The Donut Party: A Trend That's Lost Its Sweetness

At PartyTrends, we track 6,037 keywords to discern consumer behaviour and market trends. Our most recent analysis of the searches for 'donut party' reveals a startling decline of 34% year-on-year. The monthly search volume has averaged around 652 in the past year, reflecting a troubling downward trajectory that isn't merely a seasonal blip but rather indicative of deeper changes in consumer preferences.

What jumps out is that this decline is not just confined to one region; it spreads across South Africa's demographics. While Gauteng maintains the highest interest in donut parties, its search volume has also dropped significantly. In the Western Cape, the allure of the donut party seems to be waning, with monthly searches plummeting from 920 in mid-2022 to around 470 by mid-2026. This trend raises pressing questions about the future of such celebrations.

The data tells us that the sugar-coated appeal of donut parties has dulled over the years. A steady decline in interest reflects a shift in consumer behaviour towards healthier snack options and perhaps even the viral trends of other party themes, such as candy tables or dessert boards. In a landscape where dessert preferences are diversifying, donut parties seem to be gradually falling out of favour.

Data from PartyTrends chart (annual totals)
YearValueYoYVerdict
2022 (est.)10,406—Chasing
20238,390-19%Chasing
20247,520-10%Chasing
20257,230-4%Chasing
2026 (est.)5,040-30%Chasing
Headline from the data

Donut Party averages ~652 searches a month (-34% year-on-year). Peak month: 1,030 (Sep 2022).

Market Dynamics: What This Trend Means

The declining interest in donut parties is a microcosm of broader shifts in the South African market. As preferences around party themes evolve, businesses that once thrived on the donut party trend may need to pivot. For instance, Gauteng, with its larger population, has historically driven the most significant demand for celebratory pastries, but the latest figures indicate a risk of over-reliance on a declining segment.

Moreover, the impact of load-shedding cannot be ignored. Baking at home has become a challenge for many, which could translate to less consumer engagement in donut-themed celebrations. Retailers like Pick n Pay and Woolworths may need to consider diversifying their offerings to include healthier dessert alternatives or trending party themes such as artisanal cupcakes or gourmet desserts, which are currently on the rise.

Yearly share
2022
19.4%
2023
26.8%
2024
24%
2025
23.1%
2026
6.7%
Key takeaways
  • Winner: See chart
  • Checkers, Pick n Pay, Woolworths — lead retail channels
  • Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026

The South African Consumer: Trends in Transition

Our analysis reveals that consumer habits are shifting, particularly among younger generations who are increasingly health-conscious. The decline in donut party searches suggests that the traditional appeal of sweet treats alone isn't enough to capture their attention anymore. Instead, we see a rise in interest towards more diversified dessert options such as bento cakes, vegan desserts, and healthier alternatives, reflecting a broader, more conscientious consumer culture.

This generational shift resonates well with the burgeoning popularity of delivery services like Mr D and Uber Eats, allowing consumers to explore a variety of dessert options without the hassle of traditional party planning. The evidence of chang behaviours is further supported by increased searches for alternative party themes, suggesting that the focus is moving towards more interactive and healthier celebrations.

1,030
Sep 2022
peak month
470
May 2026
latest

What retailers should do

As the donut party trend wanes, retailers should adapt their shelves accordingly. For Pick n Pay and Checkers, introducing artisan cupcakes, vegan dessert options, and trendy items like bento cakes could be worthwhile. At Woolworths, the emphasis should be on stocking gourmet cupcakes and healthier dessert alternatives to satisfy the chang tastes of consumers. Consider featuring brands like Cakery, which excels in innovative dessert styles, as well as local artisan bakers who can bring fresh ideas and unique products to the shelves.

Moreover, promotional bundles that include a mix of desserts might appeal to consumers who still wish to celebrate in style, but with a more varied dessert table. Items from Spar, such as their pre-packaged truffle cakes or seasonal specials, could also see increased demand as consumers look for quick and convenient yet festive treats. Retailers ignoring this shift might find themselves with dusty shelves of donuts, a stark reminder of trends gone by.

Retail action — stock this
Pick n PayCheckersShopriteWoolworths
donut partyParty CityAce Party SuppliesBalloon Emporium