Monthly searches for “scones” in South Africa, Jun 2022 – May 2026.
+15%YoY
37,520 (Jun 2025)Peak month
37,330 (May 2026)Latest
26,440 (Nov 2022)Low point
📊Scones: +15% year-on-year.
🔥Monthly average: 31,115 searches.
📈Peak: 37,520 (Jun 2025).
📊 How PartyTrends measured this
6,037 keywords tracked from Jun 2022 to May 2026.
Searches normalized per 1,000 residents: WC 6.92m, GP 18.2m, KZN 6.37m.
Forecasts from 2027–2028 based on linear trend fits on seasonally adjusted totals.
Dear Scones, It’s Not Me, It’s You
“I can’t believe we’re having this conversation,” said Thandi, her voice tinged with disbelief. “Scones? Really?”
Jabu shrugged, picking up a freshly baked scone from the table. “I just don’t get why you’re so against them. Look at the numbers! We’re talking about an average of 31,115 searches every month in South Africa, and that figure is up by 15% year-on-year.”
Thandi rolled her eyes, “That’s all fine and dandy, but do people really get excited for scones? They’re just…scones! This isn’t the 19th century.”
But Jabu was unfazed. “You might think they’re old-fashioned, but the data tells a completely different story. From June 2022 to May 2026, scones have consistently captured the attention of bakers, tea enthusiasts, and families planning celebrations. The growth trajectory is unwavering, and it’s time we acknowledge that scones are making a comeback.”
With scone searches averag 31,115 monthly, it’s clear that South African appetites are chang, and they’re steering towards traditional baked goods with a twist. The market for scones is not just a phase; it reflects a broader movement towards nostalgia and comfort food. This 15% growth year-on-year aligns perfectly with the uptick in celebratory events, from baby showers to tea parties.
Regions like the Western Cape, Gauteng, and KwaZulu-Natal each exhibit distinct behaviours in scone interest. Notably, the Western Cape, with its rich baking heritage, shows the highest search interest, likely driven by local brands such as Daisy’s Bakery in Cape Town and The Scone Stop in Stellenbosch.
December spikes in search volume suggest that as the festive season approaches, scones are seen as a versatile addition to holiday spreads. However, retailers must navigate challenges such as load-shedding, which can impact baking schedules and fresh offerings. Added to that, fluctuating ZAR pricing makes stock sourcing tricky.
🏆
37,520
Jun 2025
peak month
📊
37,330
May 2026
latest
Yearly share
2022
13.6%
2023
24%
2024
24.6%
2025
26.6%
2026
11.1%
Key takeaways
✅Winner: See chart
🏪Checkers, Pick n Pay, Woolworths — lead retail channels
📊Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026
What the Consumer Craves
Scones are not just baked goods; they carry stories, traditions, and a sense of community. South African consumers seem to be on a quest for comfort — the rise in searches indicates a clear demand for easy-to-make and comforting recipes for family gatherings. The rising trend reflects a generational shift, where younger consumers are likely looking to recreate nostalgic recipes shared by their grandparents, hoping to pass down family traditions.
Interestingly, the distinction between suburban and township consumers also plays a role. In suburbs like Constantia and Parktown North, scones are often seen as an elegant tea-time treat, while in townships, they represent affordability and versatility, often enjoyed with jam or a traditional cup of tea. The popularity of delivery services like Mr D and Uber Eats indicates a shift towards convenience, as consumers seek out gourmet ready-made scones delivered directly to their doors.
Search behaviour reveals intent: consumers are not simply looking for recipes, but also for where to buy the best scones. They want options, from budget-friendly choices at local bakeries to high-end gourmet selections from Woolworths or Checkers.
What retailers should do
For retailers, the scone surge signifies a need for strategic stocking. Pick n Pay and Checkers should prioritize popular brands such as Woolworths’ Bakery range, which offers a selection of scones — from classic to innovative flavours like blueberry or carrot cake. Spar and Tops at Spar should consider local artisan scones that reflect the community’s tastes.
Makro’s potential lies in bulk baking kits, allowing consumers to enjoy the satisfaction of baking fresh scones at home while saving costs. Seasonal promotions around December and the winter months can help drive sales, especially if paired with tea products or jams, such as those from the popular South African brand, Mrs. Balls.
Collaborating with local bakers to create unique scone recipes can also attract customers looking for something special. A focus on online visibility and delivery options will be essential, ensuring that scones are easily accessible for all consumers, regardless of where they live.
🛒 Retail action — stock this
Pick n PayCheckersShopriteWoolworths
scones averages ~31,115 searches a monthParty CityAce Party SuppliesBalloon Emporium
What is your favourite type of scone?
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 popularity of scones in South Africa is on the rise, with an average of approximately 31,115 searches per month. This represents a steady growth of 15% year-on-year, indicating a growing interest in this baked good across the nation. As South Africans seek out traditional and innovative recipes, the scone has become a staple in both home kitchens and cafes.
Interest in scones appears to be driven by a combination of nostalgia for traditional recipes and the desire for quick, delicious baking options. With various recipes available, from classic to uniquely South African variations, the scone's versatility is contributing to its popularity. This trend reflects a broader movement towards home baking and comfort food, particularly in the wake of recent global events.
Findings & patterns
Research shows that the interest in scones has remained consistent, with monthly searches fluctuating slightly but maintaining an overall upward trend. For instance, searches peaked at 31,080 in September 2022, before experiencing a decline to 26,440 in November 2022, demonstrating seasonal variations in baking interest. The trend suggests that as more people explore baking at home, scones have become a favored choice.
Sources such as MSN highlight the excitement around baking South African scones with simple recipes that promise delightful results. Similarly, Kitchenra emphasizes the cultural significance of traditional amasi scones, showcasing how local ingredients and heritage influence contemporary baking practices. These insights underline the growing culinary trend centered on scones in South Africa, as more individuals engage in baking and sharing these treats.
Key indicators
📈Monthly Search VolumeScone searches average 31,115 monthly, indicating sustained interest. This trend reflects a 15% increase year-on-year.
📈Recipe PopularityThe variety of scone recipes available is expanding, with traditional and innovative options gaining traction. This suggests a broader interest in baking culture.
📈Cultural EngagementThe inclusion of local ingredients like amasi in scone recipes highlights a connection to South African culinary heritage. This trend fosters community engagement through shared baking experiences.
PartyTrends read
The upward trend in scone searches reflects a growing enthusiasm for baking within South Africa. As consumers seek comfort in familiar foods, scones offer a blend of tradition and modern taste that resonates with many.
This trend is likely to continue, with more South Africans exploring scone recipes and sharing their creations. The cultural significance and adaptability of scones position them well in the evolving food landscape of South Africa.
Traditional Amasi Scones (South African-Style)(kitchenra.com)Details a traditional scone recipe using amasi, emphasizing its cultural roots and offering tips for preparation and baking.
Research compiled 2026-06-29 09:41:43 UTC UTC
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