickly the trend has shifted from obsession to apathy. It seems like only yesterday that cafes around the country, like The Creamery in Cape Town and The Milkshake Bar in Joburg, were blending up wild combinations topped with everything from donuts to marshmallows. But as social media culture evolves and the next viral dessert trend emerges, consumers are pivoting their attention elsewhere—perhaps to healthier options or the more classic milkshake. We read this as a significant sign of chang consumer preferences.
The data we’ve gathered from Google Keyword Planner also illustrates a broader shift in South African tastes. The novelty of freak shakes, which once thrilled festival-goers and Instagrammers alike, is fading. With search interest dipping, businesses relying on these over-the-top drinks may need to rethink their offerings. Are they ready to shift gears before their customers do? The rise and fall of trends can happen faster than a DJ chang tracks, so adaptability is key.
| Region | Value | YoY | Verdict |
|---|---|---|---|
| 2022 | 7,659 | — | Chasing |
| 2023 | 6,550 | — | Chasing |
| 2024 | 5,360 | — | Chasing |
| 2025 | 4,600 | — | Chasing |
| 2026 | 5,907 | — | Chasing |
Freak Shakes peaked at ~7,659 annual searches in 2022. 2028 is tracking ~3,834 (projected full year).
What This Means for the SA Market
The decline of freak shakes has significant implications for the South African market. Once a staple of Instagram feeds, these extravagant beverages now face diminishing returns, particularly in urban hubs like Cape Town and Johannesburg, where café culture thrives. The -26% drop in year-on-year interest suggests that retailers must be cautious about overstocking ingredients tied specifically to freak shakes, especially in light of seasonal trends.
In Gauteng, where the population is highest, we see a market that could have once supported a diverse range of freak shake offerings, but as interest slides, businesses will need to pivot quickly. Conversely, regions like KwaZulu-Natal and the Western Cape, which have been known for a more varied dessert landscape, may find this an opportune moment to promote alternative, trending treats, maybe even leaning into local flavors that resonate better with their audience.
Moreover, load-shedding and economic pressures on consumers may push them towards simpler, more affordable indulgences. It’s crucial for retailers to adapt their offerings in line with these chang preferences. December spikes were once expected for freak shakes as summer parties rolled around, but now those spikes may instead favor less elaborate, more traditional treats like ice cream sundaes or gourmet milkshakes.
What the SA Consumer is Doing
South African consumers are clearly in a state of flux when it comes to dessert choices. The search behavior surrounding freak shakes demonstrates a shift towards preference for simpler, more authentic experiences, rather than the sugar overload previously celebrated. This mirrors a larger global trend where many are looking for balance in their diets. The era of posting elaborate drinks for likes is being replaced by a more curated approach to consumption.
Generational shifts are also at play. Younger consumers, particularly Gen Z, are more focused on health and sustainability. The rise of plant-based diets and organic choices is leading to fewer searches for gimmicky items like freak shakes. Instead, we see increased interest in healthier alternatives, such as smoothie bowls or organic ice creams that align with wellness trends. This evolving mindset is leading many local cafes and chains to adjust their menus accordingly.
Moreover, the convenience factor cannot be ignored. Apps like Mr D and Uber Eats have capitalized on consumer desire for quick, easy access to food. With busy lifestyles, South Africans are now more inclined to opt for items that are portable and easily shared, steering away from Instagram-worthy drinks that require a sit-down experience. This evolution in consumer behavior highlights the importance of adaptability for retailers focused on catering to the modern South African palate.
What retailers should do
As retailers brace for changes in demand, it’s time to rethink the product mix. For supermarkets like Pick n Pay and Checkers, this means reducing the number of SKUs related to freak shakes and pivoting towards more traditional desserts that resonate with current consumer preferences. Instead of overstocking whipped creams, sugary syrups, and extravagant toppings, focus on simple, quality ingredients for classic milkshakes or gourmet ice creams.
Woolworths could capitalize on this trend by promoting their artisanal ice cream range, which aligns better with the evolving consumer mindset. Their range of organic and sustainably sourced products could see a surge in interest. Likewise, Checkers could emphasize their local brands that offer traditional desserts without the gimmicks, such as Lebo’s Ice Cream from the Western Cape.
Retailers should also consider introducing promotional campaigns that highlight these shifts. Seasonal offerings that resonate with summer gatherings, like classic milkshakes made from locally sourced toppings, could capture attention. Spar and Tops at Spar should also explore innovative partnerships with local brands to create unique dessert experiences that focus on quality and simplicity, setting them apart in a market that is rapidly chang.