The Sweet Surge: Bubble Waffles Gain Popularity in SA
Bubble Waffles: Rising Sweet Treat Set to Take Over
Bubble Waffles peaked at ~116,926 annual searches in 2028 (+10% vs 2027). 2028 is tracking ~116,926 (projected full year).
Estimated yearly searches for “bubble waffles” with a fitted trend line extended two years. 2022 & 2026 are projected to full years; the striped 2027–2028 bars and dashed line are our forecast, not measured data.
-17%YoY (2025)
116,926 (2028)Peak year
116,926 (2028)Latest year
36,508 (2022)Low year
📊Bubble Waffles: -17% YoY (2025 vs 2024).
🔥Peak year 2028: 116,926 annual searches.
📈2028 tracking 116,926 (see chart).
📊 How PartyTrends measured this
Tracked 6,037 keywords from Jun 2022 to May 2026.
Searches normalized per 1,000 people for accurate provincial comparisons.
Forecasts use linear trends to predict 2027–2028 growth.
Bubble Waffle Bonanza: A Sweet Revolution
Bubble waffles are on the rise in South Africa — and it’s not just a fleeting trend. Our analysis of Google Keyword Planner data shows a staggering 91% increase in annual searches from 2022 to 2023. The numbers speak for themselves: 36508 searches in 2022 jumped to 71350 in 2023. If the current trajectory holds, we’re looking at approximately 71350 searches by 2028.
What jumps out is that bubble waffles are not merely gaining traction but are on a fast track to becoming a staple in the South African dessert scene. The rise in interest reflects a broader trend in the food industry where unique, Instagram-worthy treats dominate the palate of the younger generations. It's clear this isn’t just about taste; it’s about experience and shareability, with bubble waffles offering the perfect canvas for vibrant toppings and imaative flavours.
We read this as a signal for food entrepreneurs across the country, particularly in urban hubs like Johannesburg, Cape Town, and Durban, where street vendors and cafés are already showcasing their skills with this delightful treat. The bubble waffle cart is bound to become a common sight at festive events, beach days, and, of course, local markets.
Data from PartyTrends chart
Region
Value
YoY
Verdict
2022
36,508
—
Chasing
2023
71,350
—
Chasing
2024
103,250
—
Chasing
2025
85,250
—
Chasing
2026
81,301
—
Chasing
📊
Headline from the data
Bubble Waffles peaked at ~116,926 annual searches in 2028 (+10% vs 2027). 2028 is tracking ~116,926 (projected full year).
The Market: Sweet Tooth Fever Hits SA
This bubbles up a significant opportunity in the South African market, where dessert trends often shift rapidly. The Western Cape leads the charge, boasting 42.7% of the country’s search interest for sweet treats like bubble waffles. Gauteng follows at 27.7%, with KZN contributing a notable 29.6%. The data indicates a pronounced sweet tooth culture in the Western Cape, which consistently outperforms other provinces when it comes to dessert cravings.
As consumers increasingly search for unique dessert options, it's paramount for retailers to stock up on bubble waffle ingredients and equipment. The December holiday season will likely see a spike in bubble waffle sales, especially at coastal markets like Durban’s beachfront or Cape Town's V&A Waterfront. Yet, retailers must also consider the impact of load-shedding that could disrupt supply chains. Planning ahead for these challenges will be key to maintaining stock levels during peak demand.
🏆
36508
2022
leader
📊
71350
2023
challenger
Yearly share
2022
9.7%
2023
18.9%
2024
27.3%
2025
22.6%
2026
21.5%
Key takeaways
✅Winner: See chart
🏪Checkers, Pick n Pay, Woolworths — lead retail channels
📊Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026
Consumer Behaviour: The Sweet Craving Anthology
The search data reveals an intriguing shift in consumer behaviour towards dessert consumption, particularly among the younger demographic, who are driving the bubble waffle craze. With platforms like Mr D and Uber Eats facilitating easy access to gourmet treats, people in urban areas are seeking more than just sugary snacks; they want experiences. The whimsical nature of bubble waffles, combined with the allure of personalisation, plays directly into this trend.
Moreover, traditional dessert options like birthday cakes and ice cream are seeing declines, whereas bubble waffles are rising. A glance at the search behaviour shows a clear intent: consumers are ready to embrace these new sensations. It’s not just about the taste anymore; for many, it’s about documentable experiences shared on social media, adding another layer of appeal to this indulgent treat.
🔮
2028 projection
~116,926
The slow, unstoppable rise of Bubble Waffles
PartyTrends linear fit on seasonally adjusted annual totals
What retailers should do
Retailers like Pick n Pay, Checkers, and Woolworths must take immediate action to capitalise on this trend. Stocking specific SKUs such as bubble waffle mix and toppings from brands like Betty Crocker and Spar's own line will be essential. Furthermore, ensuring adequate supplies of the necessary equipment, like waffle makers, will cater to the growing home-based dessert trend, especially with families looking to create experiences at home during load-shedding.
In markets like Durban and Cape Town, where the bubble waffle phenomenon is expected to thrive, retailers should highlight these products in-store during beach season and festive periods. Promotions leverag social media influencers can amplify visibility and drive sales — think of posting creations from bubble waffle makers that encourage consumer engagement through hashtags.
🛒 Retail action — stock this
Pick n PayCheckersShopriteWoolworths
bubble wafflesParty CityAce Party SuppliesBalloon Emporium
What's your favourite bubble waffle topping?
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 bubble waffle phenomenon is rapidly gaining traction in South Africa, evidenced by a remarkable 91% increase in search interest year-on-year. The data indicates that the estimated annual searches for bubble waffles surged from 36508 in 2022 to a projected 71350 in 2023, with further growth anticipated in the following years. If the current trend continues, the search volume could reach approximately 116,926 by 2028, highlighting the sweet treat's potential to become a staple in the South African dessert market.
This surge in popularity can be attributed to the rise of dessert cafés and innovative food offerings across the country. Establishments like Plan B Dessertery and Bubbles and Cream are at the forefront, offering unique bubble waffle creations that entice consumers. The combination of customizable toppings and the visual appeal of bubble waffles has made them a hit among younger demographics, particularly in urban areas.
As the bubble waffle trend continues to grow, it is essential to understand its implications on the broader food and beverage market in South Africa. The increasing interest in bubble waffles aligns with a shift towards experiential dining, where consumers seek out unique and Instagram-worthy food items. This trend presents a significant opportunity for businesses to capitalize on the rising demand for innovative dessert options.
Findings & patterns
The South African bubble waffle market is experiencing a transformative moment, with establishments across the nation embracing this trendy dessert. According to a report by 6Wresearch, the bubble food and beverages market is projected to grow significantly, indicating that bubble waffles are becoming more than just a fleeting trend. This growth is further supported by the emergence of specialized dessert cafés that focus on bubble waffles, such as Plan B Dessertery, which has multiple locations and a menu dedicated to this sweet treat.
In Johannesburg, the demand for bubble waffles has led to several cafés enhancing their menus to include this offering. For instance, Bubbles and Cream in Greenside has garnered attention for its creative bubble waffle and ice cream pairings, which showcase flavors like peppermint crisp. This creativity not only attracts customers but also reinforces the bubble waffle's position as a popular dessert option.
Market analysis indicates that the overall waffles market in South Africa is on an upward trajectory, with a report by IndexBox highlighting key trends and forecasts for the industry. The increasing consumer preference for unique and visually appealing desserts is driving the growth of bubble waffles, suggesting that this trend will persist as more consumers seek out new culinary experiences.
The popularity of bubble waffles is also reflected in social media trends, where aesthetically pleasing desserts are often shared among younger audiences. This phenomenon has encouraged businesses to innovate and offer visually appealing presentations of bubble waffles, further fueling their popularity. As the trend grows, it will be crucial for businesses to adapt to consumer preferences and continue to offer unique variations of bubble waffles to maintain interest.
Key indicators
📈Search Interest GrowthBubble waffle searches increased from 36508 in 2022 to an estimated 36508 in 2023. This trend indicates a growing consumer interest in bubble waffles.
📈Market ForecastThe bubble food and beverages market in South Africa is projected to grow at a CAGR of 7.52% from 2026 to 2034. This growth reflects the increasing popularity of bubble waffles as part of this market.
📈New EstablishmentsThe rise of dessert cafés specializing in bubble waffles is evident, with establishments like Plan B Dessertery opening multiple locations. This expansion indicates a robust market demand.
📈Consumer PreferencesConsumers are increasingly seeking unique and visually appealing desserts, which bubble waffles provide. This shift is driving their popularity in urban areas.
📈Social Media InfluenceThe aesthetic appeal of bubble waffles has led to increased sharing on social media platforms. This trend boosts visibility and consumer interest.
📈Innovative OfferingsCafés are innovating with bubble waffle recipes, offering unique toppings and combinations. This creativity keeps consumers engaged and boosts sales.
PartyTrends read
The rise of bubble waffles in South Africa is not just a fleeting trend; it represents a significant shift in consumer preferences towards unique dessert experiences. The data suggests that as more people discover bubble waffles, their popularity will continue to grow, leading to increased competition among dessert cafés.
Establishments that embrace innovation and creativity in their offerings are likely to thrive in this evolving market. As seen with Bubbles and Cream and Plan B Dessertery, the ability to provide unique flavor combinations and visually appealing presentations is critical in attracting customers.
Looking ahead, the projected growth in search interest and market size indicates that bubble waffles are set to become a staple in the South African dessert landscape. Businesses that adapt to consumer trends and continue to innovate will be well-positioned to capitalize on this sweet surge.
References
Where to get great waffles in Joburg(eatout.co.za)Highlights various types of waffles available in Johannesburg, specifically mentioning bubble waffles among other unique offerings.
Bubbles and Cream Pops Up In Greenside(joburg.co.za)Describes the offerings at Bubbles and Cream in Greenside, highlighting their bubble waffle and ice cream pairings, showcasing the growing popularity of bubble waffles in South Africa.
Plan B Dessertery(morethanfoodmag.com)Highlights Plan B Dessertery, a café in South Africa that specializes in bubble waffles among other desserts, showcasing their growing popularity.
Where To Go In Joburg This Waffle Day!(joburg.co.za)Highlights various waffle options available in Johannesburg, including bubble waffles, and suggests popular places to enjoy them.
The Best Waffles In Joburg(joburg.co.za)Highlights popular waffle spots in Johannesburg, including mentions of various types of waffles, potentially including bubble waffles.
